本文選題：電信行業(yè)　切入點(diǎn)：套餐優(yōu)化　出處：《電子科技大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：電信業(yè)務(wù)具有地域覆蓋廣、用戶規(guī)模大，需求多變、流程規(guī)則復(fù)雜、產(chǎn)品種類繁多、集約化運(yùn)營(yíng)等特點(diǎn)，需要對(duì)市場(chǎng)快速響應(yīng)，而這也對(duì)電信全網(wǎng)全業(yè)務(wù)套餐支撐提出新的挑戰(zhàn)。為了順應(yīng)市場(chǎng)競(jìng)爭(zhēng)的需要，前端部門進(jìn)行了大量的套餐設(shè)計(jì)，造成套餐數(shù)量迅速增長(zhǎng)，但套餐質(zhì)量參差不齊。因套餐數(shù)量增長(zhǎng)，引起了一些新的問題，如：客戶經(jīng)理難以掌握眾多的套餐，業(yè)務(wù)廣告分散，業(yè)務(wù)解釋困難，營(yíng)銷效果不佳，風(fēng)險(xiǎn)難以管控等。 為改善A電信公司營(yíng)銷套餐的困境，本文基于電信的實(shí)際業(yè)務(wù)，分析影響套餐價(jià)值的要素，結(jié)合電信的數(shù)據(jù)倉(cāng)庫(kù)建設(shè)思路，整合電信套餐的寬表數(shù)據(jù)。為總體評(píng)估整個(gè)企業(yè)的套餐結(jié)構(gòu)，首先需要建立套餐評(píng)估指標(biāo)，然后使用數(shù)據(jù)倉(cāng)庫(kù)中的信息，按照統(tǒng)計(jì)方法計(jì)算出評(píng)估指標(biāo)數(shù)據(jù)。在套餐評(píng)估指標(biāo)數(shù)據(jù)中，通過層次分析方法進(jìn)行數(shù)據(jù)的加工處理，對(duì)現(xiàn)有套餐進(jìn)行評(píng)估，篩選出優(yōu)質(zhì)套餐與劣質(zhì)套餐，然后對(duì)套餐結(jié)構(gòu)進(jìn)行優(yōu)化。 根據(jù)套餐評(píng)估的結(jié)果，優(yōu)化套餐結(jié)構(gòu)，，可以有效解決套餐的諸多問題。在營(yíng)銷實(shí)踐中，還可以結(jié)合數(shù)據(jù)挖掘改善客戶的針對(duì)性營(yíng)銷，提升套餐營(yíng)銷的效率，改善客戶服務(wù)質(zhì)量。 本文通過五個(gè)章節(jié)對(duì)套餐評(píng)估進(jìn)行研究，第一章分析業(yè)務(wù)背景與存在問題，同時(shí)也描述當(dāng)前同行業(yè)的相關(guān)研究。第二章描述套餐分析涉及的基礎(chǔ)理論，并通過問題分析明確套餐評(píng)估中需要關(guān)注的要素；同時(shí)也提供了套餐評(píng)估中使用的一些方法。第三章重點(diǎn)描述數(shù)據(jù)整合處理的流程，確定套餐評(píng)估的可行性。第四章用實(shí)際案例說明套餐評(píng)估的可操作性。在第五章給出套餐評(píng)估的研究結(jié)果，以及未來的展望。
[Abstract]:Telecom business has broad geographic coverage, large-scale users, demand is changeable, complex process rules, product variety, intensive operation characteristics, need to respond quickly to the market, which is also in the telecommunications network business package to support new challenges. In order to meet the needs of market competition, the front of the package design department a large number of packages, resulting in the rapid growth of the number of packages, but the quality is uneven. Due to the growth of the number of packages, caused some new problems, such as: customer manager to master many packages, business advertising business dispersion, interpretation difficulties, marketing effect is poor, risk is difficult to control.
In order to improve the A telecom company marketing package dilemma, the paper business of Telecom based on the analysis of the factors affecting the value of the package, the data warehouse construction of Telecom with wide table data integration. For the overall evaluation of telecom feeset package structure of the whole enterprise, first of all need to build the package evaluation index, and then use the information in the data warehouse according to statistics, calculate the evaluation index data. In the course of the evaluation index data, processing data by AHP method, evaluates the existing package, select high-quality packages and inferior packages, and the package structure is optimized.
According to the results of package assessment, the optimization of package structure can effectively solve many problems of packages. In marketing practice, we can combine data mining to improve targeted marketing of customers, improve the efficiency of package marketing, and improve the quality of customer service.
Through five chapters on package evaluation is studied, the first chapter analyzes the business background and problems, and describes the current research in the same industry. The second chapter describes the basic theory related to package analysis, by analyzing the problems need to pay attention to factors in the assessment of clear package; at the same time, some methods used in the evaluation of the package is also provided the third chapter focuses on the description of the data. The integration process, determine the feasibility assessment package. In the fourth chapter, using actual cases to illustrate the operational assessment package. The results evaluation is given in the fifth chapter package, and the prospects in the future.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：F626

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