本文選題：運營商　切入點：互聯(lián)網(wǎng)　出處：《北京交通大學》2015年碩士論文　論文類型：學位論文

【摘要】：中國移動近年在加強互聯(lián)網(wǎng)建設,加大對電子渠道的推廣力度,越來越多的互聯(lián)網(wǎng)營銷活動陸陸續(xù)續(xù)在電子渠道開展,互聯(lián)網(wǎng)化營銷活動本身具有的爆發(fā)性、實時性等特性對傳統(tǒng)的電子渠道業(yè)務承載造成了巨大的沖擊。如果按照傳統(tǒng)的電子渠道業(yè)務承載的方式進行營銷活動的研發(fā),必然不能滿足營銷活動的需求。 本文介紹的營銷活動支撐平臺通過對電子渠道營銷活動特點的分析和總結(jié),試圖找到通過配置發(fā)布營銷活動的方式,節(jié)約營銷策劃的時間和人力成本,滿足互聯(lián)網(wǎng)時代快節(jié)奏營銷活動的需要。 開發(fā)人員通過分析產(chǎn)品特點和用戶特征,提煉出了系統(tǒng)的需求。該系統(tǒng)主要包括營銷活動入口管理、頁面模板管理、營銷配置管理和活動管理四大功能模塊。作者參與了營銷配置管理模塊和活動管理模塊的設計和開發(fā)工作。 營銷活動入口模塊：該模塊負責營銷活動入口(觸點)的管理。包括觸點的創(chuàng)建,修改,查詢,發(fā)布、觸點的啟用,停用、觸點的使用情況、觸點效果預覽等功能。 頁面模板管理模塊：該模塊負責展示用戶參與活動的相關頁面。用戶可以在交互頁面獲取活動的相關信息、參與活動、查看個人參與記錄、跟蹤活動進度等。 營銷配置管理模塊：即活動策劃執(zhí)行人員管理活動相關信息的模塊�；顒硬邉潏�(zhí)行人員可以通過該模塊進行營銷資源管理、營銷流程管理和系統(tǒng)管理等。 活動管理模塊：活動的創(chuàng)建、管理模塊。 系統(tǒng)業(yè)務功能驗證結(jié)果表明營銷活動支撐平臺能夠滿足主要形式的營銷活動基本功能的要求。目前,該項目暫處于試研發(fā)階段,并即將交付運營商試運行,同時會完善營銷活動數(shù)據(jù)分析等功能并根據(jù)客戶反饋進行改進。
[Abstract]:In recent years, China Mobile has been strengthening the construction of the Internet and increasing the promotion of electronic channels. More and more Internet marketing activities have been carried out in electronic channels. The Internet-based marketing activities themselves are explosive. The real time characteristic has caused the huge impact to the traditional electronic channel service carrying. If the traditional electronic channel business carries on the marketing activity research and development according to the traditional electronic channel service carrying way, must not satisfy the marketing activity demand. Based on the analysis and summary of the characteristics of marketing activities in electronic channels, the supporting platform of marketing activities introduced in this paper tries to find out the way of distributing marketing activities through configuration and to save the time and manpower cost of marketing planning. To meet the needs of fast-paced marketing activities in the Internet age. By analyzing the characteristics of the products and the characteristics of the users, the developers extracted the requirements of the system. The system mainly includes the management of the entry of marketing activities, the management of page templates, The author participated in the design and development of the marketing configuration management module and the activity management module. Marketing activity entry module: this module is responsible for the management of the marketing activity entrance (contact). It includes the function of creating, modifying, querying, publishing, using contact, deactivating, using contact, previewing contact effect and so on. Page template management module: this module is responsible for displaying the relevant pages of user participation. Users can obtain relevant information of activities, participate in activities, view personal participation records, track the progress of activities, etc. Marketing configuration management module: that is, activity planning executive personnel management activities related information module, activity planning executive personnel can use this module to manage marketing resources, marketing process management and system management. Activity management module: activity creation, management module. The results show that the platform can meet the requirements of the main forms of basic functions of marketing activities. At present, the project is currently in the phase of trial and development, and will soon be delivered to operators for trial operation. At the same time will improve the marketing activities data analysis and other functions according to customer feedback to improve.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：TP311.52

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