Research Of Community Comprehensive Marking System Based On Data Warehouse Technique

In today's fast-changing global network economy era, information is a winning business strategy weapons. The key factor ,which can help enterprises win the changing market competition ,is to be able to get the correct information quickly, forecasting consumer trends, evaluating the changes in the direction of the market and analyseing the company's operating performance. In order to achieve the above goal, modern enterprises often put in a lot of money and time to build information systems and the introduction of advanced decision support tools, which could support management and decision of these enterprises, and increase their competitive advantage. However, with corporate information systems continues to increase, the amount of data within the organization geometric growth, and most of these data scattered throughout the enterprise, which makes it very difficulty to analyse the useful decision-making information. Even if they managed to obtain some useful information and some analysis of the decision-making, by the lack of data on the source of these enterprise-wide integration, so that the results of the analysis done are no more than one-sided point of view, and these can not be effectively applied to the business analysis of the whole enterprise.As a result, building a Decision Analysis System which can integrate sorts of enterprise data and convert them into useful information in order to make end users to access to these information simply and quickly is the most urgent task for a mordern enterprise to survival in the fierce market competition. The Data Warehouse technology can convert a great deal of information and data into useful information, make the decision-making and marketing staff keep abreast of the changes in the market and establish effictive business strategy according to the market conditions. The enterprise information system, which base on the Data Warehouse technology, could develop a single data-centric environment into a systematic analytical processing environment, inder order to guide the development of enterprise. In such a demand, data warehouse technology is widely used in modern enterprises, and become tThe most popular management and decision support tools.More and more person enjoy the telecommunication service along with the development of telecommunication business and the market changes. Correspond ground, the telecommunication market is also been a buyer market by the selling market. Because of the simple mode,less node and passive marketing ,the Marketing outlet of business hall as lord and agent for assist before is already not adapt to the market developing and compete . The reform of the telecommunication marketing and service mode became urgency .As the dominant telecommunication company ,China Netcom Group now faces the mission of the marketing system reform. For the sake of quick respond the market need and the competition information, the efficiently implementation marketing policy, the exaltation sale ability, China Netcom Group decide to promote the community manager system of divide the slice wraps of each province. Though the community manager system, we carry out the change from the circuit maintenance to community marketing. We carry out the management of community manager to provide all-directions active service base on the customer service center. The community manager system changed the marketing mode of the originally passive mode, extended customer service scope, raised customer service level, speeded the market feedback information, exemplified the operation principle of market leading,customer centered and benefits as the target, and then attain to the purpose of directly market-faced,extensively market-cover and completely promotion of the core competition ability of the enterprise.In the past decade ,the Jilin Netcom build up the business supported system, such as "97 business systems","billing system","comprehensive settle system","10060 the province concentration customer service system" etc. The data quantity of each system inflate continuously with the time and the development of business because of the complicated characteristics of the telecommunication business,and the data is distributed on different system platform with various forms. It is almost impossible to obtain various service information needed from so many huge business systems. It is important to import new technique and establish a new customer analysis and the decision support system to support community marketing person,community manager and the market manager.This article mainly discuss how to constructs Jilin Netcom community marketing system to integrate information of various business and support systems and establish the integrate user information and data platform base on the data warehouse technology. Its goal is to enables all levels of administrative personnel and community manager to obtain information from the platform data and to provide promptly,accurate and science policy-making basis for the community and the market management. Therefore, the data accuracy, the integrity are focal points in the system construction. .How to extract the data from exterior source system to the data warehouse, how to guarantee the data the accuracy, how all levels of personnel do carry on the visit to in the data warehouse data and obtains the useful information and formulates the appropriate marketing strategy become the key problem of the system construction. How to make an effectively use of data warehouse technology in the enterprise combined with de present of Jilin Netcom information system, and construct community marketing system base on this new technology to help the enterprise to establish the integrity customer file, how to use the precious data resources of the business system such as"The 97 Business System"and"The Billing System"to propose useful information from this massive business data to realize intellectual process of the information and to provide promptly,accurate,science policy-making basis for the community work and market management is the significance of this article.This article first theoretically introduced the data warehouse technology production, the development and the present application situation, and in detail elaborated the construction of the data warehouse system logical process. Afterwards take the actual project as the backing, analyzed the construction goal,the principle and the software architecture of the community marketing system. Finally introduced in detail the design method and the realization plan of the community marketing system though three logic levels which is data storage level,the data gain level and the data development level. Proposed in the topic research the solution and the design frame of the on-line analysis processing system base on the database,the service data saves and the data warehouse. This system construction defers to the data warehouse system and OLAP (on-line analysis) theory, uses relational database ORACLE9i and the star mold type data model, carries on the surface with JSP, programms with ORACLE the PL/SQL to process on the background and develops the report with BO.At present the system officially moved, and promoted in the entire province scope, has obtained the remarkable result.