The Whole Process Of Management And Control System For Marketing Activities

The customer is the focus of marketing activities for telecom operators, how towin and retain customers is the subject of corporate marketing. China Mobile hasbeen gaining importance in the overall communications market. To promote the fineoperation and bring a stable income will be an important direction of marketingcapacity building. Fine operation, based on specific customer groups to start work, itscore is “database marketing”. Database marketing Through database marketing,which requires operators to continue to segment customer groups and establish a“customer-centric” business ideas, operator’s marketing capabilities can be enhancedand depth operating system will be built up to support business development.In the actual operation of the promotion process, on the one hand, as a result ofcustomer data scattered in numerous platforms and support systems (BOSS, bysubsystem, etc.), although has a “massive customer data”, but company do not knowexactly where the target customers. On the other hand, with the introduction of newbusiness, companies do not know what kind of business should be recommended tocustomers, resulting in the cultivation of cash cow products and star products are inrelatively blind phase. To solve these problems, operators need to have a unifiedplatform for all kinds of customer data integration, analysis. As for different businesscharacteristics, dig out the different target customers to rapidly launch a precisemarketing activities to enhance the success rate of business recommendation.Combined domestic and foreign database marketing development experiencewith the actual situation in Inner Mongolia mobile market operations, this thesisanalyze in-depth the current stage of mobile business and marketing managementneeds, and explore the specific application of database marketing. The author Theauthor has participated in the needs analysis, design, construction work in the InnerMongolia mobile marketing activities management system, during the reading of theinformation about database marketing, combined with previous knowledge, the authorproposed the "atomic data" concept, which built on various minimum attributeconstruction of marketing system based on the customer’s label,allowing customersportraits more flexible and be able to quickly realize the configuration andimplementation of marketing activities and to carry out multi-level split after clustering of customers, for the simultaneous promotion for the same product atdifferent levels. Meanwhile, the scene management to the target customers andmarketing activities enable users to reuse quickly the already been carried outmarketing activities when designing new activities.Marketing campaign management and control system platform has been put intouse in January2014, and realized closed-loop management of all aspects of marketingactivities (new construction, approval, view, deployment, implementation, evaluation,audit), in line with the Sarbanes-Oxley Act of listed companies internal controlrequirements. Marketing campaign management and control system receivedrecognition from personnel at all levels after being in use and finally verified thecorrectness of the design.