电信企业智能经营分析系统建设
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摘要
我国电信企业的竞争日趋激烈,与其他行业相比,电信企业拥有更多有关用户的数据。谁能正确地挖掘与分析隐含在这些数据中的知识,谁就能更好地向用户提供产品与服务,能够发现更多的商机,从而在竞争中获胜。
电信企业是国家信息基础设施的主要建设者和运营者,担负着基础建设的重要使命。为了顺应信息化时代的发展潮流,满足客户个性化服务,缩短服务链条,提高核心能力创新能力,各电信企业纷纷建设以IT技术为依托的信息支撑系统。近年来,以商业智能技术为基础的经营分析系统逐渐成为建设的方向。电信运营商的经营模式已经从传统的面向网络的经营模式逐步转变到面向客户的经营模式,工作重点也从重视网络建设维护转向重视市场营销。经营分析系统的建设目标是建立一个统一的数据信息平台,采用先进的数据仓库技术和分析挖掘工具,提取企业数据中的有价值信息,为企业的客户服务、市场营销等工作提供科学有效的支撑,提升企业的运营水平和竞争能力,体现以客户为中心的经营理念。
本文首先介绍了中国电信的背景情况、营销现状和信息化发展情况,引出了建设电信经营分析系统的迫切性和重要意义。本文重点研究了我国的电信企业如何建立数据仓库并运用商业智能技术来进行经营分析,描述了经营分析系统的总体结构和网络结构,并给出了系统分析实例。
Nowadays, the competition among China's Telecom enterprises is becoming more and more intensive, while compared with other industries, Telecom enterprises have possessed more data of customers, so the one who can correctly excavate and analyze the information contained in the data would be the one who could offer better products and services to customers, take more opportunities, and turn out to be the winner of this competition.
As the chief builder and operator of national information network's infrastructure, telecom enterprises shoulder heavy responsibilities of its construction. In order to meet the needs of information age, serve customer's special demands, cut short the service chain, improve its key ability and creativity, telecom enterprises in succession build up supporting systems of information depending on Information Technology. Accordingly, to construct the operation analysis system of management based on intelligence technology gradually takes the lead of the construction during recent years, which needs the transformation of the operation model for telecom enterprises from traditional network construction which is maintenance oriented one to modern marketing which is customers oriented one. The aim of the management analysis system is to build a standardized information data platform that takes advantage of data warehouse and data mining, and help extract valuable information from enterprise management data so as to serve better customers, furnish marketing with effective and scientific support, promote enterprises' capacity of operation and competition, which exhibit a customer oriented management idea.
The thesis firstly introduces the background situation of China Telecom, the present condition of its marketing and the development of its informatization. Secondly it points out the imminence and importance in the construction of operation analysis system of china Telecom. Finally it mainly conducts researches on how the Telecom enterprises build data warehouse and make management analysis based on business intelligence technology. Meanwhile this thesis describes the general structure and network structure of management analysis system, and presents cases of its application.
电信企业是国家信息基础设施的主要建设者和运营者,担负着基础建设的重要使命。为了顺应信息化时代的发展潮流,满足客户个性化服务,缩短服务链条,提高核心能力创新能力,各电信企业纷纷建设以IT技术为依托的信息支撑系统。近年来,以商业智能技术为基础的经营分析系统逐渐成为建设的方向。电信运营商的经营模式已经从传统的面向网络的经营模式逐步转变到面向客户的经营模式,工作重点也从重视网络建设维护转向重视市场营销。经营分析系统的建设目标是建立一个统一的数据信息平台,采用先进的数据仓库技术和分析挖掘工具,提取企业数据中的有价值信息,为企业的客户服务、市场营销等工作提供科学有效的支撑,提升企业的运营水平和竞争能力,体现以客户为中心的经营理念。
本文首先介绍了中国电信的背景情况、营销现状和信息化发展情况,引出了建设电信经营分析系统的迫切性和重要意义。本文重点研究了我国的电信企业如何建立数据仓库并运用商业智能技术来进行经营分析,描述了经营分析系统的总体结构和网络结构,并给出了系统分析实例。
Nowadays, the competition among China's Telecom enterprises is becoming more and more intensive, while compared with other industries, Telecom enterprises have possessed more data of customers, so the one who can correctly excavate and analyze the information contained in the data would be the one who could offer better products and services to customers, take more opportunities, and turn out to be the winner of this competition.
As the chief builder and operator of national information network's infrastructure, telecom enterprises shoulder heavy responsibilities of its construction. In order to meet the needs of information age, serve customer's special demands, cut short the service chain, improve its key ability and creativity, telecom enterprises in succession build up supporting systems of information depending on Information Technology. Accordingly, to construct the operation analysis system of management based on intelligence technology gradually takes the lead of the construction during recent years, which needs the transformation of the operation model for telecom enterprises from traditional network construction which is maintenance oriented one to modern marketing which is customers oriented one. The aim of the management analysis system is to build a standardized information data platform that takes advantage of data warehouse and data mining, and help extract valuable information from enterprise management data so as to serve better customers, furnish marketing with effective and scientific support, promote enterprises' capacity of operation and competition, which exhibit a customer oriented management idea.
The thesis firstly introduces the background situation of China Telecom, the present condition of its marketing and the development of its informatization. Secondly it points out the imminence and importance in the construction of operation analysis system of china Telecom. Finally it mainly conducts researches on how the Telecom enterprises build data warehouse and make management analysis based on business intelligence technology. Meanwhile this thesis describes the general structure and network structure of management analysis system, and presents cases of its application.
引文
[1]llan Jiawei,Micheline Kamber 数据挖掘概念与技术 机械工业出版社 2001年第3-9,19页
[2]范金城,梅长林 数据分析 科学出版社 2002年 第9.1-9.30页
[3]张海藩 软件工程导论 第三版 北京清华大学出版社 1998年 第18-75页
[4]赵宏波 电信企业客户关系管理 北京人民邮电出版社 2003年 第244-277页
[5]徐享华 通信企业生产运作管理 北京人民邮电出版社 2002年 第116-140页
[6]柏琳,舒华英 电信管理信息系统 北京北京邮电大学出版社 2001年 第36-67页
[7]王欣 管理信息系统 北京中国水利水电出版社 2004年 第55-305页
[8](美)斯太尔,(美)雷诺兹,张靖等译 信息系统原理 北京机械工业出版社 2000年 第269-398页
[9]左美云,邝孔武 信息系统的开发与管理教程 北京清华大学出版社 2001年 第89-131页
[10]David Hand,Heikki Mannila,Padhraic Smyth 数据挖掘原理 机械工业出版社2003
[11]张云涛,龚玲 商业智能设计、部署与实现 电子工业出版社 2004
[12]Inmon,w.H 数据仓库 机械工业出版社 2006
[2]范金城,梅长林 数据分析 科学出版社 2002年 第9.1-9.30页
[3]张海藩 软件工程导论 第三版 北京清华大学出版社 1998年 第18-75页
[4]赵宏波 电信企业客户关系管理 北京人民邮电出版社 2003年 第244-277页
[5]徐享华 通信企业生产运作管理 北京人民邮电出版社 2002年 第116-140页
[6]柏琳,舒华英 电信管理信息系统 北京北京邮电大学出版社 2001年 第36-67页
[7]王欣 管理信息系统 北京中国水利水电出版社 2004年 第55-305页
[8](美)斯太尔,(美)雷诺兹,张靖等译 信息系统原理 北京机械工业出版社 2000年 第269-398页
[9]左美云,邝孔武 信息系统的开发与管理教程 北京清华大学出版社 2001年 第89-131页
[10]David Hand,Heikki Mannila,Padhraic Smyth 数据挖掘原理 机械工业出版社2003
[11]张云涛,龚玲 商业智能设计、部署与实现 电子工业出版社 2004
[12]Inmon,w.H 数据仓库 机械工业出版社 2006