面向移动互联网的位置营销关键技术与方法研究

Research on Location-based Marketing Key Techniques and Methods for Mobile Internet

在移动互联网时代,移动终端、通信网络、业务应用三者构成了一个完整的"云+管+端"的价值服务体系。对于商家而言,为实现精准化营销,一方面需要借助各种通信技术获取客户的位置,解决位置场景发现问题;另一方面需要借助大规模分布式流式计算技术,解决服务的实时提供问题。文章首先介绍位置营销业务需求及典型应用场景,其次分析典型无线通信技术特点、适用场景以及移动终端位置获取方法,接着分析实现位置服务的分布式实时流式计算关键技术,最后给出精准化营销平台的总体架构设计方案。

In the era of Mobile Internet, mobile terminal, communication network and business application form an integrated system of service value linked by ‘Cloud ＋ Tube ＋ End＇. On the one hand, the merchants need get customer＇s position with the help of various communication technologies to solve the problem of finding location scene in order to achieve precision marketing.On the other hand, they need solve the problem of service providing in real-time with the help of a large-scale distributed streaming computing technology. This paper first introduces the business requirements of location-based marketing and typical application scenario, analyzes the characteristics of the typical wireless communication technology, application scenarios and location acquisition method for mobile terminal, analyzes distributed real-time streaming computing key technologies to realize the locationbased service, and provides overall architecture framework for precision marketing in the end.