红塔集团基于大型呼叫中心的消费者信息获取与处理

发布时间：2018-03-19 21:38

本文选题：大型呼叫中心　切入点：消费者　出处：《浙江理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：烟草企业在当代经济飞速发展的背景下，正面临着激烈的行业内部竞争。烟草企业纷纷将营销重心从“产品”转向“服务”上来。在这个背景下，，红塔烟草（集团）有限责任公司积极调整营销战略，以全国所有商业公司为营销基点，首次主动将消费者纳入日常营销规划中来，积极寻找新的方式收集消费者信息，分析消费者的消费行为规律。卷烟消费者在地域上分布非常广，而且大多数卷烟消费者是零售客户，这种零售交易很难记录消费者数据。但是，除去消费者个人偏好，卷烟消费者在很大程度上受烟草企业营销策略的影响。基于这种消费者市场特征，红塔集团在卷烟营销环节中引入大型呼叫中心系统。通过大型呼叫中心系统的运行统一消费者信息的接入口径，很好的解决了消费者信息的收集问题，同时引入CRM客户关系管理概念最大限度全面、有效地管理消费者信息。然而对于烟草企业而言，仅仅搜集到消费者的数据是远远不够的。企业必须通过分析和处理消费者的信息发掘消费规律，使之引导企业制定与市场规律相吻合的营销策略。消费者信息量巨大、信息来源复杂、数据格式不统一，使得企业单纯建立在关系型数据库的基础上无法实现消费者信息分析。因此，红塔集团致力于建立基于数据仓库技术的海量消费者数据分析，将商务智能数据分析理念移植到消费者的日常卷烟消费行为分析上来。最终使企业完全掌握消费者数据，并通过对消费者数据的处理充分掌握市场动态。本文的研究重点有如下几方面：第一、研究红塔集团大型呼叫中心系统的设计和实现。从烟草行业特殊性出发，以海量消费者信息搜集作为系统功能实现的目标，构建符合烟草企业规范的大型呼叫中心信息交互平台。第二、研究一种改进的RC-5的数据加密算法，并将这种算法应用到成品卷烟防伪码的生成、验证上。同时，以卷烟防伪码的生存周期为线索，探讨了防伪码在整个卷烟营销过程中的使用。第三、引入基于数据仓库技术的智能决策分析方法，基于消费者信息利用数据仓库技术建立数据处理模型来分析消费者的卷烟消费行为，从而指导决策者制定有效的卷烟营销计划。第四、提出了一种适合呼叫中心系统的语音、传真数据的管理模型—呼叫信息精简合并模型，该模型通过对语音信号、传真文件的预处理并生成关键字信息实现了文件与文件内容的分离。将提取出来的文件关键字等内容存放在数据库系统中，方便管理数据同时为以后数据挖掘提供良好的支持，将语音、传真文件存放在文件系统中，这样就实现了数据和文件的双重管理。
[Abstract]:Under the background of the rapid development of the contemporary economy, tobacco enterprises are facing fierce competition within the industry. Tobacco enterprises have shifted their marketing focus from "products" to "services". In this context, Hongta Tobacco (Group) Co., Ltd. actively adjusts its marketing strategy, taking all commercial companies in the country as its marketing base, and for the first time taking the initiative to bring consumers into its daily marketing planning, actively seeking new ways to collect consumer information. Analysis of consumer behavior law. Cigarette consumers are very widely distributed geographically, and most cigarette consumers are retail customers, which makes it difficult to record consumer data. However, excluding consumer preferences, Cigarette consumers are greatly influenced by the marketing strategies of tobacco enterprises. Hongta Group introduced a large-scale call center system into cigarette marketing links. Through the operation of the large-scale call center system, the access caliber of consumer information was unified, and the problem of consumer information collection was well solved. At the same time, the concept of CRM customer relationship management is introduced to maximize comprehensive, effective management of consumer information. However, for tobacco enterprises, it is far from enough to collect data from consumers. Enterprises must find out the rules of consumption by analyzing and processing consumers' information. It leads enterprises to formulate marketing strategies that are consistent with market laws. Consumers have a huge amount of information, complex sources of information, and inconsistent data formats. Therefore, Hongta Group is committed to the establishment of massive consumer data analysis based on data warehouse technology. The concept of business intelligence data analysis is transplanted to the analysis of consumers' daily cigarette consumption behavior. Finally, the enterprise can fully grasp the consumer data and the market dynamics through the processing of consumer data. The research focus of this paper is as follows:. First, study the design and implementation of Hongta Group's large-scale call center system. According to the particularity of tobacco industry, take mass consumer information collection as the goal of the system function realization. Build a large scale call center information exchange platform in line with the tobacco enterprise specification. Secondly, an improved data encryption algorithm of RC-5 is studied, and the algorithm is applied to the generation and verification of the anti-counterfeiting code of finished cigarette. At the same time, the life cycle of the anti-counterfeiting code of cigarette is taken as the clue. The use of anti-counterfeiting code in the whole process of cigarette marketing is discussed. Thirdly, the intelligent decision analysis method based on data warehouse technology is introduced, and the data processing model based on consumer information is established to analyze the consumer's cigarette consumption behavior. So as to guide the decision makers to formulate an effective cigarette marketing plan. 4th, a voice and fax data management model suitable for call center system is proposed. The preprocessing of fax file and the generation of keyword information realize the separation of file and file content. The extracted file key words and other contents are stored in the database system to facilitate the management of data and provide good support for data mining in the future. The voice and fax files are stored in the file system, which realizes the dual management of data and files.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TN99

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