地市烟草精准营销系统的设计与实现
发布时间：2018-10-26 11:05
【摘要】：目前，中国是世界上最大的卷烟消费市场。面对外资烟草巨头进入和中国烟草行业体制改革，以及在营销方面存在的一些问题，烟草公司迫切需要适合业务需求的精准营销系统。本文的烟草精准营销系统就是在此背景下开发的，它可以帮助烟草公司及时掌握销售情况，做好需求预测和品牌建设，完善客户关系，督促营销人员开展工作。 本课题主要研究如何通过信息化手段辅助“卓越销售”项目的顺利开展，并基于此构建地市烟草公司的精准营销信息系统。精准营销信息系统是综合运用管理信息系统理论、数据库技术、软件开发、智能移动终端，以消费者为中心，，以“精准营销”为指导思想，构建面向“卷烟消费者-客户-烟草商业-烟草工业”整个营销链路的综合信息平台，从而有效的贯彻“卓越销售”的理念和方法，建设高效、专业、强执行力的学习型地市营销中心，为实现精确信息、精准投放、精细管理提供信息化支撑平台。地市烟草精准营销系统主要有三个子系统构成，分别为精准信息子系统、精准投放子系统、精细管理子系统。地市烟草精准营销系统的使用用户为金华市烟草公司本级及所属8个区或县，约20个市场经理，每个市场经理管10个客户经理，每个客户经理管170零售户。 在深入调研的基础上，根据实际业务需要，基于Java技术和SQL Server2008数据库技术，以Eclipse为开发平台，依据MVC设计模式构建适合地市级烟草公司的精准营销系统。 首先根据地市级烟草公司的内外部环境，进行需求分析，建立了系统的业务模型。在这个业务模型的基础上，对地市烟草精准营销系统的功能模块进行了划分。然后设计和实现了各个功能模块，主要包括数据接口、客户拜访管理、基础信息管理、营销分析与统计等几个部分。最后进行了详细的测试，测试结果表明系统的功能和性能符合开发的要求。 系统初步投入使用后，取得了较好的效果。客户经理拜访经烟户的工作更有计划性，外出拜访时可以方便地与系统进行交互，营销也更有针对性。市场经理和领导可以更好地了解每个客户经理的工作的情况。地市营销主管通过统计查询功能可以快捷的了解销售状况，及时发现问题，以便进行改善。
[Abstract]:At present, China is the world's largest cigarette consumption market. Faced with the entry of foreign tobacco giants and the reform of Chinese tobacco industry system, as well as some problems in marketing, tobacco companies urgently need a precise marketing system suitable for business needs. The tobacco precision marketing system of this paper is developed under this background, it can help the tobacco company to grasp the sales situation in time, make the demand forecast and brand construction, perfect the customer relationship, urge the marketing personnel to carry on the work. This paper mainly studies how to help the project of "excellent sales" by means of information technology, and based on this, the accurate marketing information system of tobacco company in prefecture and city is constructed. Precision marketing information system is a comprehensive application of management information system theory, database technology, software development, intelligent mobile terminal, consumer-centered, "precision marketing" as the guiding ideology. Build a comprehensive information platform for the whole marketing link of "cigarette consumers, customers, tobacco commerce and tobacco industry", so as to effectively carry out the concept and method of "excellent sales" and build an efficient and professional, The learning marketing center with strong executive ability provides information support platform for accurate information, accurate delivery and fine management. There are three subsystems of tobacco precision marketing system in prefecture and city, which are precision information subsystem, precision delivery subsystem and fine management subsystem. The users of the precision tobacco marketing system are Jinhua tobacco company at this level and 8 districts or counties, about 20 market managers, 10 account managers per market manager, 170 retail households per account manager. On the basis of in-depth investigation, according to the actual business needs, based on Java technology and SQL Server2008 database technology, based on Eclipse as the development platform, according to the MVC design pattern to build a precise marketing system suitable for local and municipal tobacco companies. Firstly, according to the internal and external environment of the prefectural tobacco company, the demand analysis is carried out, and the business model of the system is established. On the basis of this business model, the functional modules of tobacco precision marketing system in prefecture and city are divided. Then every function module is designed and implemented, including data interface, customer visit management, basic information management, marketing analysis and statistics. Finally, the detailed test results show that the function and performance of the system meet the requirements of the development. After the system is put into use, good results have been obtained. The work of the account manager to visit the customers is more planned, the visiting can be easily interacted with the system, and the marketing is more targeted. Marketing managers and leaders can better understand the work of each account manager. City marketing supervisor through the statistical query function can quickly understand the sales situation, timely detection of problems, in order to improve.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52
本文编号：2295513
[Abstract]:At present, China is the world's largest cigarette consumption market. Faced with the entry of foreign tobacco giants and the reform of Chinese tobacco industry system, as well as some problems in marketing, tobacco companies urgently need a precise marketing system suitable for business needs. The tobacco precision marketing system of this paper is developed under this background, it can help the tobacco company to grasp the sales situation in time, make the demand forecast and brand construction, perfect the customer relationship, urge the marketing personnel to carry on the work. This paper mainly studies how to help the project of "excellent sales" by means of information technology, and based on this, the accurate marketing information system of tobacco company in prefecture and city is constructed. Precision marketing information system is a comprehensive application of management information system theory, database technology, software development, intelligent mobile terminal, consumer-centered, "precision marketing" as the guiding ideology. Build a comprehensive information platform for the whole marketing link of "cigarette consumers, customers, tobacco commerce and tobacco industry", so as to effectively carry out the concept and method of "excellent sales" and build an efficient and professional, The learning marketing center with strong executive ability provides information support platform for accurate information, accurate delivery and fine management. There are three subsystems of tobacco precision marketing system in prefecture and city, which are precision information subsystem, precision delivery subsystem and fine management subsystem. The users of the precision tobacco marketing system are Jinhua tobacco company at this level and 8 districts or counties, about 20 market managers, 10 account managers per market manager, 170 retail households per account manager. On the basis of in-depth investigation, according to the actual business needs, based on Java technology and SQL Server2008 database technology, based on Eclipse as the development platform, according to the MVC design pattern to build a precise marketing system suitable for local and municipal tobacco companies. Firstly, according to the internal and external environment of the prefectural tobacco company, the demand analysis is carried out, and the business model of the system is established. On the basis of this business model, the functional modules of tobacco precision marketing system in prefecture and city are divided. Then every function module is designed and implemented, including data interface, customer visit management, basic information management, marketing analysis and statistics. Finally, the detailed test results show that the function and performance of the system meet the requirements of the development. After the system is put into use, good results have been obtained. The work of the account manager to visit the customers is more planned, the visiting can be easily interacted with the system, and the marketing is more targeted. Marketing managers and leaders can better understand the work of each account manager. City marketing supervisor through the statistical query function can quickly understand the sales situation, timely detection of problems, in order to improve.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52
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