终端营销的数据挖掘与商务智能

发布时间：2018-04-27 00:35

本文选题：商务智能 + 数据挖掘　；参考：《浙江理工大学》2015年硕士论文

【摘要】：长期以来,烟草行业一直十分重视终端营销工作。终端是商品销售的末端，是商品直接接触消费者进行展示的场所和完成交易的最终的端口。在终端这个场所里，商品转变成了货币，实现了真正的销售。终端营销是营销价值链中竞争最激烈同时也是最具有决定性的一个环节。占领了终端就等于占据了战场的制高点，为取得商业战斗的胜利奠定了基础。通过掌控终端信息能找准目标、树立形象、打通渠道、培育品牌。重点品牌卷烟正持续的快速发展，建立面向消费者的零售终端的管理系统平台已经刻不容缓了。有了终端营销管理平台为依据，烟草企业将能更有效地、更有针对性地加强终端营销的力度，从而不断壮大消费群体，最后引领卷烟品牌可持续的健康快速的发展。随着终端营销的发展，终端零售户积累的基础信息、订单信息、销售数据、库存数据等也愈加的庞大。这些数据表面上看起来都非常的零散、无规律可言，但是它们隐含了非常有潜在利用价值的商业知识。这些终端数据的规模非常庞大，怎么用合理的方法建立数据仓库，把这些数据进行清洗、转换、处理后存储在数据仓库中，又要采用数据挖掘技术进一步从已经处理过的源数据中得到更为直观有效的商业知识，呈现在客户面前，这些都是必须解决掉的问题。数据挖掘一般是指从大量的数据中通过算法搜索隐藏于其中有用信息的过程。由上可知，，只有应用数据挖掘将零售终端的这些海量的数据中的有用的信息挖掘出来，才能为之后的销售预测、实时投放等提供有力支持，确保公司的管理者的决策的正确性。因此，终端营销的数据挖掘愈加显出其重大意义。鉴于此，本文通过数据挖掘与商务智能技术对烟草行业的终端营销进行分析，研究对终端营销数据进行挖掘分析的重要商业价值。主要研究工作归纳如下：（1）烟草行业零售终端营销数据模型研究。其中包括动销比的计算，通过终端零售户各类卷烟规格动销比的情况，建立预警机制和风险管理，建立预警机制和风险管理。（2）零售终端的抽样调查。抽样浙江省内不同类别的零售终端的库存以及销量的数据，预测全省销量和库存情况。（3）以浙江中烟为设计对象，提出浙江中烟终端营销系统的设计方案。基于全省终端基础信息与零售户的订单信息，建立市场复购情况分析、三维五率分析、上柜率综合分析、零售户销量分析、投放准确率分析。对数据进行全方位展现和深层次挖掘，支持企业的动态化决策。
[Abstract]:For a long time, the tobacco industry has always attached great importance to the terminal marketing work. The terminal is the end of commodity sale, the place where the goods come into direct contact with the consumer and the final port to complete the transaction. In the terminal, goods are converted into money and real sales are achieved. Terminal marketing is the most competitive and decisive link in the marketing value chain. To occupy the terminal is to occupy the commanding point of the battlefield, and to lay the foundation for the victory of the commercial battle. Through controlling terminal information can find the right target, establish image, open channels, cultivate brand. The key brand cigarette is continuing to develop rapidly, it is urgent to establish the management system platform of the consumer-oriented retail terminal. With the terminal marketing management platform as the basis, tobacco enterprises will be more effective, more targeted to strengthen the strength of terminal marketing, so as to continue to expand consumer groups, finally leading the sustainable and rapid development of cigarette brands. With the development of terminal marketing, the basic information, order information, sales data, inventory data and so on are increasingly huge. On the surface, these data are very fragmented and irregular, but they imply very potentially useful business knowledge. The scale of these terminal data is very large, how to set up the data warehouse in a reasonable way, clean the data, convert it, store it in the data warehouse, It is necessary to solve these problems by using data mining technology to obtain more intuitive and effective business knowledge from the processed source data and present it to customers. Data mining refers to the process of searching useful information hidden in a large amount of data through algorithms. It can be seen from above that only by using data mining to mine the useful information from these massive data of retail terminals can we provide strong support for the sales forecast and real-time delivery and ensure the correctness of the decision of the company's managers. Therefore, the data mining of terminal marketing is more and more significant. In view of this, this paper analyzes the terminal marketing of tobacco industry through data mining and business intelligence technology, and studies the important commercial value of mining and analyzing terminal marketing data. The main research work is summarized as follows: 1) Research on retail terminal marketing data model of tobacco industry. It includes the calculation of the ratio of mobile selling and selling, the establishment of early warning mechanism and risk management, and the establishment of early warning mechanism and risk management through the specification of mobile selling ratio of all kinds of cigarettes in the terminal retail households. Sample survey of retail terminals. The inventory and sales data of different types of retail terminals in Zhejiang Province are sampled to predict the sales volume and inventory situation of the province. Taking Zhejiang Zhongyan as the design object, the design scheme of Zhejiang Zhongyan terminal marketing system is put forward. Based on the basic information of the whole province terminal and the order information of the retail households, this paper establishes the analysis of the situation of market repurchase, the analysis of the three dimensional five rate, the comprehensive analysis of the listing rate, the analysis of the retail sales volume, and the analysis of the accuracy of delivery. The data are displayed in all directions and deep-level mining to support dynamic decision-making of enterprises.
【学位授予单位】：浙江理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：TP311.13

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