本文選題：大型呼叫中心　切入點(diǎn)：消費(fèi)者　出處：《浙江理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：煙草企業(yè)在當(dāng)代經(jīng)濟(jì)飛速發(fā)展的背景下，正面臨著激烈的行業(yè)內(nèi)部競(jìng)爭(zhēng)。煙草企業(yè)紛紛將營(yíng)銷重心從“產(chǎn)品”轉(zhuǎn)向“服務(wù)”上來。在這個(gè)背景下，，紅塔煙草（集團(tuán)）有限責(zé)任公司積極調(diào)整營(yíng)銷戰(zhàn)略，以全國(guó)所有商業(yè)公司為營(yíng)銷基點(diǎn)，首次主動(dòng)將消費(fèi)者納入日常營(yíng)銷規(guī)劃中來，積極尋找新的方式收集消費(fèi)者信息，分析消費(fèi)者的消費(fèi)行為規(guī)律。 卷煙消費(fèi)者在地域上分布非常廣，而且大多數(shù)卷煙消費(fèi)者是零售客戶，這種零售交易很難記錄消費(fèi)者數(shù)據(jù)。但是，除去消費(fèi)者個(gè)人偏好，卷煙消費(fèi)者在很大程度上受煙草企業(yè)營(yíng)銷策略的影響。基于這種消費(fèi)者市場(chǎng)特征，紅塔集團(tuán)在卷煙營(yíng)銷環(huán)節(jié)中引入大型呼叫中心系統(tǒng)。通過大型呼叫中心系統(tǒng)的運(yùn)行統(tǒng)一消費(fèi)者信息的接入口徑，很好的解決了消費(fèi)者信息的收集問題，同時(shí)引入CRM客戶關(guān)系管理概念最大限度全面、有效地管理消費(fèi)者信息。 然而對(duì)于煙草企業(yè)而言，僅僅搜集到消費(fèi)者的數(shù)據(jù)是遠(yuǎn)遠(yuǎn)不夠的。企業(yè)必須通過分析和處理消費(fèi)者的信息發(fā)掘消費(fèi)規(guī)律，使之引導(dǎo)企業(yè)制定與市場(chǎng)規(guī)律相吻合的營(yíng)銷策略。消費(fèi)者信息量巨大、信息來源復(fù)雜、數(shù)據(jù)格式不統(tǒng)一，使得企業(yè)單純建立在關(guān)系型數(shù)據(jù)庫(kù)的基礎(chǔ)上無法實(shí)現(xiàn)消費(fèi)者信息分析。因此，紅塔集團(tuán)致力于建立基于數(shù)據(jù)倉(cāng)庫(kù)技術(shù)的海量消費(fèi)者數(shù)據(jù)分析，將商務(wù)智能數(shù)據(jù)分析理念移植到消費(fèi)者的日常卷煙消費(fèi)行為分析上來。最終使企業(yè)完全掌握消費(fèi)者數(shù)據(jù)，并通過對(duì)消費(fèi)者數(shù)據(jù)的處理充分掌握市場(chǎng)動(dòng)態(tài)。 本文的研究重點(diǎn)有如下幾方面： 第一、研究紅塔集團(tuán)大型呼叫中心系統(tǒng)的設(shè)計(jì)和實(shí)現(xiàn)。從煙草行業(yè)特殊性出發(fā)，以海量消費(fèi)者信息搜集作為系統(tǒng)功能實(shí)現(xiàn)的目標(biāo)，構(gòu)建符合煙草企業(yè)規(guī)范的大型呼叫中心信息交互平臺(tái)。 第二、研究一種改進(jìn)的RC-5的數(shù)據(jù)加密算法，并將這種算法應(yīng)用到成品卷煙防偽碼的生成、驗(yàn)證上。同時(shí)，以卷煙防偽碼的生存周期為線索，探討了防偽碼在整個(gè)卷煙營(yíng)銷過程中的使用。 第三、引入基于數(shù)據(jù)倉(cāng)庫(kù)技術(shù)的智能決策分析方法，基于消費(fèi)者信息利用數(shù)據(jù)倉(cāng)庫(kù)技術(shù)建立數(shù)據(jù)處理模型來分析消費(fèi)者的卷煙消費(fèi)行為，從而指導(dǎo)決策者制定有效的卷煙營(yíng)銷計(jì)劃。 第四、提出了一種適合呼叫中心系統(tǒng)的語音、傳真數(shù)據(jù)的管理模型—呼叫信息精簡(jiǎn)合并模型，該模型通過對(duì)語音信號(hào)、傳真文件的預(yù)處理并生成關(guān)鍵字信息實(shí)現(xiàn)了文件與文件內(nèi)容的分離。將提取出來的文件關(guān)鍵字等內(nèi)容存放在數(shù)據(jù)庫(kù)系統(tǒng)中，方便管理數(shù)據(jù)同時(shí)為以后數(shù)據(jù)挖掘提供良好的支持，將語音、傳真文件存放在文件系統(tǒng)中，這樣就實(shí)現(xiàn)了數(shù)據(jù)和文件的雙重管理。
[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.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：TN99

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