發(fā)布時間：2018-10-26 11:05

【摘要】：目前，中國是世界上最大的卷煙消費(fèi)市場。面對外資煙草巨頭進(jìn)入和中國煙草行業(yè)體制改革，以及在營銷方面存在的一些問題，煙草公司迫切需要適合業(yè)務(wù)需求的精準(zhǔn)營銷系統(tǒng)。本文的煙草精準(zhǔn)營銷系統(tǒng)就是在此背景下開發(fā)的，它可以幫助煙草公司及時掌握銷售情況，做好需求預(yù)測和品牌建設(shè)，完善客戶關(guān)系，督促營銷人員開展工作。 本課題主要研究如何通過信息化手段輔助“卓越銷售”項(xiàng)目的順利開展，并基于此構(gòu)建地市煙草公司的精準(zhǔn)營銷信息系統(tǒng)。精準(zhǔn)營銷信息系統(tǒng)是綜合運(yùn)用管理信息系統(tǒng)理論、數(shù)據(jù)庫技術(shù)、軟件開發(fā)、智能移動終端，以消費(fèi)者為中心，，以“精準(zhǔn)營銷”為指導(dǎo)思想，構(gòu)建面向“卷煙消費(fèi)者-客戶-煙草商業(yè)-煙草工業(yè)”整個營銷鏈路的綜合信息平臺，從而有效的貫徹“卓越銷售”的理念和方法，建設(shè)高效、專業(yè)、強(qiáng)執(zhí)行力的學(xué)習(xí)型地市營銷中心，為實(shí)現(xiàn)精確信息、精準(zhǔn)投放、精細(xì)管理提供信息化支撐平臺。地市煙草精準(zhǔn)營銷系統(tǒng)主要有三個子系統(tǒng)構(gòu)成，分別為精準(zhǔn)信息子系統(tǒng)、精準(zhǔn)投放子系統(tǒng)、精細(xì)管理子系統(tǒng)。地市煙草精準(zhǔn)營銷系統(tǒng)的使用用戶為金華市煙草公司本級及所屬8個區(qū)或縣，約20個市場經(jīng)理，每個市場經(jīng)理管10個客戶經(jīng)理，每個客戶經(jīng)理管170零售戶。 在深入調(diào)研的基礎(chǔ)上，根據(jù)實(shí)際業(yè)務(wù)需要，基于Java技術(shù)和SQL Server2008數(shù)據(jù)庫技術(shù)，以Eclipse為開發(fā)平臺，依據(jù)MVC設(shè)計(jì)模式構(gòu)建適合地市級煙草公司的精準(zhǔn)營銷系統(tǒng)。 首先根據(jù)地市級煙草公司的內(nèi)外部環(huán)境，進(jìn)行需求分析，建立了系統(tǒng)的業(yè)務(wù)模型。在這個業(yè)務(wù)模型的基礎(chǔ)上，對地市煙草精準(zhǔn)營銷系統(tǒng)的功能模塊進(jìn)行了劃分。然后設(shè)計(jì)和實(shí)現(xiàn)了各個功能模塊，主要包括數(shù)據(jù)接口、客戶拜訪管理、基礎(chǔ)信息管理、營銷分析與統(tǒng)計(jì)等幾個部分。最后進(jìn)行了詳細(xì)的測試，測試結(jié)果表明系統(tǒng)的功能和性能符合開發(fā)的要求。 系統(tǒng)初步投入使用后，取得了較好的效果�？蛻艚�(jīng)理拜訪經(jīng)煙戶的工作更有計(jì)劃性，外出拜訪時可以方便地與系統(tǒng)進(jìn)行交互，營銷也更有針對性。市場經(jīng)理和領(lǐng)導(dǎo)可以更好地了解每個客戶經(jīng)理的工作的情況。地市營銷主管通過統(tǒng)計(jì)查詢功能可以快捷的了解銷售狀況，及時發(fā)現(xiàn)問題，以便進(jìn)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.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：TP311.52

【參考文獻(xiàn)】

相關(guān)期刊論文 前2條

1 韓靈梅;我國煙草業(yè)改革之路[J];河南科技大學(xué)學(xué)報(農(nóng)學(xué)版);2003年04期

2 雷志柱;我國煙草行業(yè)多元化發(fā)展戰(zhàn)略研究[J];江蘇商論;2003年11期

相關(guān)會議論文 前2條

1 黎云;李銳;;淺議煙草公司如何運(yùn)用客戶關(guān)系管理[A];廣西煙草學(xué)會2005年度學(xué)術(shù)年會論文集[C];2006年

2 余子喬;;淺談以我為主體的卷煙零售網(wǎng)絡(luò)建設(shè)[A];中南片2003年煙草學(xué)術(shù)交流會論文集[C];2004年

相關(guān)碩士學(xué)位論文 前3條

1 李建平;煙草行業(yè)競爭情報系統(tǒng)框架體系研究[D];昆明理工大學(xué);2007年

2 陳國恒;S市煙草公司基于信息系統(tǒng)的卷煙需求預(yù)測研究[D];復(fù)旦大學(xué);2008年

3 李光甲;吉林市煙草公司卷煙經(jīng)營戰(zhàn)略研究[D];吉林大學(xué);2008年

本文編號：2295513