發(fā)布時間：2018-04-27 00:35

  本文選題：商務(wù)智能 + 數(shù)據(jù)挖掘��； 參考：《浙江理工大學(xué)》2015年碩士論文

【摘要】：長期以來,煙草行業(yè)一直十分重視終端營銷工作。終端是商品銷售的末端，是商品直接接觸消費(fèi)者進(jìn)行展示的場所和完成交易的最終的端口。在終端這個場所里，商品轉(zhuǎn)變成了貨幣，實(shí)現(xiàn)了真正的銷售。終端營銷是營銷價值鏈中競爭最激烈同時也是最具有決定性的一個環(huán)節(jié)。占領(lǐng)了終端就等于占據(jù)了戰(zhàn)場的制高點(diǎn)，為取得商業(yè)戰(zhàn)斗的勝利奠定了基礎(chǔ)。通過掌控終端信息能找準(zhǔn)目標(biāo)、樹立形象、打通渠道、培育品牌。重點(diǎn)品牌卷煙正持續(xù)的快速發(fā)展，建立面向消費(fèi)者的零售終端的管理系統(tǒng)平臺已經(jīng)刻不容緩了。有了終端營銷管理平臺為依據(jù)，煙草企業(yè)將能更有效地、更有針對性地加強(qiáng)終端營銷的力度，從而不斷壯大消費(fèi)群體，最后引領(lǐng)卷煙品牌可持續(xù)的健康快速的發(fā)展。 隨著終端營銷的發(fā)展，終端零售戶積累的基礎(chǔ)信息、訂單信息、銷售數(shù)據(jù)、庫存數(shù)據(jù)等也愈加的龐大。這些數(shù)據(jù)表面上看起來都非常的零散、無規(guī)律可言，但是它們隱含了非常有潛在利用價值的商業(yè)知識。這些終端數(shù)據(jù)的規(guī)模非常龐大，怎么用合理的方法建立數(shù)據(jù)倉庫，把這些數(shù)據(jù)進(jìn)行清洗、轉(zhuǎn)換、處理后存儲在數(shù)據(jù)倉庫中，又要采用數(shù)據(jù)挖掘技術(shù)進(jìn)一步從已經(jīng)處理過的源數(shù)據(jù)中得到更為直觀有效的商業(yè)知識，呈現(xiàn)在客戶面前，這些都是必須解決掉的問題。 數(shù)據(jù)挖掘一般是指從大量的數(shù)據(jù)中通過算法搜索隱藏于其中有用信息的過程。由上可知，，只有應(yīng)用數(shù)據(jù)挖掘?qū)⒘闶劢K端的這些海量的數(shù)據(jù)中的有用的信息挖掘出來，才能為之后的銷售預(yù)測、實(shí)時投放等提供有力支持，確保公司的管理者的決策的正確性。因此，終端營銷的數(shù)據(jù)挖掘愈加顯出其重大意義。鑒于此，本文通過數(shù)據(jù)挖掘與商務(wù)智能技術(shù)對煙草行業(yè)的終端營銷進(jìn)行分析，研究對終端營銷數(shù)據(jù)進(jìn)行挖掘分析的重要商業(yè)價值。主要研究工作歸納如下： （1）煙草行業(yè)零售終端營銷數(shù)據(jù)模型研究。其中包括動銷比的計算，通過終端零售戶各類卷煙規(guī)格動銷比的情況，建立預(yù)警機(jī)制和風(fēng)險管理，建立預(yù)警機(jī)制和風(fēng)險管理。 （2）零售終端的抽樣調(diào)查。抽樣浙江省內(nèi)不同類別的零售終端的庫存以及銷量的數(shù)據(jù)，預(yù)測全省銷量和庫存情況。 （3）以浙江中煙為設(shè)計對象，提出浙江中煙終端營銷系統(tǒng)的設(shè)計方案。基于全省終端基礎(chǔ)信息與零售戶的訂單信息，建立市場復(fù)購情況分析、三維五率分析、上柜率綜合分析、零售戶銷量分析、投放準(zhǔn)確率分析。對數(shù)據(jù)進(jìn)行全方位展現(xiàn)和深層次挖掘，支持企業(yè)的動態(tài)化決策。
[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.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：TP311.13

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