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论文编号：	3860
作者编号：	2120082425
上传时间：	2011/11/29 17:58:48
中文题目：	商务智能在ts集团直销数据分析中的应用研究
英文题目：	Research and Application for TS Group Direct Selling Data Analysis on Business Intelligence
指导老师：	安利平
中文关键字：	商务智能 数据集市 联机分析处理 直销 数据分析
英文关键字：	Business Intelligence Data Mart OLAP Direct Selling Data Analysis
中文摘要：	在经济全球化、贸易自由化、竞争激烈化的环境下，企业比以往任何时候都面临着更为复杂的生存条件，更加难以形成并维护其竞争壁垒。为了迎接挑战，要求企业能在复杂多变的环境下做出快速反应，准确把握市场，分析消费者的消费趋势，找出企业经营上的问题，挖掘新的商业机会，并对未来进行预测，而这些都建立在企业能及时、准确地获得信息的基础上。在直销行业快速发展的今天，中国已经成为世界各国直销公司首选的目标市场，中国庞大的消费群体和日益增长的对健康产业的认知度，都使直销行业在中国快速扎根，迅速成长。与此同时，中国市场上直销行业的竞争也变得更加激烈，如何能在直销的浪潮中稳步前行并最终成长为可持续发展的卓越企业，是每一个参与竞争的直销公司面临的巨大考验。本文以TS集团直销分析业务现状为基础，结合直销行业销售体系的特殊性，充分利用宝贵的数据资源，重点研究了商务智能系统在直销数据分析业务中的应用，从数据集市的构建和联机分析处理的应用等方面描述系统的需求分析和解决方案，使TS集团在解决目前面临的困难、满足现有业务需求的前提下，能够进行更深层次地扩展分析并将结果以丰富的展示方式友好地展现出来，从而使各层管理者能够自主、及时地从不同角度获取营销团队中关于业绩组成、活跃程度、生命周期、团队结构等各项重要指标，以此指导营销政策的制定、跟踪、反馈和调整，使营销活动能着力于提高有利于业绩增长的关键性指标，同时判断并调整管理成本的投入，提高管理效率，降低运营成本，并在长期的指标观测中挖掘有价值的规律性现象，将信息转化为知识，逐步形成企业的核心竞争力，使集团快速、稳步地发展，进而为中国直销行业的发展做出贡献。
英文摘要：	Under the surrounding of economic globalization, trade liberalization and fierce competition, corporations are facing a more complex surviving condition than ever before. It is also harder for corporations to form and maintain their competition barriers than what it used to be. To meet these challenges, it thus requires corporation to response in time, grasp the market’s pulse, analysis the consumption trend, find out the problems remaining in the corporation operation, discover business opportunities and foresee the market information, which all rely on the corporation’s abilities to gain information. As the direct selling industry developing rapidly, China has became a target market preferred by direct selling corporations all around the world. Its large scale of customer and the raising awareness of health industry promote the fast growth of direct selling in China. Meanwhile, fiercer competition among direct selling corporations put forward a great challenge for direct selling corporations that how these corporations could reach success in the trend of direct selling. Based on the status quo of businesses of TS Group and the characteristics of the direct selling industry, this paper mainly focuses on the application of the business intelligence system in direct selling data analysis. It discusses the demand analysis and solution of the system from the aspects of constructing a data warehouse and designing the on-line analysis processing, which are applied to present the deepened analysis in an abundant way in the premise of resolving the present problems and meeting the present business requirements. These methods thus enable administrators of all levels to obtain important indicators, which may be performance, activeness, business circle, team structure, etc., from the selling team in an all-round way. Administrators therefore could utilize these indicators to guide the formulation, follow-up, feedback and adjustment of the marketing policies, and pay special attentions to the key indicators that could promote the performance growth. The administration costs could also be detected and adjusted by administrators to raise the managing effectiveness and lower the operating costs. Some regular phenomenon could be discovered during the long-term indicator observation. Information would be converted into knowledge to form the core competitiveness, which may promote a corporation’s development in a fast and stable way. Eventually, the demand analysis and solution of the system would contribute to the direct selling industry in an all-round way.
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