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论文编号：	5783
作者编号：	2120112861
上传时间：	2013/12/4 16:16:24
中文题目：	基于大数据的V公司建筑设备精准营销研究
英文题目：	Precision marketing research on V Company Construction Equipment based on big data
指导老师：	林润辉
中文关键字：	大数据,精准营销,客户分析,数据关联,数据再利用
英文关键字：	Big data,Precision marketing,Customer analysis,Data Association,Data reuse
中文摘要：	大数据是继云计算、物联网之后IT产业又一次颠覆性的技术变革。大数据改变了数据分析方式，颠覆了人们固有的思维方式。大数据要求人们将关注事物的范围从样本扩大到全部，分析问题的思路从探求事物之间的因果关系转变到着眼于事物之间的关联关系，并将事物之间的关联性作为分析的依据，将预测视为大数据的应用核心。在本论文中，作者将大数据中的数据关联理论、大数据以预测为核心的思想，以及大数据的数据再利用理论做为研究分析问题的理论依据和解决问题的主要方法。在销售领域内，精准营销已经被各行各业接受并广泛的应用。在精准定位的基础上，依托现代信息技术手段建立个性化的顾客沟通服务体系，实现企业可度量的低成本扩张之路，是营销理念中的核心观点之一。在本论文中，作者将精准营销做为问题分析和研究的目标；以大数据的思路和方法结合市场定位理论，分析和研究如何达到精准营销这一目的；在销售流程结束后，使用销售漏洞理论结合大数据的分析方法对销售结果进行评估、对预测方法进行修正。本论文通过分析V公司建筑设备的销售流程，找出在销售中存在的营销定位失准的问题所在。具体表现为对客户购买意向分析不足，预测能力低，订单缩水问题严重，订货流程冗长，库存不合理，以及竞争对手抢单现象频繁等问题。对这些存在已久的问题采用大数据的数据分析思路，作者利用大数据的数据关联理论，结合精准营销的理论进行研究分析和预测目标市场，为经销商提供销售中准确定位问题上提出了一些解决方案。解决这些问题可以为经销商的销售提供精准营销的方案。本论文通过研究V公司建筑设备库存和配送流程的实际情况，利用V公司的海量数据和本系统中的历史数据，分析库存和配送的流程；利用数据关联理论和数据再利用理论分析库存和配送的配置和方式，解决传统流程和原有系统无法达到的数据支持的目的，对库存和配送流程进行优化。最后，作者基于销售漏斗理论对销售过程中的反馈信息的收集和利用提出了一些建议。收集到的反馈信息不仅可以用于销售后评估，而且充分利用这些信息的有效性和实时性可以对销售过程的数据再利用进行分析结果的修正。修正的目的是为了消除销售过程中出现的偶然性事件对分析结果产生的偏差，保证了对今后的销售预测的有效性。本论文作者希望能够通过本篇论文对实际问题的分析和研究，对企业相关的管理者提供一些销售优化和改进的思路，实现销售上的精准营销。应用本论文的思路不仅可以为V公司提供精准营销的方案，对具有海量数据的企业同样具有实践意义。 关键词：大数据 精准营销 客户分析 数据关联 数据再利用
英文摘要：	Big data is a subversive technological change in the IT industry after the cloud computing and the internet of things. It has changed the way of data analysis. It subverts the people's inherent mode of thinking. Big data requires people to focus on the range extended from the samples to all. It changes the relationship analysis from the causal to the correlation. It makes the prediction as the core of application. In this paper, the author uses methods that they are the data of relevance theory, forecast by big data as the core and the data reuse theory to analyze and solve the problems. In the sales field, precision marketing has been accepted and widely used in more business area. Based on the accurate position, establishing the personalized customer communication service system with modern information technology and realizing the enterprise measurable low-cost is one of the key points in the marketing concept. In this thesis, the precision marketing achieved is the target as problem analysis and researching. Combining the theory of market positioning and methods of big data, the author writes how to analyze and research to reach the aim of precision marketing. After the sales process finished, author writes how to use sales vulnerability theory to assesses the sales results and modify the prediction combined with the analysis method of big data. Through the analysis of V construction equipment sales process in the paper, the author finds out the marketing positioning in the sales of the misalignment problem. Specifically for the intention analysis in customer purchase, the low forecasting ability, the orders with serious problems, too much long ordering process, unreasonable inventory and the lose sale. For these problems, author gives some advices about positioning precision for the dealers with big data analysis, using the data of relevance theory of big data, combined with the precision marketing theory to analyze and predict the target market. All of these solutions can provide the precision marketing advices for the dealers. In this paper, through the analysis of the actual situation of V company building equipment inventory and distribution process, author use mass data and historical data to analysis the process. Through the data relationship method and the theoretical, author analysis inventory and distribution configuration, solve the traditional process problems that the original system is unable to support the sales and make inventory and distribution process optimization. Finally, author gives some suggestions about feedback collection and utilization based on the sales funnel management theory. The feedback information can be used not only in sales evaluation, but also to review the analytical results with effective and real-time of the information. The revision is in order to remove the deviation caused by accidental incident, and make sure the validity of the future the sales forecast. The author of this thesis hopes to provide optimized and improved advices for the management and achieve precision marketing sales by the analysis and study of practical problems of this thesis. Application of the thinking can not only provide the accurate marketing advices for V company, but also used by the companies with mass data. Keywords: Big data Precision marketing Customer analysis Data Association Data reuse
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