Study On Marketing Decision Support System For Industrial Enterprise

The economic globalization makes the marketing competition more severe. Enterprises have to improve the level of managing. The rapid developments of information technology have offered new way to improve the conventional management pattern for enterprises. The software of ERP has brought economical benefits for enterprises by easing the bottom and middle managers' burden, and accumulated many operation data. However, it's the higher demand of enterprises having used the software of ERP that how to adequately use the data sources owned by them. The rapid development of Decision Support System and correlative technologies has answered the question. For the conventional Decision Support System driven by modules, it is difficult to developing, and has affected the application. But the new technologies of Data Warehouse, On-Line Analytical Processing and Data Mining, have supplied an new path for the development and application of Decision Support System.Based on the developing work of ERP, the author selects Study on Marketing Decision Support System for Industrial Enterprise as the research content and the intention is in point of the application to discuss how to use the three technologies of Data Warehouse, On-Line Analytical Processing and Data Mining, to develop the Decision Support System, and to advance the ability of ERP on supporting the decision of enterprise's leaders. Surrounding the above intention, the author has completed the following mainly studies in this article. Firstly, the article systemically analyses the research object, industrial enterprise marketing, expatiates the characteristics, affection factors, the process of managing and the contents of decision. Secondly, based on the systemic analysis, the article designs the systemic structure of the Marketing Decision Support System - MDSS, and partitions it into five levels: information collection, source database, data warehouse, background process and foreground service, and defines the function of them. The article designs the functional structure of MDSS, and partitions it into five sub-modules: marketing management, market study, marketing decision, marketing control and system management, and defines the detailed function of them. Surrounding the above five levels, the article discusses how to integrate MDSS and the enterprise' ERP, and how to design the Data Warehouse, and how to realize the function of OLAP and Data Mining, and how to develop foreground application code, and so on. The article realizes the part of all functions in developing tools. Thirdly, due to the cause that Microsoft's Decision Tree Algorithms and Clustering Algorithms can not be used to forecast the continuity numerical object and this kind of question (e.g. sale forecasting) will be often meet during the development of MDSS, the article first study the regression principle. Based on the above work, the article designs the data mining algorithms in similar C language.