| This paper takes the study on how to improve the marketing management level of the tobacco industry enterprises by organically combining basic theories of marketing and OLAP analysis technique:It revealed the current situation and marketing of the tobacco industry by field investigation and data collection to comb the problems cared by the enterprises to determine the index system that will undergo marketing analysis. And then, it studied the classification of OLAP and recommended the OLAP analysis style applicable to the tobacco industry; at the same time analyzed the limitation and problems contained in OLAP analysis, then demonstrated the design mode of OLAP analysis model to undertake corresponding OLAP analysis model design according to the already determined index system for the marketing analysis of tobacco industry. And then, it summarized the OLAP analysis mode, and delivered the analysis modes of "from examination to analysis", "from macro to micro analysis", "exception alert in advance", "seeking difference by contrast", "seeking key point by occupation ratio" and "forecasting" etc.It implemented the preceding designed OLAP analysis model by utilizing corresponding software, to carry out sales trend analysis, price per box trend analysis, product life periods analysis, product market orientation analysis, regional consumption inclination analysis, seasonal consumption fancy analysis, OLAP analysis on GIS technologies, finally explained some examples on the comprehensive application of OLAP analysis.The research results show that the marketing problems as the product research & development, pricing, sales policy-making etc. of the tobacco industry enterprises all can be settled by OLAP analysis technique. The summarization of the analysis modes points to a light way for the marketing analysis of the enterprises by OLAP, which will promote the enterprises to get more advantages in market competition and get healthy development. |
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