Application And Study Of Business Intelligence In Marketing Decisions Of Modern Enterprise

Along with the development of the global economy integration, our country has beengradually open the tobacco market. The tobacco industry with monopoly position began to facethe double pressure from home and abroad of enterprises. Both at home and abroad counterpartstreat China as a hot strategic point in developing tobacco market. In order to continuedevelopment and enhance the competitiveness of the international market, the State TobaccoMonopoly Administration officially proposed a ‘digital tobacco’ strategy in2005. The relativelycloseness of tobacco enterprises have started to increase the investment of the informatizationconstruction, which continuously increases the information of business environment. Afteraccumulating up to a certain degree, the mass data will reflect a regular thing. Under thisbackground, the enterprise want to excavate the potential business opportunities frominformation islet, which urgent need business intelligence technology with strong dataexcavating ability and decision analysis ability, so as to improve the enterprise marketingdecision-making ability and risk control ability.Considering such things and analyzing characteristics of tobacco market, the marketingdecision-making system based on business intelligence technology, inventory and delivery. Themain research work summarized as follows:1) Mainly introduced the connotation and some core technologies of business intelligence,summarized the present research situation of business intelligence at home and abroad, andprospected the future development trends of business intelligence in the tobacco industry.2) The establishment of business enterprise inventory decision model. This model employsboth active supply inventory control decision and inventory-sales ratio to identify inventory level.By setting up the warning mechanism and risk management, this model realized real-timemonitoring and automatic warning to the dynamic market sales, inventory and delivery, whichcan ensure that tobacco sales forecasts, inventory positioning and real-time delivery workscientifically and orderly. 3) The establishment of retail inventory decision-making model. This model used suppliermanagement for retail inventory as starting point, introduced sampling survey to accumulate andsample the inventory and sales of different kinds of suppliers, used cause and effect relationshipto forecast the inventory and sales in a province. The decision maker can predict future retailmarket demand according to social inventory and sale, and make intelligent decision for futuredelivery work. This model has an accuracy rate above90%by many times applicationcertification.4) This paper used ETL tools to extra and integrate data from11enterprises in Zhejiangprovince, and established province tobacco enterprise data warehouse, which depended on theactual situation of tobacco in Zhejiang province.5) The design and implementation of marketing decision analysis platform for provincetobacco companies. In the data show and analysis process, the business intelligence powerfulmethod for excavating and analyzing data is put in. The analysis model and decision-makingmodel based on the whole flow of business driver are built, such as the marketing executivespursue-sale-inventory analysis model, Boston matrix analysis model, sales structure analysismodel, market price analysis model, brand offer degree analysis model and directors inventorydecision-making model, etc. By omni-directional data show and deep research, this paper formedtobacco industry’s reference analysis model library, which can be used in enterprise businessactivities of the fine management and dynamic decisions. The business intelligence andenterprise business are fully combined in this paper, which realize the whole process of businessdrive information and decision business intelligence platform.