The Acquisition And Processing Of Consumers Information Based On Large-scale Call Center For Hongta Group

In the context of the rapid development of a modern economy, tobacco enterprises arefacing fierce competition within the industry. The tobacco companies have gradually changingtheir marketing focus from product to service. In this background, the Hongta Tobacco (Group)Co., Ltd. actively adjusts its marketing strategy. With all the commercial companies in ourcountry as marketing points, it brings the consumer into the daily marketing plan initiatively forthe first time. At the same time, the Hongta Group is positively looking for new ways to collectinformation of customers which can be used to analyze the laws of consumer behavior.Cigarette consumers are widely distributed in different regions, and most of them are retailcustomers, so this situation causes that such retail trade is difficult to track consumers’ data.However, excluding consumers’ personal preferences, cigarette consumers are largelyinfluenced by tobacco enterprise marketing strategy. The large-scale call center system isintroduced to cigarette marketing based on the characteristics of this consumer marketing.Consumer information access caliber can be unified through using the large call center system,and the problem of the collection of consumer information can be better solved. Through theintroduction of CRM customer relationship management concept, it could manage the consumerinformation entirely and effectively to its maximum limit.For the tobacco companies, however, simply to collect consumer data is not enough.Companies must explore consumption patterns by analyzing and processing consumerinformation so that to guide enterprises to develop a marketing strategy which is consistent withthe laws of the market. Because of the huge amount of information, and the complexity ofinformation sources and data formats, it can’t allow tobacco enterprise to achieve consumerinformation analysis by simply on the basis of establishing a relational database. Therefore, theHongta Group is committed to building a massive consumer data analysis based on datawarehouse technology. The concept of business intelligence data analysis could be smoothlytransplanted to the consumer’s daily cigarette consumption behavior analysis. Ultimately, to enable enterprises to fully grasp the consumer data and the market dynamics which comes fromprocessing consumer data.This study focuses on the following aspects:First, it studies the design and implementation of a large call center system used by HongtaGroup. From the particularity of tobacco industry, with the massive consumer informationcollection as the goal system functions to achieve, to build a standardized large call centerplatform for information exchange in line with the Hongta Group.Second, it studies an improved RC-5data encryption algorithm, and applies this algorithmto the generation and verification of cigarette security code. Meanwhile, taking the cigarettesecurity code lifetime as a clue, it explores the use of the security code in the entire cigarettemarketing process.Third, it introduces an intelligent decision analysis method based on the data warehousetechnology, to analyze consumer cigarette consumption behavior through consumer information,so as to guide the decision makers to make effective cigarette marketing plan.Fourth, it puts forward a management model of call center system voice and faxing data--call information flow merger model. The model realizes the separation between contents anddocuments through the pretreatment and production of key words of speech signal and fax file.The key words extracted from the file will be stored in the database system to make itconvenient to manage data at the same time provides a good support for the later data mining.Then the voice and fax file can be stored in a file system to achieve the double management ofdata and documents.