The Research On Application Of Business Intelligence In Marketing Decisions Of Automotive Manufacture Industry

Since China joined the World Trade Organization10years, domestic auto industry hasdeveloped rapidly, especially in the field of passenger vehicles （cars, multi-purpose vehicle,special passenger vehicles and sport utility vehicles） fields. China’s huge market potentialattracted the vision of many well-known automobile manufacturers in the global, so theseenterprises have to invest in China, such as General Motors, Ford, Volkswagen and so on.With advanced production equipment and unique management technology provided bymultinational enterprise, the capacity of auto is rapidly improved, and also China hasbecome a big automobile production country in the world.As China’s economy globalization and domestic and foreign automobile enterprisescooperating with each other. Domestic ones not only welcome the opportunity of their owndevelopment, also faces the fierce competition in the global industry at the same time. Inhence, the traditional business models have not adapted to the development of economicglobalization for long. In addition of the import advanced technology in the manufacturingfields, it is more important to learn advanced management concept and auto culture fromforeign auto enterprises. Therefore, the auto enterprises attached great importance to theinvestment and maintenance about IT, but ERP（ERP, Enterprise Resource Plan）, SCM（SCM, Supply Chain Management） are still current IT investment. Along with the rapiddevelopment of the auto industry and the urgent need of IT technology, BusinessIntelligence （BI, Business Intelligence） system has been pursued and become the new hotspot for investment.Because of car brand variety and performance diversity in China’s consumer market,its competition is also getting extremely tougher. In addition, the differences in local culture,customer income level and social status, lead to the tremendous diversity in the demand ofthe car market. Also, the enterprise managers must make efficient and effective marketingstrategy decision on time. Therefore, this paper will classify customers, so as to improve thelevel of customer service and active marketing, and it helps they achieve their goals ofexpanding market share and improving efficiency.The main research contents include:1. This paper analyzes the business intelligence in the automobile industry, especiallyin two aspects of application in auto market including customer segmentation and marketsales forecast. Their implement processes include: platform structures, selecting algorithm,constructing model, demonstrating the case, obtaining and processing data, analyzing and evaluating.2. For the concrete conditions of automobile enterprise sales market, the relevant datamodel and business model are constructed. With K-means clustering algorithm of datamining, customers is classified, and auto sales market is analyzed and forecasted with BPneural network algorithm.To sum up, the business intelligence solution, which is designed for automobilemarketing, manipulates some classical algorithms and techniques, and realizes twoapplications about customers segmentation and market sales forecast. Nonetheless, itsoperability and effectiveness still needs to be improved and perfected, in the future will becontinue to be in the research and discussion.