Data Mining And Business Intellegency Of Terminal Marketing

For a long time, the Tobacco Industry has always attached great importanceto the terminal marketing work. In terminal, the products are displayed directly toconsumers and finally finish the deals. In terminals, the products becomes into money,implementing the true sales. Terminal marketing is the most competitive and decisivelink of the marketing value chain. Occupation of the terminal is equivalentto occupy the high ground of the battlefield, laid the foundation for acquiringcommercial battle. Under the background of the promotion of “Level of Tobacco”,with the well-known brands developing rapidly, the brands of large value scale aregradually emerging in large numbers. It needs badly to establish terminal platform,relying on the terminal for the vast number of consumers to support the formation.Find the target, set up the image, open channels, cultivate brands through the graspof the terminal. Tobacco Industry continuously strengthen the terminal marketingefforts, focus on terminal platform, and take cultivating consumer groups as animportant task. Through consumer groups becoming stronger, it leads the sustained,rapid and healthy development of brands.Terminal marketing is growing rapidly. Correspondingly, their data volume isbecoming larger and larger. These data contain terminal retailers’ basic information,sales figures, inventory data and so on. These data are hidden very important businessknowledge, and this business knowledge is implicit, unknown and containingpotential use value. These terminals are the size of the data is very huge, how to builda data warehouse to clean converse, process and store these data is veryimportant. How to use data mining technology to get more intuitive andeffective business knowledge from the source data, presented in front ofcustomers, these are is to solve out problems.Data mining is a process of researching useful information among large amountsof data through the algorithm. So only by data mining, we can dig the useful information out of terminal retailers’ massive data. Then they can provide a strongsupport to sales forecast, real-time delivery, also can ensure the company managersmaking right decision.Thus, the data mining of terminal marketing shows its greaterand greater significance. In this view, this article studies the important business valueof the data of terminal marketing, through the data mining and businessintelligence technology. The main research work is summarized as follows:(1) Establish the terminal marketing research data model of TobaccoIndustry, including the calculation of stock to sales ratio. Through the situation ofterminal retailers’ stock and sales ratio, establish early warning mechanism andrisk management.(2) The sampling survey of the retail terminal. Gather and sample the salesand stock of the different style terminal retailers in Zhejiang Province, thenforecast the situation of the whole province’s sales and stock.(3) Taking Zhejiang Tobacco Company as the design object, put forwardthe design scheme of terminal marketing system of Zhejiang Tobacco Company.Based on the whole province’s terminal retailers’ order information, establish thecomplex purchasing analysis, three dimensions and five rates analysis, OTC rateanalysis, retailers’ sales analysis, putting accuracy analysis. The data shows thefull range and deep mining to support the dynamic decision of enterprise.