Design Of Marketing Management Platform Based On Data Mining

Traditional enterprise sales model is a market-driven style of sales, Enterprises in a passivestate, This model is very backward, Eventually will be eliminated. If enterprises want tocompletely reverse this situation, transforming the passive mode to active mode, they must totransform the type of market sales model from market-driven style to enterprise initiativedelivery mode, industrial and commercial synergies to achieve integration.Based on the industry status quo, this paper analyzes the production and sale mode ofindustrial and commercial cooperative, Upon completion of the industrial and commercialsynergies of the actual business analysis, designed the enterprise sales decision-support platformbased on data mining. The system to achieve the sales forecast and online distribution and orderprocessing contract function. It focus on sales forecasting and delivery warning for a morein-depth study, and establish a sales forecasting model and delivery warning model, and verifiedthe text involved model.Specific studies include the following components:(1) Improved genetic algorithm has the advantages of global search capability, combinedwith the characteristics of Holt-Winters, found the optimal solution of Holt-Winters algorithm’sparameters α,β, and γ in order to establish improved genetic algorithm Holt-Winters salesforecast model. At the same time using the actual data detect enterprise sales decision-supportplatform.(2) Using the improved k-means clustering algorithm for data analysis, which can get thecommercial company’s data of sales and stock, then the data was analyzed to obtain averagedaily sales, stock, and other indicators of the amount invested to establish real-time deliverywarning model.(3) Combined with the actual situation of the system, to build enterprise salesdecision-support platform.Enterprise sales decision-support platform this paper built established an active supplysystem, the core of the active supply system are sales forecasting and stock control, and providesemergency warning mechanism to achieve manufacturing initiative to maintain customer’s stock.The platform built improved internal efficiency, while achieving active supply system between industrial and commercial, thereby ensuring that the stock of commercial companies achieveneither overstock nor insufficient supply, and find a balance between commercial companies andindustrial companies.