Business Intelligence And Market Awareness In Terminal Marketing System

Terminal marketing, as the important segment in the marketing, is the focus of enterprise market competition. For a long time, enterprises like tobacco and wine, daily chemical products accumulate a lot of retail data in the retail terminal with more amounts, however, enterprises just easily make back-up, enquiry and statistics about these data, not digging into the underlying value sufficiently. Facing intense market competition, how to make full use of these huge data assets and how to extract useful data, it is crucial to improve the enterprise’s intelligence and competitiveness. Zhejiang tobacco company pays attention to terminal marketing and considers the situation, applying professional algorithm and key technology to establish a terminal marketing management system with business intelligence and market awareness. The system which has function of sufficient storage, statistic analysis and prediction, stores valuable data resources, deepens the relationship between enterprises and retailers and improves the development of brand and the profit of enterprises.This paper mainly studies the data information in the terminal marketing with combination of terminal marketing business, establishes enterprise data warehouse and applies market awareness and business intelligence to dig deeply into valuable knowledge for enterprises to determine. The research work is as follows:1) Establish enterprise terminal marketing data warehouse. Collect data, analyze the quality of data, do data cleaning, determine thematic field, design data warehouse model and use ETL tools to extract integrated data.2) Combined with the actual situation of terminal marketing, the ID3 algorithm is improved by using the branch merging and the attribute priority association strategy, use the improved ID3 algorithm to segment the. retailers, establish decision-making tree. Use the current popular front-end technology to achieve the effect of retailers segmentation show, provide information support for decision makers to analyze the behavior of retailers3) Research and establish retail terminal inventory decision model. Taking mutual management of business enterprises and terminal retailers as an opportunity, sampling survey will be done on the cigarette inventory and sales volume of different kinds of terminal retailers. Society inventory and sales volume of Zhejiang province will be predicted by multiple linear regression prediction method. Administrators of business enterprises predict the cigarette demand of terminal retailer market according to inventory-sales ratio(the number of sales days), for the latter part of the cigarette delivery to make a scientific judgment.4) Research and establish terminal over-the-counter tracking model. Research and analyze different elements of time series and their realization. Through the research of different time series and prediction methods, on the basis of analysis of retail terminal over-the-counter data and according to the seasonal factor of cigarette and the feature of long term trend linear growth, the forecasting model based on time series will be established. Testing model with amount of actual over-the-counter retailers, which has positive effect on enterprises tracking the amount of terminal over-the-counter.5) Finally, design and implement the terminal marketing management system. Combine market awareness and business intellectual technology into it and realize the spanning from theoretical study to practice. On the basis of the data information of terminal marketing, terminal information will be managed through over-the-counter target tracking analysis, inventory decision analysis and retailers classification analysis, in addition, informatization for enterprise terminal marketing will be realized.