Analysis Of Railway Freight Marketing Performance Based On OLAP

As an important part of railway freight reform, the railway freight marketing is an important measure to cope with market competition. Currently, the railway freight marketing is still in the preliminary stage of exploration. The marketing lacks guidance and assessment pressure for the reason that the marketing performance evaluation system has not been established. Therefore, it puts forward the necessity of marketing performance assessment, and it also gives a railway freight marketing performance assessment program, which has great practical significance.First of all, according to the related theory of BSC, from the strategic objectives of development and the actual situation of railway freight, increasing rail’s share of freight transport market is proposed as the target to put forward the business development and assessment. By plotting strategy maps of freight marketing development, considering the direct and indirect factors to achieve the objective, four angles, which are finance, customer, internal operations and employees grow, screen several candidate indicators.Secondly, in-depth analysis of the data of candidate indicators is done. Taking into account data availability and marketing relevance,24 performance indicators are selected. From the information systems, department archives, post-construction data and external data, the specific data are associated to performance indicators. The data sources and the targets metrics of indicators are teased out. It also does data table design for some indicators where the information system does not have. The use of OLAP technology is to achieve the performance of freight multidimensional display and analysis, thus to found data warehouse, which contains the design of fact tables, dimension tables, etc. in order to construct multi-dimensional data model. The OLAP analysis program is obtained according to the business requirements of marketing performance.Finally, it designs the weights and index scoring method based on historical data obtained from OLAP. By using the neural network algorithm, which contains the set of parameters and the network training, the target weights are got. The standard indicators score is given by applying relevant theories and methods of performance management.Based on status quo of the railway freight marketing, designing marketing performance evaluation system and sorting out the assessment indicators are of great importance to the rail management and marketing data usage.