Research On Marketing Decisions In Direct Selling Members On Business Intelligence

With the deepening of economic globalization and trade liberalization,direct selling enterprises are also facing fierce market competition and tremendous pressure.In order to meet these challenges,direct selling enterprises should respond quickly with a complicated and changeable market context,understanding the various needs of direct selling members in an accurate way,identifying problems in operation quickly and improving in time.It requires the ability of near real time analysis and relatively accurate prediction base on various market information.At the same time,with the establishment of various information systems,most of direct selling enterprises have accumulated a large amount of business data,but due to the lack of effective utilization,they cannot provide scientific and perfect data support for marketing decision-making.Therefore,issues to better mine valuable decision-making knowledge from the existing data to improve the decision-making ability and competitive strength of enterprises has become an important topic faced by direct selling enterprises.Firstly,this thesis discusses the theoretical development,research and application status of direct selling member marketing and business intelligence,which provides a theoretical basis for the follow-up research.Then taking TS group as an example,while using Porter’s five forces model theory to analyze the competitive environment of the direct selling industry,through in-depth investigation of the current situation of TS group’s marketing decision-making,this thesis finds out the main problems faced by the current marketing decision-making.Then,in order to help TS group get rid of the current trouble,this thesis puts forward the overall construction scheme of business intelligence system,and also expounds in detail the implementation methods of core functions such as data warehouse,online analytical processing and data mining in the process of system construction.Next,facing the problems such as inaccurate demand identification of direct selling members,under the guidance of customer life cycle theory,this thesis puts forward the construction mode of direct selling members’ overall life cycle marketing decision-making system based on business intelligence,and makes an in-depth study on the establishment process of data mining model of main application functions,as well as the application and effect improvement of this function in marketing decision-making.Finally,it analyzes and summarizes the application strategies of business intelligence in different stages of TS group’s marketing decision management,as well as the improvement of the overall effect of marketing decision,and discusses the future improvement direction according to the shortcomings of the current business intelligence system.