卷烟营销辅助决策支持系统设计与实现

【作者】 周宏；

【导师】 陆鑫； 胡国强；

【作者基本信息】 电子科技大学 ， 软件工程， 2009， 硕士

【摘要】 随着中国加入WTO,烟草行业面临着巨大的竞争压力,为了提升卷烟营销管理水平,各公司都建立了相关的管理信息系统,如烟草销售业务系统、客户关系管理系统及烟草专卖管理系统等,各系统独自完成日常的业务处理工作。由于系统之间的数据不一致,没有形成一个全面、集成的数据环境,各个信息系统之间沟通不畅,信息共享不能实现,无法满足卷烟营销决策的要求。因此,本文利用卷烟营销辅助决策支持技术有效解决现代卷烟营销综合决策管理的业务要求。本文在研究决策支持技术和相关理论基础上,对系统实现的主要关键技术进行了探讨。针对烟草营销系统综合决策管理用户需求进行系统分析,搭建出卷烟营销决策支持系统结构,并对系统中数据仓库、OLAP和数据挖掘部分进行了相应的设计。在系统实施上,将卷烟营销的行业经验与数据挖掘方法密切结合,体现了系统的适用性。本文以六盘水市烟草公司卷烟营销信息系统为项目依托,采用辅助决策支持技术全面整合流程内的数据资源,实现卷烟营销信息集成和资源共享,提高了卷烟营销经营管理水平,为六盘水卷烟营销提供了很好的辅助决策支持效果。更多还原

【Abstract】 With the China joined the WTO, the tobacco industry faces aggravating competition. In order to enhance the level of cigarette marketing, many companies have established several management information systems, such as tobacco sales systems, customer relationship management systems, and Tobacco Monopoly management systems. Although each system can fulfill their daily business processing needs, it is difficult to meet the requirements of modern tobacco marketing management, because the inconsistencies between the data, the nonintegrated data environment, the poor communication between the various information systems, and the poor information sharing. Thus, the thesis put forward a cigarette marketing decision support system to resolve these problems.Based on the present research and overview of relevant theory, the thesis made an overall design of the system which combines the business needs of cigarette maketing information. We gave some analysis and instructions of the key technologies of the system, and constructed the system’s main function. In database design and management, we extract, transformate, filter and load the source data, then analyze the data through OLAP to carry out data mining, find out shared knowledge, and optimiz the system’s logical structure and physical implementation. In system implementation, the cigarette industry marketing experience and data mining methods were closely integrated, which fully reflect the applicability of the system.The thesis relies on Liupanshui tobacco company’s cigarette marketing information system project, using data mining and business intelligence technology to build cigarette marketing decision support system, which has been successfully applied in practice.更多还原