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Keywords: packaging products; data warehousing; personalized services; network marketing In the field of packaging, researching an online marketing system based on data warehouse technology can provide decision-makers with very important and valuable decision information, thus improving The efficiency of business decision-making produces incalculable economic benefits; at the same time, it can also provide consumers with personalized services to win more markets. This article analyzes and discusses the application of data warehouse technology in packaging product network marketing, and focuses on the concept structure of individual product network marketing of packaging products.
1 Data warehouse technology and network marketing personalized service Data warehouse is a technology that provides unified query for multiple distributed and heterogeneous databases. The data warehouse management system assembles enterprise raw data and external data into a data warehouse. Based on this, through smooth, reasonable, and comprehensive information management, end users can directly extract data from the data warehouse and perform related data analysis.
Personalized service means that a merchant provides personalized products and targeted services that vary from person to person, based on personal characteristics such as age, identity, occupation, and taste of each customer, past purchase behaviors, and purchase preferences. The service system can also provide information such as the type of customer's shopping in a timely manner. The goal of merchants to implement personalized services is to achieve one-on-one marketing.
Packaging network marketing personalized services are accomplished through indirect access to data warehouses.
2 Application of data warehouse in packaging product network marketing system Packaging product based on data warehouse technology The network marketing personalized service system mainly provides two functions, namely auxiliary decision support function and customer personalized service function. The auxiliary decision-making part is mainly provided for packaging. Product production managers, personalized service parts are mainly provided to consumers and product sales personnel. The following describes the design ideas and methods of packaging product network marketing system based on data warehouse technology.
2.1 Data Collection and Analysis To realize the personalized service of packaging product network marketing, the most important point is to collect and analyze customer data in order to understand each customer's needs in detail. The following three types of information are usually collected:
2.1.1 The customer's personal basic information is the same as when visiting most websites, when the customer visits the packaging product sales website for the first time. Visitors can be asked to provide their name, address, e-mail address, and other demographic data. If the customer feels that the information that the company asks itself to provide is reasonable, he or she may obtain certain benefits and will voluntarily provide such personal information. Then, when the customer visits the product website again in the future, the network marketing company can identify the customer immediately after the customer enters the user name and password, and is also likely to welcome the customer.
2.1.2 Customer's Shopping Habits Each time a customer visits a packaging product network marketing website, the packaging product company collects and stores data about the customer's shopping, and gradually learns the customer's shopping habits, hobbies, likes and dislikes. Through data analysis, companies can understand each customer’s recent purchases and purchase frequency, and determine how much economic benefits the company can receive from customers.
2.1.3 Shopping History or Website Survey Through the customer's browsing of the product website, record the customer's "click" path or streamline, that is, the customer uses the mouse to view the information on the website, collect this type of customer shopping behavior information, in-depth understanding The customer's real interest.
2.2 Using Data Mining Tools to Package Products The data in the network marketing mainly includes individual data, intention data, product data and structural data. The knowledge of the database is discovered through numerical association rules. Making good use of association rules can significantly promote product sales. For example, 80% of customers who purchase corrugated papers buy cushioning materials at the same time, so product marketing managers can put these two products together for sale.
2.3 The Conceptual Structure of Personalized Services The personalized service requires customer-centric management to improve the quality of service to customers. According to the analysis method of goal-oriented analysis, the design goals and principles of the system are as follows:
Realize the customer as the center, improve the service quality to the customer; realize the storage and analysis of the customer's historical information; realize the management of the commodity purchase and inventory; establish the sound mechanism in the financial cost management; realize the distribution of the packaging products Conditional predictions;
Personalized services have to answer the following questions:
Personal basic information of the customer; time of the customer's last purchase; type of customer's last purchase; market location to which the customer belongs; past sales, which product has the most sales; degree of relevance in packaging product sales; customer satisfaction with the product degree.
Some of the above problems can directly query the original database to get the results, and some need to use the OLAP technology through the data warehouse.
There are many difficulties in the packaging product network marketing system. One of them is that many of the customer's information belongs to unstructured data or semi-structured data, then it must be considered to quantify it and use a similar data warehouse method to draw from the original data. The information is quantified, and the quantified data is aggregated into the data warehouse, and then OLAP technology is applied to summarize and analyze it. In order to achieve these goals, each tool organization constitutes a new functional framework for personalized services, combining OLTP's query technology with OLAP capabilities based on data warehouse technology.
2.4 Constructing a Data Warehouse Because the main discussion is personalization services, in this system, the main domain is determined to be customers. For the customer's basic information, the main statistical data are: customer number, customer last shopping time, customer last shopping type, customer market location information, market analysis. For the above data, a file called customer history is formed.
2.5 Generate queries In the background of the system (ie data warehouse environment) there is a data analysis and processing program, it is constantly reading and analyzing customer records, analysis of product sales, and can be provided to production managers and product sales at any time Personnel, to facilitate them to make product production decisions and provide services to customers.
3 Conclusion combined with the characteristics of personalized services, pointed out that there is room for improvement in the current supermarket management system, puts forward the idea of ​​personalized service supermarket management information system with data warehouse as the core, and focuses on analyzing the conceptual structure diagram of individual service. The application of data warehouse technology in the packaging product network marketing system can provide packaging product manufacturers with the speed and flexibility to analyze large amounts of data, provide data integration for accessing and analyzing large amounts of data, and provide personalized services to customers. It can provide support decision support function for the production and management of packaging products. It will play a very important role in the construction and development of packaging product companies. (Zhu Wenqiu Department of Computer and Science and Technology, Zhuzhou Institute of Technology, Zhuzhou 412008, Hunan, China) (Packaging Project, No.113)
Application of Data Warehouse Technology in Packaging Product Network Marketing
[Abstract] This paper analyzes and researches the application of data warehouse technology in packaging product network marketing, expounds the framework of personalized service in packaging product network marketing, and discusses the design method of personalized service system in packaging product network marketing. .