BI Application in Network Marketing of Packaging Products

In the packaging field, researching an online marketing system based on data warehouse technology can provide decision-makers with very important and extremely valuable decision-making information, thereby improving the efficiency of business decision-making and generating incalculable economic benefits. Provide consumers with personalized services to win more markets. The paper 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 services for packaging products.

1, data warehouse technology and network marketing personalized service

A data warehouse is a technology that provides unified queries for multiple distributed, 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 and personalized service system can also provide customers with information such as the type of purchase. 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

The packaged product network marketing personalized service system based on data warehouse technology mainly provides two functions, namely auxiliary decision support function and customer personalized service function. The auxiliary decision-making part is mainly provided to packaging product production managers, and the individual service part is mainly provided for consumption. And product salespersons. 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 thing is to collect and analyze customer data so as to understand each customer's needs in detail. The following three types of information are usually collected:

2.1.1, customer's personal basic information

Like visiting most websites, when a customer first visits a packaging product sales site. Visitors can be asked to provide their name, address, electronic 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 shopping habits

Each time the customer visits the packaging product network marketing website, the packaging product company will collect and store the data of the customer's shopping, and gradually understand 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 view of the product website, record the customer's "click" path or streamline, that is, customers use the mouse to view the information on the site, collect this kind of customer shopping behavior information, in-depth understanding of the customer's real interest.

2.2. Using Data Mining Tools

The data in the packaging product 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 have purchased buffer materials at the same time, and then product sales managers can place these two products together for sale.

2.3. Conceptual Structure of Personalized Services

Personalized services require customer-centric management to improve the quality of customer service. Based on the goal-oriented analysis method, the system's design goals and principles 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:

Customer's personal base information; customer last shopping time; customer last shopping type; customer's market location; 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. Information, and the most optimized, the most aggregated data is aggregated into the data warehouse, and then OLAP technology is applied to summarize it. In order to achieve these goals, each tool organization constitutes a new framework for implementing personalized services, combining OLTP query technology with OLAP capabilities based on data creation library technology. The concrete conceptual structure diagram of personalized service is shown in Figure 1.

2.4. Structure data creation library

Because the main discussion is personalized service, in this system, the subject domain is determined as the customer. 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 a query

In the background of the system (ie data warehouse environment), there is a data analysis and processing program. It constantly reads in and analyzes customer records, analyzes product sales, and can provide them to production managers and product sales personnel at any time. It is convenient for them to make product production decisions and provide services to customers.

3, the conclusion

Combined with the characteristics of personalized service, it points out the areas that need to be improved 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 functions for the production and management of packaging products. It will play a very important role in the construction and development of packaging products companies.

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