摘要
市场营销管理是企业规划和实施营销理念、制定市场营销组合,为满足目标顾客需求和企业利益而创造交换机会的动态、系统的管理过程。为更高效、有序地组织营销人员开展货运市场营销工作,实现营销全流程、精细化管理,有必要建立一套铁路货运市场营销管理信息系统。在分析铁路货运市场营销管理信息化需求的基础上,以建立一个集营销管理、市场监测、数据分析为一体的综合信息平台为设计目标,搭建系统架构。从客户资源管理、营销资源配置管理、营销计划管理、数据分析等方面实现功能设计,为营销目标选择、营销策略制定提供辅助决策支持。
Marketing management is the process of developing strategies and planning for products or services, advertising, promotions, sales to reach the desired customer segment. A management information system for the marketing of Railway freight transport marketing has the responsibility to ensure that the execution of marketing programs achieves the desired objectives and does so in a cost-efficient manner. With an analysis of the industries＇ needs, this paper identifies the key components of the system architecture, that include marketing management, market research, and data processing. By integrating such functions as customer resource management, marketing resource allocation, marketing program management and data analysis, the system is expected to help decision-makers determine their targets and strategies.
作者
程凯
CHENG Kai(Department of Freight Transport, China Railway Xi＇an Group Co., Ltd., Xi＇an 710054, Shaanxi, China)
出处
《铁道货运》
2018年第4期29-33,共5页
Railway Freight Transport
基金
西安铁路局科研项目(2016YY301)
关键词
铁路
货运营销
管理信息系统
营销轨迹
大数据
辅助决策
Railway
Freight Marketing
Management Information System
Marketing Trajectory
Big Data
Assisted Decision-Making
