讓營銷用好數據，星環大數據助力廣東中煙營銷數字化

{"type":"doc","content":[{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"隨着國家菸草專賣局市場化改革的不斷深入，以及社會經濟環境的變化和控煙局勢的日益嚴峻，爲了在逆境中謀求發展，各工業公司都在不斷探索科技和品牌的創新之路。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"廣東中煙重視大數據應用的開發，重視挖掘數據的價值，積極探索大數據分析在菸草營銷領域的應用之道，嘗試將大數據分析應用於菸草營銷數據分析、消費者需求洞察等方面，並將數據分析用於指導新產品的設計。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"項目背景"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"廣東中煙工業有限責任公司成立於2003年5月，是中國菸草總公司的直屬子公司，下轄廣州捲菸廠、韶關捲菸廠、梅州捲菸廠、湛江捲菸廠四個捲菸廠。"},{"type":"text","text":"主要從事捲菸生產、銷售。公司擁有的“雙喜”牌捲菸創建於1906年，是中國菸草行業百年民族品牌之一。目前，公司註冊資本約143億元，總資產約467億元，員工5000多人。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"目前，雙喜品牌在產規格主要包括雙喜（硬經典）、雙喜（硬經典1906）、雙喜（百年經典）、雙喜（經典工坊）、雙喜（百年紅）、雙喜（珍藏）、雙喜（國喜細支）、雙喜（大國喜）、雙喜（硬紅五葉神）、雙喜（硬紫紅玫王）等。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"公司成立以來，不斷深化改革，以提高企業實力和競爭力爲目標，實施名牌帶動戰略，通過品牌的發展帶動企業的發展，成功實施了全省捲菸工業的聯合重組，成爲全國菸草行業重點骨幹企業之一。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"2009年，公司與廣西中煙工業有限責任公司相互持股，開創了行業內跨省聯合的先河。2010年，“雙喜”品牌與深圳菸草工業有限公司的“好日子”品牌整合，“好日子”成爲“雙喜”品牌的系列產品。2011年，“雙喜”品牌與上海菸草集團“紅雙喜”品牌整合爲“雙喜·紅雙喜”品牌，2014年，“雙喜·紅雙喜”品牌生產規模達到426萬箱。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"公司一直精心開拓國際市場，擁有柬埔寨威尼頓集團有限公司和金葉捲菸廠（澳門）有限公司等境外捲菸企業。"},{"type":"text","text":"其中，柬埔寨威尼頓集團有限公司在開拓國際市場方面成績斐然，被國家菸草專賣局譽爲中國菸草走出去的一面旗幟。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"面對日新月異的消費環境，如何將大數據技術融入到菸草行業中，通過對行業生產、營銷、物流等各環節大數據的採集、挖掘分析、研究利用，爲消費者提供更貼近市場的產品和服務？"},{"type":"text","marks":[{"type":"strong"}],"text":"廣東中煙在營銷數字化方面進行了積極的探索。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"項目需求"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"爲響應行業市場化改革工作的要求，加強市場洞察分析，廣東中煙提出開展零售戶訂單下行分析項目。主要目標包括："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"構建先進可擴展的數據分析基礎平臺。"},{"type":"text","text":"建立與國家菸草專賣局以及企業系統之間的數據交換和更新維護機制，具備與行業其他下行數據的相互融合能力，提供外部市場數據的採集工具，支持終端查訪，同時將外部數據進行結構化處理。完成營銷相關數據的保存、加工、處理、備份、挖掘等數據處理工作，實現各系統之間的數據交互和共享，以及基礎數據的標準化、一致化，保證相關數據的及時更新和安全管理。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"構建營銷大數據分析平臺。"},{"type":"text","text":"結合行業零售戶訂單下行數據，全面整合企業內外部數據資源，運用大數據分析模型與方法，進行卷煙市場研究及策略制定支持。實施包括市場銷售趨勢分析、捲菸產品發展分析、捲菸研發數據支持、建立捲菸投放策略模型、根據產品培育的不同階段實現精準投放、創建客戶畫像等專題。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"構建數據分析自助服務。"},{"type":"text","text":"通過搭建自助數據分析平臺，使用戶可以自主地對品牌、市場等相關數據進行任意組合的分析研究，並通過與現有移動端整合，爲市場一線人員提供市場銷售數據，支撐精準營銷；同時按照公司的技術標準，通過數據表導出、數據文件接口、REST API等方式提供數據服務，供公司其它信息系統使用。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"構建營銷關鍵指標體系。"},{"type":"text","text":"從公司戰略出發，建立市場營銷中心的KPI指標體系，包括市場三維五率關鍵指標及其它指標，並通過關鍵指標的分析，指導銷售區域貨源投放，爲終端促銷、市場維護、工商協同提供重要依據和信息支撐。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"構建營銷數據分析體系。"},{"type":"text","text":"爲廣東中煙領導層、營銷中心、其他業務部門提供全方位的營銷數據分析服務。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"項目解決方案"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"廣東中煙營銷零售戶訂單數據下行分析項目遵循廣東中煙數據中心整體架構，在統一的規範與原則下建設，具體架構如下："}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"image","attrs":{"src":"https:\/\/static001.geekbang.org\/infoq\/74\/7499e1c232f522e47135e36d31b6e7cf.png","alt":"圖片","title":null,"style":[{"key":"width","value":"75%"},{"key":"bordertype","value":"none"}],"href":null,"fromPaste":true,"pastePass":true}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（1）營銷數據資源管理"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"通過項目建設，全面整理公司及行業下行品牌數據、銷售數據及市場營銷等相關數據，包括並不限於“一號二號工程”數據、捲菸交易平臺數據、物流在途數據，ERP及市場採集數據等，並通過數據的標準化和安全保障措施，提升整體的數據質量，保障營銷數據的完整性、一致性，爲營銷數據分析應用提供支撐。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（2）數據交換"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"按照國家菸草專賣局頒發的下行數據管理規定，規範企業數據交換機制，建立與國家菸草專賣局數據交換和更新維護機制，實現數據分析平臺與各應用系統之間的數據交互和共享。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（3）數據分析應用"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"基於星環TDH一站式大數據平臺構建廣東中煙數據中心平臺，並根據企業發展的需要，對從多數據源抽取的營銷數據進行統計分析，爲廣東中煙領導層、營銷中心、其他業務部門提供全方位的營銷數據分析服務，爲企業決策提供信息支撐，如終端推廣支持、捲菸銷售監控等。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"星環科技提供的人工智能+大數據+雲“ABC”技術融合的一站式綜合平臺，降低開發、管理難度，更加符合未來趨勢，在整個產業鏈中佔據更重要地位。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（4）大數據開發利用"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"結合行業零售戶訂單數據，運用大數據分析模型與方法進行卷煙市場研究，爲策略制定提供支持。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"開展市場銷售趨勢分析、捲菸產品發展分析、捲菸研發數據支持、投放策略評價，瞭解競爭對手與品牌的優劣勢。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"構建消費者畫像，爲預測營銷需求、實現精準營銷、支撐後端供應鏈協同打下基礎。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","marks":[{"type":"strong"}],"text":"（5）構建數據服務"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"搭建自助數據分析平臺，能夠支持異構數據源的分析，爲市場營銷相關人員對品牌、市場數據進行自主的分析研究提供支持。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"定期開展數據分析、數據建模、數據應用等方面的培訓，使相關人員具備數據挖據、多維分析和初步建模的能力。"}]},{"type":"heading","attrs":{"align":null,"level":2},"content":[{"type":"text","text":"實施成效"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"廣東中煙通過數據中心平臺的建設，全面整合企業內部數據資源以及外部市場信息，形成全供應鏈的數據視圖，實現"},{"type":"text","marks":[{"type":"strong"}],"text":"“數據整合、信息共享、智能決策”"},{"type":"text","text":"。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"按照統一的數據標準規範，將分散在不同場景的實時數據集成起來，實現信息共享，滿足企業協同管控需求。該項目整合了包括消費者行爲數據、互聯網輿情數據、宏觀經濟數據等外部數據，零售戶訂單數據、工商業統計數據等行業數據，以及ERP、MES、主數據、手工平臺等企業數據，爲企業數據管理和大數據應用打下堅實的基礎。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"基於星環TDH一站式大數據平臺，匯聚TB級別零售戶訂單數據，建設營銷零售戶訂單下行分析應用，初步構建卓越營銷的“感知”分析體系，滿足客戶多元化、複雜化的需求，支撐廣東中煙營銷工作從原有的“經驗導向”方式向“數據驅動”方式轉變。"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null}},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"本文轉載自：星環科技（ID：transwarp-sh）"}]},{"type":"paragraph","attrs":{"indent":0,"number":0,"align":null,"origin":null},"content":[{"type":"text","text":"原文鏈接："},{"type":"link","attrs":{"href":"https:\/\/mp.weixin.qq.com\/s\/5DjgyROuWSnIeAX2s78UWA","title":"xxx","type":null},"content":[{"type":"text","text":"讓營銷用好數據，星環大數據助力廣東中煙營銷數字化"}]}]}]}