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Discussion on the Application of Computer Prediction Function to Marketing Management

论文作者:大专毕业论文
发表时间:2017-1-31

Abstract. Market is a key factor deciding the success of the development of the industries, and therefore maintaining a good market operation state can produce a great influence on the business management of enterprises. Marketing is a new concept generated during the stage of the industry economic change, and essentially means the activities made by enterprises in business management and sales so as to control the trends of operation and consumption well from many aspects. In this paper, the economic significance of the computer-based prediction in marketing is first analyzed, and then the application fields of computer prediction function and the reflections of the integration of the prediction function in marketing management are discussed. Hopefully, this paper can provide a help for the follow-up studies.
  Key words: Computer Prediction Function; Marketing; Management
  Introduction
  After the concept of economy is proposed in the new period, marketing management receives great attention from the world, and the enhancement by the business operators to marketing management plays a guiding role in the adjustment of the business operation mode. Along with the promotion and application of the information technology in the industrial operation, the data model function using computer as operation platform becomes more significant, and it can estimate the trend of the future market through computer prediction, so that objective guidance can be provided for marketing management and sales activities. In this paper, the marketing management plan based on computer prediction function is analyzed, and also a feasible and scientific marketing operation and management decision is proposed.
  The economic significance of participating in marketing
  Market is a key factor deciding the success of the development of the industries, and therefore maintaining a good market operation state can produce a great influence on the business management of enterprises. Marketing is a new concept generated during the stage of the industry economic change, and essentially means the activities made by enterprises in business management and sales so as to control the trends of operation and consumption well from many aspects. As for business operators, doing a good job in marketing activities can give full play to the remarkable economic significance.
  Macro-significance
  Market economy is a reform system that is maintained in Chinese socialism for a long time, and the socialist market is a basic platform for all business operators to create income. From the macroscopic perspective, participating in marketing can help enlarge the market share of an enterprise and also enhance its competition strength among the peers. Product sales can be taken for example here: the business operators will often choose the ways such as expanding promotion, mining customers and adjusting prices when confronting with the competitions and attacks from the peers, so as to attract more consumers to get involved in buying activities. Therefore, it is seen that the flexible use of multiple marketing ways plays a good "market effect", not only driving the sales increase of the number of products, and also expanding the influence of products on the market and promoting the innovation and transformation of product design and processing as shown in figure 1.   Micro-significance
  Enterprise is individual organization participating in market operation, in which a great number of employees are organized for completing the related business affairs commonly and maintaining the stable implementation of the internal control management system. From the micro-perspective, the participation in marketing activities can play a guiding role in the economic transactions of organizations. On the one hand, according to the income created by marketing, management personnel can make a plan consistent with the internal management, so as to guide all the members to complete all sorts of tasks orderly. On the other hand, by referring to the data acquired from marketing, business operators can be ensured to make a feasible and scientific market plan and collect the information reported from market, so as to guide the actual operations and also prevent the interference of market risks from affecting the operation order.
  The application fields of computer prediction function
  Marketing is a comprehensive economic activity. It is a simple sale or customer communication, and all external and internal factors of an enterprise should be taken into consideration in the overall marketing process. With the change and adjustment of the market system, all decisions for business operators are more and more complicated, and the amount of information necessary to process is larger and larger, so there are many potential mistakes if the manual processing way is still used. After office automation system is introduced to marketing, the prediction function of the computer technology in the marketing activities becomes more apparent, and this can be intensively reflected in figure 2.
  Sales prediction
  Marketing is the main way for promoting all sorts of new products, but also the basic source for an enterprise to create real income and the fundamental to maintain a good sales performance. The marketing personnel can collect a lot of information through the computer operating system, and make prediction on the market sales conditions through the establishment of data operation model. This is the most fundamental application function of the prediction module. For example, market research data is collected in the early stage, and then the comparative plan can be made and the mainstream trend of marketing is judged according to the data operation model, so that a reliable market condition is provided for enterprises, and also the integrated control of product sales is realized.   Price prediction
  According to market research, price has become a key factor deciding if consumers will participate in the purchasing behaviors, and the products with lower prices will often gain the purchasing motivation of consumers under the same conditions. Therefore, under the background of knowing well the market condition, the most suitable price can be limited, and then the orderly development of product sales activities can be ensured. Price prediction is an analysis on the result through computer data automation processing, and makes an accurate price reference after the desire of consumers in buying products is known well. Thus, the rapid consumption of products can be promoted at market, and also the growth of marketing income can be driven.
  Customer prediction
  Customer is always a core condition for an enterprise to attain a lasting business, and obtaining a great number of customer resources is very crucial for maintaining product sales. This is also a key factor affecting the business income of an enterprise. The application of computer prediction function to the control of customer resources is to realize the effectiveness of the prediction according to customer data analysis and also limit the most basic customer information for finishing all kinds of sales activities. For example, price positioning is implemented for the groups of consumers according to stochastic analysis, and the levels of consumers are divided using the purchasing power of consumers as condition, so that the normal development of the product sales activities can be promoted.
  Reflections of the integration of the prediction function in marketing management
  It is necessary for enterprises to not only actively participate in marketing activities for creating a good income, and also make a management decision in combination with the actual operating conditions for ensuring the sustainable development of the business activities in the future. Computer prediction is to make analyses from the key factors such as sales, price, and customers, so as to provide the business operators with a practical and reliable operation scheme. Business operators should also come to realize the use value of the prediction function and work out a set of management plans consistent with the marketing mode. The author thinks that the undifferentiated marketing, differentiated marketing, concentrated marketing modes are being formed in the modern marketing system, and also this is an inevitable trend for the future prediction function to integrated into market management.   Undifferentiated marketing
  Undifferentiated marketing means that enterprises do not consider the special characteristics of all submarkets after the segmentation of market, but attach high important only to the common characteristics of submarkets, decide to offer only one product and make use of a single marketing combination for striving to meet the needs of customers as many as possible to a certain extent. Beacon Man experts think that the advantages of this strategy lie in the simple product brand, specification, and style, which are helpful for the standard and mass production and also for reducing the costs of production, inventory, transportation, research, sales promotion, etc. Through computer simulation forecast analysis, its main shortcoming is that a single product needs to be widely sold in the same way and should be welcomed by all buyers. This is very difficult to achieve in the real sales.
  Differentiated marketing
  Differentiated marketing means that enterprises decide to serve for several submarkets at the same time and design different products, and also make a related change to channel, promotion and pricing, so as to meet the needs of all the submarkets. Some enterprises used to implement a "super segmentation strategy". That is, many markets are segmented too excessively so that the price of a product increases unceasingly and the production quantity and profit are affected. Therefore, a strategy named as "reverse market segmentation" emerged, and this can be analyzed deeply through the computer prediction function. In the reverse market segmentation, market segmentation is not objected, but many too narrow submarkets are combined together so that market demand can be fulfilled with a lower price.
  Concentrated marketing
  Concentrated marketing means that an enterprise concentrates its strength and uses one or several submarkets with the same nature as a target market, for trying to occupy a significant market share at a few of submarkets. The implementation strategies of this marketing plan are relatively concentrated, and therefore it is necessary for marketing personnel to consider from multiple aspects in the establishment of the computer prediction model, so as to carry out prediction on the market marketing activities from multiple aspects. For example, in view of the marketing customers all over the country, it is necessary for an enterprise to carry out a marketing strategy covering many fields, so as to provide customers with a wide sales service. Usually, an online service system can be established with computer network for allowing consumers to enjoy an after-sales service after products are bought. Thus, the good relationship between enterprise and customers is maintained.   Conclusion
  In short, marketing is an important activity of enterprise business management, and has a close tie with the income of enterprise to participate in market sales. The application of the computer prediction function to marketing strategies provides reliable data for business operators, so that it is easier to make and implement market decision. In the process of setting up a computer prediction system, it is necessary for the office personnel to lay a stress on the collection and acquisition of all data, and then the reliability of the data obtained by the prediction model can be guaranteed.
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