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1、爭壓力的弱化，從而形成一套互為依附、循環(huán)優(yōu)化的核心營銷競爭體系，我們這里先給他個時髦的名字為大數(shù)據(jù)營銷管理變革。J公司作為我國少數(shù)幾家能與世界日化用品巨頭抗衡的民族品牌公司，在營銷細分功能的CRM和SFA基礎(chǔ)上，根據(jù)中國市場的操作慣例，自行擴展開發(fā)了整體營銷運營管理體系的TOM系統(tǒng)，突破目前SAP以產(chǎn)銷為主線條、單一面向分銷客戶、單一的讓利促銷方式，轉(zhuǎn)為產(chǎn)品與目標消費者、產(chǎn)品與分銷商、分銷商與零售商、產(chǎn)品與零售商的渠道平臺經(jīng)濟模式下的營銷管理系統(tǒng)，并將各種中國市場的營銷模式轉(zhuǎn)化為標準化的數(shù)據(jù)管理，作為實現(xiàn)渠道平臺經(jīng)濟效益和管控的后
2、盾。新的TOM系統(tǒng)加強了J公司在渠道上的掌控，業(yè)務(wù)人員和營銷人員在執(zhí)行簡單標準化下得到快速提升，通過對目標消費者的產(chǎn)品品牌教育和溝通而獲得更直接有效的回報、對營銷方式和渠道等的資源配置來提高費用的整體效率，從而延長了諸多主銷產(chǎn)品的生命周期、提供了新品存活和做大的保障，加強了J公司在消費市場上的營銷競爭力和增長力。關(guān)鍵詞：營銷競爭力；數(shù)據(jù)營銷管理；資源配置；效率優(yōu)化；精準營銷；數(shù)據(jù)指標管控；萬方數(shù)據(jù)THESTUDYONFMCGMARKETINGMANAGEMENTINNOVATIONWITHBIGDATACOMINGABSTRACT
3、Inthistime-consumingeconomiccrisis,aseconomicrestructuringwasputasanimportantmacroeconomicpolicies.Consumergoodsmarketisanendlessstreamofnew,massiveadvertising,brutalpricecompetition,channeldispersion,marketingexpensesandadministrativecostsrise,theefficiencyofthevario
4、usmarketingmethodscontinuetoreducetheoveralldeclineinconsumerloyalty,companieshowtowinthemarket,theeconomyisstillinrecession,therisingcostofexcessivemarketmarketingenvironment,aneffectiveandefficientmarketingmanagementinnovationandchangeismostneededatthistime.Inthisma
5、rketingmanagementinnovationandchange,howtoensurethatthestrategicunityanddown,howtocontroltheoverallprofitabilityofthenormaloperationmode,howprecisionmarketing,howtoimprovethecostefficiencyofresources,howtoenhancethecompetitivenessofhumanresourcesatalllevelsofmarketing
6、,isthatthismarketinginnovationandchangeintothesubjectbeforeus.Asthemarketisthesourceofsupplyanddemand,wewilllookatfromamarketing4Pbasictheory,throughtheinternalmarketandtheSWOTanalysis,combinedwithcompetitionandinternalcorporatesomecases,theuseofquantitativeandqualita
7、tiveanalysisoftheconsumergoodsmarkettheeasiestproblems,changesoccurredinthemarket,internalenvironmentanddifficulties,proposedtocreatemarketingasthecorecompetitiveness萬方數(shù)據(jù)throughmoderninformationanddatamanagementsystem,generallytheamountofdataanalysisasaprerequisitefor
8、precisionmarketing,networkmanagementprocessesthrough,dataqualitymanagement,toachievecontrollableintheimplementationstrategy,
