大数据技术引领物流业智慧营销  

Big Data Technology Arouses Intelligent Marketing of Logistics Industry

作　　者：梁红波[1] 

机构地区：[1]濮阳职业技术学院,河南濮阳457000

出　　处：《中国流通经济》2015年第2期85-89,共5页China Business and Market

基　　金：2013年国家职业教育物流管理实训基地研究项目(项目编号:41133124195);2014年河南省软科学研究计划项目"内陆无水港一体化联动发展模式研究"(项目编号:142400410638)的部分研究成果

摘　　要：智慧营销是物流企业应对外部环境不断变化,并保持高速发展的战略决策。而大数据作为一种类型多、数量大、结构复杂且具有商业与应用价值的数据集合,是一种新型的智力资源,是智慧物流的引擎,是物流业智慧营销的资源池,可为物流业提供高效、精准的数据分析。大数据因其蕴涵的巨大商业价值,被物流业看成一种可与客户、物流基础设施相媲美的重要资源与生产要素。利用大数据技术,物流企业可实时向企业决策者动态报告目标市场变动情况,预测市场走势,挖掘物流价值,为抢占商机、精准定位、市场开拓、投融资、形象扩张、赢得未来作出智慧决策。在大数据技术支持下,科学使用大数据技术,可有效弥补人类直觉判断的不足,更好地提升物流业服务功能,推动物流业营销模式的升级改进。Intelligent marketing is the strategic decision for logistics enterprises to cope with changes in external environment and maintain the high speed development. Big data technology is the engine of intelligent logistics that can provide efficient and accurate data analysis for the logistics industry. Because of its enormous commercial value,big data technology has been viewed as an important resource and production factor,which is comparable with customers and logistics infrastructure in logistics industry. By using big data technology,logistics enterprises can make real-time report to their decision makers about dynamic target market movements,predict market trend as well as dig out the value of logistics,which is helpful to making wise decisions for logistics enterprises to seize the business opportunities,make accurate positioning,carry out market development,make investment and financing,expand the image and win the future. With the support of big data technology,logistics service function has been continuously strengthened;the marketing mode has also been continuously improved,transformed and upgraded.

关 键 词：大数据技术 物流 智慧营销 

分 类 号：F253[经济管理—国民经济]