西安局集团公司货运站智能营销决策系统设计与开发  

Design and Development of Intelligent Decision-making System for Freight Station Marketing in Xi’an Railway Group

作　　者：付晓凤[1] 范新龙[2] 刘立宁 FU Xiaofeng;FAN Xinlong;LIU Lining(School of Transportation,Xi’an Railway Vocational&Technical Institute,Xi’an 710014,Shaanxi,China;School of Electronics and Information,Xi’an Railway Vocational&Technical Institute,Xi’an 710014,Shaanxi,China;Freight Transportation Department,China Railway Xi’an Group Co.,Ltd,Xi’an 710054,Shaanxi,China)

机构地区：[1]西安铁路职业技术学院交通运输学院,陕西西安710014 [2]西安铁路职业技术学院电子信息学院,陕西西安710014 [3]中国铁路西安局集团有限公司货运部,陕西西安710054

出　　处：《铁道货运》2022年第2期23-29,共7页Railway Freight Transport

基　　金：陕西省教育厅科学研究计划项目(2018JK1112)。

摘　　要：为了加强西安局集团公司现有营销管理系统的客户管理工作,提高物流服务决策水平及市场反应能力,满足客户多元化需求,在分析现有营销管理系统存在问题的基础上,构建货运站智能营销决策系统架构,综合运用大数据、MIDSS、GIS、北斗导航等智能分析与决策技术,进行系统设计与开发,打通行业间信息壁垒,挖掘车站内、外部相关数据,结合历史信息,进行分析、整合、加工处理,实现市场营销分析与管理、供需市场预测与预警、客户分析与管理、营销与物流方案的决策功能,为西安局集团公司整合区域内各货运站物流资源,分析客户个性化需求,精确匹配营销策略,实时进行营销决策,提升货运服务质量和市场竞争力提供技术支持。Customer management of the existing marketing management system of Xi’an Railway Group needs to be strengthened,and logistics service decision-making level and market response ability require to be improved to meet the diversified needs of customs.To this end,on the basis of depth analysis of the problems in the existing marketing management system,this paper constructed the goal and architecture of the intelligent marketing decision-making system for the freight station in Xi’an Railway Group.Intelligent analysis and decision-making technologies such as big data,MIDSS,GIS and Beidou navigation were comprehensively utilized to design and develop the system,break through information barriers between industries,and deeply excavate the relevant internal and external data.Combining historical information,this paper analyzed,integrated,and processed the data to facilitate the decision-making functions of marketing analysis and management,supply and demand market prediction and early warning,customer analysis and management,and marketing and logistics scheme.The research provides technical support for Xi’an Railway Group to integrate the logistics resources of various freight stations in the region,analyze customers’personalized needs,accurately match marketing strategies,make real-time marketing decisions,and improve freight service quality and market competitiveness.

关 键 词：铁路货运站 大数据技术 市场营销 精准营销 智能决策 

分 类 号：U294.1[交通运输工程—交通运输规划与管理]