Tag: Big Data analysis

  • Online Marketing Channels Big Data Information Analysis

    Online Marketing Channels Big Data Information Analysis

    Online Marketing Channels in the era when big data information analysis has gradually become the mainstream. The fast-developing network marketing channels will also usher in a new stage of development. After understanding the current situation of China’s network marketing channels, summarize their types, characteristics, and the choice of enterprises. Combined with the analysis of the development trend of network marketing channels under the background of the Internet era. And based on the analysis of big data information, proposed the optimization of network marketing channels.

    Here are the articles to explain, Online marketing channels under Big data information Analysis

    As the second largest Internet market after the United States, my country’s huge group of netizens has spawned a huge network of online consumer groups and online marketing space. Based on the Internet, network marketing channels came into being, and made up for the deficiencies of traditional marketing channels. After the development of big data has risen to the national strategic level. Related fields will also usher in new development opportunities. Under the background of big data. Through the effective use of information analysis, my country’s network marketing channels will also usher in a new stage of development.

    Research on the status quo of online marketing channels in my country

    Based on having the functions of traditional marketing channels, network marketing channels refer to the provision of available products and services through the Internet, and the use of computers or other available information technology means to complete transaction activities in the target market.

    Types of Online Marketing Channels

    The channel types can subdivide according to different division basis and can divide into the following three types.

    (1) Direct marketing channels (Internet direct sales).

    A network channel that delivers directly from the producer to the final consumer in one step via the Internet. Traditional intermediaries have stood transformed into intermediaries that provide services. Such as professional distribution companies that provide freight transportation and distribution services.

    (2) Indirect marketing.

    A channel for information communication between buyers and sellers through network intermediaries or platforms. Intermediaries integrate Internet technology, with a higher degree of specialization and economies of scale. And transaction efficiency is higher than that of online direct sales. For example, by relying on the Internet, online stores can quickly expand the scope of the target market at a low cost and find a larger customer group.

    (3) Dual channels.

    It is easier to achieve “market penetration” under the buyer’s market conditions by using the two channels of online direct sales and indirect sales at the same time. Which is the best choice for online marketing channels for production enterprises.

    Characteristics of Online Marketing Channels

    A network marketing channel is a way for enterprises to communicate with consumers through the Internet, which has obvious characteristics. The development of network marketing channels reduces many unnecessary links in the sales process. Which is beneficial to both buyers and sellers and makes communication between producers and consumers more convenient. In general, network marketing channels have the following characteristics.

    (1) The channel is short.

    The length of the channel between a product or service from the manufacturer to the consumer. And the complexity of the intermediate links is proportional to the markup rate and hidden cost of the product. In the two-way direct transaction between consumers and manufacturers Under this situation, the network direct sales channel came into being. The Internet for distribution has replaced the traditional roundabout mode. The short channel shortens the length of the transaction chain, reduces transaction costs, and improves efficiency.

    (2) The relationship is single.

    The management of network marketing channels can be simplified to the management of the network on a single level. Traditional marketing channels involve multi-level and all-round management. But with the help of the Internet, companies can skip some links in the value chain, mainly by bypassing retailers. In the context of the Internet, the virtual nature of the network has replaced the advantages obtained by traditional marketing intermediaries for geographical reasons. The efficient information transmission brought by the network optimizes many links in the marketing channel and finally simplifies it into a single relationship.

    (3) Modern logistics and distribution system.

    The distribution of socialized commodities must complete by relying on a modern logistics and distribution system to reach consumers in the shortest time. With the help of the most widely used logistics distribution mode – “third-party logistics”, the logistics activities of most enterprises are complete.

    The choice of corporate network marketing channels

    Based on its actual development status and the conditions and factors. The enterprise comprehensively considers the development goals. Then refers to the customer’s situation and the current market trend. Considering the three aspects of the enterprise, the market, the customer, and selecting the best marketing channel for the enterprise. Generally, the goal is to meet users, that is, in a huge and virtual network marketing environment. Let customers feel that this is what they need, and carry out network marketing in a targeted and planned way.

    Online Marketing Channels in the Big Data Environment

    The in-depth study of big data has gradually diversified its application scenarios. The application of big data information analysis to the study of network marketing channels needs to be further studied. The revolution brought by big data is changing people’s work, life, and way of thinking day by day. Big data information analysis is bound to have an impact on the research on network marketing channels.

    The steady development of network marketing channels

    By strengthening the construction of network infrastructure, the coverage ratio of big data can increase. The steady development of network marketing channels can achieve. Also, The dissemination speed of network marketing information can effectively improve. And social groups can understand the main content of the information the first time. And for the relevant preferential policies, moderate consumption, to expand the influence. Whether it is a business in the information or a consumer in the process of receiving the information. They can respond quickly. Therefore, focusing on investment in the construction of network infrastructure can effectively promote the normal operation of network marketing channels.

    Improve the utilization efficiency of the network

    The office mode of the enterprise network has become an important part of the operation and development process of today’s enterprises. Also, The rich network information resources and the fast use of the network can bring a large number of customer resources to the enterprise and promote the enterprise in the process of development. In China, it is increasingly inseparable from network information. Therefore, enterprises should pay attention to the construction of the network operating system, and actively improve the utilization rate of the network according to their development direction and customer needs, to realize the centralized management of the enterprise network and the innovative development and construction of the network information system. Relying on big data, select effective and timely information for precise application and adapt to the times.

    Develop a complete network integrity system

    Building a complete network integrity system can say to be an important guarantee for the effective development of network marketing channel business. Because it is different from traditional marketing channels and does not have a series of guarantees, how to perform identity verification to complete safe and reliable transactions requires the establishment of a special network identity information network, the development of a complete network integrity system, and the use of big data to conduct the verification of Enterprises and consumers make objective and true integrity evaluations.

    With the continuous development of the market economy, the improvement of living standards, and the improvement of people’s consumption concept, various merchants and enterprises are urged to actively expand their marketing channels, thereby attracting more customer groups. The expansion of network marketing channels has become a focus for enterprises, but how to better establish network marketing channels is inseparable from the analysis and support of big data information, which will also bring economic and social benefits to the industry.

    Optimization of online marketing channels based on big data information analysis

    Under the Internet environment, there is a lot of room for reform in network marketing channels, the overall function of the channel is continuously deepened, and the development of the overall commercial and trade circulation industry is driven by online business activities. Based on the analysis of big data information, think about the optimization method of network marketing channels in the Internet environment, and also realize the expansion of marketing channels, the development of consumer markets, and the improvement of marketing efficiency.

    Diversified Marketing Channels
    (1) Optimize the level of marketing channels.

    When enterprises conduct online business activities, they use electronic means and combine online. And offline marketing channels to make up for the shortcomings of traditional marketing channels and improve the shortcomings. To achieve the diversification of marketing channels, the first step is to optimize the level of channels. Also, Direct online direct sales or indirect channels through multi-level distributors, no matter how many levels of channels. How to choose and arrange is the most reasonable, not the higher the level of the channel marketing effect is the best. Enterprises should first consider the characteristics of the product Based on the company’s conditions. Combined with the analysis of market information such as product supply and demand. We can find the optimal level of marketing channels based on experiments.

    (2) Improve the quality of channel members.

    Due to the complexity and concealment of the Internet environment. Even if the information of buyers and sellers achieves a certain symmetry, network marketing still has certain risks. Therefore, the optimization of network marketing channels is inseparable from the optimization of channel members. To better complete network business marketing activities. It is necessary to improve the quality of channel members and select members that are in line with channel construction and marketing goals.

    Optimize the operation of marketing channels

    Optimizing the operation of marketing channels must proceed from the purpose, that is, how to optimally achieve the goal of network marketing, ensure the construction quality of network marketing channels, and enable the smooth delivery of products through e-commerce activities. It can be specifically analyzed for the following three operational purposes.

    (1) Accurate customer analysis.

    Under the background of big data, enterprises can use certain tools or means to accurately grasp the needs of customers and understand the situation of customers to improve the effectiveness of communication. After having clear and accurate customer information, such as customers’ past transactions, psychological preferences, and needs After grasping its consumption value, conduct targeted information dissemination.

    (2) Precise market positioning.

    First, accurately subdivide the market according to the relevant big data information resources obtained. Select the appropriate and optimal target market through reasonable data analysis. To ensure effective market positioning and competitive advantage, and then carry out marketing activities. In the era of big data, technical means enable enterprises to make market assessments based on their development strategic goals. Combined with mining consumer database information before operations and then making choices.

    (3) Precise product launch.

    After choosing a suitable market and conducting consumer surveys. How successfully delivering the corresponding products to the customers in need requires precise product delivery. With the help of the consumer information database provided by big data. It is screened from the overall sample, and the customers are classified from various factors. Such as occupation, age, income, etc., and the products are customized according to the needs of customers, and product innovation is carried out. This process is somewhat similar to cluster analysis in data analysis, dividing the huge consumer group into several categories with significant characteristics according to various criteria, selecting personalized products for these categories of consumer groups, and practicing personalized products and Service is the concept of customization.

    Based on the basic analysis of the above operation objectives. Also, The operation of the organizational structure of the marketing channel can optimize. From the top to the bottom, some manufacturers and producers are responsible for the production of products, and the middlemen or networks act as network media. The marketing platform is organically combined to achieve various divisions of labor and coordinated operation processes for sales. Therefore, from the corporate culture, team, system, and other aspects to carry out research. And constantly improve the network marketing channels.

    Strengthen the management of marketing channels

    The optimization of network marketing channels is inseparable from strengthening the management of marketing channels, which is the key point of optimization, how to achieve the rational allocation of marketing resources through management, to achieve the goal of improving marketing quality and efficiency.

    (1) Strengthen the constraints of the channel management mechanism.

    The complexity of the network makes the management of channels difficult, and the concealment often brings hidden dangers. The construction of multi-channel and virtualized management systems, such as identity verification systems and network integrity systems, makes online transactions more secure and more restrictive. , which not only protects the rights and interests of consumers, but also makes the operation of enterprises more smoothly, conducts business activities under the supervision of network laws, obeys the guidance of marketing objectives, and improves marketing efficiency.

    (2) Implement a good channel circulation strategy.

    As an important part of the entire marketing system. It plays an important role in reducing corporate costs and improving corporate competitiveness. It is the key to marketing channel planning. An effective channel circulation strategy will affect price strategies, product strategies, promotion strategies, etc. To have a positive impact is an important means for an enterprise to successfully open up the market, and achieve sales and business goals.

    The purpose of a good channel distribution strategy is to build the value of the corporate brand into a lasting customer relationship. Including consumer groups’ dependence on corporate products and the strengthening of cooperative relationships. With the support of big data information, enterprises use rich data resources and analysis technology to monitor business activities on the entire marketing channel. So that the entire marketing process of the enterprise is under control. To achieve scientific management of marketing and data mining. Combined with a modern management system to achieve scientific management.

    Online Marketing Channels Big Data Information Analysis Image
    Online Marketing Channels Big Data Information Analysis; Photo by Campaign Creators on Unsplash.
  • Smart Hotel Management under Big Data Exploration

    Smart Hotel Management under Big Data Exploration

    A Brief Analysis of Smart Hotel Management under Era of Big Data Exploration and practice. With the rapid development of science and technology. The Era of big data technology has penetrated various industries in our country and has become an important production factor. In this context, hotels of various themes and also styles are emerging in an endless stream. Therefore, how to build their advantages to attract customers to stay in the fierce competition in the market has become the focus of current hotel management. The advent of the era of big data has opened up a new way of thinking for hotel management. And also smart hotel management model has emerged.

    Here are the articles to explain, A Brief Analysis of Smart Hotel Management under Era of Big Data Exploration and Practice!

    Based on this, this article is based on the current situation of the application of big data technology in smart hotels. Discusses smart hotel management in the context of the era of big data. And also proposes a coping strategy for the application of big data to the implementation of smart hotel management. To conform to the development requirements of the times. And meet the changing needs of the market, hotel types and hotel types have become more and more diversified.

    With the increasingly mature development of big data technology, its integration and penetration with various fields of society is deepening day by day. In terms of hotel management, under the organic combination of big data technology and hotel management, the hotel management model has undergone tremendous changes, and smart hotels have emerged. The improvement and optimization of the smart hotel management model are more in line with the requirements of people to check the location of the hotel, hotel services, and book hotel rooms online.

    It can greatly simplify the hotel check-in process, and it is conducive to promoting the development of modern hotel management and promoting hotel marketing and industry environment optimization. The “Notice on the Issuance of Publicity Themes and Slogans for the 2014 China Tourism Theme Year” issued by the National Tourism Administration is the first time to promote the transformation and upgrading of traditional hotel management models to smart hotels. It can see in the development of the contemporary hotel industry. The application of intelligent hotel management models is already the general trend.

    Overview of big data technology and smart hotel management

    (1) Big data technology

    Big data technology is an advanced technology that has emerged in the process of the continuous in-depth development of Internet technology and information technology. It is a collection of data based on computers and other equipment to obtain, analyze, process, transmit, and manage data. Compared with traditional data processing technology, big data technology has significant advantages of large data capacity, strong receptivity, fast information transmission, high application value, and utility, and its overall functional utility is far superior to traditional data software.

    Based on this, big data technology can further realize rapid processing. And the application of big data traffic when promoting the construction of smart hotel management. To use this as an important opportunity, tool, and also a way to promote the transformation and development of the industry.

    (2) Smart Hotel Management

    Based on digitization and networking technology, realizing the Informationization of hotel management and services is the core content of the smart hotel management model. The smart hotel management model is a new type of hotel management model that has emerged in the context of the Internet era to further meet the needs of the market and social development. It has formed a severe impact on the traditional hotel industry and also poses a new challenge to the hotel management profession.

    The purpose of smart hotel management is to meet the individual needs of customers. At the same time, smart hotel management also has outstanding service principles such as pertinence, comfort, and flexibility. In the actual operation of smart hotels, exclusive service plans exist formulated for customers based on big data information. Customers can also choose the location of guest rooms facing the street, close to the exit, or the center according to their preferences to meet their individual needs.

    However, because the individual needs of customers are very different, therefore. While ensuring the individual needs of the hotel. It should also conform to the principle of integrity in the construction of the smart hotel to ensure the overall function and nature of the hotel. In summary, the smart hotel management model combines the principle of integrity with the principles of room comfort and flexibility, and “removes the dross and takes the essence” of the hotel’s potential information, functions, nature, and connotations, so that the hotel has both humanistic care and high practicality, both high-end style and personalized characteristics.

    Analysis of Smart hotel management structure

    The process of intelligent management mainly involves six structural levels, namely smart hotel management, smart hotel management theory, dynamic smart hotel management, resource layer, ability layer, and the functional layer. The various structures exist closely integrated and support each other. The specific interaction form stands shown in the smart hotel management structure.

    Analysis of smart hotel management functions

    The building infrastructure and service management system are the main components of the current smart hotel management function. The security system and the smart hotel management platform system functions are used as an example for analysis. In the actual operation and also the management of smart hotels. A very strict security system has been built based on smart business philosophy and big data technology. Through the smart hotel management platform, the security system can be adjusted and upgraded.

    In addition, the smart hotel management function has also realized the construction of the EPR system (Enterprise Resource Planning) and the CRM system (customer relationship management system). Which can not only use EPR to realize the management of hotel fixed assets and human resources. But also use CRM to realize customer complaints, customer satisfaction surveys, and the establishment and management of customer personal information files. The EPR system and CRM system realize the unified and intelligent supervision of all hotel resources.

    (3) The generation and application significance of big data

    With the rapid development of Internet technology, the use of mobile devices has become more and more extensive. And various application software has become more and more diversified. Therefore, users will browse information between different software based on mobile devices before traveling. And these browsing traces are big data. Through big data analysis and collation, you can understand the individual needs of users. The generation of big data has certain application significance. Which is conducive to smart hotels distinguishing between new and old customers.

    1. First of all, it is conducive for hotels to formulate exclusive service plans for new customers. Hotels can understand customer preferences based on user big data. Analyze customer actual needs based on customer messages on online platforms, and preset guest check-in plans. And then provide personalized services for first-time customers;
    2. Secondly, it is conducive to hotels to provide old customers with services that are in real demand. After customers stay in the hotel, a series of consumption information will generate. This data information is convenient for hotels to analyze customer consumption trends and consumer preferences, and provide customers with targeted special check-in services and rooms.
    (4) Application of big data technology in smart hotels

    The first is face recognition technology. The application and promotion effectiveness of this technology in the hospitality industry are shown. Smart front desk service terminals can accelerate the development of hotel self-service, Intelligence, and informationization. The smart front desk service terminal can instantly reduce the time for booking and check-in. You only need to follow the prompts to process it quickly, without staying. And automatically issue and recycle room cards, and automatically print bills and vouchers. Which is very easy and convenient.

    Under this status quo, hotel managers do not need to focus on a single job position. And can provide services in different positions according to customer needs. Which can not only effectively improve the comprehensive ability of staff. But also stimulate their enthusiasm for work and maintain a good working attitude. To realize all aspects of smart hotel independent services. The second is intelligent parking technology. As the number of cars in our country continues to rise. The number of private cars has increased in a straight line. And cars have become the main tool for people to travel.

    In this context

    The optimization and upgrading of the overall service methods of hotel parking lots have become an inevitable trend. Smart hotels need to take into account customer parking needs and create smart parking services. With the deepening of the development of smart hotels, smart parking services have gradually become popular.

    Among them, the application of 5G communication technology and artificial intelligence technology in parking management has formed a network cloud platform system. Which is currently the main intelligent parking service method of smart hotels. Compared with traditional parking services in the past, the practical use of the network cloud platform system can make it easier for car owners to understand parking information in real-time and improve parking efficiency through AI and video technology, while also facilitating parking management.

    The smart hotel adopts the Deli Cloud platform, and its intelligent parking system architecture is intranet → parking lot entrance equipment (smart card access control machine, vacancy display screen, cloud parking access control machine, barrier gate) → exit (display screen, smart reader and reader) → parking lot exit equipment (smart card access control machine, cloud parking access control machine, barrier gate)； Intranet → 5G broadband → Deli Cloud Platform → Smart Hotel Management Computer.

    For example

    The intelligent parking system adopted by Xiamen Haicang Gulangwan Hotel in parking lot management has greatly improved the efficiency of parking lot management. The third is Artificial Intelligence (Artificial Intelligence, AI) technology. With the continuous and in-depth development of artificial intelligence technology. The application of smart hotels in artificial intelligence has become more prominent. Artificial intelligence is a modern science and technology for information calculation, retrieval, and reasoning.

    The application of artificial intelligence needs to be based on existing databases to meet the different needs of smart hotels with the support of huge databases of data and information. Artificial intelligence can learn and imitate human thinking. To solve problems based on the logical pattern of human thinking. At this stage, artificial intelligence mainly adopts analytical, human-inspired, and humanized intelligent technologies. The construction of smart hotels in artificial intelligence can further improve the service quality of hotels.

    Analysis of the current situation of big data application in smart hotel management

    (1) Insufficient ideological awareness of smart hotel management

    The smart hotel management model started slowly, and the lack of excellent experience that can be learned in the industry has caused some hotel managers to only explore and move forward on their own, resulting in insufficient ideological awareness of smart hotel management. This is manifested in hotel managers having low ideological awareness. Which makes it difficult to verify the validity of customer information resources. And related information obtains from big data, resulting in smart hotels having a huge database. But there is less actual and effective information content.

    (2) Lack of scientific planning in the construction of smart hotels

    With the rapid development of the tourism industry, hotels also have broad prospects for development under the good development trend of the tourism industry. Which has prompted the emergence of various types of hotels in an endless stream. In the fierce market competition, how to ensure the healthy and sustainable development of hotels is particularly important. Smart hotels are a new business management model that came into being in a new era.

    They have a high competitive advantage among many types of hotels. But at this stage, there is still unreasonable planning in the construction of smart hotels. For example, in the early stage of hotel construction, there was no design and planning for big data. Artificial intelligence technology, hardware, and software result in a disadvantage in the market competition. In the process of passively implementing the transformation of hardware and software in the later stage. It is often necessary to invest more time and cost, which puts the operation in trouble.

    As another example, some hotels have not conducted research on the market and customer needs in the construction of smart hotels, or lack understanding of artificial intelligence technology and big data technology. They blindly invest a lot of capital in the construction of applications and purchase hardware facilities. In the operation, it exists found that the application software or hardware provided does not meet customer needs, resulting in a waste of funds, facilities, and information resources. Which will affect the future operation and market development of the hotel.

    (3) There are shortcomings in the integration of big data and smart hotels

    At present, some hotel managers believe that big data is only an external form of expression in the Internet era in the process of building smart hotels. They believe that the smart hotel model is high-end and intelligent, completely ignoring the personalized characteristics of smart hotels. And also lacks the use of big data to tap into the hidden customer needs of cognition. Which has led to significant shortcomings in the integration of big data and smart hotels.

    Strategies and ideas for the application of big data technology in smart hotel management

    (1) Do a good job in intelligent services and improve the management efficiency of smart hotels

    During the epidemic prevention and control period. To deepen the awareness of prevention and control and avoid unnecessary close contact. The practical effectiveness of the smart hotel management model has become more and more prominent. Hotels can realize online +offline services based on the smart management model.

    1. First, they implement online reservation and order receiving services and set up online customer services to process customer orders.
    2. Second, hotels improve the management efficiency of smart hotels through the development of online intelligent software platforms. Guests can browse hotel reviews based on the online intelligent software platform, consult room types, room prices, and other information, and filter different hotels in various regions;
    3. Third, guests can also self-check-in, select rooms, self-checkout, and print bills;
    4. Fourth, smart hotels should have intelligent control systems that can intelligently control all networked terminals in the guest rooms;
    5. Fifth, smart hotels should also set up intelligent monitoring systems to ensure For the personal safety of guests. The intelligent monitoring system can conduct real-time supervision of some security risks in the hotel and has an intelligent fire control system;
    6. Sixth, the hotel should also set up fully automated public service equipment in subsequent development and construction. Such as an intelligent elevator system, intelligent navigation system, intelligent visual intercom system, intelligent parking lot management system, etc.
    (2) Strengthen cooperation between hotels and online platforms to improve overall service quality

    Through effective cooperation between the hotel and the online platform, one is to enable the hotel to collect a large amount of customer information based on the online platform to understand the actual needs of customers; the other is that customers can directly complete independent check-in, check-out and other behaviors on the online platform, saving customers time and improving check-in efficiency. The third is that after the customer checks out, he can leave the check-in experience and evaluation on the online platform.

    So that the hotel can grasp customer feedback, and then optimize the smart hotel service function and service system. To be able to provide customers with quality service, thereby enhancing the hotel’s image. In addition, compared with the traditional hotel service model, which relies entirely on its facilities to carry out services. Smart hotels based on big data technology can understand the actual needs and preferences of customers. While using external resources to provide customers with personalized services.

    For example, cooperation with other service parties, to provide customers with pick-up, tour guides, food delivery, and other services, can effectively enhance the customer experience.

    (3) Strengthen the application of intelligence and provide ideas for hotel optimization management

    In the future development of smart hotels. It should optimize and improve from the three levels of design, management, and interaction based on the advantages of big data.

    First of all, design changes to mine customer preferences based on big data technology. To meet the individual needs of customers and provide them with personalized package services.

    The second is management change. At present, smart hotel management should support by modern technology to realize the management of hotel human resources, fixed asset resources, and guest room resources, to be able to effectively schedule and control resources, and improve the quality of hotel management and the effectiveness of smart management, and effectively guarantee the economic benefits of the hotel. It should also provide hardware facilities and services such as smart elevators, smart parking lots, and smart restaurants to further promote the intelligent development of hotels.

    Finally, there is the interaction change. The current interaction method is the interaction between the hotel and the customer. The interaction method is too single. In the future development of smart hotels, the interaction method should promote in a diversified direction to realize multi-point interaction between hotels, customers, hotel suppliers, and also third-party service providers. Thereby extending service functions and meeting customers’ “one-stop” service needs. In addition, local tourism administrative departments should also pay more attention to and support the development of smart hotels. To effectively form a pattern of collaborative development of smart cities, smart tourism, and smart hotels.

    Conclusion

    In summary, in the context of the Internet era, big data technology has become a key technology for the rapid development of various industries in society. The organic combination of big data technology and hotel management has accelerated the transformation and upgrading of traditional hotel management models, improved the service level of smart hotels, and promoted smart hotels to become a unique business management model in the context of the Internet era, laying the foundation for the high-quality development of China’s tourism industry.

    A Brief Analysis of Smart Hotel Management under Era of Big Data Exploration and Practice Image
    A Brief Analysis of Smart Hotel Management under Era of Big Data Exploration and Practice; Photo by Adriana Saraceanu on Unsplash.