汽车，营销决策支持，系统.doc

摘 要 随着社会经济的迅速发展，面对汽车销售业日益严酷竞争的现实，加强管理、提高工作效率和如何给领导者一个清晰明确的表现形式成了急待解决的问题。而解决这些问题的关键措施之一就是建立使用、先进、高效的汽车营销决策支持系统，引进创新的经营机制，适应新形势下企业的生存和发展，在这种背景下，各大汽车厂商纷纷加大了信息化建设。 汽车制造与营销企业经过经过多年的信息化建设，信息系统已经有海量的生产经营数据，但尚未进行充分利用，所以汽车业信息化建设的下一个重点，是进行决策支持功能的建设，这需要IT系统提供更多的辅助决策支持的功能，为汽车制造企业由生产经营型向经营者决策型转换提供技术支持。同时，一个企业如果要生存和发展，就必须以客户为中心，要对客户与企业交互过程中各种数据进行收集，整理和分析，然后根据收集到的数据，找出这些数据潜在关系，才能预测客户的行为趋势，更好的支持企业决策。 该系统从需求分析、系统分析、系统设计、系统实施及交付使用等环节，在工作程序和方法上进行了科学规范，并强调了开发文档的完整与规范，完善工作流程和提高工作效率提供了有力的支持。 关键词：决策支持；营销；信息化建设；行为趋势 Abstract With the rapid socio-economic development in the face of the reality of the increasingly harsh competition in auto sales, strengthen management, improve work efficiency and how to give a clear manifestation of the leader became a pressing problem. One of the key measures to solve these problems is to establish advanced, efficient automotive marketing decision support system, the introduction of innovative business mechanisms to adapt to the survival and development of the enterprises under the new situation, in this context, the major car manufacturers have increased information technology. After years of information construction, information systems have been mass production and operation data, the automotive manufacturing and marketing enterprises, but has not yet been fully utilized, so the next focus of the auto industry information construction, construction of decision support functions, which requires IT systems provide more features, Decision Support and provide technical support for the conversion of the car manufacturer by the decision-making type of production and operation to the operator. At the same time, if a company is to survive and develop, must be customer-centric, customers and business interaction data collection, collation and analysis, and then based on the data collected to identify the potential relationship of these data, to predict customer behavior trends, better support business decisions. The system needs analysi