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1、争压力的弱化，从而形成一套互为依附、循环优化的核心营销竞争体系，我们这里先给他个时髦的名字为大数据营销管理变革。J公司作为我国少数几家能与世界日化用品巨头抗衡的民族品牌公司，在营销细分功能的CRM和SFA基础上，根据中国市场的操作惯例，自行扩展开发了整体营销运营管理体系的TOM系统，突破目前SAP以产销为主线条、单一面向分销客户、单一的让利促销方式，转为产品与目标消费者、产品与分销商、分销商与零售商、产品与零售商的渠道平台经济模式下的营销管理系统，并将各种中国市场的营销模式转化为标准化的数据管理，作为实现渠道平台经济效益和管控的后
2、盾。新的TOM系统加强了J公司在渠道上的掌控，业务人员和营销人员在执行简单标准化下得到快速提升，通过对目标消费者的产品品牌教育和沟通而获得更直接有效的回报、对营销方式和渠道等的资源配置来提高费用的整体效率，从而延长了诸多主销产品的生命周期、提供了新品存活和做大的保障，加强了J公司在消费市场上的营销竞争力和增长力。关键词：营销竞争力；数据营销管理；资源配置；效率优化；精准营销；数据指标管控；万方数据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万方数据throughmoderninformationanddatamanagementsystem,generallytheamountofdataanalysisasaprerequisitefor
8、precisionmarketing,networkmanagementprocessesthrough,dataqualitymanagement,toachievecontrollableintheimplementationstrategy,
