Research on the Association Rules of Marketing Resources Demand and Supply in Grid Environment

Abstract

This paper introduces processes and methods access to the demand for marketing resources, describes the steps for marketing resources planning and the marketing resources demand-supply model in grid environment,finally lists several association rules of marketing resources demand and supply. It provides a reference for enterprises to break the drawbacks of the traditional marketing model, to help businesses form the internal model of resource sharing, process optimization, and business collaboration, so as to guide the company's marketing activities. Keywords-grid marketing; association rules; marketing resources I. INTRODUCTORY Marketing has become the strategic factors for core competitiveness of enterprises. Traditional marketing management has the following drawbacks: functional partitioning, data redundancy, information within the closed and so on. Grid theory is advanced as the guiding principle of the resource-sharing ideas, has been used in biomedicine, transportation, resource exploration, commerce, finance, urban management and planning [1] and other fields. Chen ping believes that the grid is refined in accordance with the needs of management, all of the management area is divided into several cells [2].. Jiang ailin believes that the grid is a continuous region of space which is discrete according to certain rules, it forms many polygons, and each part is given a identifier [3]. As a new computing platform, grid has characteristics of distribution and heterogeneity, sharing and integration, autonomy and dynamic, abstract and virtual and so on, and it has the ability to integrate a variety of computing resources [4] [5] . Currently, grid theory is seldom used in the marketing field, but in the telecommunications, postal services and a few other companies with the initial practice and exploration, and lack of theoretical support. In this paper, we proposed the model of association rules about marketing resources’ demand and supply under the background of marketing grid ,to help the enterprise form the model of internal resource sharing, process optimization, business collaboration, to avoid the drawbacks of traditional marketing model, guiding the company's marketing activities. II. ACCESS TO THE NEEDS OF GRID MARKETING RESOURCES There are two main aspects for access to the demand of grid marketing resources: one is the company initiatively to get the demand of marketing resources. in order to meet the needs of future development, enterprises should predict the total demand of marketing resources, and make the marketing resource planning based on the total demand; On the other hand, each marketing grid unit directly proposes marketing resource requirements to the regional manager, the regional marketing leader will then report to the headquarters of corporate marketing, and finally the marketing headquarters is responsible for marketing resource allocation. III. MARKETING RESOURCES PLANNING Resource planning is after the gaining of marketing resources’needs of each grid. Resource planning mainly includes human resource planning, material resource planning and financial resource planning. Human resource planning refers to the plan of required marketing staff during a given period for the marketing activities, including sales personnel , service personnel , daily operators, and marketing managers at all levels. Material resources planning refers to the plan of a variety of material consumption, including transport vehicles, loading and unloading tools, consumables , office supplies. Financial resources planning refers to the planning of the marketing expenses, such as marketing, staff salaries, travel expenses, transportation costs, warranty fees, advertising fees , and service fees. Enterprise marketing resource planning is based on marketing resource requirements, so the accuracy of demand is very important for the resource planning. After resource planning, the business obtains marketing resources in accordance with the requirements. For the resources which companies currently lack of, it can be obtained by purchase or external recruitment, etc. For some requirements, it can be achieved by rationally re-allocation the existing resources. The flow chart of resource requirements for corporate marketing and resource planning is shown in Figure 1. IV. ASSOCIATION RULES BETWEEN RESOURCE DEMAND AND SUPPLY IN MARKETING GRID Marketing resource requirements mapping is a collection of relationship from the enterprise’s marketing resource sets to marketing grid resource requirement sets. All of this mapping is stored in a collection, forming the mapping library of marketing grid resources requirements. The approach to build the mapping library is as follows: firstly, establish the model of association rules between resource demand and supply in marketing grid taking advantage of business experience, then continuously adjust and improve the association rules model National Conference on Information Technology and Computer Science (CITCS 2012) © 2012. The authors Published by Atlantis Press 421