CAJ | 학술논문

智慧营销是物流企业应对外部环境不断变化，并保持高速发展的战略决策。而大数据作为一种类型多、数量大、结构复杂且具有商业与应用价值的数据集合，是一种新型的智力资源，是智慧物流的引擎，是物流业智慧营销的资源池，可为物流业提供高效、精准的数据分析。大数据因其蕴涵的巨大商业价值，被物流业看成一种可与客户、物流基础设施相媲美的重要资源与生产要素。利用大数据技术，物流企业可实时向企业决策者动态报告目标市场变动情况，预测市场走势，挖掘物流价值，为抢占商机、精准定位、市场开拓、投融资、形象扩张、赢得未来作出智慧决策。在大数据技术支持下，科学使用大数据技术，可有效弥补人类直觉判断的不足，更好地提升物流业服务功能，推动物流业营销模式的升级改进。
지혜영소시물류기업응대외부배경불단변화，병보지고속발전적전략결책。이대수거작위일충류형다、수량대、결구복잡차구유상업여응용개치적수거집합，시일충신형적지력자원，시지혜물류적인경，시물류업지혜영소적자원지，가위물류업제공고효、정준적수거분석。대수거인기온함적거대상업개치，피물류업간성일충가여객호、물류기출설시상비미적중요자원여생산요소。이용대수거기술，물류기업가실시향기업결책자동태보고목표시장변동정황，예측시장주세，알굴물류개치，위창점상궤、정준정위、시장개탁、투융자、형상확장、영득미래작출지혜결책。재대수거기술지지하，과학사용대수거기술，가유효미보인류직각판단적불족，경호지제승물류업복무공능，추동물류업영소모식적승급개진。
Intelligent marketing is the strategic decision for logistics enterprises to cope with changes in external environment and maintain the high speed development. Big data technology is the engine of intelligent logistics that can provide efficient and accurate data analysis for the logistics industry. Because of its enormous commercial value,big data technology has been viewed as an important resource and production factor,which is comparable with customers and logistics infrastructure in logistics industry. By using big data technology,logistics enterprises can make real-time report to their decision makers about dynamic target market movements,predict market trend as well as dig out the value of logistics,which is helpful to making wise decisions for logistics enterprises to seize the business opportunities,make accurate positioning,carry out market development,make investment and financing,expand the image and win the future. With the support of big data technology,logistics service function has been continuously strengthened;the marketing mode has also been continuously improved,transformed and upgraded.