Industrial marketing management method, system and equipment based on digital twinning and medium

Abstract

The invention discloses an industrial marketing management method, system and equipment based on digital twinning and a medium, belongs to the technical field of big data processing and analysis, and aims to solve the technical problem of how to collect and process various data in a cigarette marketing management process in real time, find market changes in time, improve marketing efficiency and flexibility and improve marketing efficiency and flexibility. According to the technical scheme, the method comprises the following steps: data acquisition and data cleaning: collecting full-life-cycle data of an industrial product; wherein the full life cycle data of the industrial product comprises information of each stage of design, production, test and sales; performing data modeling: performing accurate three-dimensional modeling on the industrial product by utilizing three-dimensional modeling software, constructing a virtual model of the product based on a physical law and engineering knowledge, and simulating the running state and performance of the product under various working conditions through a simulation technology; virtualizing a production scene; building a virtual product model; and simulating a virtual marketing scene.

Description

Technical Field

[0001] The present invention relates to the technical field of big data processing and analysis, and specifically to an industrial marketing management method, system, equipment and medium based on digital twins. Background Art

[0002] In the field of industrial cigarette marketing, existing technologies often rely on traditional market research, data analysis methods and sales methods. These methods have limitations in collecting and processing data, making it difficult to achieve real-time response and accurate prediction of market changes. At the same time, existing technologies also have shortcomings in product display, customer experience and service innovation, making it difficult to meet consumers' growing personalized needs.

[0003] Therefore, how to collect and process various data in the cigarette marketing management process in real time, promptly discover market changes, improve marketing efficiency and flexibility, and thus improve customer satisfaction is a technical problem that needs to be solved urgently. Summary of the invention

[0004] The technical task of the present invention is to provide an industrial marketing management method, system, equipment and medium based on digital twins to solve the problem of how to collect and process various data in the cigarette marketing management process in real time, timely discover market changes, improve marketing efficiency and flexibility, and thus improve customer satisfaction.

[0005] The technical task of the present invention is achieved in the following way: an industrial marketing management method based on digital twins, the method is as follows:

[0006] Data collection and data cleaning: Collect data on the entire life cycle of industrial products; the data on the entire life cycle of industrial products includes information on each stage of design, production, testing and sales;

[0007] Data modeling: Use 3D modeling software to accurately model industrial products in 3D, build virtual models of products based on physical laws and engineering knowledge, and then use simulation technology to simulate the operating status and performance of products under various working conditions;

[0008] Virtual production scenario: The real-time data of the actual product is integrated and mapped with the virtual model to achieve real-time interaction and synchronization between the physical world and the digital world, which helps to accurately reflect the actual status of the product and provides a basis for subsequent analysis and optimization;

[0009] Build virtual product models: Build customer portraits by collecting and analyzing customers’ purchase history, behavior data, and preference information, and use machine learning and data analysis techniques to explore customers’ potential needs and purchasing intentions;

[0010] Simulate virtual marketing scenarios: Provide personalized product and service recommendations to account managers based on customer portraits, and use digital twin technology to simulate marketing scenarios and strategy effects under different market conditions. Then, through big data analysis, predict market trends and consumer responses, and provide a scientific basis for companies to formulate marketing strategies.

[0011] As a preference, data collection is specifically as follows:

[0012] Industrial production information collection: Integrate with the MES (manufacturing execution system) and SCADA (supervisory control and data acquisition system) systems of the cigarette factory to realize automatic collection and synchronization of production data, and interact and share data with other business systems through API (application programming interface) or data exchange platform to obtain information on cigarette inventory, production scheduling, production capacity and storage conditions; at the same time, by building a digital twin model of the entire cigarette production process, it can realize comprehensive collection, real-time monitoring, data analysis and optimized management of cigarette production information;

[0013] Industrial and commercial retail marketing data collection: Integrate with ERP, CRM and SCM business systems to realize automatic collection of transfer data; and obtain cigarette sales data; connect industrial and commercial retail data based on WeChat for Business, and through WeChat for Business, industrial enterprises establish upstream and downstream contact lists to obtain relevant information of retailers in a timely manner;

[0014] Consumer marketing data collection: Obtain consumer ID, order number, consumer mobile phone number, product name, transaction price, unit, total transaction amount, transaction time and retail store code through the cloud POS system.

[0015] Preferably, structured data is used in the data fusion and mapping process. When the data describing the same object are fused, the averaging rule or weighted rule is adopted to ensure the accuracy and effectiveness of the fusion results. For example, year-on-year indicators of market capacity, brand, and product specifications are analyzed, including year, current sales volume, increment, growth rate, and online regions, to meet the needs of market capacity analysis.

[0016] Preferably, customer portraits are constructed by analyzing the retail customers' status to determine whether they are potential and mature customers. Specifically, the customer profiles are analyzed and judged based on the order quantity, order cycle, structure of order specifications, order amount and order of competing products in each cycle to determine whether they are key customers and mark them as key customers.

[0017] Preferably, the predicted market trends are as follows:

[0018] The annual trend correlation forecasting method is used to calculate the correlation coefficient based on the annual sales trends of last year and the year before last, and the annual sales of this year are estimated based on the correlation coefficient. The formula is as follows:

[0019] Annual sales volume of this year = [(annual sales volume of the year before this year*0.2+sales volume of the two years before this year*0.3+forecast sales volume of this year*0.5)]*price coefficient;

[0020] Among them, price coefficient = market collection price / retail price;

[0021] The forecast results are displayed through a 3D map, showing the average sales volume of each region, and then each region is displayed according to different sections, such as more than 10 boxes, 80,000-100,000 boxes, 50,000-80,000 boxes, and 10,000-50,000 boxes.

[0022] Preferably, the method also utilizes the computing resources and storage resources provided by the cloud computing platform to support the construction and simulation operation of the data twin model.

[0023] Better yet, the digital twin model is a digital expression of a physical entity, which uses the Internet of Things and big data analysis technology to mirror the physical entity into a virtual space, achieving a comprehensive perception and mirror reproduction of the real world;

[0024] Among them, the simulation of the digital twin model is implemented using the Unity engine.

[0025] An industrial marketing management system based on digital twins, which is used to implement the above-mentioned industrial marketing management method based on digital twins; the system includes:

[0026] Data collection and cleaning unit, used to collect data on the entire life cycle of industrial products; the data on the entire life cycle of industrial products includes information on each stage of design, production, testing and sales;

[0027] 3D modeling unit, used to use 3D modeling software to accurately model industrial products in 3D, build virtual models of products based on physical laws and engineering knowledge, and then simulate the operating status and performance of products under various working conditions through simulation technology;

[0028] The physical simulation unit is used to fuse and map the real-time data of the actual product with the virtual model, realizing real-time interaction and synchronization between the physical world and the digital world, which helps to accurately reflect the actual status of the product and provides a basis for subsequent analysis and optimization;

[0029] The customer image building unit is used to build customer portraits by collecting and analyzing customers' purchase history, behavior data, and preference information, and to use machine learning and data analysis techniques to explore customers' potential needs and purchasing intentions;

[0030] The data analysis unit is used to provide personalized product and service recommendations to account managers based on customer portraits, and use digital twin technology to simulate marketing scenarios and strategy effects under different market conditions. It then predicts market trends and consumer responses through big data analysis, providing a scientific basis for companies to formulate marketing strategies.

[0031] An electronic device comprising: a memory and at least one processor;

[0032] Wherein, the memory stores a computer program;

[0033] The at least one processor executes the computer program stored in the memory, so that the at least one processor executes the industrial marketing management method based on digital twins as described above.

[0034] A computer-readable storage medium having a computer program stored therein, wherein the computer program can be executed by a processor to implement the industrial marketing management method based on digital twins as described above.

[0035] The digital twin-based industrial marketing management method, system, device and medium of the present invention have the following advantages:

[0036] (1) The present invention can create realistic virtual models of products through digital twin technology, and digital twin technology can establish detailed customer profiles and accurately segment target markets. It integrates customer personal information, behavioral data, transaction records and other information into a complete data model; by analyzing the digital twin model, companies can gain an in-depth understanding of customers' personalized needs and purchasing preferences, and formulate personalized marketing content and strategies based on these insights to improve marketing efficiency and effectiveness;

[0037] (ii) The invention enhances marketing content: Digital twin technology can create realistic virtual models of products for use in product demonstrations, marketing videos, and interactive content to vividly showcase product features and functions, attract consumer attention, and enhance brand image;

[0038] (III) The present invention supports sales personnel: Digital twin technology provides sales personnel with vivid and intuitive sales tools, which facilitates them to demonstrate product features and advantages during the sales process, and helps sales personnel to introduce products more effectively and promote sales. Digital twin technology can help companies build more detailed consumer portraits and track consumer behavior data in the digital world in real time. Based on this data, companies can more accurately target audiences and develop more accurate marketing strategies; companies can predict consumer reactions to marketing activities, and adjust marketing content based on the predicted results, optimize marketing channels, and improve the effectiveness of marketing activities;

[0039] (iv) The invention improves customer experience: Digital twin technology enables customers to experience products before purchasing, understand the appearance, functions and performance of products through virtual models, help customers make more informed purchasing decisions, and improve customer satisfaction;

[0040] (V) The present invention achieves production and marketing synergy: Digital twin technology can collect and analyze market data in real time, including consumer behavior, product sales trends, etc., by integrating advanced technologies such as the Internet of Things and big data, providing immediate and accurate information support for marketing decisions; and combined with historical sales data, market trends and other factors, digital twin technology can build a sales forecasting model to help companies accurately predict future sales and reasonably arrange production plans;

[0041] (VI) The present invention adopts digital twin technology, which can collect and process various data in the cigarette marketing process in real time, including sales data, customer feedback, market trends, etc. Through in-depth mining and analysis of these data, enterprises can timely discover market changes and problems, make intelligent decisions and response measures, and improve marketing efficiency and flexibility;

[0042] (VI) The digital twin technology of the present invention can achieve accurate insights into consumer needs by building a virtual model of cigarette products and combining it with consumer behavior data; companies can formulate personalized marketing strategies and promotion plans based on consumer preferences and purchase history to improve marketing effectiveness and customer satisfaction;

[0043] (VII) By studying digital twin technology to collect and analyze customer behavior data, the present invention can help enterprises understand customer needs and market trends more accurately and develop targeted marketing strategies and promotion plans. BRIEF DESCRIPTION OF THE DRAWINGS

[0044] The present invention is further described below in conjunction with the accompanying drawings.

[0045] Attached Figure 1 The flowchart of the industrial marketing management method based on digital twins. DETAILED DESCRIPTION

[0046] The industrial marketing management method, system, device and medium based on digital twin of the present invention are described in detail below with reference to the drawings and specific embodiments of the specification.

[0047] Embodiment 1:

[0048] As attached Figure 1 As shown, this embodiment provides an industrial marketing management method based on digital twins, and the method is specifically as follows:

[0049] S1. Data collection and data cleaning: Collect data on the entire life cycle of industrial products; the data on the entire life cycle of industrial products includes information on each stage of design, production, testing and sales;

[0050] S2. Data modeling: Use 3D modeling software to accurately model industrial products in 3D, build virtual models of products based on physical laws and engineering knowledge, and then use simulation technology to simulate the operating status and performance of products under various working conditions;

[0051] S3. Virtual production scenario: Data fusion and mapping of real-time data of actual products with virtual models to achieve real-time interaction and synchronization between the physical world and the digital world, which helps to accurately reflect the actual status of the product and provide a basis for subsequent analysis and optimization;

[0052] S4. Build a virtual product model: Build a customer profile by collecting and analyzing the customer's purchase history, behavior data and preference information, and use machine learning and data analysis technology to explore the customer's potential needs and purchase intentions;

[0053] S5. Simulate virtual marketing scenarios: Provide personalized product and service recommendations to account managers based on customer portraits, and use digital twin technology to simulate marketing scenarios and strategy effects under different market conditions. Then, through big data analysis, predict market trends and consumer responses, and provide a scientific basis for companies to formulate marketing strategies.

[0054] The data collection in step S1 of this embodiment is specifically as follows:

[0055] S101. Industrial production information collection: Integrate with the MES (manufacturing execution system) and SCADA (supervisory control and data acquisition system) systems of the cigarette factory to realize automatic collection and synchronization of production data, and interact and share data with other business systems through API (application programming interface) or data exchange platform to obtain information on cigarette inventory, production scheduling, production capacity and storage conditions; at the same time, by building a digital twin model of the entire cigarette production process, realize comprehensive collection, real-time monitoring, data analysis and optimized management of cigarette production information;

[0056] S102, Industrial and Commercial Retail Marketing Data Collection: Integrate with ERP, CRM and SCM business systems to realize automatic collection of transfer data; and obtain cigarette sales data; connect industrial and commercial retail data based on WeChat for Business, and through WeChat for Business, industrial enterprises establish upstream and downstream contact lists to obtain relevant information of retailers in a timely manner;

[0057] S103. Consumer marketing data collection: Obtain consumer ID, order number, consumer mobile phone number, product name, transaction price, unit, total transaction amount, transaction time and retail store code through the cloud POS system.

[0058] In the data fusion and mapping process in step S3 of this embodiment, structured data is used. When the data describing the same object are fused, an averaging rule or a weighted rule is used to ensure the accuracy and effectiveness of the fusion result. For example, year-on-year indicators of market capacity, brand, and product specifications in various regions are analyzed, including year, current sales volume, increment, growth rate, and online region, to meet the market capacity analysis.

[0059] The construction of customer portraits in step S4 of this embodiment is to analyze whether the retail customers are potential and mature customers by analyzing their positions. Specifically, the customer profiles are analyzed and judged based on the order quantity, order cycle, structure of order specifications, order amount and order of competing products in each cycle, and the key customers are marked.

[0060] The predicted market trend in step S5 of this embodiment is specifically as follows:

[0061] S501. Forecast by annual trend correlation forecasting method. Calculate the correlation coefficient based on the annual sales trend of last year and the year before last. Estimate the annual sales of this year based on the correlation coefficient. The formula is as follows:

[0062] Annual sales volume of this year = [(annual sales volume of the year before this year*0.2+sales volume of the two years before this year*0.3+forecast sales volume of this year*0.5)]*price coefficient;

[0063] Among them, price coefficient = market collection price / retail price;

[0064] S502. Display the forecast results through a 3D map to show the average sales volume of each region, and then display each region according to different bidding sections, such as more than 10 boxes, 80,000-100,000 boxes, 50,000-80,000 boxes, and 10,000-50,000 boxes.

[0065] In this embodiment, the method also uses the computing resources and storage resources provided by the cloud computing platform to support the construction and simulation of the data twin model. The digital twin model is a digital expression of the physical entity, which uses the Internet of Things and big data analysis technology to mirror the physical entity into the virtual space, achieving comprehensive perception and mirror reproduction of the real world;

[0066] Among them, the simulation of the digital twin model is implemented using the Unity engine.

[0067] Embodiment 2:

[0068] This embodiment provides an industrial marketing management system based on digital twins, which is used to implement the industrial marketing management method based on digital twins in Example 1; the system includes:

[0069] Data collection and cleaning unit, used to collect data on the entire life cycle of industrial products; the data on the entire life cycle of industrial products includes information on each stage of design, production, testing and sales;

[0070] 3D modeling unit, used to use 3D modeling software to accurately model industrial products in 3D, build virtual models of products based on physical laws and engineering knowledge, and then simulate the operating status and performance of products under various working conditions through simulation technology;

[0071] The physical simulation unit is used to fuse and map the real-time data of the actual product with the virtual model, realizing real-time interaction and synchronization between the physical world and the digital world, which helps to accurately reflect the actual status of the product and provides a basis for subsequent analysis and optimization;

[0072] The customer image building unit is used to build customer portraits by collecting and analyzing customers' purchase history, behavior data, and preference information, and to use machine learning and data analysis techniques to explore customers' potential needs and purchasing intentions;

[0073] The data analysis unit is used to provide personalized product and service recommendations to account managers based on customer portraits, and use digital twin technology to simulate marketing scenarios and strategy effects under different market conditions. It then predicts market trends and consumer responses through big data analysis, providing a scientific basis for companies to formulate marketing strategies.

[0074] Embodiment 3:

[0075] This embodiment also provides an electronic device, including: a memory and a processor;

[0076] Wherein, the memory stores computer-executable instructions;

[0077] The processor executes the computer-executable instructions stored in the memory, so that the processor executes the industrial marketing management method based on digital twins in any embodiment of the present invention.

[0078] The processor may be a central processing unit (CPU), or other general-purpose processors, digital signal processors (DSP), application-specific integrated circuits (ASIC), field-programmable gate arrays (FPGA) or other programmable logic devices, discrete gate or transistor logic devices, discrete hardware components, etc. The processor may be a microprocessor or any conventional processor, etc.

[0079] The memory can be used to store computer programs and / or modules. The processor realizes various functions of the electronic device by running or executing the computer programs and / or modules stored in the memory, and calling the data stored in the memory. The memory can mainly include a program storage area and a data storage area, wherein the program storage area can store an operating system, at least one application required for a function, etc.; the data storage area can store data created according to the use of the terminal, etc. In addition, the memory can also include a high-speed random access memory, and can also include a non-volatile memory, such as a hard disk, a memory, a plug-in hard disk, a smart memory card (SMC), a secure digital (SD) card, a flash memory card, at least one disk storage period, a flash memory device, or other volatile solid-state storage devices.

[0080] Embodiment 4:

[0081] This embodiment also provides a computer-readable storage medium, in which a plurality of instructions are stored, and the instructions are loaded by a processor, so that the processor executes the industrial marketing management method based on digital twins in any embodiment of the present invention. Specifically, a system or device equipped with a storage medium can be provided, on which a software program code that implements the functions of any of the above embodiments is stored, and a computer (or CPU or MPU) of the system or device reads and executes the program code stored in the storage medium.

[0082] In this case, the program code itself read from the storage medium can realize the function of any one of the above-mentioned embodiments, and thus the program code and the storage medium storing the program code constitute a part of the present invention.

[0083] The storage medium embodiments for providing the program code include a floppy disk, a hard disk, a magneto-optical disk, an optical disk (such as CD-ROM, CD-R, CD-RW, DVD-ROM, DVD-RYM, DVD-RW, DVD+RW), a magnetic tape, a non-volatile memory card, and a ROM. Alternatively, the program code can be downloaded from a server computer via a communication network.

[0084] In addition, it should be clear that the functions of any of the above embodiments can be implemented not only by executing the program code read by the computer, but also by enabling an operating system operating on the computer to complete part or all of the actual operations based on instructions from the program code.

[0085] In addition, it can be understood that the program code read from the storage medium is written to a memory provided in an expansion board inserted into the computer or written to a memory provided in an expansion unit connected to the computer, and then based on the instructions of the program code, a CPU installed on the expansion board or the expansion unit is enabled to perform part or all of the actual operations, thereby realizing the functions of any of the above-mentioned embodiments.

[0086] Finally, it should be noted that the above embodiments are only used to illustrate the technical solutions of the present invention, rather than to limit it. Although the present invention has been described in detail with reference to the aforementioned embodiments, those skilled in the art should understand that they can still modify the technical solutions described in the aforementioned embodiments, or replace some or all of the technical features therein with equivalents. However, these modifications or replacements do not cause the essence of the corresponding technical solutions to deviate from the scope of the technical solutions of the embodiments of the present invention.

Claims

1. An industrial marketing management method based on digital twins, characterized in that: The method is as follows: Data collection and data cleaning: Collect data on the entire life cycle of industrial products; the data on the entire life cycle of industrial products includes information on each stage of design, production, testing and sales; Data modeling: Use 3D modeling software to accurately model industrial products in 3D, build virtual models of products based on physical laws and engineering knowledge, and then use simulation technology to simulate the operating status and performance of products under various working conditions; Virtual production scenario: The real-time data of the actual product is integrated and mapped with the virtual model to achieve real-time interaction and synchronization between the physical world and the digital world, which helps to accurately reflect the actual status of the product; Build virtual product models: Build customer portraits by collecting and analyzing customers’ purchase history, behavior data, and preference information, and use machine learning and data analysis techniques to explore customers’ potential needs and purchasing intentions; Simulate virtual marketing scenarios: Provide personalized product and service recommendations to account managers based on customer portraits, and use digital twin technology to simulate marketing scenarios and strategy effects under different market conditions, and then predict market trends and consumer responses through big data analysis.

2. The industrial marketing management method based on digital twin according to claim 1 is characterized in that: The data collection details are as follows: Industrial production information collection: Integrate with the MES and SCADA systems of the cigarette factory to realize automatic collection and synchronization of production data, and interact and share data with other business systems through API or data exchange platform to obtain information on cigarette inventory, production scheduling, production capacity and storage conditions; at the same time, by building a digital twin model of the entire cigarette production process, it can realize comprehensive collection, real-time monitoring, data analysis and optimized management of cigarette production information; Industrial and commercial retail marketing data collection: integrated with ERP, CRM and SCM business systems to achieve automatic collection of transfer data; And obtain cigarette sales data; based on enterprise WeChat, connect industrial and commercial retail data, through enterprise WeChat, industrial enterprises establish upstream and downstream contact lists, and obtain relevant information of retailers in a timely manner; Consumer marketing data collection: Obtain consumer ID, order number, consumer mobile phone number, product name, transaction price, unit, total transaction amount, transaction time and retail store code through the cloud POS system.

3. The industrial marketing management method based on digital twin according to claim 1 is characterized in that: During the data fusion and mapping process, structured data is used. When fusing data describing the same object, an averaging rule or a weighted rule is used to ensure the accuracy and effectiveness of the fusion results.

4. The industrial marketing management method based on digital twin according to claim 1 is characterized in that: Customer portraits are constructed by analyzing the retail customers' status to determine whether they are potential and mature customers. Specifically, the customer profiles are analyzed and judged based on the order quantity, order cycle, structure of order specifications, order amount and order of competing products in each cycle to determine whether they are key customers and mark them as key customers.

5. The industrial marketing management method based on digital twin according to any one of claims 1 to 4, characterized in that: The predicted market trends are as follows: The annual trend correlation forecasting method is used to calculate the correlation coefficient based on the annual sales trends of last year and the year before last, and the annual sales of this year are estimated based on the correlation coefficient. The formula is as follows: Annual sales volume of this year = [(annual sales volume of the year before this year*0.2+sales volume of the two years before this year*0.3+forecast sales volume of this year*0.5)]*price coefficient; Among them, price coefficient = market collection price / retail price; The forecast results are displayed through a 3D map, showing the average sales volume of each region, and then each region is displayed according to different bidding sections.

6. The industrial marketing management method based on digital twins according to claim 5 is characterized in that: This method also uses the computing and storage resources provided by the cloud computing platform to support the construction and simulation operation of the data twin model.

7. The industrial marketing management method based on digital twins according to claim 6 is characterized in that: The digital twin model is a digital expression of a physical entity. It uses the Internet of Things and big data analysis technology to mirror the physical entity into a virtual space, achieving a comprehensive perception and mirror reproduction of the real world. Among them, the simulation of the digital twin model is implemented using the Unity engine.

8. An industrial marketing management system based on digital twins, characterized in that: The system is used to implement the industrial marketing management method based on digital twins as described in any one of claims 1 to 7; the system comprises: Data collection and cleaning unit, used to collect data on the entire life cycle of industrial products; the data on the entire life cycle of industrial products includes information on each stage of design, production, testing and sales; 3D modeling unit, used to use 3D modeling software to accurately model industrial products in 3D, build virtual models of products based on physical laws and engineering knowledge, and then simulate the operating status and performance of products under various working conditions through simulation technology; The physical simulation unit is used to fuse and map the real-time data of the actual product with the virtual model, realizing real-time interaction and synchronization between the physical world and the digital world, which helps to accurately reflect the actual status of the product; The customer image building unit is used to build customer portraits by collecting and analyzing customers' purchase history, behavior data, and preference information, and to use machine learning and data analysis techniques to explore customers' potential needs and purchasing intentions; The data analysis unit is used to provide personalized product and service recommendations to account managers based on customer portraits, and use digital twin technology to simulate marketing scenarios and strategy effects under different market conditions, and then predict market trends and consumer responses through big data analysis.

9. An electronic device, characterized in that: include: memory and at least one processor; Wherein, the memory stores a computer program; The at least one processor executes the computer program stored in the memory, so that the at least one processor executes the industrial marketing management method based on digital twins as described in any one of claims 1 to 7.

10. A computer-readable storage medium, characterized in that: The computer-readable storage medium stores a computer program, which can be executed by a processor to implement the industrial marketing management method based on digital twins as described in any one of claims 1 to 7.

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