区块链会计实训报告

1. 个人中心模块的反思日志管理

1. Reflection log management for the personal centre module

前面已经进行了介绍，个人中心模块主要是实现了个人的知识管理。在这个模块中，有一个反思日志管理子模块。在该模块中，将自动增加“微格教学反思”这一类别的功能，用户还可以设置反思日志的分类，如实习反思、微格教学反思等。

As already described, the personal centre module is primarily about personal knowledge management. In this module, there is a reflection log management sub-module. In this module, the function of the “micro-teaching” category will automatically be added, and users can also create categories of reflection logs, such as intern reflections, micro-learning reflections, etc.

实现了反思日志分类以后，用户便可以基于这个类别撰写反思日志。撰写教学反思页面如图5所示。如果用户已经上传了微格教学视频，用户可以点击“查看”按钮，选择相应的训练视频撰写反思报告，当然，每一个视频号就是一个超链接，如果记不得训练过程，用户还可以点击视频号，在优酷平台再次观摩训练过程之后再撰写反思报告。

When a reflection log classification is achieved, the user can write a reflection log based on this category. The teaching reflection page is shown in figure 5. If the user has uploaded a micro-learning video, the user can click on the “see” button and choose the corresponding training video to write a reflection report. Of course, each video number is a hyperlink, and if the training process is not remembered, the user can click on the video number and write a reflection report after the training process is re-visited by the cool platform.

图5 微格教学反思撰写

Figure 5 Rethinking of the teaching of microgears

当然，在个人中心的反思日志管理子模块中，也可以进行文章与回复管理，只不过在这里进行的日志回复管理，是针对其他用户对自己日志回复的管理，如回复内容的编辑保存或删除。如果需要浏览所有用户的反思及回复，需要在个人中心首页或教学实践页面的“反思及回复评价”区完成。这两个页面功能相同，这样设置的目的是为了方便用户使用。下面仅以教学实践页面的“反思及回复评价”区来介绍反思及回复评价。

Of course, in the reflection log management sub-module of the personal centre, articles and responses can also be managed, except for the log response management here, which is the management of the responses of other users to their own logs, such as the editing or deletion of the responses. If you need to browse through the reflections and responses of all users, it needs to be done on the first page of the personal centre or in the “reflection and response” area of the teaching practice page. Both pages have the same functionality, so that they are designed to be user-friendly.

2. 反思及回复评价

2. Reflections and responses to evaluations

进入教学实践页面的“反思及回复评价”区以后，界面如图6所示。在该页面中，左侧包括最新文章、最新回复、日历等三部分，右侧则显示最新文章的内容。当用户上传了训练视频之后，在右侧最新文章栏目下方会出现“观看训练视频”超链接。点击“查看全文”链接，可以查看反思内容及所有回复，并可以在下方发表匿名回复。

After entering the " Reflection and Response Evaluation " area of the teaching practice page, the interface is shown in figure 6. The page includes three parts: the latest article, the latest response, the calendar, and so on, on the left side, and the most recent article on the right side. When the user uploads the training video, a hyperlink to " Watch the training video " appears below the latest article field on the right. Click on the " View the full text " link to view the reflection content and all responses, and can publish anonymous responses below.

图6 反思及回复评价区界面

Figure 6 Regional interface for reflection and response

此外，在“个人中心”模块提供了“我的微格教学”页面，提供了用户自己上传训练视频的所有的评价信息，包含，量表评价区、文本评价区、反思区及回复区等四个区域。这样便于用户倾听多方面意见，进行自我反思及提高。

In addition, the “My micro-learning” page is provided in the “Personal Centre” module, which provides all evaluation information on the user's own uploading of the training video, including four areas, namely, table evaluation areas, text evaluation areas, reflection areas, and response areas. This allows users to listen to multiple views, self-reflection and improvement.

四、系统在微格教学中的优势及发展展望

IV. STRENGTHENING ADVICE AND DEVELOPMENT PERSPECTIVES OF SYSTEMATIC PHOTOGRAPHY

本系统完成之后，在2009级教育技术班的微格教学训练中投入了使用，效果明显。其中，有8名师范生组成了微格训练的学习共同体，长期使用本系统进行了基于网络的微格训练。通过对这8名学生的调查及访谈，了解到本系统在微格训练中的优势。学生都构建了自己的优酷空间，上传了自己训练的视频，利用本系统能较流畅地进行视频的观摩及评价；定期对自己的训练过程进行总结及反思；“我的微格教学”提供了训练档案袋功能，能较全面地了解自己训练过程中的优缺点；能很好地从别人的训练及评价与回复中获取更多的知识及经验。作者也基于本系统，进行了基于网络的微格教学研究，了解在线的交流与反思及教学共同体对学生实践性知识积累的作用。

After the completion of the system, it was used in the course of the 2009 level of technical courses of education. Eight of them formed a learning community for micro-training, using the system for long periods of time. Through surveys and interviews with eight students, they learned about the advantages of the system in micro-training. Students built up their own cool spaces, uploaded videos of their own training, used the system for more fluid video visualization and evaluation; conducted regular stock-taking and reflection of their training processes; provided a training kit function that provided a more comprehensive understanding of the advantages and disadvantages of their training; and acquired more knowledge and experience from other people's training and evaluation and response. On the basis of the system, the authors also carried out web-based micro-learning studies to understand the role of online communication and reflection and learning communities in the accumulation of practical knowledge for students.

长春地区的经济发展一直处于匀速上升的阶段，已有很多的开拓者走在创业的道路上，成为各大产业的缔造者。根据《2016年吉林省人民政府工作报告》《2015年吉林省人民政府工作报告》，2016年，在服务业中文创类小微企业、先进制造业服务业的发展越来越充满生机。吉林省服务业企业1488家，同比增长80%，全市的固定资产新建设总额为4659亿元，同比增长10.5%，比全国高出2.4%.虽然中国各类产业崭露头角，但较西方发达国家而言还是较为落后，长春作为东北的重要经济部署地，其发展受阻的情况基本是我国的缩影。根据上述发展报告数据分析，文创产业发展受阻点主要为资源和人才严重缺失、市场集中度低、尚未形成高效顺畅的产业链、浪费严重等。在这些问题中，第一问题就是人才缺失。本文以振兴东北老工业基地为宗旨，以扶持地域企业为目标，推动民办高校转型发展，培养一批能更好地服务、运营与管理各类企业的人才，提升文创企业核心竞争力，利用杠杆原理，促进各类企业综合实力提升，撬动东北经济复苏，赢得巨大的经济和社会价值。

In 2016, according to the Report on the Work of the People's Government of Jilin Province 2016, " Report on the Work of the People's Government of Jilin Province 2015 ", the development of Chinese-based micro-enterprises and advanced manufacturing services in the service sector has become more dynamic. In 2016, 1,488 services enterprises in Jilin province, 80% more than in the same year, with new fixed assets built across the city totalling 46.5 billion yuan, more than 10.5% more than in the country and 2.4% more than in the whole country. While China's industries have become more dominant than in the developed countries of the West, Changchun, as a major economic deployment site in the northeast, is largely a microscopic feature of the country. Based on the above-mentioned data analysis of the development report, the development of the industry has been hampered mainly by a severe shortage of resources and talent, low market concentration, a lack of efficient fixed assets, a serious waste of business chains, and a lack of human resources.

2民办高校人才培养模式方案制订及推广

Development and promotion of a private-sector high-school talent development model programme

以长春建筑学院电商专业为例，推动教学环节改革，开展互动式微课平台，对基础课程进行基本调整。专业课程设计结合长春建筑学院专业的特色，开设电子商务专业课程，主要划分成七大模块，即APP页面设计、网页界面设计、电子商务设计、微信推广、电子商务活动和网络营销、电子商务物流模拟实训等，目前，试运行的为前五大模块。其中，可开设互动平台，比如互动式微课平台等，促进教师与学生的交流。APP页面设计和网页界面设计采用电商实训平台模式开展学习；电子商务设计与微信推广设计采用工作室模式的教学模式；电子商务项目策划采用线上、下教育理念。2.1导入专业课实训模块，体验职场角色。该环节针对APP页面设计、网页界面设计。围绕电子商务专业与文化创意产业学院（艺术类学科为主）的特色，在大二、大三开设专业课程并导入实践平台。对于该实训平台，以提升学生技能为根本，以教学过程改革为主导，针对APP页面设计、网页界面设计两个实训项目，设定平台训练模块由视频微课、基本课程课件知识、线上测验、多模式训练、企业业务实战构成。此外，平台建立线上班级，采用翻转课堂的教学模式，对学生学习情况进行效果跟踪，并提供电子商务课程资源包、评估学生学习效果等。2.2开展工作室模式教学。引进企业，利用文创学院提供的设施设备、师资和企业实训场所、技术指导等资源，开展形式多样的技能培训，培养企业所需要的专业技术人才。该环节对应的实训项目有电子商务设计、微信推广设计。通过加盟真实企业，让真实企业入驻电子商务工作室，为学生定期派发工作项目，并由教师和企业人员共同监管学生；同时，培养骨干教师，更新教师的专业技能，不断提升教学作用，进而提升学生的综合技能和师资水平。2.3开展线上、线下教学。根据实训平台继续构建模块，构建内容为企业对接环节。该环节需要企业加入到实训平台中，在线上根据企业的要求，企业将自身本年度的项目进行分解，发给学生，学生将做好的项目回传，由教师与企业共同审定，并给予评价和打分。在此基础上，学生将根据自己的实际项目方案，到企业中完成线下的实操过程。其中，综合素质较高的学生可以获得入企推荐，并进入企业完成大四阶段的实习，实习成绩优良者可留在企业任职，从而实现企业快速选择合适的人才。2.4建立创业实战。采用与线上与线下相结合的模式进行培育，大力推进万众创新，实现创业孵化，学生通过平台报名选择基础创业实践或者自主创业实践两种模式。选择基础创业实践项目后，则获得学校为其提供的分销账号，以此进行线上营销推广，促成下单，实践之余，获得收益；选择自主创业实践后，则学生自行筛选销售渠道，各渠道展开销售，实践之余，获得差价收益。此外，吉林省高校的电商联盟是本平台的长远目标，该平台的推广使用将为吉林省内各大高校提供创新创业平台，实现校际合作、校企合作、师生合作、大学生联合创业等多方资源联动模式，实现高校人才、企业人才共同完成创新创业教育，推动高等学校教育、教学改革，实现互联网+模式下的大学教育改革与创新，营造万众创新氛围，推动区域经济多元化发展。

The first five modules are currently being tested. The interactive platform, such as the interactive micro-learning platform, promotes the communication of teachers with students. The project design and web-link interface combines the special features of the project's specialization with the e-business platform, offering a specialized course on e-business, which is divided into seven modules, namely, the APP page design, web interface design, e-commerce design, micro-mail extension, e-business logistics simulation exercises, etc. The project module is currently operational. The interactive platform, such as the interactive micro-learning platform, promotes the exchange of teachers with students. The project design and the web interface are designed using the e-learning platform model, and the teacher's learning platform is designed using the e-learning platform.

3结束语

3 Concluding remarks

据SAP公司统计，在世界财富500强企业中，有80%以上的企业正在从SAP的管理方案中获益。SAP产品的市场占有率在全世界也达到了65%，遥遥领先于其他同行。成为SAP ERP(企业资源计划，Enterprise Resource Planning)产品的专业实施咨询人员――SAP咨询顾问，在很多人看来有着非常广阔的发展前景。

According to SAP, more than 80% of the world's wealth 500 firms are benefiting from SAP management programmes. The market share of SAP products has also reached 65% worldwide, far ahead of their counterparts.

咨询顾问需求与日俱增

The demand for consultants is increasing over time

尽管上马ERP企业的项目实施成功率只有将近20%，业界也有着“不上ERP等死，上ERP找死”的感慨，但这并不影响国内ERP市场的不断扩大，《2006年度制造业ERP产业发展报告》就显示，截至去年，中国制造业ERP软件市场为34.08亿元，较2005年增长22.37%，约占全球ERP市场份额的1.47%。

Despite the fact that the success rate of the project implementation of the MERP enterprise is only about 20 per cent, and the industry's sense of “the death of the ERP and the death of the ERP”, this does not affect the expansion of the domestic ERP market. The 2006 Manufacturing ERP Industrial Development Report shows that, as of last year, China's manufacturing ERP software market stood at RMB 3,408 million, an increase of 22.37 per cent over 2005, accounting for about 1.47 per cent of the global share of the ERP market.

而目前，全球知名的ERP软件厂商和实施顾问公司已悉数登陆我国。同时由于全球软件劳动力成本的提升，一些ERP二次开发外包公司也战略性地在我国设立开发基地，其中不乏像TATA、Infosys这样的印度知名软件开发企业提供ERP实施咨询服务。以顾问式销售为主的国内ERP市场正面临着ERP实施顾问不足的尴尬。

Meanwhile, as a result of the global increase in the cost of software labour, some ERP secondary development outsourcing companies have strategically established a development base in the country, with well-known Indian software development firms like TATA, Infosys providing ERP implementation advisory services. The domestic ERP market, dominated by consultancy sales, is facing the embarrassment of inadequate ERP implementation consultants.

据SAP培训伙伴深圳――Ubase公司的总经理房守东介绍，未来3年，国内ERP市场将至少需要10000名专业的咨询人才，而目前国内合格的ERP实施顾问不过3000人，相对于我国需要上马ERP的几十万家企业而言，无异于杯水车薪。

According to the landlord-in-chief of Shenzhen-Ubase, the SAP training partner, the domestic ERP market will require at least 10,000 professional consultants over the next three years, whereas the current number of qualified ERP implementation advisers in the country is only 3,000, which is no different from the number of hundreds of thousands of businesses in the country that require access to the MaERP.

“尤其是对于SAP而言，随着SAP在国内ERP领域应用的越来越广泛，SAP及其合作伙伴对专业咨询人才的需求显得更加急迫，咨询顾问的稀缺成为整个SAP产品生态链中的薄弱环节，SAP自身缺人，SAP的用户缺人，相关的咨询公司也缺人。”房守东说，“这成了SAP及其用户亟待解决的问题，用‘求贤若渴’这个词来形容对SAP咨询顾问的需求一点都不过分。”

“In particular for SAP, with the increasing use of SAP in the field of national ERP, the need for professional consultants by SAP and its partners has become more acute, the scarcity of consultants has become a weakness in the ecological chain of SAP products, SAP itself, SAP users, and related consulting firms.” The landlord said, “This is a pressing issue for SAP and its users, and it is not excessive to describe the need for SAP consultants in terms of the term `satisfactory desire'.”

SAP中国北方区咨询总监李威也告诉记者：“未来2~3年，SAP的预期目标是在中国的业绩要翻番，而随着业绩的翻番，市场容量将会是目前的3~4倍，相应的顾问需求人数也将是目前的2~3倍，人才的缺口会越来越严重。”

SAP China Northern Regional Advisory Director Li Wai also told journalists that “the goal of SAP is to double its performance in China over the next two to three years, and as performance doubles, the market capacity will be 3 to 4 times the current level, the corresponding demand for consultants will be 2 to 3 times the current level, and the gap in talent will increase.”

SAP认证开启职业生涯

SAP Certification Starts a Career

面对需求，SAP特别针对于其产品的专业实施咨询人员，开发了一套集中式的认证培训。以强化的方式，使学员对SAP的ERP产品某一特定模块，如商务信息仓库(BW)、物料管理(MM)等功能有一个系统全面的认识，从而掌握某一模块的基本系统配置技能。培训内容结束后，学员可以根据需要参加SAP德国总部的认证考试，通过后即可获得由SAP总部颁发的全球公认的SAP咨询顾问证书。

In response to demand, SAP has developed a centralized certification training package specifically for professional implementation consultants for its products. In an enhanced manner, participants have a systematic overview of a particular module of SAP ERP products, such as Business Information Warehouse (BW) and Material Management (MM), in order to acquire basic system configuration skills for a particular module.

事实上，不光是针对自己的专业咨询实施人员，SAP认证培训也为那些有志在ERP行业中发展，希望成为咨询顾问的业内人才提供了一个专业的平台。目前SAP在全球48个国家拥有77家认证培训中心。其中，SAP在北京、上海和深圳共设有3个认证培训中心，可提供包含所有解决方案在内的超过250门SAP课程。至今，SAP中国培训部已成功地为600余家SAP国内客户及合作伙伴提供过专业的培训，认证通过率在85%以上，位居SAP全球认证通过率的前列。

In fact, SAP certification training provides a professional platform for professionals interested in developing in the ERP sector. SAP currently has 77 certification training centres in 48 countries around the world. SAP has three certification training centres in Beijing, Shanghai, and Shenzhen, which offer more than 250 SAP courses, including all solutions.

当然，并不是每个人都适合进入这个行业成为专业的SAP咨询顾问。SAP咨询顾问必须具备横跨企业业务、管理和IT三个领域的才能，没有较长时间的实际ERP实施或应用经验，称不上合格的SAP咨询顾问。因此，SAP认证培训要求学员应具有一定的ERP技术背景或者管理背景，技术背景的人懂得软件系统的可实现性，知道如何将理念变成程序去实现。而管理背景的人特长在于他们有商业方面的创意，理解管理的需求，能提出符合客户要求的构想。

Of course, not everyone is fit to enter the industry as a professional SAP consultant. SAP consultants must be talented across the three areas of business, management, and IT, with no longer-term actual ERP implementation or application experience and not qualified SAP consultants.

另外，学员还应具有良好的学习和沟通能力。因为对于SAP咨询顾问而言，在工作中更重要的是与客户进行交流、沟通，真正理解客户的想法，并将客户的想法体现在ERP的构建之中。

In addition, participants should have good learning and communication skills. For SAP consultants, it is more important in their work to communicate with, communicate with, truly understand, and incorporate the ideas of clients into the ERP.

咨询顾问的诱人前景

An attractive perspective for consultants

SAP 咨询顾问有着良好的个人发展空间和职业前景。通过认证后，SAP除了直接把咨询顾问推荐至SAP全球技术支持中心、SAP研究院等外，还会将其推荐到IBM、埃森哲及神州数码等国内外知名IT及咨询企业。

After certification, SAP will recommend consultants directly to the SAP Global Technology Support Centre, SAP Institute, etc., to IT and consulting firms such as IBM, Essencio, and the Sãozhou Digital Corporation, among others.

“SAP咨询顾问可以从事项目经理、应用模块咨询顾问、技术顾问、讲师、售前顾问和技术支持等ERP相关职位，既可以作为企业内部的实施参谋，又可以在行业中做业务咨询。如果英文好的话，还可以到国外就业发展。”房守东表示。

“SAP consultants can work in ERP-related positions such as project managers, application module consultants, technical advisers, lecturers, pre-sale consultants and technical support, both as implementation staff officers within the enterprise and as business advisors in the industry.

同时，由于SAP极其短缺咨询顾问，加之许多大型咨询顾问公司也急需顾问人才，使得目前SAP 咨询顾问的薪资水平在行业内名列前茅。

At the same time, the critical shortage of consultants in SAP, coupled with the urgent need for consultants in many large consulting firms, has resulted in the current salary levels of SAP consultants being among the highest in the industry.

据了解，从SAP全球的薪资情况来看，目前在美国或欧洲，一个具有一定工作经验、ERP项目经验的SAP咨询顾问的年薪基本在8万~10万美元之间，比较资深的可以拿到10万美元以上。刚刚通过SAP认证的咨询顾问，如果有一些业务背景，一开始的年薪大概是7万美元左右。

It is understood from SAP’s global payroll that currently in the United States or Europe, a SAP consultant with a certain work experience, ERP project experience, has an annual salary of approximately $80,000 to $100,000, with more seniors getting more than $100,000. A consultant who has just been certified through SAP has an initial salary of about $70,000, if there is some business background.

在国内，SAP咨询顾问年薪基本上可以达到10万~15万元。如果有一些项目经验，比如从事过两年左右的ERP项目，而且具有一定管理咨询技巧的咨询顾问，那么年薪会达到20万元。

In the country, the annual salary of SAP consultants can be approximately $100,000 to $150,000. If there are project experiences, such as ERP projects for about two years, and consultants with certain managerial consulting skills, the annual salary will be $200,000.

“因为ERP有很多的应用模块，三五年后，当你在某一个行业或某一个应用模块方面有了更多的项目经验，基本上年薪可达到50万~60万元。”房守东说，“无论是做内部实施还是行业咨询，SAP咨询顾问在人们的眼中都是一个值得尊敬的职业。”

“Because the ERP has a lot of application modules, and three or five years later, when you have more project experience in a given industry or in a given application module, you can basically earn half a million to 600,000 dollars a year.” The landlord says, “whether in-house implementation or industry counselling, SAP consultants are a respected profession in people's eyes.”

链接:部分国内ERP咨询顾问认证培训掠影

Links: Certification of training by some of the national ERP consultants

用友ERP认证培训

Training in the use of friend ERP certification

用友ERP认证培训主要包括三种课程：一是IT战略培训，二是产品培训，三是专业培训。IT战略培训主要是针对企业中高级领导开设，帮助企业在ERP项目上马之前，做到心中有数。产品培训是面对用友软件的新用户，主要是讲述标准软件的标准使用，是软件新用户的必由之路。专业培训是有针对性地讲述用友的专项应用。

The training consists mainly of three courses: IT strategic training, product training, and specialized training.

SAP认证培训

SAP Certification Training

SAP中国培训部推出了“顾问学院计划”，并首次在北京、上海和深圳三大中心城市安排顾问学院公开课。学院课程主要分为应用和技术两大类。其中，应用方面的课程包括财务会计(FI)、管理会计(CO)、供应链管理―采购(MM)、供应链管理―订单履行(SD)、供应链管理―生产(PP/APO-Manufacturing)、供应链管理―计划(PP/APO-Planning)、人力资源(HR)、产品生命周期管理―项目管理(PS)等?鸦技术方面的课程包括ABAP开发(ABAP)、WebAS实施与维护(BASIS)等。课程结束后，通过考试的学员可获得由 SAP 德国总部颁发的认证咨询顾问证书。

The SAP China Training Department has launched the “Advisory College Scheme” and has for the first time organized open courses at the College of Consultants in the three main centres of Beijing, Shanghai and Shenzhen. The Academy courses are divided into two main categories of applications and technology. The courses in application include financial accounting (FI), management accounting (CO), supply chain management - procurement (MM), supply chain management - order execution (SD), supply chain management - production (PP/APO-Manufacturing), supply chain management - planning (PP/APO-Planning), human resources (HR), product life cycle management - project management (PS) etc.

浪潮ERP认证培训

Wave ERP certification training

浪潮ERP认证培训主要包括以下几个部分：

Wave ERP certification training consists mainly of the following components:

标准培训(Standard Training，ST)――定期在浪潮培训中心开课，基于浪潮普遍客户需求按季度公布培训课表。

Standard Training (Standard Training, ST) - Regular sessions are held at Wave Training Centre, where training schedules are published on a quarterly basis based on wave-wide client needs.

高级培训(Advanced Training，AT)――定期在浪潮培训中心开课，提供系统功能和维护管理的高级培训。

Advanced training (Advanced Training, AT) - Regular sessions are held at Wave Training Centre to provide advanced training in system functionality and maintenance management.

随着当今社会科学技术的快速发展，人民生活水平得到了很大的改善，教师专业发展已成为一个日趋严峻的问题，传统的人工管理方式在进行繁多的业务信息处理时显得极不方便，直接导致了错误的产生，服务质量的低下。因此，人们对于运用计算机技术来协调和管理工作的需求正在逐步加大。

With the rapid development of science and technology in society today, the standard of living of the population has improved considerably, the professional development of teachers has become an increasingly serious problem, and traditional manual management methods have become extremely difficult to handle with a great deal of operational information, directly leading to errors and poor quality of services. As a result, there is a growing demand for the use of computer technology for coordination and management.

传统的管理方式无法掌握培训学员的基本信息，在教师组织培训过程中，项目负责人不能做到全过程的监督，不能全面的掌握培训学员的情况，不能对出现的问题进行处理[1]。利用现代信息化技术手段提升培训管理的水平、完善培训管理方法，已经成为高校的迫切需要[2]。

Traditional management methods do not provide basic information on trainees. In organizing training for teachers, project managers do not monitor the whole process, do not have comprehensive knowledge of trainees, and do not deal with the problems that arise.[1] The use of modern information technology to upgrade training management and improve training management methods has become a pressing need in higher education institutions.[2]

针对贵州师范学院的现状，本系统采用B/S结构进行实现，设计并实现了高校教师专业发展管理系统。[3]

In response to the current situation at the Guizhou Teacher Training College, the system was implemented using the B/S structure, and a professional development management system for higher education teachers was designed and implemented.[3]

1 系统分析

1 System analysis

系统主要完成的功能有发布通知公告，下载专区管理，培训信息统计，用户管理等。

The main functions performed by the system are the issuance of notices, downloading of area management, training information statistics, user management, etc.

本系统的基本使用流程是：

The basic processes for the use of the system are:

1）管理员具有最高的权限，通过该系统内部通知公告栏将任务下发给其他培训管理部门，并可以通过该系统对这些部门进行远程管理；

1) Managers have the highest level of authority to send tasks to other training management through the internal notification bulletin board of the system, and remote management of those offices through the system;

2）下属部门接收任务，按照计划进行开展；

2) Sub-departments receive tasks and carry out them according to plan;

3）每个部门将培训的情况通过系统上传给上一级部门，管理员根据情况分析整理，借助系统自带的模板，将数据以报表的方式，通过系统设计的专用通道将材料上传给管理员。

3) Each department sends training on a systematic basis to the next level, and managers organize it on a case-by-case basis, using the system's own template to forward the data to the manager in a report format through a dedicated system-designed channel.

目前，有两种常用的系统体系结构，即C/S与B/S。C/S结构中用户操作模块不在客户端，而是将数据存储在服务器上，这样可以降低了系统的开销，充分利用硬件环境优势，将任务合理分配到client端和server端来实现，但是进行升级和维护比较麻烦；而B/S结构是针对C/S结构的一种改进，用户界面完全通过浏览器来实现，主要的事务逻辑在服务器端实现，大大简化了客户端的负荷，而且易于扩充、升级维护简单、用户成本比较低[4]。本系统所采用的即是B/S系统结构模式。

Currently, there are two common systems architectures, C/S and B/S. The user operating modules in the C/S structure are not on the client side, but instead store data on the server, which reduces the cost of the system, makes full use of the advantages of the hardware environment, and distributes tasks reasonably to the clit and server end, but is more cumbersome to upgrade and maintain; while the B/S structure is an improvement for the C/S structure, the user interface is fully achieved through browsers, the main transaction logic is realized at the server end, which significantly simplifies the client end load and makes it easier to expand, upgrade and maintain simply, and the user costs are lower [4].

本系统根据用户的需求，采用了人性化的设计，设计时采用了ASP.NET技术，ASP.NET+SqlServer2008组合在一起，适合的开发环境[5]。为了确保系统的使用安全，本系统采用了防SQL注入式攻击，加入了验证码模块，它具有一定的校验功能。

In order to ensure the safety of the use of the system, the system has adopted an infusion-resistant SQL and has been added to the authentication code module, which has a certain validation function.

2 系统总体框架与功能设计

2. Overall framework and functional design of the system

2.1 总体设计

2.1 Overall design

系统分为前台功能和后台管理两个模块，采用HTML+DIV+CSS设计前端页面，根据需求布局每一个板块，ASP.NET是一种在服务端执行的脚本语言，本系统开发所采用的数据库为SqlServer 2008。

The system is divided into two modules: front-office functions and back-office management, design front-end pages using HTML+DIV+CSS, layout each block according to need, ASP.NET is a script language implemented at the service end, and the database developed for this system is SqlServer 2008.

前台的功能主要分为培训教师的信息发布管理、下载专区管理、培训信息管理等模块，后台的功能主要分为工作动态模块、培训信息查看模块、培训统计模块等。

The functions of the front desk are mainly divided into modules on information dissemination management for training teachers, downloading area management, training information management, etc. The functions of the back desk are divided into work dynamics modules, training information viewing modules, training statistics modules, etc.

2.2 功能设计

2.2 Functional design

本系统可分模块进行设计，因为面对的主要是后台管理者和培训用户，但是这两类人所扮演的角色是不同的，所以设计的时候，分为管理员登录与用户登录两个模块。

The system can be designed in modules, as it is primarily faced with back-office managers and training users, but the roles of the two groups are different, so at the time it is designed, it is divided into administrator login and user login of two modules.

登录管理模块（登录是本系统首页，每个要使用本系统的人员需输入用户名与密码方可验证进入）

Login management module (Linking is the first page of the system, and every person to use the system needs to enter a username and password to authenticate access)

信息发布管理模块（信息发布管理模块为用户进入本系统的主页面，主要版块有：公告栏、教育政策法规、下载专区、联系方式等）

Information release management module (Information release management module is the main user access page of the system, with major sections such as bulletin boards, education policy regulations, download areas, contact details, etc.)

基础信息管理模块（基础信息管理模块主要含有学校、学院（部）信息管理、教师的基础信息管理、学校及学院（部）信息统计、教师信息统计等）

Basic information management module (basic information management module includes mainly schools, college (department) information management, teacher basic information management, school and college (department) information statistics, teacher information statistics, etc.)

培训资源管理模块（包培训资源管理主要是管理权限资源管理和公开资源管理，公开资源管理包括远程资源的链接等；权限资源管理，需要有管理者负责分配账号和密码进行登记，才能查看相应的资源等）

Training resource management module (package training resource management is primarily management of authority management and open resource management, including links to remote resources, etc.; competency management requires managers to be responsible for assigning account numbers and passwords to register the corresponding resources, etc.)

培训管理模块（培训主要分为校级培训、学院（部、中心）级培训。不同级别的培训项目，分别由不同级别的管理员创建、管理。一次培训项目的创建、审批、报名、实施、考勤、考核、授分、评价整体流程均在培训管理模块予以完成。不同的角色负责不同的工作。在培训的管理中，同时也提供了针对培训工作的数据筛选）

Training management modules (training is divided mainly into school-level training, college-level training (departments, centres). Training projects at different levels are created and managed by managers at different levels.

学分、学时管理模块（每一次教师进行培训后，都有可能根据每一个人相应的表现授予学时或者学分。学分管理主要功能，可以提供管理者随时浏览查看管辖范围内所有教师的学分授予情况。提供多维度的数据检索条件，帮助管理者迅速查找到希望看到的数据情况。并提供教师信息与学分数据的导出功能等）

Qualifications, hours management modules (each teacher's training makes it possible to award hours or credits according to each individual's performance. The main function of centre management provides managers with a ready view to viewing all teachers' credit awards in the jurisdiction. Multidimensional data retrieval conditions are provided to help managers quickly find the desired data.

用户角色管理模块（系统提供了灵活的角色管理功能。管理员可以自行根据实际的情况进行实时添加、修改下级或平级管理员的信息等）

User role management module (the system provides a flexible role management function. Administrators can add, modify or change information on a lower or lateral manager in real time, depending on the actual situation, etc.)

系统管理模块（可以根据不同级别权限，可以查看监管其他管理员的日志信息功能等）

System management module (the log information function that regulates other administrators, etc., can be viewed according to different levels of authority)

2.3 数据库设计

2.3 Database design

通过数据库，我们可以明确地将各种数据进行统计、分类，可以很方便地对数据进行相应的处理[6]。数据库的设计在每一个系统中都是很重要的一部分，设计好了数据库，可以方便系统管理员进行管理，提高访问的速度，还可以减少内存空间的使用[7]。

Through the database, we can clearly count and classify data, which can easily be processed[6]. The database is designed to be an important part of each system. The database is designed to facilitate management by system administrators, increase the speed of access, and reduce the use of memory space [7].

例如，在本系统中，培训学员信息数据库表中部分字段属性就应该表示为以下形式：

For example, in this system, some field attributes in the database table of trainees'information should be expressed in the following form:

在ASP.NET中，可以通过Conn.close（）方法来完成ASP.NET与SqlServer数据库的连接，脚本一结束，连接就会关闭。通过数据库可以很快地对高校教师专业发展培训学员的各类数据信息进行增、删、改、查[8]。

In ASP.NET, the connection between ASP.NET and SqlServer database can be completed through the Conn.close() method, and the link will be closed as soon as the script is completed.

本系统设计的数据库中存储的数据包括教师信息表、管理员角色表、通知公告表信息表、角色表等。

The data stored in the database designed by the system include teachers'information sheets, administrators'rolesheets, bulletin sheets, rolesheets, etc.

3 系统的实现

3 Implementation of the system

MVC（model-view-controller）是软件设计的典范，它用一种业务逻辑、数据、界面显示分离的方法组织代码，将业务逻辑聚集到一个部件里面，在改进和个性定制界面及用户交互的同时，不需要重新编写业务逻辑。[9]。

The MVC (model-view-controller) is an example of software design that uses a business logic, data, interfaces to show a separate method of organizing code, which brings business logic together in a component and does not need to be rewritten while improving and customizing interfaces and user interactions.[9]

在用ASP.NET实现系统时，为了防止后台数据库被sql注入以及被恶意攻击等，主要做了以下几个保护措施：

When the ASP.NET system was used, the following protection measures were introduced to prevent back-office databases from being injected by sql and from being attacked maliciously:

1）用户身份验证。用户分为四类：超级管理员、系统管理员、一般教师、普通学生。为他们分配了不同的权限和功能，即在数据表中增加了一个字段存储用户的角色。在进行用户登录验证的时候，不同的用户进入的页面不一样。

1) User identification. Users are divided into four categories: supermanager, system administrator, general teacher, and general student. Different privileges and functions are assigned to them, i.e., a field-store user role is added to the data sheet. Different users enter different pages at the time of user login validation.

2）数据验证。当用户上传数据给服务器时，对不同的数据类型进行验证。

2) Data validation. When the user uploads the data to the server, the different data types are validated.

本系统的登录功能界面如下图2所示：

The login interface for this system is illustrated in figure 2 below:

一、网络营销的理解

I. Understanding of network marketing

从广义上讲，网络营销是以互联网络为基础，运用现代营销方式、营销手段和营销理念，通过一系列营销策划，制定和实施一系列营销活动，更有效地促成个人和组织交易活动实现的新型营销模式。就烟草商业企业而言，是将建立工商零三位一体面向消费者的现代卷烟营销体系作为核心，整合、集成营销资源和信息资源，以互联网络为基础，前台面向零售客户、消费者促进互动交流与交易，后台决策管理、工商协同、批零协同为前台提供支持，前后台有机链接，开展市场营销、品牌营销和服务营销，推动“市场营销上水平”和传统商业向现代流通的根本转变。

Broadly speaking, Internet marketing is based on the Internet, using modern marketing methods, marketing methods and marketing concepts, through a range of marketing schemes, the development and implementation of a range of marketing activities, and more effective promotion of new marketing models by individuals and organizations. For tobacco business enterprises, the development of a modern three-pronged business-to-consumer tobacco marketing system is at the core, integrating and integrating marketing resources and information resources, based on the Internet, with the front desk oriented towards retail customers, consumers promoting interactive exchanges and transactions, back-office decision-making management, business synergies, wholesale synergies, back-office support, back-office organic links, marketing, brand marketing and service marketing, and promoting a fundamental shift from “market marketing standards” and traditional business to modern flows.

烟草商业企业网络营销有两个特点:

The marketing of the tobacco commercial business network has two characteristics:

1)互联网络技术应用。通过互联网，有效开展市场营销、品牌营销、服务营销等活动，以达到“满足需求、适应市场，市场引领、培育品牌，合作共赢、服务客户”的目的。

1) Internet technology applications. Through the Internet, activities such as marketing, branding and marketing of services are effectively carried out for the purpose of “satisfaction with demand, market orientation, branding, cooperation for win-win and client service”.

2)销售网络整体营销。以互联网络为基础，前后台有机链接，从工业企业到零售客户、消费全程营销，市场营销、品牌营销和服务营销贯通销售网络生产、批发流通、零售环节，形成完整的工商零三位一体面向消费者的现代营销体系。见图1。二、网络营销的内容以互联网络为基础，有效开展卷烟市场营销、品牌营销、服务营销。

2) Corporate marketing of the sales network. Based on the Internet, there is a back-to-back organic link, from industrial enterprises to retail customers, full-time marketing of consumption, marketing, branding and service marketing through network production, wholesale circulation, retailing, and the formation of a complete business-to-consumer modern marketing system. See figure 1.

(一)市场营销

(i) Marketing

1)市场研究。扩大信息系统市场信息采集客户范围，通过配置扫描枪、客户财务系统对接等方式，自动采集、传输市场价格、销售和库存数据，提高市场信息采集的及时性、准确性;主要通过在线调查表的方式，在网上完成针对零售客户的调研，低成本、高效率地采集市场信息;通过开展消费积分、在前台进行有奖市场调研活动等方式，面向消费者直接开展市场信息采集。建立健全市场环境、零售客户、消费者数据库，丰富与完善信息系统分析与预测工具，提高市场信息分析利用质量和效率。

1) Market research. Expanding the scope of information system market information collection for customers by automatically collecting, transmitting market price, sales and inventory data, including through the configuration of scanners, customer financial system interfaces, and improving the timeliness and accuracy of market information collection; completing research on retail customers online, mainly through online questionnaires, and collecting market information in a cost-effective and efficient manner; directly conducting market information collection for consumers, including through the development of consumption credits and award-winning market research activities at the front desk; and establishing a sound market environment, retail customers, consumer databases, and the enrichment and refinement of information system analysis and forecasting tools to improve the quality and efficiency of market information analysis use.

2)货源组织。按照“预测指导采购，采购支持订单”的订单供货要求，通过信息平台，加强工商共同预测市场需求的协作，强化货源衔接力度，提高工商双方对市场需求的把握度和响应能力;深入开展工商网上配货工作，逐步扩大参与的工业企业，通过加强工商双方对存销比、断货率等关键数据的实时监控，有效协调产销，合理组织调运，促进货源供应平稳有序。

2) Source organizations. In accordance with the supply requirements of the purchase orders “Prospective guidance, purchase support orders”, through information platforms, enhanced collaboration between business and industry in forecasting market demand, enhanced supply interfaces, enhanced certainty and responsiveness of business and industry to market demand; in-depth development of business online distribution and gradual expansion of participating industrial enterprises, through enhanced real-time monitoring by both business and industry of key data, such as sales ratios, cut-off rates, effective coordination of sales, rationalization of movement, and promotion of a smooth and orderly supply of supplies.

3)货源投放。以信息平台为支撑，进一步实施三个细分，精确制定策略，实现在总量和品牌上的精准投放。实施三个细分，根据品牌的价位及特性对品牌进行细分;根据区域经济状况、消费特征和地理位置对市场进行细分;根据零售客户不同维度，对现有42种客户分类进行客户群细分。精确制定策略，在三个细分的基础上，针对不同区域市场、客户群或特殊客户制定差异化、个性化的投放策略，并实时优化调整策略。

3) Source placement. Supported by an information platform, three further sub-divisions are implemented, with precise strategies to achieve precision in volume and branding. Three sub-divisions are implemented, with a breakdown of brands according to the price position and characteristics of brands; markets are broken down according to regional economic conditions, consumer characteristics and geographical location; and the existing 42 client groups are broken down according to the dimensions of retail customers. A precise strategy is developed to develop differentiated, individualized delivery strategies for different regional markets, client groups or special customers on the basis of three sub-divisions and to optimize adjustment strategies in real time.

(二)品牌营销

(ii) Branding

1)工商协同培育。建立健全包括产品基本信息、产品特色、广告宣传语、市场定位和产品市场表现等内容的品牌数据库，通过信息平台实现品牌信息交互，为工商协同培育品牌提供可靠依据。依托信息平台，工商要加强品牌引入退出、新品上市、品牌维护、终端促销的协同，促进知名品牌、双低品牌的发展壮大。

1) Business co-development. Create a sound brand database that includes basic information on products, product characteristics, advertising, market positioning and product market performance, inter-brand information exchange through information platforms, and provide a reliable basis for business to develop brands collaboratively. On information platforms, businesses need to strengthen synergies between brand introduction, listing of new products, brand maintenance, end-market promotion, and promote the growth of well-known brands and low brands.

2)批零协同培育。通过信息平台品牌展示区、在线广告、网络社区等方式，使用文字、声音、图片和视频，全面展示工业企业概况、重点品牌介绍、主要产品基本信息、产品特色、广告宣传语、市场定位等内容;及时提供新产品介绍、促销信息等;举办品牌有奖销售、销售明星评选等专题活动。批零协同，有效促进知名品牌、双低品牌的成长。向零售客户提供终端陈列、推荐技巧等文字、声音、图片、视频资料，进一步提高零售客户品牌宣传、产品推介的能力。

(ii) Zero co-opting, including through information platform branding areas, online advertising, web-based communities, using text, voice, pictures and video to provide a comprehensive presentation of industrial business profiles, highlights, essential information on major products, product characteristics, advertising, market positioning, etc.; timely provision of new product presentations, promotions, etc.; and thematic events such as branding with prizes and sales stars. Zero co-opting effectively promotes the growth of well-known brands and low brands. Texts such as end-showing, referral techniques, sound, photo, video materials are provided to retail customers, and the ability of retail customers to advertise and present their products is further enhanced.

3)向消费者延伸。在法律法规允许的范围内，可在信息平台直接面向消费者开展品牌宣传促销，有效提高品牌的知名度、美誉度。

3) Extension to consumers. To the extent permitted by law and regulations, brand promotions can be launched directly on an information platform for consumers, effectively raising brand visibility and reputation.

4)推进精准营销。强化信息支撑，优化升级以品牌为载体，以零售客户为关注焦点，建立以“精确信息、精准投放、精细管理”为主要内容的品牌营销模式，实现从总量控制向精确性调控转变、从多层节向通道式的开拓信息渠道转变、从多环节投放向扁平化方向转变;进一步健全完善“三维五率”的分析模式，确保品牌营销全覆盖、动平衡、不断货、不积压、不波动。

4) Promote precision marketing. Strengthen information support, optimize brand-based upgrading, focus on retail customers, and establish brand-based marketing models with a focus on “precision information, precision placement, precision management” to achieve a shift from volume control to precision regulation, from multilayered to channel-style open-up information channels, from multiple-linking to flattening; and further refine the analytical model of the “3D5” to ensure full brand marketing coverage, balance, continuous cargo, no backlog and no volatility.

(三)服务营销

(iii) Marketing of services

1)推进网订、网配、网结。推广电视订货或手机订货，为零售客户提供更多、更快捷的订货方式，加快非自主订货客户向自主订货转变。逐步分区域将大型商场、超市纳入网上配货范围，提高客户网上配货比例，增强订单生成、结算、配送等提醒功能，可通过在线广告、手机短信等方式提醒。可探讨使用在线支付方式，减少在卷烟电子结算模式下出现的系统扣款失败或者重复扣款的现象，并能增强零售客户支付明细、余额等查询与提醒功能。通过大力推进网上订货、网上配货、网上结算，为客户提供更加方便快捷的、高效率的服务。

1) Promotion of online booking, net ordering, mobile phone ordering. Promotion of the use of online payment methods to provide retail customers with more and faster orders and to accelerate the transition of non-autonomous customers to self-ordering. Progressive sub-regional integration of large malls and supermarkets into online distribution, increasing the proportion of customers in online distribution, enhancing warning functions such as order generation, settlement, distribution, etc., can be done through online advertising, mobile phone text messaging. The use of online payment methods can be explored to reduce the failure or repetition of system deductions under the rolling electronic settlement model and to enhance the search and alert function of retail customers to pay details, balances, etc.

2)客我互动交流。充分利用信息平台市场信息采集、市场调研、客户查询、意见反馈、投诉咨询、客户培训、在线广告和创建与参与网络社区等功能，增强客我互动交流，传递和获得更多、更准确的市场、品牌、客户信息，从而有效开展各项服务营销活动，更好地服务客户。

2) Interacting with me. Make full use of the information platform's market information gathering, market research, client queries, feedback, complaint counselling, customer training, online advertising and the creation of and participation in the network community to enhance client-to-client interaction, to transmit and access more and more accurate information on markets, brands, and customers, so that services can be marketed effectively to better serve clients.

3)培育功能客户。选择具有现代营销意识、具备一定经营规模、门店形象突出、经营行为规范的客户，通过配置扫描枪、消费积分卡及相应的信息软件等方式，将其紧密融入网络营销，培育成“功能客户”，使他们成为“规范经营的示范，品牌培育的阵地，价格稳定的标杆，信息采集的源头，服务品牌传播的窗口，联系消费者的纽带”;挖掘营销潜力，促使每位“功能客户”联系至少10名主流消费者，建立消费者档案，使“功能客户”和主流消费者成为烟草网络营销的重要组成部分。

(c) Fostering functional customers. Selecting customers with a modern marketing awareness, a certain size of operation, a prominent role for the shop, and a code of conduct for the operation closely integrates them into network marketing through the deployment of scanners, consumer scorecards and corresponding information software, and fosters them as “functional customers” who become “standardized business models, brand-breeding positions, price-stable poles, sources of information gathering, service-brand dissemination windows, links to consumers”; and tapping into the marketing potential of each “functional customer” to reach at least 10 mainstream consumers, creating consumer files and making “functional customers” and mainstream consumers an important part of the marketing of tobacco networks.

三、推进网络营销的措施

III. Measures to promote online marketing

通过打造“服务平台”、“卷烟信息管理系统”，为前后台工作提供支撑，前后台有机链接，建立工作机制等措施，推进烟草商业企业网络营销。

Promotion of the marketing of tobacco commercial business networks through, inter alia, the development of “service platforms” and “smoking information management systems”, which support back-to-back and back-to-back work, back-to-back organic links and the establishment of working mechanisms.

(一)打造“服务平台”

(i) Creation of a “service platform”

主要实现以下功能:

The following functions were achieved:

1)信息采集。一是信息采集点采集，根据系统设置的样本点、重点品牌信息，零售客户可通过信息采集功能模块提交零售条/包价格、社会库存信息。二是动销管理，零售客户可通过信息采集功能模块提供的“卷烟零售客户动销台账表”，对自身的卷烟经营进行动销管理，并提交了原始的零售价格和库存信息。

(1) Information gathering. First, information collection points, where retail customers can submit retail bar/pack prices and social stock information through the information gathering function module, based on sample points and priority brand information set up by the system. Second, marketing management, where retail customers can provide “rolling customer sales counter statements” through the information gathering function module, managing their own cigarette operations and submitting original retail prices and inventory information.

2)市场调研。可通过市场调研功能模块调查问卷，对客户满意度、品牌投放、客户需求、消费走势、社会库存、市场规范等状况进行调查。零售客户或消费者填报调查问卷，由系统自动进行统计、汇总和分析。

Market research. Surveys of customer satisfaction, branding, customer demand, consumer trends, social stock, market regulation, etc. can be carried out through a market research module questionnaire.

3)品牌展示。可通过文字、声音、图片、视频等方式，全面展示工业企业概况、重点品牌介绍、主要产品基本信息、产品特色、广告宣传语、市场定位等内容。

3) Brand displays provide a comprehensive presentation of industrial business profiles, highlights of brands, essential information on major products, product characteristics, advertising, market positioning, etc.

4)客户查询。零售客户可通过客户查询功能模块，查询订单情况，包括订购数量和金额、总量和单品货源分配执行情况等内容;查询分品牌的购进、销售、库存及毛利等数据(主要针对开展了动销台账管理的客户)。

4) Client queries. Retail customers can search for orders through the client query function module, including the number and amount of orders ordered, volume and single-source distribution performance; and for sub-brand purchases, sales, inventory and Māori data (primarily for customers who have implemented desk-distribution management).

5)意见反馈。零售客户可主动登录意见反馈功能模块，将对烟草商业企业产品、服务、员工等方面的意见和建议进行适时反馈。

5) Feedback. Retail customers can log into the feedback function module on their own initiative and provide timely feedback on their views and recommendations on tobacco business products, services, employees, etc.

6)投诉咨询。零售客户、消费者可通过投诉咨询功能模块，进行投诉或咨询，并查询投诉或咨询结果。

6) Complaints counselling. Retail customers and consumers can make complaints or consult through the Complaints Counselling Function module and inquire about the outcome of the complaint or consultation.

7)客户培训。零售客户可通过客户培训功能模块，查阅卷烟营销知识、烟草文化的文字、声音、图片、视频等资料。

7) Client training. Retail customers can access information on tobacco marketing, text, sound, pictures, videos, etc.

8)利用在线广告。零售客户、消费者打开网页时，在线广告就会弹跳出来。这样的广告包括横幅广告和滚动广告(滚动滑过屏幕的广告)。其主要内容包括调查问卷、重点品牌展示、新产品介绍、促销信息、节日问候等内容。

8) Use online advertising. When retail customers and consumers open their web pages, online advertising pops out.

9)创建与参与网络社区。以客户经理服务片区为单位，创建零售客户网络社区。需要关注两点:一是客户经理参与。客户经理要积极参与进网络社区，融入零售客户的交流中，增强互动，从而获得更多有关市场、品牌、客户信息，挖掘营销机会。二是信息传递的针对性。客户经理可通过网络社区公告或与零售客户的交流的方式，对服务片区内的零售客户有针对性地传递信息采集、市场调研、重点品牌展示、新品介绍、促销等信息。

9. Create and participate in the network community. Create a retail customer network community in the client manager's service area. Attention needs to be paid to two points: first, the participation of the customer manager. Client managers need to be actively involved in the network community, integrating into retail customer exchanges, and enhancing interaction, so as to gain more access to markets, brand names, customer information, and marketing opportunities. Second, it is targeted for information transmission. Client managers can communicate targeted information gathering, market research, priority brand presentation, marketing, etc. to retail customers in the service area through online community announcements or through exchanges with retail customers.

10)批零交易。增强网上订货、网上配货、网上结算功能，批零间的交易更加方便，快捷，使得供应链的运行更加顺畅。

10) Zero transactions. Enhancement of online ordering, online distribution, online clearing functions and easier and faster transactions between batches make the supply chain smoother.

(二)打造“卷烟管理信息系统”

(ii) Creation of a “Smoke Management Information System”

1．集成系统功能。

1. Integrated system functionality.

建立和完善包括“决策管理”、“工商协同”、“批零协同”3个子系统的“卷烟管理信息系统”。其中，“决策管理”子系统主要实现市场研究与策略功能，包括购销存、结构、品牌、客户统计查询，以及市场信息采集、市场调研、需求预测和营销规划等作业流程;“工商协同”子系统主要实现品牌管理和工商交易功能，包括品牌引入、品牌退出、货源采购、网上交易和配货(工商)、信息共享等作业流程;“批零协同”主要实现品牌培育、批零交易和服务功能，包括新品上市、品牌维护、终端促销，及货源投放、电话订货、网上订货、网上配货、网上结算、客户分类、客户拜访、终端价值挖掘与提升等作业流程。见图2。

The development and refinement of the “Small Management Information System”, which includes “decision management”, “business synergies”, “zero batch synergies” and three subsystems, in which the “decision management” subsystem primarily achieves market research and strategy functions, including acquisition and distribution, structure, brand name, customer statistical queries, and business processes such as market information gathering, market research, demand forecasting and marketing planning; the “business and business synergy” subsystem primarily achieves brand management and business transaction functions, including branding introduction, brand exit, source procurement, online trading and distribution (business and industry), information-sharing processes; and the “Small and package” subsystem primarily achieves branding, zero trading and service functions, including new product listing, brand maintenance, terminal promotion, and operational processes such as delivery, telephone ordering, online ordering, online distribution, online clearing, customer classification, customer visits, terminal value mining and upgrading.

2．构建一线营销人员工作平台。

2. Build a platform for front-line marketing people's work.

市场经理、客户经理、品牌经理面向市场，面向客户，面向品牌，是联系市场、客户、品牌的桥梁和纽带，是“满足需求、适应市场，市场引领、培育品牌，合作共赢、服务客户”最直接的参与者和执行者。以推广“135”工作法为契机，在“卷烟管理信息系统”相应子系统内构建一线营销人员工作平台，提高其工作质量和效率，促进卷烟营销网络运行水平提升。

Market managers, customer managers, brand managers are market-oriented, client-oriented, brand-oriented, and they are the bridge and bond between markets, customers, brands, and the most direct participants and implementers of “satisfaction with demand, market adaptation, market leadership, brand development, co-winning, and client service.” The promotion of the “135” work method is an opportunity to build a front-line marketing platform within the corresponding “Smoke Management Information System” system to improve the quality and efficiency of its work and to promote an improved performance of the cigarette marketing network.

1)固化作业流程。按照“分析、计划、实施、评估、改进”5个步骤的要求，在市场经理、客户经理、品牌经理工作平台中设置分析、计划、实施、评估、改进5个功能模块，即工作平台子菜单。

1) Stabilize business processes. Five functional modules, namely, the work platform submenu, are set up for market managers, customer managers, brand managers, in accordance with the requirements of the five steps of “Analysis, Planning, Implementation, Evaluation, Improvement”.

2)固化作业内容。围绕市场、品牌、客户3个工作重点设置分析、计划、实施、评估、改进5个功能模块的下级子菜单和作业表单。市场方面，加强市场信息采集和分析、总量和单品规货源分配等工作，稳步提升卷烟销量与结构。品牌方面，抓好品牌引入和退出、新品上市、品牌维护、品牌协同评价等工作，促进知名品牌壮大发展。客户方面，满足零售客户货源、服务需求，提升盈利水平，提高满意度。

2) Solidating the content of the operation. Sub-menu menus and worksheets designed around market, brand, client focus, planning, implementation, evaluation, and improvement of the five functional modules. On the market side, enhancing the collection and analysis of market information, volume and single-source distribution is steadily increasing the volume and structure of the rolls. On branding, keeping in view the introduction and exit of brands, the listing of new products, the maintenance of brands, the evaluation of brands and so forth, and promoting the growth of prominent brands. On the client side, meeting retail customer demand for goods, services, raising the level of profitability and increasing satisfaction.

3)固化作业方式。设置销量、结构、品牌、客户等状态与变化趋势作业表单，固化分析作业方式;设置月计划、周工作安排等表单固化计划作业方式;设置日拜访记录、工作标注表等表单固化实施作业方式;设置月总结、周小结等表单固化评估、改进作业方式。

3) Stabilize the way operations are performed. Set up a schedule of sales, structures, brands, customers, etc., to analyse the way operations are performed; set a schedule of monthly plans, weekly working arrangements, etc. to firm the way operations are performed; set a schedule of day visits, job labels, etc.; set a monthly summary, weekly closings, etc. to consolidate the assessment and improve the way operations are performed.

4)建立工作策略库。根据市场经理、客户经理、品牌经理协同营销、品牌培育、终端维护的具体工作内容，建立和完善包括收集客户需求、采集价格信息、新品上市宣传、重点品牌宣传、月总量调整、帮助卷烟陈列、客户抱怨化解等具体工作策略在内的“工作策略库”。一线营销人员能够通过具体目标设置、分析，由系统自动选择“工作策略库”中其月、周开展营销工作所需应用的策略，根据工作策略开展工作，并记录工作开展情况，充分发挥信息系统对营销工作开展的支撑作用。

(4) Establishment of a work strategy bank. Based on the specific work content of the market manager, customer manager, brand manager, joint marketing, brand development, terminal maintenance, creation and refinement of a “work strategy bank” including specific work strategies such as collection of customer needs, collection of price information, marketing of new items, priority brand promotion, adjustment of monthly aggregates, help with smoke displays, customer complaint resolution, etc. Through specific target setting and analysis, front-line marketing personnel are able to automatically select the strategies needed for their monthly and weekly marketing work in the “work strategy bank”, to work according to the work strategy, and to document the performance of the work, taking full advantage of the information system's supporting role in marketing.

5)集成系统功能。在市场经理、客户经理、品牌经理工作平台“实施”功能模块中，集成信息采集、需求预测、货源分配、投诉处理等功能，进一步提高工作质量和效率。

5) Integrated system functionality. In the “implementation” functional module of the market manager, customer manager, brand manager work platform, integrated information gathering, demand forecasting, source allocation, complaint processing, etc., further improves the quality and efficiency of work.

(三)前后台有机链接

(iii) Back-to-back organic links

内外能够做到有机链接，具体表现是作业流程运作、信息流动是否顺畅。可通过流程对接、信息集成等方式，加强内外链接，有效实施网络营销。以市场调研活动为例(见图3)。

Internal and external links can be made organic, as can be seen from the operation of business processes and the smooth flow of information. Internal and external links can be strengthened and network marketing can be effectively implemented through process interfaces, information integration, etc. Market research activities, for example (see figure 3).

(四)建立工作机制

(iv) Establishment of working mechanisms