社交化移动电商平台营销系统的设计与实现

发布时间：2018-03-17 03:32

本文选题：社交化电子商务　切入点：多层次营销　出处：《东华大学》2017年硕士论文　论文类型：学位论文

【摘要】：社交化移动电商平台的营销系统是新型的电子商务平台的重要组成部分,它与传统的电子商务平台相互融合,实现了多层次的社交化营销推广策略。本文以一个实际的微信电商平台为背景,结合社交化电子商务的研究现状和实际项目需求分析,对营销系统的设计与实现中的关键问题进行了研究并且给出了系统的实施方案。本文首先基于社交化电子商务理论和多层次网络营销理论提出了平台的社交化营销推广策略,包括多级的会员体系和两级的佣金返利体系,并根据各类用户的角色对系统进行了功能需求分析,包括移动端商城的转发推广、多级会员体系的建立、微推员中心、客服中心和微推员管理后台。在此基础上,本文基于软件架构的分层架构模式设计了系统的框架,给出了系统功能模块和数据库的详细设计。在系统实现的过程中,本文介绍了Grails开发框架与微信公众号相结合的开发方法,利用微信相关接口实现了公众号与系统的信息交互。最后对系统进行了单元测试、集成测试和功能测试,确保系统的功能和性能指标达到需求。实际应用表明,本系统能够完美地与传统的电商系统结合,实现了设计系统的预期目标。在传统的电子商务急需从高成本粗放式流量运营过渡到低成本精细化的用户运营的今天,本文设计出的新型社交化营销系统可以最大的限度地调动用户的积极性,充分发挥社交网络信息多向传递和低成本的特点,对于电子商务平台营销系统的发展具有一定的指导意义。
[Abstract]:The marketing system of the socialized mobile e-commerce platform is an important part of the new electronic commerce platform, which is integrated with the traditional electronic commerce platform. This paper takes an actual WeChat e-commerce platform as the background, combines the current research situation of the social electronic commerce and the actual project demand analysis. The key problems in the design and implementation of the marketing system are studied and the implementation scheme of the system is given. Firstly, based on the theory of social electronic commerce and the multi-level network marketing theory, this paper puts forward the promotion strategy of social marketing based on the platform. Including multi-level membership system and two-level commission rebate system, and according to the role of various users of the system for functional needs analysis, including the mobile side Mall forwarding promotion, the establishment of multi-level member system, micro-push center, On this basis, this paper designs the framework of the system based on the layered architecture pattern of software architecture, and gives the detailed design of the system function module and database. This paper introduces the development method of combining Grails development framework with Official account of WeChat, realizes the information interaction between Official account and the system by using the related interface of WeChat. Finally, the unit test, integration test and function test of the system are carried out. To ensure that the function and performance of the system meet the requirements. The practical application shows that the system can be perfectly integrated with the traditional e-commerce system, The expected goal of the design system has been achieved. Today, when the traditional electronic commerce is in urgent need of transition from high cost extensive traffic operation to low cost refined user operation, The new social marketing system designed in this paper can maximize the enthusiasm of users and give full play to the characteristics of multi-direction transmission and low cost of social network information. For the development of e-commerce platform marketing system has certain guiding significance.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP311.52

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