自动化营销管理系统的研究与设计

发布时间：2018-03-10 03:23

本文选题：自动化营销　切入点：关键字分组　出处：《电子科技大学》2016年硕士论文　论文类型：学位论文

【摘要】：在企业自动化营销过程中,搜索引擎被广泛作为网店产品查找的重要渠道,在电子商务网站推广过程发挥重要作用,许多用户主要通过Google adwords或者百度推广平台进行网站相关关键词的投放。但是对于大型电子商务网站来说,拥有种类众多的商品,拥有数字庞大的关键词。大量的关键词表明进行关键词扩展、跟踪、分析比较工作量巨大,商品种类增减及库存变化不能及时反映并无法计算投资回报率等数据。本文结合某大型综合网店本地数据,利用各种扩词渠道及Google、百度提供的API建立的一套自动化营销系统,从而进行关键词的管理并且实现了对关键词的自动投放、扩展,用户可以定义规则根据每日下载的关键词报表数据对关键词的设定进行优化。本论文主要工作是研究系统实现的技术,分析了系统需求,进行了总体设计、详细设计,并编码实现了系统前台和后台功能,最后测试了系统功能。本论文重点内容是从总体上设计了系统各种架构,通过时序图、流程图等详细设计了自动化营销管理系统前台、后台等子系统。通过编写程序代码实现了各个功能模块,并进行了功能测试和数据完整性测试。系统采用J2EE开发技术和B/S访问模式,集成了Hibernate、Spring、Struts框架三大框架,基于MVC模式进行开发,使用当前主流的Ajax、JSP、Javascript等前台技术,提高用户使用体验。系统通过SOA架构实现了自动化营销管理系统集中部署和分布式访问,同时支持数据在不同业务系统中共享,实现营销数据、功能等全方位管理。目前自动化营销管理系统已经完成开发,并上线使用,应用效果良好。系统实现了自动化地产生新的关键词,并根据本地数据的商品变化控制对应关键词的暂停启用;支持结合平台提供的报表数据、本地track信息追踪和评估关键词效果,同时通过公司对不同关键词采用不同策略而自动化地更新关键词列表并优化关键词价格。有利于用户快速、批量控制对关键词的管理并清晰的获取关键词的统计信息,帮助其对关键词的设定做合理的决策,提高了工作的准确率及效率,因此具有十分重要的应用价值。
[Abstract]:In the process of enterprise automation marketing, search engine is widely used as an important channel to find online store products, and plays an important role in the promotion process of e-commerce website. Many users mainly use the Google adwords or Baidu promotion platform to launch related keywords. But for large e-commerce sites, there are a wide variety of products. Have a large number of keywords. A large number of keywords show that the keyword expansion, tracking, analysis and comparison of the workload, The increase and decrease of commodity category and the change of inventory can not reflect and calculate the return on investment data in time. This paper combines with the local data of a large integrated online store, and uses all kinds of expanding channels and API provided by Google and Baidu to set up an automatic marketing system. In order to manage the keywords and realize the automatic input and expansion of the keywords, The user can define the rules to optimize the keyword setting according to the keyword report data downloaded daily. The main work of this paper is to study the technology of the system implementation, analyze the system requirements, carry out the overall design, detailed design, Finally, the system functions are tested. The main content of this paper is to design the architecture of the system in general, and design the foreground of the automatic marketing management system through sequence diagram, flowchart and so on. The system uses J2EE development technology and B / S access mode to integrate hibernate Spring Struts framework. Based on the MVC model, the system uses the popular front stage technology, such as Ajax, JSP, Javascript and so on, to improve the user experience. The system realizes centralized deployment and distributed access of the automated marketing management system through the SOA architecture. At the same time support data sharing in different business systems, achieve marketing data, functions and other all-round management. At present, the automated marketing management system has been developed, and online use, The system automatically generates new keywords and controls the suspension of corresponding keywords according to the changes of local data, and supports the integration of the report data provided by the platform. Local track information tracks and evaluates keyword effects, while automatically updating keyword lists and optimizing keyword prices through companies adopting different strategies for different keywords. Batch control of keyword management and clear access to keyword statistical information, help them to set the keyword to make a reasonable decision, improve the accuracy and efficiency of the work, so it has a very important application value.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：TP311.52

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