电子邮件营销个性化推荐服务研究

发布时间：2018-07-07 15:49

本文选题：邮件营销 + 个性化推荐　；参考：《浙江工业大学》2012年硕士论文

【摘要】：电子邮件营销是将电子邮件作为专业的网络营销工具,将企业的产品信息以邮件的形式发送给目标用户,从而实现与顾客的快速高效沟通。当前电子邮件营销在国内外都得到了广泛的应用。但是由于发送的盲目性而且效率不高,如何对不同网络消费者进行区分并及时了解这些消费者感兴趣的内容,以便企业有针对性地进行“一对一的营销”,是目前很多有相应需求企业面临的问题。此外,企业门户网站会记录下大量的用户注册信息、购买信息,如何利用这方面用户信息挖掘出用户的浏览规律,并将这些与电子邮件营销系统结合,是提高营销效率的重要方向之。针对以上问题本论文的主要工作如下： 1通过分析电子邮件营销的国内外研究现状,明确在电子邮件营销体系结构中重点要改进的方面。 2对此电子邮件营销个性化推荐服务的体系结构进行具体设计,通过使用网络消费者市场细分和定位方法来进行归纳,设计出一个能记录、分析客户购买信息的网站模型,得到一定量的客户行为信启、后,运用数据挖掘相关技术,将隐含的用户特征、偏好信息挖掘出来,从而为有针对性地向用户发送电子邮件广告打下基础。 3通过对客户购买日志的分析,得出了客户的产品偏好,并结合个性化推荐技术,提出了个性化邮件的发送方法。本研究具有广泛的应用价值和学术价值。目前大多数电子邮件营销系统都没有针对性地发布邮件的方法,针对如何合理利用企业门户网站资源,结合数据挖掘相关算法,提高邮件广告的营销效率,本文提出的模型都具有很强的指导和实践意义。
[Abstract]:E-mail marketing is to use email as a professional network marketing tool to send the product information of the enterprise to the target users in the form of mail so as to realize the rapid and efficient communication with the customers. At present, e-mail marketing has been widely used at home and abroad. However, due to the blindness and inefficiency of sending, how to distinguish different online consumers and understand the content of their interest in a timely manner, so that enterprises can carry out "one-to-one marketing" in a targeted manner. Is at present many have the corresponding demand enterprise to face the question. In addition, the enterprise portal will record a large number of user registration information, purchase information, how to use this user information mining user browsing rules, and combine these with the e-mail marketing system, It is an important direction to improve marketing efficiency. The main work of this paper is as follows: 1 by analyzing the domestic and foreign research status of email marketing, Make clear the aspects that should be improved in the system structure of email marketing. (2) Design the system structure of personalized recommendation service for e-mail marketing. Through the use of network consumer market segmentation and positioning methods to sum up, design a website model that can record and analyze customer purchase information, get a certain amount of customer behavior information, and then use data mining related technology, The implicit user characteristics and preference information are mined out so as to lay the foundation for sending e-mail advertisements to users. 3 through the analysis of customer purchase log, the product preference of customers is obtained. Combined with personalized recommendation technology, the sending method of personalized mail is put forward. This research has extensive application value and academic value. At present, most email marketing systems do not have the method of issuing email pertinently. Aiming at how to make rational use of the resources of enterprise portal website and combine the relevant algorithms of data mining, we can improve the marketing efficiency of mail advertisement. The models proposed in this paper have strong guiding and practical significance.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F49;F274

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