中国邮政商函投放效果测度的方法与系统研究

发布时间：2018-01-24 20:37

本文关键词： 邮政商函效果测度测度系统测度模型测度指标　出处：《北京邮电大学》2011年硕士论文　论文类型：学位论文

【摘要】：直邮商函是直复营销的一种重要手段。作为中国邮政的核心业务,商函业务近些年得到了快速发展。目前中国邮政已经在全国范围内开展了数据库商函业务。然而企业用户在使用商函投放广告时,不确定这种商函广告的投放效果。中国邮政作为商函服务的提供者,必须要探求一套能对商函的投放效果进行测度的方法,并将投放效果提供给企业用户,让企业用户知道自己的商函广告是有效果的。本课题研究的关键内容即为制定可行的商函投放效果的测度方法以及设计开发一套投放效果的测度系统。本文根据实际情况,考虑获得各种测评因素的难易度以及各因素在测评中的重要度之后,确定了测评因素。然后根据传统理念,建立了传统固定权重模型。而在实际应用中,不同类别的产品相对的各因素在测评中所起作用的大小也不同；针对这种情况,本文还提出了更富有针对性的自适应的权重,这样可以更有效地对投放商函效果进行测评。本文还在邮政现有的商函生产系统和名址系统的基础上综合分析构架了邮政网络商函系统,包括订单受理子系统、订单管理子系统、DIY子系统、权限管理子系统、生产机构管理子系统、效果反馈子系统,并对系统进行了详细设计,其主要功能包括商函在线设计、名址在线筛选、订单分解、商函生产监测、邮政投递反馈、用户效果反馈。
[Abstract]:Direct mail letter is an important means of direct marketing. It is the core business of China Post. Business letter business has developed rapidly in recent years. At present, China Post has carried out the business of database business letter in the whole country. However, when the enterprise users use the business letter to put in the advertisement. As the provider of commercial letter service, China Post, as the provider of commercial letter service, must explore a set of methods to measure the effect of commercial letter delivery and provide the effect to enterprise users. The key content of this research is to formulate a feasible method of measuring the effect of commercial letter delivery and to design and develop a set of measurement system for the effect of commercial letter. In this paper, according to the actual situation, after taking into account the difficulty of various evaluation factors and the importance of each factor in the evaluation, the evaluation factors are determined, and then according to the traditional concept. The traditional fixed weight model is established. In practical application, the relative factors of different types of products play different roles in the evaluation. In view of this situation, this paper also proposes a more targeted adaptive weight, which can be more effective to evaluate the effect of the quotient function. On the basis of the existing commercial letter production system and name address system, this paper also analyzes and constructs the postal network business letter system, including order acceptance subsystem, order management subsystem and DIY subsystem. Power management subsystem, production organization management subsystem, effect feedback subsystem, and the system is designed in detail. Its main functions include online business design, online name and address screening, order decomposition. Business letter production monitoring, post feedback, user feedback.
【学位授予单位】：北京邮电大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：F618

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