电子商城数据库营销理论与方法研究

发布时间：2018-04-21 23:19

本文选题：电子商城 + 数据库营销　；参考：《西南财经大学》2008年硕士论文

【摘要】： 随着Internet的普及、技术的完善和消费者观念的更新,网上购物渐成时尚。基于Internet的电子商城,使商品的交易更加简便、有效、成本更低,将成为企业销售的崭新模式,并占据企业销售的可观份额。与实体商场相比,电子商城具有不受时空限制、成本低廉、客户无限、服务优质等特点,也是目前发展比较迅速的销售模式。根据CNNIC在其发布的《中国互联网络热点调查报告》数据表明我国网上购物市场有巨大的潜力。2007年11月阿里巴巴成功上市,更显示出电子商务强大的生命力,预示着电子商城的机遇无限。近年来,电子商城购物市场出现了一系列新的变化:市场渐趋饱和;私人时间的要求不断提高,人们没有时间听取或阅读大量的广告;电子商店的数量急剧增多,市场的过饱和已成为不争的事实;各种广告的影响力不断减弱;商店之间互相模仿彼此成功产品以及通过有吸引力的折扣以扩大销售的做法,严重削弱了某些产品的品牌忠诚度;广告越来越泛滥、无效,且广告信息的数量仍在继续增加,要冲过愈加混乱的广告信息封锁线而把本商店的信息传递给客户,其成本之高令经营者担忧;另外,折扣促销的有效性正不断减弱。在这种情况下,电子商城的营销必然要求有进一步的提升,数据库营销即为此时最优的选择。数据库营销是建立在传统营销基础之上,但它的用途更广、效率更高,与传统营销相比,它更重视知识的作用、持续性的营销改进及保持与消费者的对话。数据库营销在西方发达国家的企业中已逐渐普及,并成为企业在新时代建立新的竞争优势的有力工具。数据库营销被引入我国的时间较晚,很多企业对数据库营销存在着不同程度的误解,国内更是少有采用数据库营销策略者,使这一独具竞争力的营销方式在中国尚未发挥其巨大的作用。国内企业只有及时地运用数据库营销这一现代化的营销方式,才能够在全球市场的激烈竞争中占据一席之地。虽然目前受技术水平的经济条件的制约,我国的网络等科技的发展与先进国家相比较为滞后,但随着中国信息技术的迅猛发展,通信数据处理硬件、软件和信息处理站都会很快像电视、电话一样普及。国内电子商店经营者需未雨绸缪,用数据库营销锻造自己在未来全球市场竞争中的实力。本文作者总结了数据库营销的发展历史,并由此提出数据库营销与直复营销、关系营销、管理信息系统、整合营销以及客户关系管理的关系模型,并在此基础上结合一些先进的营销理论、方法与电子商城数据库营销的具体实践相结合,探讨和整理出了一个基本框架,给出我国电子商城实施数据库营销的一套计算方法,并提出相应的营销策略。本文共有7个部分。第一部分是绪论。本章介绍了电子商城的一些基本和现实的情况,基于这些变化经营者越来越希望营销手段和方法得到改进。而数据库营销即为此时最优的选择。数据库营销是建立在传统营销基础之上,但它的用途更广、效率更高,与传统营销相比,它更重视知识的作用、持续性的营销改进及保持与消费者的对话。数据库营销在西方发达国家的企业中已逐渐普及,并成为企业在新时代建立新的竞争优势的有力工具。第二部分介绍了数据库营销概念特征及流程。在总结了科特勒和Robert、Gama等人的理论后,分析了数据库营销起源于直复营销,但目前已远远超出了传统直复营销的范畴。它是基于关系营销的观念,着重于与环境中的各种影响企业营销的因素保持及时的沟通和反馈,依据市场的状况,适时调整营销策略,与市场建立起长期稳定的关系。要保持这种长期稳定的关系就需要给顾客提供全方位的持续的服务,以便建立起顾客对企业或品牌的信赖感,进而产生对企业或产品的忠诚,实现企业的短期利益和长期目标。整合营销与数据库营销更是密不可分,数据库营销是整合营销的基础和工具,而整合营销的观念贯穿于数据库营销的理念之中。并提出了数据库营销及相关概念关系模型。据此分析了数据库营销的运作程序并总结概括出电子商城数据库营销的4个特征。第三部分分析了电子商城数据库营销在发展的过程中会遇到的主要问题。可以被归纳为三类:环境问题、技术问题与应用问题,电子商城如何避免或克服这些问题很大程度上决定着数据库营销的效力。第四部分介绍了数据库营销基础理论研究述评。由于现在用于数据库营销分析的工具很多,建库、收集数据等都不是数据库营销真正难点,真正的难点在于如何将信息转化为营销知识。在顾客终身价值的定义和模型的综述基础上,文章基于Dywer的方法提出了一个电子商城数据库营销可实施性的CLV计算方法。并在RFM的综述基础总结出利用RFM分析来进行数据库营销的原因。第五和第六部分是文章的重点。详细介绍了电子商城数据库营销的各个步骤并根据数据挖掘和顾客市场细分提出相应的营销策略。营销数据是电子商城数据库营销最基本、最关键的要素,在通过原始数,据和二手数据的收集后,经过对数据的编辑,编码,筛选预处理,重新编码和转录后并最终导入Excel表中,输出满足管理者需要的有用信息。然后根据RFM分析的步骤,进行客户市场的细分,并通过识别系统、减少顾客流失、提高服务质量建立起顾客忠诚,并在客户细分和顾客忠诚的基础上提出一些建议,最后提出挖掘潜在客户也是数据库营销重要任务之一。第七部分介绍了电子商城数据库营销的评估与测试。利用投资回报率(ROI)的公式设置测试组与对照组,以期达到测试结果科学、准确,接近事实;所需的成本小的双重目的。ROI可以清楚地计算任何一项营销方案的直接效果,但有了数据库营销后,营销人员就可以考虑更多的因素并设计出以后多年的盈利计划,而非仅仅考察某一单项方案的回报情况,此时营销人员就需借助CLV这一精密的指标,该指标将保留率、推荐率和长期消费水平因素都考虑在内,管理者可以依据留住顾客、增强顾客忠诚度的能力以及顾客消费水平评判营销状况。在撰写过程中,自己深感对电子商城尤其是发达国家电子商城先进的营销理论与实践缺乏深入的理解,加上个人对数据库深层次知识的掌握程度不够,以及能力、阅历的局限,论文有很多不足之处,尽管研究电子商城数据库营销的理论与方法,但没有深入地研究不同类型电子商城在实际操作中应各自注意的细节问题,个性化的研究欠缺;虽然提出了一套计算方法,但没有进行实证研究,有效性尚待检验。这些问题都是要在今后的研究和工作中重点关注的。
[Abstract]:With the popularization of Internet, the perfection of technology and the renewal of the concept of consumer, online shopping has gradually become fashionable. The electronic commerce city based on Internet makes the trade of goods more convenient, effective and lower in cost. It will become a brand new model of enterprise sales and occupy a considerable share of the sales of the enterprise. Compared with the entity mall, the electronic business city is not subject to time and space. Limited, low cost, unlimited customers, high quality service and so on, it is also a relatively rapid sales model at present. According to the data of China interconnection network hot survey report published by CNNIC, the online shopping market has great potential in China, and the Alibaba is listed on the market in November of.2007, which shows the strong vitality of e-commerce. It foreshadowed the opportunities of the electronic business city.
In recent years, there have been a series of new changes in the shopping market in the electronic mall: the market is becoming saturated, the demand for private time is increasing, people have no time to listen or read a large number of advertisements; the number of electronic stores has increased rapidly, the excessive saturation of the market has become an indisputable fact; the influence of various advertisements has been weakening; the stores are among each other. Imitating each other's successful products and expanding sales through attractive discounts has seriously weakened the brand loyalty of some products; advertising is increasing, ineffective, and the number of advertising information continues to increase, and the information of the increasingly chaotic advertising information is passed on to the customer, and the cost of it is passed to the customer. In addition, the effectiveness of discount promotions is weakening. In this case, the marketing of the electronic mall is bound to require further promotion, and database marketing is the best choice at this time. Database marketing is based on traditional marketing, but it is more useful and efficient, compared with traditional marketing. More emphasis is placed on the role of knowledge, continuous marketing improvement and maintaining dialogue with consumers. Database marketing has been gradually popularized in enterprises in western developed countries and has become a powerful tool for enterprises to establish new competitive advantages in the new era.
Database marketing has been introduced into China late. Many enterprises have misunderstandings of database marketing in different degrees. There are few database marketing strategies in China, so that the unique competitive marketing method has not played a great role in China. Only the domestic enterprises use the database marketing in time to modernize. The way of marketing is able to occupy a place in the fierce competition in the global market. Although currently restricted by the economic conditions of the technical level, the development of our network and other technologies is lagging behind the advanced countries. However, with the rapid development of China's information technology, the communication data processing hardware, software and information processing stations will be very good. As soon as TV and telephone are popular, domestic electronic store operators need to take precautions and forge their strength in the future global market competition with database marketing.
The author summarizes the history of the development of database marketing, and puts forward the relationship model of database marketing and direct marketing, relationship marketing, management information system, integrated marketing and customer relationship management, and combines some advanced marketing theories and methods with the concrete practice of the electronic business city database marketing. A basic framework is put forward, and a set of calculation methods for the implementation of database marketing in China's electronic mall is put forward, and corresponding marketing strategies are put forward.
There are 7 parts in this article.
The first part is the introduction. This chapter introduces some basic and realistic situations of the electronic business city. Based on these changes, the operators are increasingly hoping to improve the marketing means and methods. And the database marketing is the best choice at this time. The database marketing is based on the traditional marketing basis, but it is more useful and efficient. Compared with the marketing, it pays more attention to the role of knowledge, the continuous marketing improvement and the dialogue with the consumers. The database marketing has gradually become popular in the western developed countries, and has become a powerful tool for the enterprise to establish a new competitive advantage in the new era.
The second part introduces the concept and process of database marketing. After summarizing the theory of Kotler, Robert, Gama and others, this paper analyzes the origin of database marketing in direct marketing, but it is far beyond the category of traditional direct marketing. It is based on the concept of relationship marketing and focuses on the various influence of enterprise marketing with the environment. Factors keep timely communication and feedback, adjust marketing strategy according to the situation of the market and establish long-term and stable relationship with the market. To maintain this long-term and stable relationship, we need to provide customers with a full and continuous service so as to establish the trust of the customers to the enterprise or brand, and then to produce the enterprise or product. Loyalty, realizing the short-term interests and long-term goals of the enterprise. Integrated marketing and database marketing are inseparable. Database marketing is the basis and tool of integrated marketing, and the concept of integrated marketing runs through the concept of database marketing. The database marketing and related conceptual relationship models are put forward. Based on this, the database marketing is analyzed. And summarizes the 4 characteristics of database marketing in electronic mall.
The third part analyzes the main problems that the electronic business city database marketing will encounter in the process of development. It can be summed up into three categories: environmental problems, technical problems and application problems. How to avoid or overcome these problems in electronic business city determines the effectiveness of database marketing to a large extent.
The fourth part introduces the review of the basic theory of database marketing. Since there are many tools used in the analysis of database marketing, the real difficulty is not the real difficulty in database marketing. The real difficulty lies in how to transform the information into marketing knowledge. Based on the Dywer method, a CLV computing method for the implementation of the electronic business city database marketing is proposed, and the reasons for using RFM analysis to carry out the database marketing are summarized on the basis of the summary of the RFM.
The fifth and sixth parts are the key points of the article. It introduces the various steps of the electronic business city database marketing and puts forward the corresponding marketing strategy according to the data mining and the customer market segmentation. The marketing data is the most basic and key element of the electronic business city database marketing. Data editing, coding, screening preprocessing, re coding and post transcription and eventually importing the Excel table to meet the useful information needed by the manager. Then, according to the steps of the RFM analysis, the customer market is subdivided, and the customer loss is reduced by identifying the system, the quality of service is improved and the customer loyalty is built and the customer is subdivided and taken care of. On the basis of customer loyalty, some suggestions are put forward. Finally, it is proposed that mining potential customers is also one of the important tasks of database marketing.
The seventh part introduces the evaluation and test of the electronic business city database marketing. Using the formula of return on investment (ROI), the test group and the control group are set up to achieve the test results scientifically, accurately and close to the facts. The dual purpose of low cost.ROI can clearly calculate the direct effect of any marketing plan, but there is a database. After marketing, the marketing staff can consider more factors and design the future profit plan rather than just examining the return of a single project. At this time, the marketers need the precision index of CLV, which takes into account the retention rate, the recommendation rate and the long-term consumption level factors, and the managers can be based on the retention. Customers, enhance customer loyalty and customer consumption level to judge the marketing status.
In the process of writing, I am deeply aware of the lack of deep understanding of the advanced marketing theory and practice of the electronic mall, especially the developed country, plus the lack of personal knowledge of the database, and the limitations of their ability and experience. And methods, but no in-depth study of the details of the different types of electronic business city should be paid attention to in actual operation and the lack of individualized research. Although a set of calculation methods has been put forward, there is no empirical study and the effectiveness is still to be tested. All these problems should focus on the research and work in the future.

【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274

【参考文献】