电子商务营销平台的研究与设计

发布时间：2018-07-24 14:20

【摘要】： 随着全球信息技术的迅猛发展,将这个世界带入了网络经济时代,电子商务也就应运而生。电子商务的产生使企业间的竞争日趋激烈,传统的营销方式已经无法满足企业快速发展的需求,网络营销逐渐成为企业最重要的营销方式。如同传统营销一样,网络营销的开展同样大量消耗公司的人力物力,如何整合各种各样的营销活动以降低成本,提高效率已经成为公司需要重点考虑的对象。本文在研究了各种电子商务公司的营销策略,结合其开展营销活动的实际目的需求的基础上,首先设计了一个可满足绝大部分营销活动的业务模型,并根据该业务模型,研究并设计一款只需极少人介入的,可只通过非技术人员配置即可建立一项完整的营销活动的,可针对特定人群的,且具有弱耦合性的电子商务营销平台。该营销平台的主要设计思想是将所有的营销活动流程实现一个主引擎和功能模块的分离,由主引擎来控制营销活动的顺序进行,各功能模块提供具体的功能支持,各功能模块可独立开发升级而不对营销平台产生影响。除整体系统架构外,本文还研究了数据仓库中如何使用数据挖掘技术构建的合适的预测分类模型,并以实例方式描述了营销平台的数据仓库中如何应用模型进行针对各种营销需要的营销人群筛选;最后本文重点描述了针对本营销平台的广告投放系统,具体分析了各种广告投放的策略和发布流程。
[Abstract]:With the rapid development of global information technology, the world has entered the era of network economy, and e-commerce emerged as the times require. With the emergence of electronic commerce, the competition between enterprises is becoming more and more fierce. The traditional marketing method has been unable to meet the needs of the rapid development of enterprises. Network marketing has gradually become the most important marketing mode of enterprises. Like traditional marketing, the development of network marketing also consumes a lot of manpower and material resources of the company. How to integrate various marketing activities to reduce costs and improve efficiency has become the focus of the company to consider. On the basis of studying the marketing strategies of various e-commerce companies and combining the actual purpose demand of their marketing activities, this paper first designs a business model that can satisfy most of the marketing activities, and according to the business model, This paper studies and designs an electronic commerce marketing platform which needs only a few people to intervene and can establish a complete marketing activity and a weakly coupled electronic commerce marketing platform which can be targeted at a specific population only through the allocation of non-technical personnel. The main design idea of the marketing platform is to separate all the flow of marketing activities into one main engine and function module, and control the sequence of marketing activities by the main engine, and each function module provides specific functional support. Each functional module can be independently developed and upgraded without affecting the marketing platform. In addition to the overall system architecture, this paper also studies how to use data mining technology to build the appropriate prediction classification model in data warehouse. It also describes how to use the model in the data warehouse of the marketing platform to screen the marketing crowd according to various marketing needs. Finally, this paper describes the advertising system for the marketing platform. Specific analysis of various advertising strategies and release process.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：TP311.52

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