电子邮件广告营销发布模型的研究
发布时间：2018-12-19 20:47
【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的用户，从而实现与顾客的快速高效沟通。当前电子邮件广告在国内外都得到了广泛的应用。但是由于发送的盲目性，效率不高。如何区分不同的网络消费者，及时地了解他们所感兴趣的内容，从而进行有针对性地，“一对一的营销”，是目前很多企业面临的问题。另一方面，企业的网站里记录了大量的用户注册信息、浏览信息，如何利用这些信息，从中挖掘出用户的浏览规律，与电子邮件营销发布系统相结合，是提高营销效率的研究方向。 针对以上问题本论文的主要工作如下： 1 分析电子邮件广告的营销现状，通过分析明确在邮件广告营销发布模型中重点要改进的方面。 2 对此发布模型进行具体化的设计，运用网络消费者市场细分、定位方法进行归纳，设计出一个包含记录、分析网站注册用户浏览信息的网站模型，得到了一定量的注册用户的浏览信息，并且运用数据挖掘技术，将隐含在其中的用户特征、偏好等等重要内容挖掘出来，从而为向用户发送有针对性地电子邮件广告打下基础。 3 通过对网站浏览日志的分析，得出了注册用户的产品偏好，并结合邮件广告设计的技巧，提出邮件广告的发送方法。 本模型的研究具有广泛的应用价值、学术价值。对于目前大多数电子邮件广告发布系统都没有针对性地发布邮件的方法，，如何合理利用企业网站自身的资源，结合数据挖掘算法，提高邮件广告的营销效率，本文提出的模型具有很强的指导意义。
[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, email advertising has been widely used at home and abroad. However, due to the blindness of the transmission, the efficiency is not high. How to distinguish different online consumers, understand the content they are interested in a timely manner, so as to carry out targeted, "one-to-one marketing", is a problem facing many enterprises at present. On the other hand, the enterprise website records a large number of user registration information, browse information, how to use this information, mining users from the rules of browsing, combined with e-mail marketing and publishing system, It is the research direction of improving marketing efficiency. The main work of this paper is as follows: 1 analyzing the current marketing situation of email advertising, and defining the important aspects to be improved in the distribution model of email advertising. (2) the specific design of the release model, the use of the network consumer market segmentation, positioning methods to sum up, design a website model that contains records, analyzes the website registered users browse information, A certain amount of browsing information of registered users is obtained, and by using data mining technology, important contents such as user characteristics, preferences and so on are mined out, thus laying the foundation for sending targeted email advertisements to users. Through the analysis of website browsing log, the product preference of registered users is obtained, and the sending method of mail advertisement is put forward in combination with the skills of mail advertisement design. The research of this model has extensive application value and academic value. At present, most of the email advertising publishing systems do not have the method of issuing email pertinently. How to make rational use of the resources of the enterprise website and combine the data mining algorithm to improve the marketing efficiency of the email advertisement, The model proposed in this paper has a strong guiding significance.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：F713.8
本文编号：2387431
[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, email advertising has been widely used at home and abroad. However, due to the blindness of the transmission, the efficiency is not high. How to distinguish different online consumers, understand the content they are interested in a timely manner, so as to carry out targeted, "one-to-one marketing", is a problem facing many enterprises at present. On the other hand, the enterprise website records a large number of user registration information, browse information, how to use this information, mining users from the rules of browsing, combined with e-mail marketing and publishing system, It is the research direction of improving marketing efficiency. The main work of this paper is as follows: 1 analyzing the current marketing situation of email advertising, and defining the important aspects to be improved in the distribution model of email advertising. (2) the specific design of the release model, the use of the network consumer market segmentation, positioning methods to sum up, design a website model that contains records, analyzes the website registered users browse information, A certain amount of browsing information of registered users is obtained, and by using data mining technology, important contents such as user characteristics, preferences and so on are mined out, thus laying the foundation for sending targeted email advertisements to users. Through the analysis of website browsing log, the product preference of registered users is obtained, and the sending method of mail advertisement is put forward in combination with the skills of mail advertisement design. The research of this model has extensive application value and academic value. At present, most of the email advertising publishing systems do not have the method of issuing email pertinently. How to make rational use of the resources of the enterprise website and combine the data mining algorithm to improve the marketing efficiency of the email advertisement, The model proposed in this paper has a strong guiding significance.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2004
【分类号】：F713.8
【参考文献】
相关期刊论文 前1条
1 杜 江 萍;E-mail营销信函写作初探[J];江西财经大学学报;2000年06期
本文编号：2387431
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