本文選題：郵件營銷 + 個性化推薦��； 參考：《浙江工業(yè)大學(xué)》2012年碩士論文

【摘要】：電子郵件營銷是將電子郵件作為專業(yè)的網(wǎng)絡(luò)營銷工具,將企業(yè)的產(chǎn)品信息以郵件的形式發(fā)送給目標(biāo)用戶,從而實現(xiàn)與顧客的快速高效溝通。當(dāng)前電子郵件營銷在國內(nèi)外都得到了廣泛的應(yīng)用。但是由于發(fā)送的盲目性而且效率不高,如何對不同網(wǎng)絡(luò)消費者進行區(qū)分并及時了解這些消費者感興趣的內(nèi)容,以便企業(yè)有針對性地進行“一對一的營銷”,是目前很多有相應(yīng)需求企業(yè)面臨的問題。此外,企業(yè)門戶網(wǎng)站會記錄下大量的用戶注冊信息、購買信息,如何利用這方面用戶信息挖掘出用戶的瀏覽規(guī)律,并將這些與電子郵件營銷系統(tǒng)結(jié)合,是提高營銷效率的重要方向之。 針對以上問題本論文的主要工作如下： 1通過分析電子郵件營銷的國內(nèi)外研究現(xiàn)狀,明確在電子郵件營銷體系結(jié)構(gòu)中重點要改進的方面。 2對此電子郵件營銷個性化推薦服務(wù)的體系結(jié)構(gòu)進行具體設(shè)計,通過使用網(wǎng)絡(luò)消費者市場細分和定位方法來進行歸納,設(shè)計出一個能記錄、分析客戶購買信息的網(wǎng)站模型,得到一定量的客戶行為信啟、后,運用數(shù)據(jù)挖掘相關(guān)技術(shù),將隱含的用戶特征、偏好信息挖掘出來,從而為有針對性地向用戶發(fā)送電子郵件廣告打下基礎(chǔ)。 3通過對客戶購買日志的分析,得出了客戶的產(chǎn)品偏好,并結(jié)合個性化推薦技術(shù),提出了個性化郵件的發(fā)送方法。 本研究具有廣泛的應(yīng)用價值和學(xué)術(shù)價值。目前大多數(shù)電子郵件營銷系統(tǒng)都沒有針對性地發(fā)布郵件的方法,針對如何合理利用企業(yè)門戶網(wǎng)站資源,結(jié)合數(shù)據(jù)挖掘相關(guān)算法,提高郵件廣告的營銷效率,本文提出的模型都具有很強的指導(dǎo)和實踐意義。
[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.
【學(xué)位授予單位】：浙江工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F49;F274

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本文編號：2105450