本文選題：數(shù)據(jù)庫(kù)營(yíng)銷(xiāo) + 云計(jì)算　； 參考：《浙江理工大學(xué)》2013年碩士論文

【摘要】：互聯(lián)網(wǎng)的應(yīng)用與發(fā)展不僅促進(jìn)了各個(gè)新興產(chǎn)業(yè)的產(chǎn)生與發(fā)展，影響了每個(gè)人的生活，同時(shí)也為傳統(tǒng)制造業(yè)提供了機(jī)遇與挑戰(zhàn)。對(duì)于制造業(yè)企業(yè)來(lái)說(shuō)，常規(guī)的營(yíng)銷(xiāo)方式，如投放廣告、搞促銷(xiāo)活動(dòng)等方式已經(jīng)遠(yuǎn)遠(yuǎn)不能滿足他們需要。常規(guī)營(yíng)銷(xiāo)方式的制定往往需要通過(guò)較長(zhǎng)的周期及過(guò)高的成本收集客戶數(shù)據(jù)然后人工分析，再制定相應(yīng)的營(yíng)銷(xiāo)策略與方式，甚至在缺少數(shù)據(jù)的情況下盲目進(jìn)行營(yíng)銷(xiāo)策略的制定，所以很難達(dá)到企業(yè)預(yù)期的效果。而通過(guò)數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)，企業(yè)可以方便地收集和積累客戶信息，構(gòu)建龐大的顧客信息庫(kù)，然后通過(guò)云計(jì)算技術(shù)對(duì)海量數(shù)據(jù)快速準(zhǔn)確地篩選和分析，從而有效地進(jìn)行客戶數(shù)據(jù)挖掘與關(guān)系維護(hù)。本文提出了基于Hadoop云的數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)系統(tǒng)的架構(gòu)，實(shí)現(xiàn)海量數(shù)據(jù)的處理與存儲(chǔ)，，并將其應(yīng)用到紅塔集團(tuán)數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)系統(tǒng)中，并且在系統(tǒng)初步完成并投入運(yùn)行后，紅塔集團(tuán)卷煙銷(xiāo)量尤其重點(diǎn)促銷(xiāo)品牌銷(xiāo)量相比同期的有了大幅度提升，數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)在其中起了至關(guān)重要的刺激作用。文章主要研究?jī)?nèi)容如下： 1）分析紅塔集團(tuán)的現(xiàn)狀，完成紅塔集團(tuán)數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)系統(tǒng)的需求分析，根據(jù)需求分析，針對(duì)性地對(duì)Hadoop分布式計(jì)算平臺(tái)進(jìn)行研究和綜述，了解其優(yōu)勢(shì)、架構(gòu)和運(yùn)行機(jī)制，分析使Hadoop構(gòu)建紅塔集團(tuán)企業(yè)私有云的可行性。 2）探討了數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)常用數(shù)據(jù)挖掘方法，并根據(jù)紅塔集團(tuán)數(shù)據(jù)庫(kù)營(yíng)銷(xiāo)系統(tǒng)的實(shí)際需求及首要目標(biāo)，構(gòu)建了促銷(xiāo)活動(dòng)響應(yīng)模型，提高集團(tuán)促銷(xiāo)活動(dòng)客戶響應(yīng)率；構(gòu)建促銷(xiāo)活動(dòng)決策模型，為決策者提供有效的客戶信息，確定促銷(xiāo)產(chǎn)品及促銷(xiāo)客戶群；設(shè)計(jì)了客戶終身價(jià)值、客戶忠誠(chéng)度計(jì)算方法，構(gòu)建客戶忠誠(chéng)度預(yù)警模型以及客戶忠誠(chéng)度提升模型。 3）研究設(shè)計(jì)Hadoop與關(guān)系型數(shù)據(jù)庫(kù)協(xié)同工作方案，設(shè)計(jì)Hadoop分布式平臺(tái)下MapReduce計(jì)算模型對(duì)關(guān)系型數(shù)據(jù)的處理方法，并設(shè)計(jì)使用最優(yōu)數(shù)據(jù)集選擇算法構(gòu)建MapReduce Job數(shù)據(jù)流，實(shí)現(xiàn)通用性設(shè)計(jì)，降低維護(hù)成本。 4）根據(jù)紅塔集團(tuán)的實(shí)際情況，給出了系統(tǒng)總體設(shè)計(jì)方案，并應(yīng)用Hadoop構(gòu)建紅塔集團(tuán)企業(yè)私有云。
[Abstract]:The application and development of the Internet not only promote the emergence and development of each new industry, but also provide opportunities and challenges for the traditional manufacturing industry.For manufacturing enterprises, conventional marketing methods, such as advertising, promotional activities and so on, are far from meeting their needs.The formulation of conventional marketing methods often needs to collect customer data through a long period and too high cost, then manually analyze, and then formulate corresponding marketing strategies and methods, even blindly make marketing strategies in the case of lack of data.So it is difficult to achieve the desired results.Through database marketing, enterprises can easily collect and accumulate customer information, build a huge customer information base, and then quickly and accurately screen and analyze massive data through cloud computing technology.In order to effectively carry out customer data mining and relationship maintenance.In this paper, the architecture of database marketing system based on Hadoop cloud is put forward, which realizes the processing and storage of massive data, and applies it to the database marketing system of Hongta Group, and after the system is initially completed and put into operation,Hongta Group's cigarette sales, especially focused on the promotion of brand sales compared with the same period has a significant increase, database marketing has played a vital role in the stimulus.The main contents of this paper are as follows:1) analyzing the current situation of Hongta Group, completing the requirement analysis of Hongta Group's database marketing system, researching and summarizing the Hadoop distributed computing platform according to the requirement analysis, understanding its advantages, structure and operation mechanism.This paper analyzes the feasibility of Hadoop to construct private cloud of Hongta Group.2) the common data mining methods of database marketing are discussed, and according to the actual demand and primary goal of the database marketing system of Hongta Group, the response model of promotional activities is constructed to improve the customer response rate of group promotional activities.The decision model of promotion activities is constructed to provide effective customer information for decision makers, to determine the promotion products and customer groups, and to design a method for calculating customer lifetime value and customer loyalty.Build customer loyalty warning model and customer loyalty promotion model.3) study and design the cooperative work scheme between Hadoop and relational database, design the method of MapReduce computing model to deal with relational data under Hadoop distributed platform, and design the MapReduce Job data stream using the optimal data set selection algorithm to realize the universal design.Reduce maintenance costs.4) according to the actual situation of Hongta Group, the overall design scheme of the system is given, and the private cloud of Hongta Group Enterprise is constructed by using Hadoop.
【學(xué)位授予單位】：浙江理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：TP311.13

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