本文選題：電子商城 + 數(shù)據(jù)庫(kù)營(yíng)銷　； 參考：《西南財(cái)經(jīng)大學(xué)》2008年碩士論文

【摘要】： 隨著Internet的普及、技術(shù)的完善和消費(fèi)者觀念的更新,網(wǎng)上購(gòu)物漸成時(shí)尚�；贗nternet的電子商城,使商品的交易更加簡(jiǎn)便、有效、成本更低,將成為企業(yè)銷售的嶄新模式,并占據(jù)企業(yè)銷售的可觀份額。與實(shí)體商場(chǎng)相比,電子商城具有不受時(shí)空限制、成本低廉、客戶無(wú)限、服務(wù)優(yōu)質(zhì)等特點(diǎn),也是目前發(fā)展比較迅速的銷售模式。根據(jù)CNNIC在其發(fā)布的《中國(guó)互聯(lián)網(wǎng)絡(luò)熱點(diǎn)調(diào)查報(bào)告》數(shù)據(jù)表明我國(guó)網(wǎng)上購(gòu)物市場(chǎng)有巨大的潛力。2007年11月阿里巴巴成功上市,更顯示出電子商務(wù)強(qiáng)大的生命力,預(yù)示著電子商城的機(jī)遇無(wú)限。 近年來(lái),電子商城購(gòu)物市場(chǎng)出現(xiàn)了一系列新的變化:市場(chǎng)漸趨飽和;私人時(shí)間的要求不斷提高,人們沒(méi)有時(shí)間聽(tīng)取或閱讀大量的廣告;電子商店的數(shù)量急劇增多,市場(chǎng)的過(guò)飽和已成為不爭(zhēng)的事實(shí);各種廣告的影響力不斷減弱;商店之間互相模仿彼此成功產(chǎn)品以及通過(guò)有吸引力的折扣以擴(kuò)大銷售的做法,嚴(yán)重削弱了某些產(chǎn)品的品牌忠誠(chéng)度;廣告越來(lái)越泛濫、無(wú)效,且廣告信息的數(shù)量仍在繼續(xù)增加,要沖過(guò)愈加混亂的廣告信息封鎖線而把本商店的信息傳遞給客戶,其成本之高令經(jīng)營(yíng)者擔(dān)憂;另外,折扣促銷的有效性正不斷減弱。在這種情況下,電子商城的營(yíng)銷必然要求有進(jìn)一步的提升,數(shù)據(jù)庫(kù)營(yíng)銷即為此時(shí)最優(yōu)的選擇。數(shù)據(jù)庫(kù)營(yíng)銷是建立在傳統(tǒng)營(yíng)銷基礎(chǔ)之上,但它的用途更廣、效率更高,與傳統(tǒng)營(yíng)銷相比,它更重視知識(shí)的作用、持續(xù)性的營(yíng)銷改進(jìn)及保持與消費(fèi)者的對(duì)話。數(shù)據(jù)庫(kù)營(yíng)銷在西方發(fā)達(dá)國(guó)家的企業(yè)中已逐漸普及,并成為企業(yè)在新時(shí)代建立新的競(jìng)爭(zhēng)優(yōu)勢(shì)的有力工具。 數(shù)據(jù)庫(kù)營(yíng)銷被引入我國(guó)的時(shí)間較晚,很多企業(yè)對(duì)數(shù)據(jù)庫(kù)營(yíng)銷存在著不同程度的誤解,國(guó)內(nèi)更是少有采用數(shù)據(jù)庫(kù)營(yíng)銷策略者,使這一獨(dú)具競(jìng)爭(zhēng)力的營(yíng)銷方式在中國(guó)尚未發(fā)揮其巨大的作用。國(guó)內(nèi)企業(yè)只有及時(shí)地運(yùn)用數(shù)據(jù)庫(kù)營(yíng)銷這一現(xiàn)代化的營(yíng)銷方式,才能夠在全球市場(chǎng)的激烈競(jìng)爭(zhēng)中占據(jù)一席之地。雖然目前受技術(shù)水平的經(jīng)濟(jì)條件的制約,我國(guó)的網(wǎng)絡(luò)等科技的發(fā)展與先進(jìn)國(guó)家相比較為滯后,但隨著中國(guó)信息技術(shù)的迅猛發(fā)展,通信數(shù)據(jù)處理硬件、軟件和信息處理站都會(huì)很快像電視、電話一樣普及。國(guó)內(nèi)電子商店經(jīng)營(yíng)者需未雨綢繆,用數(shù)據(jù)庫(kù)營(yíng)銷鍛造自己在未來(lái)全球市場(chǎng)競(jìng)爭(zhēng)中的實(shí)力。 本文作者總結(jié)了數(shù)據(jù)庫(kù)營(yíng)銷的發(fā)展歷史,并由此提出數(shù)據(jù)庫(kù)營(yíng)銷與直復(fù)營(yíng)銷、關(guān)系營(yíng)銷、管理信息系統(tǒng)、整合營(yíng)銷以及客戶關(guān)系管理的關(guān)系模型,并在此基礎(chǔ)上結(jié)合一些先進(jìn)的營(yíng)銷理論、方法與電子商城數(shù)據(jù)庫(kù)營(yíng)銷的具體實(shí)踐相結(jié)合,探討和整理出了一個(gè)基本框架,給出我國(guó)電子商城實(shí)施數(shù)據(jù)庫(kù)營(yíng)銷的一套計(jì)算方法,并提出相應(yīng)的營(yíng)銷策略。 本文共有7個(gè)部分。 第一部分是緒論。本章介紹了電子商城的一些基本和現(xiàn)實(shí)的情況,基于這些變化經(jīng)營(yíng)者越來(lái)越希望營(yíng)銷手段和方法得到改進(jìn)。而數(shù)據(jù)庫(kù)營(yíng)銷即為此時(shí)最優(yōu)的選擇。數(shù)據(jù)庫(kù)營(yíng)銷是建立在傳統(tǒng)營(yíng)銷基礎(chǔ)之上,但它的用途更廣、效率更高,與傳統(tǒng)營(yíng)銷相比,它更重視知識(shí)的作用、持續(xù)性的營(yíng)銷改進(jìn)及保持與消費(fèi)者的對(duì)話。數(shù)據(jù)庫(kù)營(yíng)銷在西方發(fā)達(dá)國(guó)家的企業(yè)中已逐漸普及,并成為企業(yè)在新時(shí)代建立新的競(jìng)爭(zhēng)優(yōu)勢(shì)的有力工具。 第二部分介紹了數(shù)據(jù)庫(kù)營(yíng)銷概念特征及流程。在總結(jié)了科特勒和Robert、Gama等人的理論后,分析了數(shù)據(jù)庫(kù)營(yíng)銷起源于直復(fù)營(yíng)銷,但目前已遠(yuǎn)遠(yuǎn)超出了傳統(tǒng)直復(fù)營(yíng)銷的范疇。它是基于關(guān)系營(yíng)銷的觀念,著重于與環(huán)境中的各種影響企業(yè)營(yíng)銷的因素保持及時(shí)的溝通和反饋,依據(jù)市場(chǎng)的狀況,適時(shí)調(diào)整營(yíng)銷策略,與市場(chǎng)建立起長(zhǎng)期穩(wěn)定的關(guān)系。要保持這種長(zhǎng)期穩(wěn)定的關(guān)系就需要給顧客提供全方位的持續(xù)的服務(wù),以便建立起顧客對(duì)企業(yè)或品牌的信賴感,進(jìn)而產(chǎn)生對(duì)企業(yè)或產(chǎn)品的忠誠(chéng),實(shí)現(xiàn)企業(yè)的短期利益和長(zhǎng)期目標(biāo)。整合營(yíng)銷與數(shù)據(jù)庫(kù)營(yíng)銷更是密不可分,數(shù)據(jù)庫(kù)營(yíng)銷是整合營(yíng)銷的基礎(chǔ)和工具,而整合營(yíng)銷的觀念貫穿于數(shù)據(jù)庫(kù)營(yíng)銷的理念之中。并提出了數(shù)據(jù)庫(kù)營(yíng)銷及相關(guān)概念關(guān)系模型。據(jù)此分析了數(shù)據(jù)庫(kù)營(yíng)銷的運(yùn)作程序并總結(jié)概括出電子商城數(shù)據(jù)庫(kù)營(yíng)銷的4個(gè)特征。 第三部分分析了電子商城數(shù)據(jù)庫(kù)營(yíng)銷在發(fā)展的過(guò)程中會(huì)遇到的主要問(wèn)題�？梢员粴w納為三類:環(huán)境問(wèn)題、技術(shù)問(wèn)題與應(yīng)用問(wèn)題,電子商城如何避免或克服這些問(wèn)題很大程度上決定著數(shù)據(jù)庫(kù)營(yíng)銷的效力。 第四部分介紹了數(shù)據(jù)庫(kù)營(yíng)銷基礎(chǔ)理論研究述評(píng)。由于現(xiàn)在用于數(shù)據(jù)庫(kù)營(yíng)銷分析的工具很多,建庫(kù)、收集數(shù)據(jù)等都不是數(shù)據(jù)庫(kù)營(yíng)銷真正難點(diǎn),真正的難點(diǎn)在于如何將信息轉(zhuǎn)化為營(yíng)銷知識(shí)。在顧客終身價(jià)值的定義和模型的綜述基礎(chǔ)上,文章基于Dywer的方法提出了一個(gè)電子商城數(shù)據(jù)庫(kù)營(yíng)銷可實(shí)施性的CLV計(jì)算方法。并在RFM的綜述基礎(chǔ)總結(jié)出利用RFM分析來(lái)進(jìn)行數(shù)據(jù)庫(kù)營(yíng)銷的原因。 第五和第六部分是文章的重點(diǎn)。詳細(xì)介紹了電子商城數(shù)據(jù)庫(kù)營(yíng)銷的各個(gè)步驟并根據(jù)數(shù)據(jù)挖掘和顧客市場(chǎng)細(xì)分提出相應(yīng)的營(yíng)銷策略。營(yíng)銷數(shù)據(jù)是電子商城數(shù)據(jù)庫(kù)營(yíng)銷最基本、最關(guān)鍵的要素,在通過(guò)原始數(shù),據(jù)和二手?jǐn)?shù)據(jù)的收集后,經(jīng)過(guò)對(duì)數(shù)據(jù)的編輯,編碼,篩選預(yù)處理,重新編碼和轉(zhuǎn)錄后并最終導(dǎo)入Excel表中,輸出滿足管理者需要的有用信息。然后根據(jù)RFM分析的步驟,進(jìn)行客戶市場(chǎng)的細(xì)分,并通過(guò)識(shí)別系統(tǒng)、減少顧客流失、提高服務(wù)質(zhì)量建立起顧客忠誠(chéng),并在客戶細(xì)分和顧客忠誠(chéng)的基礎(chǔ)上提出一些建議,最后提出挖掘潛在客戶也是數(shù)據(jù)庫(kù)營(yíng)銷重要任務(wù)之一。 第七部分介紹了電子商城數(shù)據(jù)庫(kù)營(yíng)銷的評(píng)估與測(cè)試。利用投資回報(bào)率(ROI)的公式設(shè)置測(cè)試組與對(duì)照組,以期達(dá)到測(cè)試結(jié)果科學(xué)、準(zhǔn)確,接近事實(shí);所需的成本小的雙重目的。ROI可以清楚地計(jì)算任何一項(xiàng)營(yíng)銷方案的直接效果,但有了數(shù)據(jù)庫(kù)營(yíng)銷后,營(yíng)銷人員就可以考慮更多的因素并設(shè)計(jì)出以后多年的盈利計(jì)劃,而非僅僅考察某一單項(xiàng)方案的回報(bào)情況,此時(shí)營(yíng)銷人員就需借助CLV這一精密的指標(biāo),該指標(biāo)將保留率、推薦率和長(zhǎng)期消費(fèi)水平因素都考慮在內(nèi),管理者可以依據(jù)留住顧客、增強(qiáng)顧客忠誠(chéng)度的能力以及顧客消費(fèi)水平評(píng)判營(yíng)銷狀況。 在撰寫(xiě)過(guò)程中,自己深感對(duì)電子商城尤其是發(fā)達(dá)國(guó)家電子商城先進(jìn)的營(yíng)銷理論與實(shí)踐缺乏深入的理解,加上個(gè)人對(duì)數(shù)據(jù)庫(kù)深層次知識(shí)的掌握程度不夠,以及能力、閱歷的局限,論文有很多不足之處,盡管研究電子商城數(shù)據(jù)庫(kù)營(yíng)銷的理論與方法,但沒(méi)有深入地研究不同類型電子商城在實(shí)際操作中應(yīng)各自注意的細(xì)節(jié)問(wèn)題,個(gè)性化的研究欠缺;雖然提出了一套計(jì)算方法,但沒(méi)有進(jìn)行實(shí)證研究,有效性尚待檢驗(yàn)。這些問(wèn)題都是要在今后的研究和工作中重點(diǎn)關(guān)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.

【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 王素芬,湯兵勇;客戶終身價(jià)值模型的研究[J];黑龍江大學(xué)自然科學(xué)學(xué)報(bào);2002年02期

2 孟琳;數(shù)據(jù)庫(kù)營(yíng)銷——新世紀(jì)企業(yè)營(yíng)銷的利器[J];企業(yè)活力;2004年06期

3 王成亮,顧寶炎;差異化客戶細(xì)分模型的建立和應(yīng)用[J];上海管理科學(xué);2005年01期

4 沈池俊;對(duì)數(shù)據(jù)庫(kù)營(yíng)銷功能的戰(zhàn)略思考[J];商業(yè)經(jīng)濟(jì)與管理;1998年03期

5 程發(fā)新,廖春良;數(shù)據(jù)庫(kù)營(yíng)銷與現(xiàn)代企業(yè)營(yíng)銷理念的轉(zhuǎn)變[J];現(xiàn)代管理科學(xué);2003年12期

6 馬宏巖;數(shù)據(jù)庫(kù)營(yíng)銷戰(zhàn)略:國(guó)有企業(yè)走出困境的現(xiàn)實(shí)選擇[J];中國(guó)流通經(jīng)濟(jì);1999年03期

7 汪濤,徐嵐;顧客資產(chǎn)與競(jìng)爭(zhēng)優(yōu)勢(shì)[J];中國(guó)軟科學(xué);2002年01期

，

本文編號(hào)：1784560