【摘要】：電子郵件營(yíng)銷是將電子郵件作為專業(yè)的網(wǎng)絡(luò)營(yíng)銷工具，將企業(yè)的產(chǎn)品信息以郵件的形式發(fā)送給目的用戶，從而實(shí)現(xiàn)與顧客的快速高效溝通。當(dāng)前電子郵件廣告在國(guó)內(nèi)外都得到了廣泛的應(yīng)用。但是由于發(fā)送的盲目性，效率不高。如何區(qū)分不同的網(wǎng)絡(luò)消費(fèi)者，及時(shí)地了解他們所感興趣的內(nèi)容，從而進(jìn)行有針對(duì)性地，“一對(duì)一的營(yíng)銷”，是目前很多企業(yè)面臨的問題。另一方面，企業(yè)的網(wǎng)站里記錄了大量的用戶注冊(cè)信息、瀏覽信息，如何利用這些信息，從中挖掘出用戶的瀏覽規(guī)律，與電子郵件營(yíng)銷發(fā)布系統(tǒng)相結(jié)合，是提高營(yíng)銷效率的研究方向。 針對(duì)以上問題本論文的主要工作如下： 1 分析電子郵件廣告的營(yíng)銷現(xiàn)狀，通過分析明確在郵件廣告營(yíng)銷發(fā)布模型中重點(diǎn)要改進(jìn)的方面。 2 對(duì)此發(fā)布模型進(jìn)行具體化的設(shè)計(jì)，運(yùn)用網(wǎng)絡(luò)消費(fèi)者市場(chǎng)細(xì)分、定位方法進(jìn)行歸納，設(shè)計(jì)出一個(gè)包含記錄、分析網(wǎng)站注冊(cè)用戶瀏覽信息的網(wǎng)站模型，得到了一定量的注冊(cè)用戶的瀏覽信息，并且運(yùn)用數(shù)據(jù)挖掘技術(shù)，將隱含在其中的用戶特征、偏好等等重要內(nèi)容挖掘出來，從而為向用戶發(fā)送有針對(duì)性地電子郵件廣告打下基礎(chǔ)。 3 通過對(duì)網(wǎng)站瀏覽日志的分析，得出了注冊(cè)用戶的產(chǎn)品偏好，并結(jié)合郵件廣告設(shè)計(jì)的技巧，提出郵件廣告的發(fā)送方法。 本模型的研究具有廣泛的應(yīng)用價(jià)值、學(xué)術(shù)價(jià)值。對(duì)于目前大多數(shù)電子郵件廣告發(fā)布系統(tǒng)都沒有針對(duì)性地發(fā)布郵件的方法，，如何合理利用企業(yè)網(wǎng)站自身的資源，結(jié)合數(shù)據(jù)挖掘算法，提高郵件廣告的營(yíng)銷效率，本文提出的模型具有很強(qiáng)的指導(dǎo)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, 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.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2004
【分類號(hào)】：F713.8

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 杜 江 萍;E-mail營(yíng)銷信函寫作初探[J];江西財(cái)經(jīng)大學(xué)學(xué)報(bào);2000年06期

本文編號(hào)：2387431