【摘要】：近幾年，互聯(lián)網(wǎng)經(jīng)濟迅猛發(fā)展，越來越多的人接受了通過網(wǎng)絡(luò)進行消費的方式。對于企業(yè)來說，在傳統(tǒng)的營銷策略下，更多的加入了網(wǎng)絡(luò)營銷的手段，將自己的產(chǎn)品和服務(wù)推銷給客戶，而其中以電子郵件的銷售方式（EDM：Email Direct Marketing）最為普遍。 對跨國教育企業(yè)來說，希望改變傳統(tǒng)的紙質(zhì)廣告營銷方式，，利用網(wǎng)絡(luò)推廣自己教育培訓(xùn)的產(chǎn)品和服務(wù)，建立自己的電子郵件營銷系統(tǒng)，達到精準(zhǔn)，快速，個性化的營銷方式，提升用戶的消費體驗。當(dāng)前面臨的問題包括：電子郵件列表來源多，各系統(tǒng)維護自己的郵件列表，用戶經(jīng)常不能正常訂閱和退訂郵件；海量郵件的構(gòu)造及發(fā)送遲緩；郵件個性化不足，郵件打開率和點擊率較低；著陸頁面（Landing Page，即當(dāng)用戶點擊郵件鏈接后打開的頁面）通過手工部署到全球各服務(wù)器的過程復(fù)雜，沒有自動化的部署流程工具支持；以及無法追蹤評估每次營銷郵件發(fā)送的效果等等。 針對上述問題，本文在分析電子郵件營銷系統(tǒng)需求的基礎(chǔ)上，設(shè)計和實現(xiàn)了一套適合跨國教育企業(yè)的電子郵件營銷系統(tǒng)。通過建立統(tǒng)一的郵件列表Web服務(wù)系統(tǒng)和構(gòu)建分布式的郵件構(gòu)造和發(fā)送系統(tǒng)，并將其部署在全球多個國家和地區(qū)，解決了郵件列表來源較多，郵件列表分布零散等的問題，提高了郵件的發(fā)送速度，降低了郵件的彈回率。在對用戶信息進行個性化分析的基礎(chǔ)上，建立個性化的課程郵件，制定觸發(fā)型和非觸發(fā)型的郵件發(fā)送規(guī)則，對郵件列表進行歸類，從而達到精確的客戶群定位，發(fā)送個性化的郵件，提高了郵件的打開率和點擊率。在營銷活動跟蹤分析系統(tǒng)中，對郵件的發(fā)送和彈回情況進行分析，并根據(jù)郵件彈回的結(jié)果，自動對郵件列表進行退訂處理，始終保持郵件列表的有效性。通過提供相應(yīng)的營銷活動跟蹤分析報告，包括每次營銷活動的打開率，郵件的點擊情況和彈回率等統(tǒng)計，為營銷人員做出決策發(fā)揮了作用。實現(xiàn)了自動化的著陸頁面發(fā)布工具，提出了在頁面部署后遇到的頁面輸出緩存和應(yīng)用級別緩存的刷新解決方案，提高了著陸頁面部署到全球各地服務(wù)器的效率。最后，為了能夠評估營銷活動的郵件發(fā)送和接收情況，設(shè)計了自動化的測試過程和方法，用以評估郵件從構(gòu)造到發(fā)送出去所需要的時間，郵件發(fā)送后的彈回率，以及郵件進入垃圾郵箱的概率，總結(jié)了測試的結(jié)果。 本文設(shè)計的系統(tǒng)滿足了市場營銷人員通過電子郵件進行市場營銷，從而達到能夠快速，精準(zhǔn)的找到客戶和得到評估反饋的要求，并在某跨國教育企業(yè)進行了部署實施，取得了良好的效果。
[Abstract]:In recent years, with the rapid development of the Internet economy, more and more people have accepted the way of consumption through the Internet. For enterprises, in the traditional marketing strategy, more and more have joined the means of network marketing to promote their products and services to customers, and among them, e-mail sales (EDM:Email Direct Marketing) is the most common way. For multinational educational enterprises, they hope to change the traditional marketing methods of paper advertising, use the network to promote their own education and training products and services, establish their own e-mail marketing system, achieve accurate, rapid and personalized marketing mode. Improve the consumer experience. The current problems include: there are many sources of e-mail list, each system maintains its own mail list, users can not subscribe and unsubscribe mail normally, the construction and delivery of mass mail is slow. E-mail personalization is not enough, the opening rate and click-through rate of e-mail are lower; Landing page (Landing Page, (when the user clicks on the mail link to open the page) through manual deployment to the global server process is complex, there is no automated deployment process tools support; And can not track the impact of each marketing email sent, and so on. On the basis of analyzing the demand of E-mail marketing system, this paper designs and implements a set of E-mail marketing system suitable for multinational education enterprises. By establishing a unified mailing list Web service system and building a distributed mail construction and delivery system, and deploying it in multiple countries and regions around the world, the problems of more mailing list sources and scattered mailing lists are solved. It improves the speed of sending mail and reduces the bounce rate of mail. On the basis of personalized analysis of user information, this paper establishes personalized course mail, formulates the rules of email sending for touch style and non-touch style, and classifies the mailing list, so as to achieve accurate customer group positioning. Send personalized mail, improve the opening rate and click-through rate. In the marketing activity tracking analysis system, the sending and bouncing of e-mail is analyzed. According to the result of e-mail bounce, the e-mail list is automatically unsubscribed to keep the validity of E-mail list. Through providing the corresponding marketing activity tracking analysis report, including the opening rate of each marketing campaign, email click and bounce rate statistics, it plays a role for marketers to make decision-making. An automated landing page publishing tool is implemented, and a refresh solution for page output cache and application level cache encountered after page deployment is proposed, which improves the efficiency of landing page deployment to servers all over the world. Finally, in order to be able to evaluate the email sending and receiving of the marketing campaign, an automated test process and method was designed to evaluate the time required to construct and send the message, and the bounce rate after the mail was sent. And the probability of email entering the spam mailbox, summarized the results of the test. The system designed in this paper meets the marketing requirements of marketing personnel through e-mail, so as to find customers quickly and accurately and get feedback from evaluation, and it has been deployed in a multinational education enterprise. Good results have been achieved.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：TP311.52

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 蘇菲;基于J2EE的電子郵件訂閱分發(fā)系統(tǒng)的設(shè)計與實現(xiàn)[D];西安科技大學(xué);2012年

本文編號：2440646