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Research on Database Marketing Based on the Audiences of Web Advertising

Author: ZuoMing
Tutor: LiXueJun
School: Shaanxi University of Science and Technology
Course: Business management
Keywords: Database Marketing Customer Value Customer Life Cycle Web Advertising
CLC: F274
Type: Master's thesis
Year: 2012
Downloads: 390
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Abstract


With the great popularity of internet and the rapid development of networktechnology, web advertising has also developed quickly through the netplatform. Although China’s web advertising started late, it has already taken arelatively large market share within such a few years, with great improvement interms of form, technology, and concept. With the growing number of websitesand the increasing rapidity of news spread, the platform for web advertising hasbeen constantly improved, which provides support for its continuousdevelopment.Meanwhile, the rapid development makes people realize that the traditionalsimple form of web advertising has been insufficient to meet the needs of themajority of the audience. Therefore it cannot make the most use of theadvantage and effectiveness of web advertising. Currently enterprises of alltypes are in active use of web advertising for information spread, especially forthose small and medium enterprises. The implementation of marketing researchinto the database of web advertising can not only solve the problem of theineffective results, but also enable the advertisers and web advertisingcompanies to respond to the market in a timely manner, to constantly improvethe effectiveness of web advertising and to achieve sustainable development.Based on the database marketing research on audience of web advertising, thispaper has planned out a database marketing strategy, conducting acomprehensive and systematic study from the establishment of database to theevaluation of its effectiveness.This paper is divided into a total of seven parts. Part I is the introduction,describing relevant research background, research significance, researchreviews, content and methods both from home and abroad. Part II describes thedevelopment status of web advertising and database marketing, and conducts adigital analysis of existing shortcomings and future development space.Meanwhile, it gives a research and presentation of relative theories whichsupports the establishment of marketing research on audience database of web advertising. And this part shows the paper is to focus on customer relationshipto conduct database marketing, for the purpose of enhancing customer value.Part III describes the establishment of web advertising database system,including the establishment of a database, data collection and the correspondingcustomer value-based data mining, which can distinguish between customers ofdifferent values, in accordance with customer life cycle and potential, throughneural network analysis, therefore providing comprehensive data support andeffective theoretical basis for the establishment of database marketing. Part IVis the major chapter of this paper. It describes the establishment of databasemarketing from such three aspects as the contents of web advertising, audiencepsychology, and the launching of web advertising. Thus unique and highlyvalue-added network advertising marketing shall be realized and achieve themaximization of its effectiveness. Part V describes the evaluation of theeffectiveness of web advertising. By establishing an evaluation system andusing a variety of methods to evaluate the effect of web advertising, theevaluation can thus play the role of guiding web advertising marketing. Part VIdescribes the creation of a database marketing environment. From the twoaspects of corporate culture construction and organizational restructuring, a softenvironment for database marketing shall be created. The last part of this papersummarizes overviews of research results, and points out the direction of futureoptimization and development.Based on the database marketing research on audience of web advertising,forming a method of the mode of feedback, database marketing system canbuild a interaction between advertisers and audience. Research on buildingdatabase marketing system base on network advertisement, including databasebuilding, marketing implementation, performance evaluation and corporateenvironmental optimization, the efficiency of advertising networkcommunication increase the benefits of network advertising provides more andmore important significance.

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