Research On Network Database Marketing

With the rapid development of network marketing and database marketing, the network database can automatically record in the process of marketing the abundant exchange information and the data related to customers. Then how can the data be fully employed to help make administrating policies for the enterprises? An efficient solution is to carry out the network database marketing, i.e. to combine the database marketing with the network, and to establish network database as quickly as possible, so as to save and analyze efficiently the great amount of valuable data, from which the useful information of the market tendency and customers' demands can be found. The very knowledge, changed from such information, can provide bright and rapid administrating policies for the enterprises. Based on the recent researches on database marketing at home and abroad, this thesis aims to make a study by combining the database marketing and the network marketing, and considering the network database marketing a sole concept and a complete marketing method. The paper first illustrates the basic concepts of network database marketing and its connotation, origin, development, characteristics and functions; and its theoretical and technological bases are analyzed theoretically. Secondly, five basic steps in carrying out. the network database marketing are proposed from practice point of view, and the related issues are analyzed such as the choice of opportunity, research on internet, business on a contract basis, the influence of the non-technological factors etc. Finally, the optimized strategies are advanced with the present state, the advantages and the disadvantages considered. The research will deepen the theory of database marketing, and instruct and propel the database marketing into its advanced form - the network database marketing, thus enabling the enterprises to fulfill the further development, immediate handling, rapid flow, and efficient use of the marketing information, and improving the competitive ability of the enterprises. The network database marketing is the combination of the advanced marketing idea and modern information technology. It can be predicted that in the near future, the network database marketing, the presently non-current marketing method, is bound to be employed creatively, and to become the important way of making marketing policies for the enterprises.