The Research On Construction And Demonstration Of Database Marketing System

The database marketing grew up with the development of the competition, fraction and the lower cost of the IT system. It's obvious that the company can use the DBM obtaining the competitive advantage by locking the costumers accurate, satisfying the costumers by providing the right goods in right time, and cutting down the marketing cost effectually.The power of DBM is no double, but its development has been delayed. The main reason is that the DBM system is lack. Although the inside and outside scholars tried to create the model of the DBM by describing it a technical tool, a means, a process, or a system, the problem still can't be solved.The paper firstly gives an overview for the definition of DBM. Then it presences the driven factors and the history of DBM system. In this paper, the author defines the DBM is a process that achieves the marketing goal by guidance of DBM system. A DBM system is a marketing model though which the managements can carry out the DBM by considering the influencing factors, colleting and dealing the marketing data incessantly, constructing the marketing model, and measuring and feeding back the performance of marketing.The author considers that the DBM system includes six factors: driven factors, three key factors—database establishing, marketing modeling and performance measuring, block factors, and the managements' decision-making factors. The system provides four flows for using the DBM: feasibility analyzing, marketing database establishing, marketing model constructing, and performance measuring. It is a cycle process affected by the block factors and managements' decision-making factors.The detail contents of the DBM system's factors and flow are described in the paper. In the last part of the paper, the author gives a demonstration for some parts of the system by secondhand data simulation and case study. The author considers that the company can utilize the DBM system to obtain the competitive advantage not only for a big company but also a small one.