Research On The Database Marketing System Based On Knowledge Management

Database-marketing is a mode used in enterprise to improve marketing effect and cut down cost, while the Database-marketing system is a platform based on which the database-marketing is operated. On one hand, the rapid development of information technology brings comprehensive support for database-marketing. On the other hand, it also brings huge amount of information and knowledge. Thus, how to make full use of information is a puzzle that we must be settled, which is helpful to make marketing efficient and acquire core competence ability at last.Although enterprises can use database marketing to improve competitiveness, and scholars both home and abroad try to clarify the connotations, role and the implementation process of database marketing from the point of technical tools, methods,the process,as well as the system, knowledge-management(hereafter named KM) still does not come into consideration. KM is the new stage of information-management development, which aims at knowledge innovation by means of acquirement,storage,sharing and applying of the knowledge. So we should learn from the concept of knowledge-management, maximize the activity of information and knowledge in and outside of the enterprise. It surely will be helpful to improve the pertinence of the marketing strategy and planning, which will result in improvement of marketing effect.The article firstly gives an overview on the definitions of DM and KM, systemizes the related references and research, then adopts methods, including compare analysis,archival research,field survey,induction and deduction as well as synthetical evaluation, to discuss the mechanism of acquirement, application and the innovation of marketing-related knowledge in enterprise. And then, it gives out the framework of DBMS.It also summaries the relationships between DBMS and KM, and analysizes the principles,goals,features and function demand of the system design. Consequently, it puts forward the functional and structural design of DBMS based on KM. DBMS based on KM have several subsystems, such as customer touch point management,database management,marketing knowledge management and operation management. The article also gives an introduction to the mechanism of subsystems operation. At last, it analysizes the restructuring of the organization and key Position arrangement before implemention of the system, as well as the application process. It emphasizes that DM must follow the management decision and lead to good performance. It should optimize and control various processes, continually collect and process marketing data, establish marketing knowledge database and conduct marketing activities as well as give evaluation and feedback, which will result in a continuous circulation system.Innovations of this article lies in that it points out the nature and laws of the knowledge flow in DBMS, providing a theoretical framework for KM and DM in further study, putting forward the framework and models of DBMS that is based on KM and user-oriented, giving a complete implementation of DBMS. The article has a certain theoretical significance and practical value.