一对一行销在网站与匿名访客之互动关系之研究

-1-(Kotler&Armstrong,1999)InterseMidoriChan……-2-1.2.3.4.1.2.3.?4.5.6.-3--4-Kotler&Armstrong(1999)(directmarketing)Peppers&Rogers(1993)-5-PeppersRoger(One–to-OneMarketing)2-12-1Peppers,D.andM.Rogers(1993).1.2.3.4.-6-5.6.7.8.9.10.11.12.-7-()Deighton(1994)(Addressability)(Responsiveness)PeppersandRogers(1995)(1)(2)(3)BlattbergandDeighton(1991)HoffmanandNovak(1995)()()(kiosk)Tapscott(1996)()-8-()Molenaar(1995)(1)(2)(3)(Kierzkowskiet.al.,1996)FishburneandMontgomery(1996)HagelandSacconaghi(1996)BlattbergandDeighton(1991)(1)(2)(3)(4)(5)(6)Kierzkowski,etal.(1996)(1)(2)(3)(4)(5)-9-()George(1987)Powell(1996)(85)-10-()AldersonXA1YA2XY1.XY2.A1XY3.A2YXXYXYHouston&Gassenheimer(1987)Kotler(1999)1.-11-2.3.4.5.Bagozzi1.Bagozzi(1974)2.Bagozzi(1975)Houston&Gassenheimer(1987)()Kotler(1999)1.-12-2.3.4.()2-21.2.2-2()-13-()-14-Kolter,P.andG.Armstrong,(1999).-15-2-2-16-Berman,B.(1996).-17-()2-42-4-18-(85)2-32-3(85)BtoC-19--20--21-1.2.3.4.5.6.7.8.9.-22-10.11.()(Coding)2-41.(Client)(Browser)2.(WebServer)3.(DatabaseServer)2-4(Coding)(Client)(WebServer)(DatabaseServer)(DataAttribute)(AssumptionData)(MechanismData)(MarketingData)2-4-23-1.(MechanismData)2.(MarketingData)3.(AssumptionData)()BtoC2-52-5(Client)(Server)(Database)CookieIPHTTPIPPORT-24-()1.e-mail2.3.4.5.6.7.-25-8.9.10.11.1.WebLogFilesWebClientIP203.68.76.54--[14/Sep/1999:05:39:09+0800]GET/left.HTMHTTP/1.120017312.CookieCookieCookieCookieCookieCookie-26-Cookie3.(TrackingSoftwareAgent)ServerClient(1)Client(Client)Plug-InWinsocket(2)ServerServerA.Proxy(Client)WebWebTrackingAgentJavaAppletJavaAppletStart()Stop()()B.CGICGICGICGICGICGI-27-C.ScriptWebServerJavaScriptVBScriptASPCGI4.5.(Questionnaire)-28-(userprofile)Peppers&Rogers(1993)1.2.3.Email4.5.Peppers&Rogers(1993),-29-6.7.Greening(2000)(Visitorcharacteristics)(Itemcharacteristics)(Visitorinteractions)(Datamining)2-6-30-2-6DemographicsHomeaddress,income,purchasingresponsibility,recreationalequipmentownershipPsychographicsPersonalitytypesVisitorcharacteristicsTechnographicsOperatingsystem,browser,domain,modemspeed.WebcontentinformationMediatype,Contentcategory,URLItemcharacteristicsProductinformationSKU(stock-keepingunit,basicallyaproductnumber),Productcategory,color,size,price,margin,availablequantities,promotionlevel.PurchasehistoryProductsdates,purchasedatesAdvertisinghistoryWhichitemswereshowntoavisitorVisitor-iteminteractionsPreferenceinformationItemsratingsprovidedbyavisitor,click-streaminformation,linkopportunitiesVisitor-sitestatisticsPer-sessioncharacteristicsTotaltime,pagesviewed,revenue,profitpersessionwithavisitorVisitorsitestatisticsVisitor-companyinformationTotalnumberofcustomerreferralsfromavisitor,totalprofit,totalpageviews,numberofvisitspermonth,lastvisit,Brandmeasurements,BrandassociationsGreening,D.R.(2000).Greening(2000)-31-Greening(2000)(userprofiles)()(Peppers&Rogers,1993)Peppers&Rogers(1993)(2-6)(2-5)-32-2-52-6Greening(2000)(Itemsratingsprovidedbyavisitor,click-streaminformation,linkopportunities)V3688xV3688xBerry&Linoff1997DataMiningDataMining(times)(time)-33-(classification)(estimation)(prediction)(affinitygrouping)(clustering)1.(class)(decisiontree)(memory-basedreasoning)2.3.4.()(crossselling)5.(clusters)(segmentation)k-meansagglomeration-34-V3688xV3688xT281.2.3.CookieCookieCookie1.2.3.()4.Cookie-35-Cookie(Engeletall.,1995)2-7t1Behaviort1(t2)(Behaviort1)t3(Behaviort1,Behaviort2)(2-1)(2-2)-36-Pointt1Pointt2Pointt3Pointt4Behaviort1Behaviort2Behaviort3Behaviort42-7UserprofiletntnBehaviortitiWeighttiti2-2IntervalTt1IntervalTt2IntervalTt3)12.......(..................................................1-*=∑=nitititnWeightBehaviorprofileUserTt3Tt1Tt2-37-WeighttitiTtiti()Intervaltiti())22(......................................................................).........,(-=tititiIntervalTfWeight-38-3-11to11.2.3.4.1to1()-39-H1.Kotler(1999)H2.-40-H3.1.2.3.-41-4.Cookie5.1to1-42-3-13-1()-43-1.2.3.4.()-44-3-23-21.ID()2.3.()BrowserServerClient-45-1.UserIDUserdata3-23-21UserID2Creattime2.Behaviordata3-33-31UserID2Subject3Type4Viewtime5Pno3.Userprofile3-43-41UserID2Type3Score-46-4.Content3-53-51Creattime2Type3Subject4Content()-47--48-……-49-0doB0doTscore“”0thenUpdateuserprofilesetscore=Tscorewhereuserid=cookieandtype=A.typeElseInsertintouserprofile(userid,type,score)values(cookie,A.type,Tscore)End-50-0doB0doTscore“”0thenUpdateuserprofilesetscore=Tscorewhereuserid=cookieandtype=A.typeElseInsertintouserprofile(userid,type,score)values(cookie,A.type,Tscore)End-51-0doB0doTscore“”0thenUpdateuserprofilesetscore=Tscorewhereuserid=cookieandtype=A.typeElseInsertintouserprofile(userid,type,score)values(cookie,A.type,Tscore)End-52-0doB0doTscore“”0thenUpdateuserprofilesetscore=score+Tscorewhereuserid=cookieandtype=A.typeEnd-53-0do0thenUpdateuserprofilesetscore=totaltypewhereuserid=cookieandtype=A.typeElseInsertintouserprofile(userid,type,score)values(cookie,A.type,totaltype)End-54-()nPIII500192MBRAMnPIII500*2256MBRAM-55-nWindowsNTServernMSSQL7.0nMSIIS4.0nColdFusionApplicationServer4.53-3WebServerMicrosoftIIS4.0ColdFusionS