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WO2019061611A1 - Procédé, appareil, dispositif et support de stockage informatique de gestion de campagne de commercialisation - Google Patents

Procédé, appareil, dispositif et support de stockage informatique de gestion de campagne de commercialisation Download PDF

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Publication number
WO2019061611A1
WO2019061611A1 PCT/CN2017/107400 CN2017107400W WO2019061611A1 WO 2019061611 A1 WO2019061611 A1 WO 2019061611A1 CN 2017107400 W CN2017107400 W CN 2017107400W WO 2019061611 A1 WO2019061611 A1 WO 2019061611A1
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WIPO (PCT)
Prior art keywords
marketing
activity
plan
channel
campaign
Prior art date
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Ceased
Application number
PCT/CN2017/107400
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English (en)
Chinese (zh)
Inventor
刘开华
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
Ping An Technology Shenzhen Co Ltd
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Ping An Technology Shenzhen Co Ltd
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Publication of WO2019061611A1 publication Critical patent/WO2019061611A1/fr
Anticipated expiration legal-status Critical
Ceased legal-status Critical Current

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    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G—PHYSICS
    • G06—COMPUTING OR CALCULATING; COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G06Q30/0243—Comparative campaigns

Definitions

  • the present application relates to the field of network marketing, and in particular, to a management method, device, device and computer storage medium for marketing activities.
  • Some companies have a special planning department to carry out the combination planning of activities, but due to the size of the activities, the type of activities, the activities of the activities, the participants of the activities, the time of the activities, the location of the activities, etc., the event planners cannot be comprehensive. Considering the influencing factors in the activity, it may not be scientific enough in the event planning. At the same time, there may be problems in marketing activities that cannot be performed on the appropriate marketing channels. During the execution of the activities, the organization of the activities is planned. The activity cannot be fully grasped, and the activity cannot be adjusted when the activity has problems. The data of the activity cannot be updated in time.
  • the planning and management of the event becomes especially Difficulties, the organizer of the activity needs to take care of the entire process of the activity, but this does not necessarily guarantee the perfect performance of the activity, and there may be a phenomenon in which the organizer of the event ignores the problem.
  • the main purpose of the present application is to provide a management method, device, device and computer storage medium for marketing activities, aiming at improving the rationality of the marketing activity plan, and at the same time selecting an appropriate marketing channel for the developed marketing activity plan, Maximize the return on marketing activities.
  • the present application provides a management method of a marketing activity, and the management method of the marketing activity includes the following steps:
  • the configuration Based on the information of the marketing activities input by the event planner, the configuration forms a marketing activity plan
  • the marketing activity plan is advertised in the marketing pool to determine the revenue of each marketing channel in the marketing pool to evaluate the input-output ratio of each marketing channel;
  • the target marketing channel is determined to execute the marketing activity plan on the target marketing channel.
  • the step of configuring the marketing activity plan based on the marketing activity information input by the event planner includes:
  • the marketing activity information including an activity time, an activity number, and an activity address
  • the marketing campaign plan is formed according to the constraints and the activity parameters in the campaign information.
  • the method includes:
  • the step of advertising the marketing activity plan in the marketing pool to determine the revenue of each marketing channel in the marketing pool to evaluate the input-output ratio of each marketing channel includes:
  • the marketing activity plan is released in the marketing pool, and the number of supporting users corresponding to each marketing channel in the marketing pool is counted, and the personal information of the number of supporting users is obtained;
  • the input-output ratio of each marketing channel is evaluated.
  • the step of determining a target marketing channel according to the input-output ratio to execute a marketing activity plan on the target marketing channel includes:
  • the plurality of target marketing channels are set corresponding to the promotion order to execute the marketing activity plan on the target marketing channel according to the promotion order.
  • the method includes:
  • the campaign plan is set to the activity node, and when the activity node is reached, the number of activity participants is obtained to evaluate the campaign plan according to the number of event participants.
  • the method further includes:
  • the prompt message is sent to the event planner to prompt the event planner to adjust the marketing activity plan in time.
  • the present application further provides a management apparatus for a marketing activity, where the management apparatus of the marketing activity includes:
  • a display input module configured to display a configuration interface of the marketing activity for the event planner to input the marketing activity information when the marketing activity configuration request is detected
  • the input configuration module is configured to form a marketing activity plan based on the marketing activity information input by the event planner;
  • the advertisement evaluation module is configured to advertise the marketing activity plan in the marketing pool, determine the revenue of each marketing channel in the marketing pool, and evaluate the input-output ratio of each marketing channel;
  • the marketing execution module is configured to determine a target marketing channel according to the input-output ratio to execute a marketing activity plan on the target marketing channel.
  • the present application further provides a management device for a marketing campaign, the management device of the marketing campaign comprising: a memory, a processor, and a marketing campaign stored on the memory and operable on the processor Management program, where:
  • the present application further provides a computer storage medium on which a management program of a marketing activity is stored, and the management program of the marketing activity is executed by a processor to implement a marketing activity as described above. The steps of the management method.
  • a management method for a marketing activity includes the following steps: when detecting a marketing activity configuration request, displaying a configuration interface of the marketing activity for the event planner to input marketing activity information; and marketing based on the event planner input Activity information, configuration to form a marketing activity plan; advertising the marketing activity plan in the marketing pool, determining the revenue of each marketing channel in the marketing pool to evaluate the input-output ratio of each marketing channel; determining the target according to the input-output ratio Marketing channels to execute marketing campaigns on targeted marketing channels.
  • the marketing activity information is configured as a constraint to form a marketing activity plan, which reduces the planner's artificial behavior.
  • the activities plan generated by the planning of the marketing activity plan is not scientific and other factors, and the marketing action plan formed by the configuration is released on different marketing channels in the marketing pool, and the income of different marketing channels is calculated to utilize the marketing channel to evaluate the corresponding marketing.
  • the input-output ratio of the channel is finally selected according to the input and output ratio of the marketing channel to select the appropriate marketing channel to implement the marketing activity plan, and the selection of the marketing activity channel is realized.
  • This application improves the rationality of the marketing activity plan formulation, Choose the right marketing channel for the marketing campaign plan to maximize the revenue of the marketing campaign.
  • FIG. 1 is a schematic structural diagram of a server in a hardware operating environment according to an embodiment of the present application
  • FIG. 2 is a schematic flow chart of an embodiment of a method for managing a marketing activity according to the present application
  • FIG. 3 is a schematic diagram showing the refinement process of step S20 of the management method of the marketing activity in FIG. 2;
  • FIG. 5 is a schematic flowchart diagram of another embodiment of a method for managing a marketing activity according to the present application.
  • FIG. 6 is a schematic diagram of a program module of an embodiment of a management apparatus for marketing activities according to the present application.
  • FIG. 1 is a schematic structural diagram of a server in a hardware operating environment according to an embodiment of the present application. That is, the management device of the marketing activity in the present application may be part of a server, or may serve as a server or communicate with a server. connection.
  • the management device of the marketing activity in the embodiment of the present application serves as a server, and the server may be a PC, or may be a terminal device having a display function, such as a smart phone, a tablet computer, a portable computer, etc., and the event planner performs marketing activities in the server in the application.
  • the configuration of the solution the server will configure the completed marketing campaign plan to release the marketing pool (marketing pool: can be understood as a marketing database, contains different marketing channels in the marketing pool, different users in each marketing channel, will be configured to complete the marketing
  • the activity plan releases the marketing pool, that is, the marketing activity plan is released to the client that generates the revenue of the marketing activity).
  • the server may include a processor 1001, such as a CPU, a network interface 1004, a user interface 1003, a memory 1005, and a communication bus 1002.
  • the communication bus 1002 is used to implement connection communication between these components.
  • the user interface 1003 can include a display, an input unit such as a keyboard, and the optional user interface 1003 can also include a standard wired interface, a wireless interface.
  • the network interface 1004 can optionally include a standard wired interface, a wireless interface (such as a WI-FI interface).
  • the memory 1005 may be a high speed RAM memory or a stable memory (non-volatile) Memory), such as disk storage.
  • the memory 1005 can also optionally be a storage device independent of the aforementioned processor 1001.
  • the server may also include a camera, RF (Radio) Frequency, RF) circuits, sensors, audio circuits, WiFi modules, and more.
  • sensors such as light sensors, motion sensors, and other sensors.
  • the light sensor may include an ambient light sensor and a proximity sensor, wherein the ambient light sensor can adjust the brightness of the display screen according to the brightness of the ambient light.
  • the gravity acceleration sensor can detect the acceleration of each direction (usually three axes), and the magnitude and direction of gravity can be detected at rest, which can be used to identify the posture of the mobile server (such as horizontal and vertical screen switching, Related games, magnetometer attitude calibration), vibration recognition related functions (such as pedometer, tapping), etc.; of course, the server can also be equipped with other sensors such as gyroscope, barometer, hygrometer, thermometer, infrared sensor, etc. Let me repeat.
  • server structure illustrated in FIG. 1 does not constitute a limitation to the server, and may include more or fewer components than those illustrated, or some components may be combined, or different component arrangements.
  • a memory 1005 as a computer storage medium may include an operating system, a network communication module, a user interface module, and a management program for marketing activities.
  • the network interface 1004 is mainly used to connect to a back-end database for data communication with a back-end database;
  • the user interface 1003 is mainly used to connect a client (user end) to perform data communication with the client;
  • the processor 1001 can be used to call the hypervisor of the campaign stored in the memory 1005 and perform the following operations:
  • the configuration Based on the information of the marketing activities input by the event planner, the configuration forms a marketing activity plan
  • the marketing activity plan is advertised in the marketing pool to determine the revenue of each marketing channel in the marketing pool to evaluate the input-output ratio of each marketing channel;
  • the target marketing channel is determined to execute the marketing activity plan on the target marketing channel.
  • the processor 1001 may call the management program of the marketing activity stored in the memory 1005, and the step of configuring the marketing activity plan based on the marketing activity information input by the event planner further includes:
  • the marketing activity information including an activity time, an activity number, and an activity address
  • the marketing campaign plan is formed according to the constraints and the activity parameters in the campaign information.
  • the processor 1001 may invoke a management program of the marketing activity stored in the memory 1005, and after configuring the step of forming the marketing activity plan based on the marketing activity information input by the event planner, the following operations are also performed:
  • the processor 1001 may invoke a management program of the marketing activity stored in the memory 1005, and the marketing activity plan is advertised in the marketing pool to determine the revenue of each marketing channel in the marketing pool to evaluate the input and output of each marketing channel.
  • the marketing activity plan is released in the marketing pool, and the number of supporting users corresponding to each marketing channel in the marketing pool is counted, and the personal information of the number of supporting users is obtained;
  • the input-output ratio of each marketing channel is evaluated.
  • the processor 1001 may call a management program of the marketing activity stored in the memory 1005, and the step of determining the target marketing channel to execute the marketing activity plan on the target marketing channel according to the input-output ratio further performs the following operations :
  • the plurality of target marketing channels are set corresponding to the promotion order to execute the marketing activity plan on the target marketing channel according to the promotion order.
  • the processor 1001 may invoke a management program of the marketing activity stored in the memory 1005, and after determining the target marketing channel according to the input-output ratio, to perform the marketing activity plan on the target marketing channel, further execute The following operations:
  • the campaign plan is set to the activity node, and when the activity node is reached, the number of activity participants is obtained to evaluate the campaign plan according to the number of event participants.
  • the processor 1001 may invoke a management program of the marketing activity stored in the memory 1005, and after determining the target marketing channel according to the input-output ratio, to perform the marketing activity plan on the target marketing channel, further execute The following operations:
  • the prompt message is sent to the event planner to prompt the event planner to adjust the marketing activity plan in time.
  • an embodiment of a method for managing a marketing activity of the present application includes:
  • Step S10 When the marketing activity configuration request is detected, the configuration interface of the marketing activity is displayed for the event planner to input the marketing activity information.
  • the configuration interface of the marketing activity is displayed on the terminal of the server for the event planner to input the marketing activity information (the campaign activity information includes the activity purpose, the activity type, the event name, and the activity). Information such as the number of participants, used to configure marketing campaigns).
  • Step S20 configuring a marketing activity plan based on the marketing activity information input by the event planner.
  • the server After detecting that the marketing activity information input is completed, the server determines the limiting factors and basic types of the marketing activity based on the activity information input by the user (ie, determining whether the marketing activity is an online activity or an offline activity marketing campaign, a marketing product), and targeting the marketing activity.
  • the limiting factor and the basic type exclusion part of the marketing activity plan that does not meet the marketing activity information specifically, the activity plan pre-stored with different marketing activities in the server, and linearly planning the pre-stored marketing activity plan according to the input marketing activity information, obtaining The activity plan of the marketing activity that satisfies the marketing activity information, so as to configure the marketing activity plan, that is, the configuration of the marketing activity plan includes determining the time of the marketing activity, the address of the event, and the number of participants of the event.
  • the existing marketing activity server is mainly used for the release of marketing activities, and the planning of the marketing activity plan mainly depends on the planner.
  • the event planner is not required to carry out all the marketing event planning, and only the marketing event planner is in the server.
  • the server can formulate a qualified marketing activity plan based on the input information, and the marketing activity plan is more efficient in planning the marketing activity plan, and the server configuration marketing activity plan is integrated. More factors, the configuration of the marketing campaign program is more reasonable.
  • step S30 the marketing activity plan is advertised in the marketing pool to determine the revenue of each marketing channel in the marketing pool to evaluate the input-output ratio of each marketing channel.
  • step S30 The following steps are also required before step S30:
  • Step a Publish the configured marketing activity plan online, and obtain the user browsing record of the corresponding page of the marketing activity plan.
  • Step b Adjust the configuration of the marketing activity plan according to the user browsing record to complete the online test of the marketing activity plan.
  • the configured marketing activity plan is published in the extracted test sample, and the user browsing record of the corresponding page of the marketing activity plan is obtained, and the configuration marketing activity plan is analyzed according to the browsing time and the click record of the different page users, for example, the marketing activity plan. It includes different activity links, and correspondingly set different activity pages, according to the browsing records of users who are tested online. When the browsing time exceeds 30 seconds, the user has corresponding click operation, then the marketing activities of the page As a place of interest to the user, the configuration of the marketing campaign plan is adjusted according to the user browsing history.
  • Marketing campaign plan in the marketing pool refers to a database containing multiple marketing channels, each of which contains relevant users of corresponding marketing channels, and the marketing campaign plan is released in the marketing pool, in order to plan the marketing campaign Advertising for relevant customers (advertising is for a specific need, through a certain form of media, publicly and widely disseminated information to the public), according to the campaign's activity plan and the number of support users, Get the probability of the number of support users in the marketing channel to purchase the marketing products in the marketing campaign plan, comprehensively count the probability of purchasing products and the product revenue of all the supported users in each marketing channel to obtain the revenue of each marketing channel, to evaluate the various marketing channels. Input-output ratio.
  • the marketing campaign plan is for a wealth management product, which distributes the marketing campaign plan in the marketing pool, determines the marketing channel of the wealth management product, and combines the information of the number of supported users in the marketing campaign plan and the marketing channel, according to each support.
  • the information of the number of users and the product determine the corresponding purchase probability, and the dichotomy method is adopted, and the user whose purchase probability is less than 0.5 is considered to have a lower purchase probability, and the profit of the user whose purchase probability is not less than 0.5 is counted, that is, the purchase channel has received
  • There are 500 marketing products, among which 400 people are purchased according to user information, 400 users with purchasing probability less than 0.5, 10 others with purchasing probability of 0.51, 20 with purchasing probability of 0.6, and 20 with purchasing probability of 0.7 40 people with a purchasing probability of 0.8, 15 with a purchasing probability of 0.9, 5 with a purchasing probability of 1, and 1000 for the marketing activity plan, the revenue of the marketing channel is (0.51*10+0.6*20+) 0.7*20+0.8*40+0.9*15+1*5)*1000 81600; the ratio of the default investment in the execution of the marketing plan to the return is obtained, and the input-output ratio is obtained.
  • Step S40 determining a target marketing channel according to the input-output ratio to execute a marketing activity plan on the target marketing channel.
  • the channel with relatively high input and output is selected as the target marketing channel to execute the configured marketing plan on the target marketing channel.
  • the marketing activity plan is for the insurance business and will be marketing.
  • the activity plan is online to different channels for advertising.
  • the online marketing channel is selected as the target marketing channel, and the marketing activity plan is executed on the online marketing channel; when the user selects multiple marketing channels for marketing It can also set the promotion order of marketing channels. For example, when there are two target marketing channels, it can be promoted at the same time, and can also be promoted in a certain order.
  • step S40 further includes:
  • Step c determining a target marketing channel according to the input-output ratio, and determining whether there are multiple target marketing channels;
  • Step d if there are multiple target marketing channels, the plurality of target marketing channels are set corresponding to the promotion order, so as to execute the marketing activity plan on the target marketing channel according to the promotion order;
  • the marketing activity information (the campaign information includes the event name, the activity time, the activity purpose, the activity type, and/or the activity address) input by the event planner, and the marketing activity information is configured as a constraint to form a marketing activity plan. It reduces the factors such as the unscientific activity plan of the planner's planning for the marketing activity plan, and distributes the marketing action plan formed by the configuration in different marketing channels in the marketing pool, and forms the income of different marketing channels according to the user's browsing record. In order to use the revenue of the marketing channel to evaluate the input-output ratio of the corresponding marketing channel, and finally select the appropriate marketing channel to execute the marketing activity plan according to the input and output ratio of the marketing channel, and realize the selection of the marketing activity channel. The rationality of the development of the activity plan, in order to select the appropriate marketing channel for the proposed marketing activities, in order to maximize the return of marketing activities.
  • step S20 of the method for managing a marketing activity in this embodiment includes:
  • Step S21 Determine a constraint condition of the marketing activity based on the marketing activity information input by the event planner, where the marketing activity information includes an activity time, an activity number, and an activity address.
  • the server is based on the marketing activity information input by the event planner, affecting the factors of the marketing activity, and the factors affecting the marketing activity are the constraints of the marketing activity, and the marketing activity information includes the activity name, the activity time, the activity purpose, the activity type, and/or The activity address, for example, the offline marketing campaign location as a constraint, due to the restrictions of the venue, the marketing campaign program needs to meet specific occasions.
  • Step S22 configuring a marketing activity plan according to the constraint condition and the activity parameter in the marketing activity information.
  • the server obtains the activity parameters in the constraint and marketing activity information, and configures the marketing activity plan, that is, the marketing activity plan configuration is to select the preset activity link (preset activity link: including product advertising link, product introduction, product purchase recommendation) Or the activity organization link), and display the preset activity link, and the preset activity links that meet the constraints for the product promotion at the time of product release include: game link, product display link, product reservation, etc.;
  • the link is displayed, prompting the event planner to select, and the game link selected by the event planner and the product reservation link of the product display link are arranged to generate a marketing activity plan group, and the optimal marketing activity plan is selected as the marketing action plan formed by the configuration.
  • a preset activity link is selected to set an activity plan of the marketing activity.
  • a marketing activity plan is configured according to different marketing activity factors, so that the configuration of the marketing activity plan is further improved. Diversified to meet the needs of users.
  • step S30 of the method for managing a marketing activity in this embodiment includes:
  • step S31 the marketing activity plan is released in the marketing pool, and the number of supporting users corresponding to each marketing channel in the marketing pool is counted, and the personal information of the number of supporting users is obtained.
  • the server publishes the marketing activity plan in the marketing pool, and counts the number of supporting users corresponding to each marketing channel in the marketing pool (the number of supporting users refers to the number of corresponding users according to the marketing channel), and obtains the personal information supporting the number of users ( Consumption records, age, gender, address, etc.).
  • Step S32 determining a corresponding preset purchase probability model according to the personal information and the marketing product information in the marketing activity plan
  • different purchase probability models are preset in the server, wherein the purchase probability model is a different product purchase probability formula, wherein the factors influencing the product purchase probability formula are: price, brand, time, climate, consumer group, Product type, etc.
  • the purchase probability formula is a model based on different product types and customer types to be faced, that is, some marketing products are price-oriented, then the price factor in the purchase probability model has a higher weight, and some products When faced with young people or affected by time, the personal information has a higher weight. Therefore, according to the personal information and the marketing product information in the marketing activity plan, the corresponding preset purchase probability model is selected.
  • Step S33 substituting the personal information and the product marketing product information into the preset purchase probability model, and calculating a purchase rate of the support users in each marketing channel to determine the revenue of each marketing channel in the marketing pool.
  • (1/a)(r/r')*x the purchase t obtained according to the number of supported users is the initial purchase motivation, 0-0.3 motivation is not strong; 0.3-0.5 brewing purchase; 0.5-0.9 motivation is strong; 0.9- 1 urgently need to purchase; (1/a) (r/r') a is called "price determination index", generally with consumer groups and industry conditions; x is the correction factor), calculate the purchase probability of the number of supported users in the channel After that, the dichotomy method is used to exclude the number of support users whose purchase probability is less than 0.5 (the purchase probability is less than 0.5, that is, the purchase probability is low, and if the number of people in the channel is not excluded, the calculation has a greater impact) The product revenue of the number of supported users whose statistical purchase probability is not less than 0.5 is finally obtained, and the revenue of each marketing channel in the marketing pool is finally obtained.
  • step S34 the input-output ratio of each marketing channel is evaluated according to the preset investment of the marketing activity plan and the revenue of the respective marketing channels.
  • the server evaluates the input-output ratio of each marketing channel according to the revenue of each marketing channel and the preset marketing activity input of each marketing channel, for example, the existing marketing channels of various marketing channels, offline outlets, With the sales of the intermediate channels, the marketing activities are preset to be the same in each marketing channel, and the input-output ratio of each marketing channel is evaluated based on the calculated output of each channel.
  • the purchasing probability of each supporting user quantity is counted, and all marketing revenues in each marketing channel are counted, according to marketing revenue and marketing investment.
  • a method can be more scientific in the choice of marketing channels, and use less marketing expenses to obtain more marketing revenue.
  • the management method of the marketing activity includes:
  • step S50 the campaign activity plan is set to the activity node, and when the activity node is reached, the number of the activity participants is obtained, so as to evaluate the marketing activity plan according to the number of the activity participants.
  • the server announces the marketing activity plan in the target marketing channel, and the server sets the activity node according to the activity link in the marketing activity plan, and sets the activity node for the verification and evaluation of the completed activity link and the information update of the next activity link;
  • the arrival of the marketing activity arrives at the activity node, the number of activity participants is counted, and the activity link is adjusted according to the number of activities, and the feedback suggestions of the activity participants based on the activity link are further obtained to write off the corresponding activity links in the marketing activity plan.
  • the evaluation at the same time, the server monitors the various activities of the marketing campaign, and sends a prompt message when the marketing activity is abnormal, to prompt the event planner to adjust the marketing activity configuration in time.
  • the campaign node is set up to make the evaluation of the marketing activity more detailed, and the event planner can more accurately grasp the specific activity links in the marketing activity plan, and more accurately evaluate the plan.
  • the embodiment of the present application further provides a management apparatus for a marketing activity, where the management apparatus of the marketing activity includes:
  • a display input module configured to display a configuration interface of the marketing activity for the event planner to input the marketing activity information when the marketing activity configuration request is detected
  • the input configuration module is configured to form a marketing activity plan based on the marketing activity information input by the event planner;
  • the advertisement evaluation module is configured to advertise the marketing activity plan in the marketing pool, obtain the income of each marketing channel in the marketing pool, and evaluate the input-output ratio of each marketing channel;
  • the marketing execution module is configured to determine a target marketing channel according to the input-output ratio to execute a marketing activity plan on the target marketing channel.
  • the technical solution of the present application which is essential or contributes to the prior art, may be embodied in the form of a software product stored in a storage medium (such as ROM/RAM as described above). , a disk, an optical disk, including a number of instructions for causing a terminal device (which may be a mobile phone, a computer, a server, an air conditioner, or a network device, etc.) to perform the methods described in the various embodiments of the present application.
  • a terminal device which may be a mobile phone, a computer, a server, an air conditioner, or a network device, etc.

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Abstract

La présente invention concerne un procédé de gestion de campagne de commercialisation, comprenant les étapes suivantes : lors de la détection d'une requête de configuration de campagne de commercialisation, afficher une interface de configuration de campagne de commercialisation pour un planificateur de campagne afin d'entrer des informations de campagne de commercialisation ; sur la base des informations de campagne de commercialisation entrées par le planificateur de campagne, configurer un plan de campagne de commercialisation ; promouvoir le plan de campagne de commercialisation dans un groupe de commercialisation et déterminer les recettes de chaque canal de commercialisation dans le groupe de commercialisation afin d'évaluer le rapport d'entrée/sortie de chaque canal de commercialisation ; et, sur la base du rapport d'entrée-sortie, déterminer un canal de commercialisation cible et exécuter le plan de campagne de commercialisation sur le canal de commercialisation cible. La présente invention concerne également un appareil, un dispositif et un support de stockage informatique de gestion de campagne de commercialisation. La présente invention augmente la rationalité de formulation d'un plan de campagne de commercialisation et sélectionne un canal de commercialisation approprié pour un plan de campagne de commercialisation configuré, de façon à rendre maximales les recettes de la campagne de commercialisation.
PCT/CN2017/107400 2017-09-30 2017-10-24 Procédé, appareil, dispositif et support de stockage informatique de gestion de campagne de commercialisation Ceased WO2019061611A1 (fr)

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Application Number Priority Date Filing Date Title
CN201710929164.6A CN107679915A (zh) 2017-09-30 2017-09-30 营销活动的管理方法、装置、设备及计算机存储介质
CN201710929164.6 2017-09-30

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