WO2019061611A1 - 营销活动的管理方法、装置、设备及计算机存储介质 - Google Patents

营销活动的管理方法、装置、设备及计算机存储介质 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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Prior art keywords
marketing
activity
plan
channel
campaign
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PCT/CN2017/107400
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English (en)
French (fr)
Inventor
刘开华
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平安科技（深圳）有限公司
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Publication of WO2019061611A1 publication Critical patent/WO2019061611A1/zh

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR 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; CALCULATING OR 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

本申请公开了一种营销活动的管理方法，包括以下步骤：当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；基于活动策划者输入的营销活动信息，配置形成营销活动方案；将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。本申请还公开了一种营销活动的管理装置、设备及计算机存储介质。本申请提高营销活动方案制定的合理性，以此同时为配置的营销活动方案选择合适的营销渠道，以达到营销活动收益最大化。

Description

营销活动的管理方法、装置、设备及计算机存储介质
本申请要求于2017年09月30日提交中国专利局、申请号为201710929164.6申请名称为“营销活动的管理方法、装置、设备及计算机存储介质”的中国专利申请的优先权，其全部内容通过引用结合在申请中。
技术领域
本申请涉及网络营销领域，尤其涉及营销活动的管理方法、装置、设备及计算机存储介质。
背景技术
现有的绝大多数企业通过进行线上营销活动的组织策划，以获得盈利或者增加团队凝聚力。
有的企业设有专门的策划部，进行活动的组合策划，但是由于活动的大小、活动的类型、活动流程、活动的参与人员、活动时间、活动地点等因素的不同，活动策划者不能全面的考虑到活动中的影响因素，因此在活动策划时可能不够科学，以此同时，针对营销活动还可能存在活动不能在合适的营销渠道上执行等问题，在活动的执行过程中，活动的组织策划者并不能对活动进行全面的掌握，活动出现问题时也不能对活动进行调整，活动的数据也不能进行及时的更新，尤其针对一些线上线下同时进行的活动，活动的策划管理就变得尤为困难，活动的组织者需要兼顾活动的整个流程，但是这并不一定能保证活动的完美进行，还有可能出现活动组织者顾此失彼分身乏术的现象。
上述内容仅用于辅助理解本申请的技术方案，并不代表承认上述内容是现有技术。
发明内容
本申请的主要目的在于提供一种营销活动的管理方法、装置、设备及计算机存储介质，旨在提高营销活动方案制定的合理性，以此同时为制定的营销活动方案选择合适的营销渠道，以达到营销活动收益最大化。
为实现上述目的，本申请提供一种营销活动的管理方法，所述营销活动的管理方法包括以下步骤：
当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
基于活动策划者输入的营销活动信息，配置形成营销活动方案；
将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
可选地，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤包括：
基于活动策划者输入的营销活动信息，确定营销活动的约束条件，所述营销活动信息包括活动时间、活动人数和活动地址；
根据所述约束条件和营销活动信息中的活动参数，配置形成营销活动方案。
可选地，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤之后，包括:
将配置的营销活动方案进行线上发布，获取营销活动方案对应页面的用户浏览记录；
根据用户浏览记录调整营销活动方案的配置，以完成营销活动方案的线上测试。
可选地，所述将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比的步骤包括：
将营销活动方案在营销池进行发布，统计营销池中各营销渠道对应的支持用户数量，并获取所述支持用户数量的个人信息；
根据所述个人信息和营销活动方案中的营销产品信息，确定对应的预置购买概率模型；
将所述个人信息和产品营销产品信息代入所述预置购买概率模型，计算各营销渠道中支持用户的购买率，以确定营销池中各营销渠道的收益；
根据营销活动方案的预设投入和所述各营销渠道的收益，评估各营销渠道的投入产出比。
可选地，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤包括：
根据所述投入产出比，确定目标营销渠道，判断是否存在多个目标营销渠道；
若存在多个目标营销渠道，则将多个目标营销渠道设置对应的推广顺序，以根据所述推广顺序，在目标营销渠道上执行营销活动方案。
可选地，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤之后，包括：
将营销活动方案设置活动节点，当到达活动节点时，获取活动参与者的数量，以根据活动参与者的数量变化对营销活动方案进行评估。
可选地，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤之后，还包括：
当检测到营销活动出现异常时，发送提示信息至活动策划者，以提示活动策划者及时调整营销活动方案。
为实现上述目的，本申请还提供一种营销活动的管理装置，所述营销活动的管理装置包括：
显示输入模块，用于当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
输入配置模块，用于基于活动策划者输入的营销活动信息，配置形成营销活动方案；
广告评估模块，用于将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
营销执行模块，用于根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
为实现上述目的，本申请还提供一种营销活动的管理设备，所述营销活动的管理设备包括：存储器、处理器及存储在所述存储器上并可在所述处理器上运行的营销活动的管理程序，其中：
所述营销活动的管理程序被所述处理器执行时实现上述的营销活动的管理方法的步骤。
此外，为实现上述目的，本申请还提供一种计算机存储介质，所述计算机存储介质上存储有营销活动的管理程序，所述营销活动的管理程序被处理器执行时实现如上述的营销活动的管理方法的步骤。
本申请实施例提出的一种营销活动的管理方法包括以下步骤：当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；基于活动策划者输入的营销活动信息，配置形成营销活动方案；将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。通过活动策划者输入的营销活动信息（营销活动信息包括活动名称、活动时间、活动目的、活动类型和/或活动地址），将营销活动信息作为约束条件配置形成营销活动方案，减少了策划者人为进行营销活动方案的策划产生的活动方案不科学等因素，将配置形成的营销活动方案在营销池中不同的营销渠道上进行发布，计算不同营销渠道的收益，以利用营销渠道的收益评估对应营销渠道的投入产出比，最终根据营销渠道的投入产出比选择合适的营销渠道进行营销活动方案的执行，实现了营销活动渠道的选择，本申请提高营销活动方案制定的合理性，以此同时为制定的营销活动方案选择合适的营销渠道，以达到营销活动收益最大化。
附图说明
图1是本申请实施例方案涉及的硬件运行环境的服务器结构示意图；
图2为本申请营销活动的管理方法一实施例的流程示意图；
图3为图2中营销活动的管理方法的步骤S20的细化流程示意图；
图4为图2中营销活动的管理方法的步骤S30的细化流程示意图；
图5为本申请营销活动的管理方法另一实施例的流程示意图；
图6为本申请营销活动的管理装置的一实施例的程序模块示意图。
本申请目的的实现、功能特点及优点将结合实施例，参照附图做进一步说明。
具体实施方式
应当理解，此处所描述的具体实施例仅仅用以解释本申请，并不用于限定本申请。
如图1所示，图1是本申请实施例方案涉及的硬件运行环境的服务器结构示意图，即，本申请中的营销活动的管理设备可以是服务器的一部分，也可以作为服务器或者与服务器进行通信连接。
本申请实施例营销活动的管理设备作为服务器，服务器可以是PC，也可以是智能手机、平板电脑、便携计算机等具有显示功能的终端设备，本申请中活动策划者在所述服务器中进行营销活动方案的配置，服务器将配置完成的营销活动方案发布营销池（营销池：可以理解为营销数据库，在营销池中包含有不同的营销渠道，各个营销渠道中有不同的用户，将配置完成的营销活动方案发布营销池，即，将营销活动方案发布至产生营销活动收益的客户端）。
如图1所示，该服务器可以包括：处理器1001，例如CPU，网络接口1004，用户接口1003，存储器1005，通信总线1002。其中，通信总线1002用于实现这些组件之间的连接通信。用户接口1003可以包括显示屏（Display）、输入单元比如键盘（Keyboard），可选用户接口1003还可以包括标准的有线接口、无线接口。网络接口1004可选的可以包括标准的有线接口、无线接口（如WI-FI接口）。存储器1005可以是高速RAM存储器，也可以是稳定的存储器（non-volatile memory），例如磁盘存储器。存储器1005可选的还可以是独立于前述处理器1001的存储装置。
可选地，服务器还可以包括摄像头、RF（Radio Frequency，射频）电路，传感器、音频电路、WiFi模块等等。其中，传感器比如光传感器、运动传感器以及其他传感器。具体地，光传感器可包括环境光传感器及接近传感器，其中，环境光传感器可根据环境光线的明暗来调节显示屏的亮度。作为运动传感器的一种，重力加速度传感器可检测各个方向上（一般为三轴）加速度的大小，静止时可检测出重力的大小及方向，可用于识别移动服务器姿态的应用（比如横竖屏切换、相关游戏、磁力计姿态校准）、振动识别相关功能（比如计步器、敲击）等；当然，服务器还可配置陀螺仪、气压计、湿度计、温度计、红外线传感器等其他传感器，在此不再赘述。
本领域技术人员可以理解，图1中示出的服务器结构并不构成对服务器的限定，可以包括比图示更多或更少的部件，或者组合某些部件，或者不同的部件布置。
如图1所示，作为一种计算机存储介质的存储器1005中可以包括操作***、网络通信模块、用户接口模块以及营销活动的管理程序。
在图1所示的服务器中，网络接口1004主要用于连接后台数据库，与后台数据库进行数据通信；用户接口1003主要用于连接客户端（用户端），与客户端进行数据通信；而处理器1001可以用于调用存储器1005中存储的营销活动的管理程序，并执行以下操作：
当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
基于活动策划者输入的营销活动信息，配置形成营销活动方案；
将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
进一步地，处理器1001可以调用存储器1005中存储的营销活动的管理程序，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤还包括：
基于活动策划者输入的营销活动信息，确定营销活动的约束条件，所述营销活动信息包括活动时间、活动人数和活动地址；
根据所述约束条件和营销活动信息中的活动参数，配置形成营销活动方案。
进一步地，处理器1001可以调用存储器1005中存储的营销活动的管理程序，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤之后，还执行以下操作：
将配置的营销活动方案进行线上发布，获取营销活动方案对应页面的用户浏览记录；
根据用户浏览记录调整营销活动方案的配置，以完成营销活动方案的线上测试。
进一步地，处理器1001可以调用存储器1005中存储的营销活动的管理程序，所述将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比的步骤，还执行以下操作：
将营销活动方案在营销池进行发布，统计营销池中各营销渠道对应的支持用户数量，并获取所述支持用户数量的个人信息；
根据所述个人信息和营销活动方案中的营销产品信息，确定对应的预置购买概率模型；
将所述个人信息和产品营销产品信息代入所述预置购买概率模型，计算各营销渠道中支持用户的购买率，以确定营销池中各营销渠道的收益；
根据营销活动方案的预设投入和所述各营销渠道的收益，评估各营销渠道的投入产出比。
进一步地，处理器1001可以调用存储器1005中存储的营销活动的管理程序，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤还执行以下操作：
根据所述投入产出比，确定目标营销渠道，判断是否存在多个目标营销渠道；
若存在多个目标营销渠道，则将多个目标营销渠道设置对应的推广顺序，以根据所述推广顺序，在目标营销渠道上执行营销活动方案。
进一步地，处理器1001可以调用存储器1005中存储的营销活动的管理程序，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤之后，还执行以下操作：
将营销活动方案设置活动节点，当到达活动节点时，获取活动参与者的数量，以根据活动参与者的数量变化对营销活动方案进行评估。
进一步地，处理器1001可以调用存储器1005中存储的营销活动的管理程序，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤之后，还执行以下操作：
当检测到营销活动出现异常时，发送提示信息至活动策划者，以提示活动策划者及时调整营销活动方案。
参照图2，本申请营销活动的管理方法的一实施例，所述营销活动的管理方法包括：
步骤S10，当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息。
服务器检测活动策划者的营销活动配置请求时，在服务器的终端上显示营销活动的配置界面，以供活动策划者输入营销活动信息（营销活动信息中包含有活动目的、活动类型、活动名称、活动参与人员数量等信息，用于配置营销活动方案）。
步骤S20，基于活动策划者输入的营销活动信息，配置形成营销活动方案。
服务器检测到营销活动信息输入完成后，基于用户输入的活动信息确定营销活动的限制因素和基本类型（即，确定营销活动是线上活动还是线下活动营销活动、营销的产品），针对营销活动的限制因素和基本类型排除部分不符合营销活动信息的营销活动方案；具体地，服务器中预存有不同的营销活动的活动方案，根据输入的营销活动信息对预存的营销活动方案做线性规划，获取满足营销活动信息的营销活动的活动方案，以进行营销活动方案的配置，即，营销活动方案的配置包括确定营销活动的时间、活动地址、活动预计参与人数量等信息。
现有的营销活动服务器主要用于营销活动的发布，营销活动方案的策划主要依赖于策划者，在本实施例中无需活动策划者进行全部的营销活动策划，只需营销活动策划者在服务器中输入营销活动信息，服务器可以基于输入的信息制定出符合条件的营销活动方案，与人工进行营销活动方案定制相比，本申请中营销活动方案的策划效率更高，同时服务器配置的营销活动方案综合的因素更多，配置的营销活动方案更加合理。
步骤S30，将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比。
在步骤S30之前还需要进行以下步骤：
步骤a、将配置的营销活动方案进行线上发布，获取营销活动方案对应页面的用户浏览记录。
步骤b、根据用户浏览记录调整营销活动方案的配置，以完成营销活动方案的线上测试。
具体地，将配置的营销活动方案在抽取测试样本中进行发布，获取营销活动方案对应页面的用户浏览记录，根据不同页面用户的浏览时间和点击记录，分析配置营销活动方案，例如，营销活动方案中包括不同的活动环节，并对应设置有不同的活动页面，跟据线上测试的用户的浏览记录，当浏览时间超过30秒，用户有相应的点击操作，则将该页面的营销活动的环节作为用户感兴趣的地方，以根据用户浏览记录调整营销活动方案的配置。
将营销活动方案在营销池（营销池是指包含多个营销渠道的数据库，其中每个营销渠道中包含有对应营销渠道的相关用户，将营销活动方案在营销池发布，是为了将营销活动方案针对相关的客户进行全面广告）进行广告（广告是为了某种特定的需要，通过一定形式的媒体，公开而广泛地向公众传递信息的宣传手段），根据营销活动的活动方案和支持用户数量，得到营销渠道中的支持用户数量购买营销活动方案中营销产品的概率，综合统计各营销渠道中所有支持用户数的购买产品的概率和产品收益以得到各营销渠道的收益，以评估各营销渠道的投入产出比。
例如，营销活动方案是针对一款理财产品，将营销活动的方案在营销池中进行发布，确定理财产品的营销渠道后，结合营销活动方案与营销渠道中支持用户数量的信息，根据每一个支持用户数量的信息和产品确定对应的购买概率，采用二分法，将购买概率小于0.5的用户认为购买概率较低删除，统计购买概率不小于0.5的用户的收益，即，该营销渠道上有接收到营销产品的人500个，其中根据用户信息计算购买概率，购买概率小于0.5的用户400人，其余人的购买概率为0.51的10人，购买概率为0.6的20人，购买概率为0.7的20人，购买概率为0.8的40人，购买概率为0.9的15人，购买概率为1的5人，营销活动方案对应的商品收益1000，则该营销渠道的收益为（0.51*10+0.6*20+0.7*20+0.8*40+0.9*15+1*5）*1000=81600；将营销活动方案执行的预设投入与收益进行比值，得到投入产出比。
步骤S40，根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
根据计算得到的各渠道的投入产出比，选择投入产出比较高的渠道作为目标营销渠道，以将配置的营销方案在目标营销渠道上执行，例如营销活动方案是针对保险业务的，将营销活动方案上线到不同的渠道进行广告，根据投入产出比的计算，最终选择线上的营销渠道作为目标营销渠道，在线上营销渠道上执行营销活动方案；在用户选择多个营销渠道进行营销时，还可对应设置营销渠道的推广顺序，例如有两个目标营销渠道时，可以是同时推销，还可以采取按照一定的顺序依次推广。
具体地，步骤S40还包括：
步骤c、根据所述投入产出比，确定目标营销渠道，判断是否存在多个目标营销渠道；
步骤d、若存在多个目标营销渠道，则将多个目标营销渠道设置对应的推广顺序，以根据所述推广顺序，在目标营销渠道上执行营销活动方案；
在本实施例中通过活动策划者输入的营销活动信息（营销活动信息包括活动名称、活动时间、活动目的、活动类型和/或活动地址），将营销活动信息作为约束条件配置形成营销活动方案，减少了策划者人为进行营销活动方案的策划产生的活动方案不科学等因素，将配置形成的营销活动方案在营销池中不同的营销渠道上进行发布，根据用户的浏览记录形成不同营销渠道的收益，以利用营销渠道的收益评估对应营销渠道的投入产出比，最终根据营销渠道的投入产出比选择合适的营销渠道进行营销活动方案的执行，实现了营销活动渠道的选择，本申请提高营销活动方案制定的合理性，以此同时为制定的营销活动方案选择合适的营销渠道，以达到营销活动收益最大化。
进一步的，参照图3，本实施例中一种营销活动的管理方法的步骤S20，包括：
步骤S21，基于活动策划者输入的营销活动信息，确定营销活动的约束条件，所述营销活动信息包括活动时间、活动人数和活动地址。
服务器基于活动策划者输入的营销活动信息，影响营销活动的因素，将影响营销活动的因素作为营销活动的约束条件，所述营销活动信息包括活动名称、活动时间、活动目的、活动类型和/或活动地址，例如，线下的营销活动地理位置作为约束条件，由于活动场地的限制营销活动方案需要满足特定的场合。
步骤S22，根据所述约束条件和营销活动信息中的活动参数，配置形成营销活动方案。
服务器获取符合约束条件和营销活动信息中的活动参数，将营销活动方案进行配置，即，营销活动方案配置是选择预设活动环节（预设活动环节：包括产品广告环节、产品介绍、产品购买推荐或者活动组织的环节），并将所述预设活动环节进行显示，针对产品发行时的产品推销举行活动符合约束条件的预设活动环节有：游戏环节、产品展示环节、产品预订等；将活动环节进行展示，提示活动策划者选择，将活动策划者选择的游戏环节、产品展示环节产品预订环节排列组合生成营销活动方案组，选择最优营销活动方案作为配置形成的营销活动方案。
在本实施例中针对不同的营销活动信息，选择预设的活动环节设置营销活动的活动方案，本实施例中根据不同的营销活动因素，配置形成营销活动方案，使的营销活动方案的配置更加多元化，更满足用户的需求。
进一步的，参照图4，本实施例中一种营销活动的管理方法的步骤S30，包括：
步骤S31，将营销活动方案在营销池进行发布，统计营销池中各营销渠道对应的支持用户数量，并获取所述支持用户数量的个人信息。
服务器将营销活动方案在营销池中进行发布，统计营销池中各营销渠道对应的支持用户数量（支持用户数量是指根据营销渠道的上对应的用户数量），并获取支持用户数量的个人信息（消费记录，年龄、性别、地址等）。
步骤S32，根据所述个人信息和营销活动方案中的营销产品信息，确定对应的预置购买概率模型；
具体地，服务器中预置有不同的购买概率模型，其中，购买概率模型：是不同的产品购买概率公式，其中产品购买概率公式中的影响因素有：价格、品牌、时间、气候、消费人群、产品类型等，购买概率公式是考虑到不同产品类型和面对的客户类型建立的模型，即，部分营销产品是价格导向型，则购买概率模型中价格因素所占的权重较高，有的产品时面对年轻人或者受时间影响较大，则个人信息中所占的权重较高，因此，根据个人信息和营销活动方案中的营销产品信息，选择对应的预置购买概率模型。
步骤S33，将所述个人信息和产品营销产品信息代入所述预置购买概率模型，计算各营销渠道中支持用户的购买率，以确定营销池中各营销渠道的收益。
服务器根据个人信息和营销活动方案中的营销产品信息，利用相应的计算公式计算得到支持用户数量的购买率，例如，服务器中保存有营销活动方案对应的营销产品的购买概率模型（p=t*(1/a)(r/r')*x，根据支持用户数量信息得到的购买t是最初购买动机，0—0.3动机不强；0.3—0.5酝酿购买；0.5—0.9动机较强；0.9—1急需购买；(1/a)(r/r')中a称为“价格决定指数”，一般随消费人群和行业情况制约；x为修正系数），计算出渠道中支持用户数量的购买概率后，采用二分法，将购买概率小于0.5的支持用户数量进行排除（购买概率小于0.5，即购买概率较低，如不排除在渠道中人的数量不同时，对计算有较大的影响），统计购买概率不小于0.5的支持用户数量的产品收益，最终得营销池中各营销渠道的收益。
步骤S34，根据营销活动方案的预设投入和所述各营销渠道的收益，评估各营销渠道的投入产出比。
服务器根据所述各营销渠道的收益和各营销渠道的预设营销活动投入，评估各营销渠道的投入产出比，例如，现有的各营销渠道有线上的网络营销、线下的门店直销、借助中间渠道的销售，在每一个营销渠道预设营销活动投入相同，根据计算得到的各个渠道的产出，评估各个营销渠道的投入产出比。
在本实施例中针对服务器的线上营销渠道，根据营销活动方案的浏览记录和支持用户数量信息对每一支持用户数量的购买概率，统计各个营销渠道中所有营销收益，根据营销收益和营销投入，评估各个营销渠道的投入产出比，这样的方法，可以在营销渠道的选择上更加科学，利用更少的营销费用获得更多的营销收益。
参照图5，本申请营销活动的管理方法的另一实施例，所述营销活动的管理方法包括：
步骤S50，将营销活动方案设置活动节点，当到达活动节点时，获取活动参与者的数量，以根据活动参与者的数量变化对营销活动方案进行评估。
服务器将营销活动方案在目标营销渠道公布，同时服务器根据营销活动方案中活动环节设置活动节点，设置活动节点是为了已完成活动环节的核销和评估和下一活动环节的信息更新等；在到到达营销活动到达活动节点时，统计活动参与者的数量，根据活动数量对活动环节进行调整，进一步获取活动参与者基于活动环节提出的反馈建议，以对营销活动方案中对应的活动环节进行核销和评估；以此同时服务器监控营销活动的各个活动环节，在营销活动出现异常时候发送提示信息，以提示活动策划者及时调整营销活动配置。
在本实施例中将营销活动设置活动节点，使营销活动的评估更加细致，活动策划者可以更加准确地掌握营销活动方案中具体的活动环节，对方案有更加准确地评估。
参照图6，本申请实施例还提出一种营销活动的管理装置，所述营销活动的管理装置包括：
显示输入模块，用于当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
输入配置模块，用于基于活动策划者输入的营销活动信息，配置形成营销活动方案；
广告评估模块，用于将营销活动方案在营销池进行广告，获取营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
营销执行模块，用于根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
其中，营销活动的管理装置的各个程序模块实现的步骤可参照本申请营销活动的管理方法的各个实施例，此处不再赘述。
需要说明的是，在本文中，术语“包括”、“包含”或者其任何其他变体意在涵盖非排他性的包含，从而使得包括一系列要素的过程、方法、物品或者***不仅包括那些要素，而且还包括没有明确列出的其他要素，或者是还包括为这种过程、方法、物品或者***所固有的要素。在没有更多限制的情况下，由语句“包括一个……”限定的要素，并不排除在包括该要素的过程、方法、物品或者***中还存在另外的相同要素。
上述本申请实施例序号仅仅为了描述，不代表实施例的优劣。
通过以上的实施方式的描述，本领域的技术人员可以清楚地了解到上述实施例方法可借助软件加必需的通用硬件平台的方式来实现，当然也可以通过硬件，但很多情况下前者是更佳的实施方式。基于这样的理解，本申请的技术方案本质上或者说对现有技术做出贡献的部分可以以软件产品的形式体现出来，该计算机软件产品存储在如上所述的一个存储介质(如ROM/RAM、磁碟、光盘)中，包括若干指令用以使得一台终端设备(可以是手机，计算机，服务器，空调器，或者网络设备等)执行本申请各个实施例所述的方法。
以上仅为本申请的优选实施例，并非因此限制本申请的专利范围，凡是利用本申请说明书及附图内容所作的等效结构或等效流程变换，或直接或间接运用在其他相关的技术领域，均同理包括在本申请的专利保护范围内。

Claims (21)

  1. 一种营销活动的管理方法，其特征在于，所述营销活动的管理方法包括以下步骤：
    当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
    基于活动策划者输入的营销活动信息，配置形成营销活动方案；
    将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
    根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
  2. 如权利要求1所述的营销活动的管理方法，其特征在于，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤包括：
    基于活动策划者输入的营销活动信息，确定营销活动的约束条件，所述营销活动信息包括活动时间、活动人数和活动地址；
    根据所述约束条件和营销活动信息中的活动参数，配置形成营销活动方案。
  3. 如权利要求1所述的营销活动的管理方法，其特征在于，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤之后，包括:
    将配置的营销活动方案进行线上发布，获取营销活动方案对应页面的用户浏览记录；
    根据用户浏览记录调整营销活动方案的配置，以完成营销活动方案的线上测试。
  4. 如权利要求1所述的营销活动的管理方法，其特征在于，所述将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比的步骤包括：
    将营销活动方案在营销池进行发布， 统计营销池中各营销渠道对应的支持用户数量，并获取所述支持用户数量的个人信息；
    根据所述个人信息和营销活动方案中的营销产品信息，确定对应的预置购买概率模型；
    将所述个人信息和产品营销产品信息代入所述预置购买概率模型，计算各营销渠道中支持用户的购买率，以确定营销池中各营销渠道的收益；
    根据营销活动方案的预设投入和所述各营销渠道的收益，评估各营销渠道的投入产出比。
  5. 如权利要求1所述的营销活动的管理方法，其特征在于，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤包括：
    根据所述投入产出比，确定目标营销渠道，判断是否存在多个目标营销渠道；
    若存在多个目标营销渠道，则将多个目标营销渠道设置对应的推广顺序，以根据所述推广顺序，在目标营销渠道上执行营销活动方案。
  6. 如权利要求1所述的营销活动的管理方法，其特征在于，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤之后，包括：
    将营销活动方案设置活动节点，当到达活动节点时，获取活动参与者的数量，以根据活动参与者的数量变化对营销活动方案进行评估。
  7. 如权利要求6所述的营销活动的管理方法，其特征在于，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤之后，还包括：
    当检测到营销活动出现异常时，发送提示信息至活动策划者，以提示活动策划者及时调整营销活动方案。
  8. 一种营销活动的管理装置，其特征在于，所述营销活动的管理装置包括：
    显示输入模块，用于当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
    输入配置模块，用于基于活动策划者输入的营销活动信息，配置形成营销活动方案；
    广告评估模块，用于将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
    营销执行模块，用于根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
  9. 一种营销活动的管理设备，其特征在于，所述营销活动的管理设备包括：存储器、处理器及存储在所述存储器上并可在所述处理器上运行的营销活动的管理程序，其中：
    所述营销活动的管理程序被所述处理器执行时实现以下步骤：
    当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
    基于活动策划者输入的营销活动信息，配置形成营销活动方案；
    将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
    根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
  10. 如权利要求9所述的营销活动的管理设备，其特征在于，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤包括：
    基于活动策划者输入的营销活动信息，确定营销活动的约束条件，所述营销活动信息包括活动时间、活动人数和活动地址；
    根据所述约束条件和营销活动信息中的活动参数，配置形成营销活动方案。
  11. 如权利要求9所述的营销活动的管理设备，其特征在于，所述营销活动的管理程序被所述处理器执行时实现以下步骤:
    将配置的营销活动方案进行线上发布，获取营销活动方案对应页面的用户浏览记录；
    根据用户浏览记录调整营销活动方案的配置，以完成营销活动方案的线上测试。
  12. 如权利要求9所述的营销活动的管理设备，其特征在于，所述将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比的步骤包括：
    将营销活动方案在营销池进行发布， 统计营销池中各营销渠道对应的支持用户数量，并获取所述支持用户数量的个人信息；
    根据所述个人信息和营销活动方案中的营销产品信息，确定对应的预置购买概率模型；
    将所述个人信息和产品营销产品信息代入所述预置购买概率模型，计算各营销渠道中支持用户的购买率，以确定营销池中各营销渠道的收益；
    根据营销活动方案的预设投入和所述各营销渠道的收益，评估各营销渠道的投入产出比。
  13. 如权利要求9所述的营销活动的管理设备，其特征在于，所述营销活动的管理程序被所述处理器执行时实现以下步骤：
    根据所述投入产出比，确定目标营销渠道，判断是否存在多个目标营销渠道；
    若存在多个目标营销渠道，则将多个目标营销渠道设置对应的推广顺序，以根据所述推广顺序，在目标营销渠道上执行营销活动方案。
  14. 如权利要求9所述的营销活动的管理设备，其特征在于，所述营销活动的管理程序被所述处理器执行时实现以下步骤：
    将营销活动方案设置活动节点，当到达活动节点时，获取活动参与者的数量，以根据活动参与者的数量变化对营销活动方案进行评估。
  15. 如权利要求9所述的营销活动的管理设备，其特征在于，所述营销活动的管理程序被所述处理器执行时还实现以下步骤：
    当检测到营销活动出现异常时，发送提示信息至活动策划者，以提示活动策划者及时调整营销活动方案。
  16. 一种计算机存储介质，其特征在于，所述计算机存储介质上存储有营销活动的管理程序，所述营销活动的管理程序被处理器执行时实现以下步骤：
    当检测到营销活动配置请求时，显示营销活动的配置界面，以供活动策划者输入营销活动信息；
    基于活动策划者输入的营销活动信息，配置形成营销活动方案；
    将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比；
    根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案。
  17. 如权利要求16所述的计算机存储介质，其特征在于，所述基于活动策划者输入的营销活动信息，配置形成营销活动方案的步骤包括：
    基于活动策划者输入的营销活动信息，确定营销活动的约束条件，所述营销活动信息包括活动时间、活动人数和活动地址；
    根据所述约束条件和营销活动信息中的活动参数，配置形成营销活动方案。
  18. 如权利要求16所述的计算机存储介质，其特征在于，营销活动的管理程序被处理器执行时实现以下步骤：
    将配置的营销活动方案进行线上发布，获取营销活动方案对应页面的用户浏览记录；
    根据用户浏览记录调整营销活动方案的配置，以完成营销活动方案的线上测试。
  19. 如权利要求16所述的计算机存储介质，其特征在于，所述将营销活动方案在营销池进行广告，确定营销池中各营销渠道的收益，以评估各营销渠道的投入产出比的步骤包括：
    将营销活动方案在营销池进行发布， 统计营销池中各营销渠道对应的支持用户数量，并获取所述支持用户数量的个人信息；
    根据所述个人信息和营销活动方案中的营销产品信息，确定对应的预置购买概率模型；
    将所述个人信息和产品营销产品信息代入所述预置购买概率模型，计算各营销渠道中支持用户的购买率，以确定营销池中各营销渠道的收益；
    根据营销活动方案的预设投入和所述各营销渠道的收益，评估各营销渠道的投入产出比。
  20. 如权利要求16所述的计算机存储介质，其特征在于，所述根据所述投入产出比，确定目标营销渠道，以在目标营销渠道上执行营销活动方案的步骤包括：
    根据所述投入产出比，确定目标营销渠道，判断是否存在多个目标营销渠道；
    若存在多个目标营销渠道，则将多个目标营销渠道设置对应的推广顺序，以根据所述推广顺序，在目标营销渠道上执行营销活动方案。
  21. 如权利要求16所述的计算机存储介质，其特征在于，所述营销活动的管理程序被所述处理器执行时实现以下步骤：
    将营销活动方案设置活动节点，当到达活动节点时，获取活动参与者的数量，以根据活动参与者的数量变化对营销活动方案进行评估。
    22、如权利要求16所述的计算机存储介质，其特征在于，所述营销活动的管理程序被所述处理器执行时还实现以下步骤：
    当检测到营销活动出现异常时，发送提示信息至活动策划者，以提示活动策划者及时调整营销活动方案。
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