MS Word Mailmerge Like Functionality To Allow Export To Word Document From Web Application?

I have requirement where I need to allow users to upload a Word document with place holders for certain fields which can be found in the database. This will be their template. For example the place holders might be prepended with @@ or something. For example

Dear @@Title @@Lastname

They then can grab a record and hit export to Word document. This will then let them choose the template. They can select the template and then click continue. I will then get the template and replace the @@Title with the title field in the database for the selected record. I am not sure where to start or what components I need to do this.

From my initial investigation it seems that I can do this with the new open XML standard for Office 2007. So perhaps I should read in the template and save all the contents to a db table somewhere. Then when the use wants to export I get the contents again and then do a search and replace for the @@ placeholders and link them properly. Then save the document to the output stream again which will then bring up the save dialog on their browser.

I am using ASP.Net MVC and am in a hosted environment. I was also maybe contemplating dynamically creating a new View type and dynamically creating new views when the user uploads a template. Not sure that this approach will work though.