| Summary: | 碩士 === 淡江大學 === 資訊管理學系 === 85 === In a highly competitive society, most companies must face a
tough business environment. The more complicated the environment
is the more importance the marketing information is. In order to
utilize various internal and external marketing information to
enhance marketing management information technologies play an
important role. Therefore many companies start bo build
Marketing Information Systems (MkIS). In this thesis, we first
review the spirit and evolution of MkIS and then survey top 300
companiesin Taiwan. Then we investigate how MkIS are applied in
these companies, and discuss the importance and the perceived
improvement of applying MkIS on marketing management processes.
Finally, we analyze the interaction relationship between
marketing management processes and both the information content
of MkIS and the perceived improvement of MkIS usage. Through
statistical analyses, it was found that: 1.Intelligence/market
research information, marketing planning information, overall
marketing effectivenessinformation and distribution information
are correlate significantly with perceived supports of MkIS in
the most marketing management process. 2.Companies will get
72.53% MkIS information content by gathering and maintaining the
following factor information: marketing operation information,
sales operation information, market competition information and
customer/product information. 3.The correlation between
perceived improvements and support of MkIS in the marketing
management process are very strong inmarketing and sales, but
very weak in organizational improvements. 4.Companies will get
76.24% perceived improvements of MkIS usage by improving and
enhancing following factor improvements: overall marketing/sales
improvements, organization/job improvements, marketing/sales
cost improvements and customer satisfaction improvements.
|
|---|
