The Impact of Internet Marketing and Database Marketing on Business Value Creation

• Main Authors: Hsiu-Chen Chang, 張秀貞
• Other Authors: Ming-Shong Shiaw
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/15626062948930302760

碩士 === 樹德科技大學 === 資訊管理研究所 === 91 === Today, intangible assets are believed more important for business operations than tangible assets. This trend also leads business to pay more attention to the importance of the accumulation of customer assets in order to improve their marketing performance. Business are recommended to make full use of information technology and internet resources to maintain a good customer relationship, and create more life-time values for customers, both of which ultimately promote business values. Accordingly, the purpose of this study is to explore the impacts of the internet marketing and database marketing on business value creation. The results are expected to be an important basis on which business develop their internet marketing strategy and database design. This study will focus on three relevant constructs: internet marketing, database marketing, and business value. It intends to conduct a survey on business staff about their intensions on these three constructs. Finally, it will examine the relationship between these constructs. The conclusion is that the database marketing is less capable than internet marketing, in information technology, database marketing is real more difficult than internet marketing, and needs more implement cost, too. Therefore, native financial institutions need to make more efforts in database marketing. Besides, the ability of native financial institutions in marketing mix 4C is obvious higher than in marketing mix 4P, that display these business make efforts in imploving 4C that is focus on customer and the result meet the service characteristic. Moreover, the ability of database marketing or internet marketing is the same in different financial institution. On the whole, internet marketing strategy with the aid of database marketing will promote the business values more significantly than the internet marketing alone.