Study on Architecture-Oriented Marketing Management Model

• Main Authors: Kuo-en Huang, 黃國恩
• Other Authors: WIlliam S. chao
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/92609036387908336288

碩士 === 國立中山大學 === 傳播管理研究所 === 98 === Marketing management plays a very important and professional role in the enterprises. Therefore, marketing management is getting more and more popularity among the enterprises in recent years. Several aspects on marketing, such as technical documents, research and development plans, product quotations, are considered as core assets in one company. How to effectively realize marketing management has become a key for a company’s survival. Up to date, several world-wide well known marketing management models such as Michael Porter flow diagram, ISO 9000 flow diagram, and Enterprises flow diagram all embrace the process-oriented approach which treats the system’s structure view and behavior view separately. Separating structure view from behavior view during the planning phase may cause many difficulties, such as uneven distribution of resources, bad risk management and so on, when working on the later realization and verification phase of the marketing management system’s construction. This research utilizes architecture-oriented modeling methodology so that structure view and behavior view are coalesced when decomposing the marketing management system to obtain structure elements and behaviors deriving from interactions among these structure elements. By adopting structure-behavior coalescence, abbreviated as SBC, which includes “architecture hierarchy diagram", "structure element diagram", "structure element operation diagram", "structure element connection diagram", "structure-behavior coalescence diagram", and "interactive flow diagram", this research constructs a complete architecture-oriented marketing management model, abbreviated as AOMMM. This research is the first study using architecture-oriented approach to construct the marketing management system. Also, AOMMM solves many difficulties caused by the process-oriented approach when constructing marketing management systems. These are the contributions of this research.