資訊管理學報
李有仁; 陳鴻基; 李嘉寧;
頁: 1-19
日期: 1996/06
摘要: 在今日的競爭壓力下，已有愈來愈多的公司意識到公司的成敗與市場行銷的成敗是一體兩面的。而市場行銷的成敗則端賴於該公司能否隨時掌握顧客及整個環境的最新資訊。當公司的競爭環境愈來愈複雜時，其對行銷資訊的需求也就愈來愈強烈。為了要處理急劇增加的內部與外部的行銷資訊，也為了要改善資訊的品質，很多公司因而建立行銷資訊系統。 本研究整理國內外相關方面的研究並闡述行銷資訊系統的精神，演變及其組成份子。另外，本研究亦將以台灣地區1000家大型企業為研究對象，探討行銷資訊系統在台灣發展的情況，並探討不同產業其行銷資訊系統的現況，亦探討組織氣候及資訊系統氣候對行銷資訊系統品質的影響。
關鍵字: 行銷資訊系統; 組織氣候; 資訊系統氣候;
Abstract: More and more companies today recognize that corporate success is, in most cases, synonymous with marketing success. Marketing success depends on whether or not the company can always meet the needs of customers and environment. The information processing requirements of companies are expanding as their competitive environment becomes more complex. To handle the increasing external and internal information and to improve decision quality, many companies have already developed marketing information systems. This research discusses the essence and evolution of Marketing Information Systems (MKIS) and reviews the literature about this subject. It surveys the marketing departments of the top 1000 companies in Taiwan, and reports status of MKIS. It explores the differences in MKIS status under different industry type. It also examines the relationship between MKIS quality with organizational climate and information system climate.
Keywords: MKIS; Organizational climate; Information system climate;;
瀏覽次數: 6821 下載次數: 43
引用 導入Endnote
頁: 1-19
日期: 1996/06
摘要: 在今日的競爭壓力下，已有愈來愈多的公司意識到公司的成敗與市場行銷的成敗是一體兩面的。而市場行銷的成敗則端賴於該公司能否隨時掌握顧客及整個環境的最新資訊。當公司的競爭環境愈來愈複雜時，其對行銷資訊的需求也就愈來愈強烈。為了要處理急劇增加的內部與外部的行銷資訊，也為了要改善資訊的品質，很多公司因而建立行銷資訊系統。 本研究整理國內外相關方面的研究並闡述行銷資訊系統的精神，演變及其組成份子。另外，本研究亦將以台灣地區1000家大型企業為研究對象，探討行銷資訊系統在台灣發展的情況，並探討不同產業其行銷資訊系統的現況，亦探討組織氣候及資訊系統氣候對行銷資訊系統品質的影響。
關鍵字: 行銷資訊系統; 組織氣候; 資訊系統氣候;
Organizational Characteristic and Marketing Information Systems: A Study of Large Scale Companies in Taiwan
Abstract: More and more companies today recognize that corporate success is, in most cases, synonymous with marketing success. Marketing success depends on whether or not the company can always meet the needs of customers and environment. The information processing requirements of companies are expanding as their competitive environment becomes more complex. To handle the increasing external and internal information and to improve decision quality, many companies have already developed marketing information systems. This research discusses the essence and evolution of Marketing Information Systems (MKIS) and reviews the literature about this subject. It surveys the marketing departments of the top 1000 companies in Taiwan, and reports status of MKIS. It explores the differences in MKIS status under different industry type. It also examines the relationship between MKIS quality with organizational climate and information system climate.
Keywords: MKIS; Organizational climate; Information system climate;;
瀏覽次數: 6821 下載次數: 43
引用 導入Endnote