| Abstract: | 資訊技術在企業管理上之應用的重心已從早期財務、會計、人事及生產方面逐漸移轉到行銷方面,近年來有關策略資訊系統的報導大都屬於行銷上的應用。由於行銷策略中有關產品、定價、促銷及通路等決策都與環境中的顧客、供應商、競爭者息息相關,因此,行銷資訊系統之影響常常是策略性的,不僅影響企業本身之績效,也常影響到產業之生態。這樣的例子雖然在台灣還算少見,但國外的個案有逐漸增多的趨勢,Cash et al(1992)一書有不少代表性的個案。 行銷資訊系統概分為消費者系統與通路系統二大部分,前者研究市場與顧客,後者促進通路中物流與資訊流的效益。近十年來此二系統的發展改變了許多傳統經營的方法,連帶的,許多管理理論與基本假設也遭到嚴重的挑戰。 不論是消費者系統或通路系統,資訊技術之應用大幅度地拉近了生產者與消費者之距離,使得生產者與消費者間得以有效地建立長期直接互動之關係。在某些個案中,消費者甚至可以參與產品之設計與生產。因此經濟學上所謂生產者與消費者之界線,已因資訊技術之發展而逐漸模糊,這種情況勢必因為近來高速網路之快速進步而更加顯著。 為了描述這種生產者與消費者之間長期直接互動之關係,有的學者稱之為關係行銷,有稱之為互動行銷,或是一對一行銷。但不論名稱為何,生產者與消費者得以直接互動之下,市場區隔之理論,促銷之作法,行銷研究方法,甚至產品之設計,生產與運送都將有革命性之改變。 本研究將重點放在探討在新的資訊技術環境下,尤其是在目前之Internet環境下,以及未來在高速網路環境下,深入分析及歸納互動行銷技術對行銷資訊系統之功能及行銷活動。
The focus of information technology application in management has moved from finance, accounting, personnel and production area to marketing in the recent years. Most of the strategic information systems reported in the literature are marketing applications. Since the decisions regarding to products, pricing, promotions and places are closely related to the environmental variables such as customers, suppliers and competitors, the impacts of marketing information systems are often strategic. It influences not only the performance of a company but also the competition and structure of the industry. Such cases are still difficult to find in Taiwan; however, there are more and more cases and research reports in U.S., Japan and Europe Many examples can be found in Cash et al. (1992). Marketing information systems can be roughly classified into consumer systems and channel systems. Consumer systems focus on the understanding of consumers and markets whereas channel systems emphasize the performance of logistics along the channel. The rapid development of these two systems in last decade has drastically changed the relationships in the marketing environment, and the ways of doing business. Consequently, many management theories and basic assumptions are challenged. The application of information technology on either consumer or channel will greatly reduce the distance between producers and consumers, Therefore, a long term, direct and interactive relationship between producers and consumers can be effectively built. In some cases consumers can participate in the designing and production process of new products. The distinction of production and consumption defined in economic theory becomes fuzzy in the world while IT increases its influences. The speed of this development will increase by the introduction of new high speed networks in the recent years. Several terms are used to describe this long term, direct and interactive relationship: relationship marketing, interactive marketing, on one-to-one marketing. The development of this type of relationship has the potential to revolutionize the theories and practices of market segmentations, promotions, marketing research, pricing and even the design, production and transportation of products. This study will analyze and sum up the functions and their impacts of marketing information systems and customer relationship under the Internet environment now and the implementation of interactive marketing technology. |
