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Recently, the local business environment of the retailer has
been changing violently. With the global policy of the
Government, many famous multinational companies set up their
branches and cquired some market shares from domestic firms.
Besides, by the promotion the Government, the Information
Technology Infrastructure of the supermarket and the Computer
Application Environment of this industry have a trend to be
well developed. Under such turbulent circumstances, the
supermarket of the Farmers' Association although having some
competitive advantages, also got certain pressure for survival.
In order to provide a solution for them from the Marketing
Information Systems ( MkIS ), We first constructed a framework
with 5 subsystems and 20 basic functions by employing the
Kotler's model, interviewing end users and analyzing related
literature. Then, taking 226 supermarket of Farmers'
Associations as the population, we made a survey by a
questionnaire containing previous functions and got some
findings. First, the MkIS framework developed in this research
could meet most users' needs. Second, the basic market
functions derived from the framework were not so popular in
current systems, thus a lot of promotions will be done in the
future. Third, most respondents agreed to the competitive
advantage of our MkIS framework. Finally, there are no
statistically significance among those five subsystems of
different supermarkets from the variable of geographical
location or business scale. However, we could find that some
variations occurred from the variable of using computer systems
in the store or not.
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