臺灣博碩士論文加值系統

在今日競爭激烈的社會, 對大多數企業而言, 當前面臨的經營
環境是一個極其艱困的時代, 故行銷資訊導向的經營理念愈顯其重要性.
但是, 當企業所面臨的競爭環境日益複雜時, 為了處理急遽增加的內外部
行銷資訊, 勢必導入適當資訊科技支援行銷管理, 於是許多公司建置了行
銷資訊系統. 本研究將闡述行銷資訊系統的精神與演進, 並以台灣地
區300家大型企業為研究對象, 調查行銷資訊系統在台灣企業的應用現況.
另外, 本研究亦探討行銷資訊系統應用在行銷管理程序的重要性與認知改
善情形, 同時分析行銷資訊系統的資訊內涵與採用行銷資訊系統所獲致認
知改善兩者與行銷管理程序間互動關係. 經資料分析後, 獲得以下結果:
1.行銷研究/蒐集資訊, 行銷規劃資訊, 整體行銷效力資訊, 配銷通路資
訊等四項資訊與大多數行銷管理程序呈現顯著正相關. 2.企業若能蒐集並
維護行銷作業資訊, 銷售作業資訊, 市場環境競爭資訊, 顧客與產品資訊
等四項關鍵資訊, 便足以掌握72.53% MkIS資訊來源. 3.MkIS應用在行銷
管理程序的支援與行銷和銷售兩方面的認知改善呈現非常顯著正相關, 但
在組織方面則不顯著. 4.企業若能針對行銷與銷售整體改善, 組織內部工
作改善, 行銷與銷售成本改善, 顧客滿意資訊改善, 銷售額與銷售效率改
善等五項關鍵改善項目, 便足以掌握76.24% MkIS認知改善.

In a highly competitive society, most companies must face a
tough business environment. The more complicated the environment
is the more importance the marketing information is. In order to
utilize various internal and external marketing information to
enhance marketing management information technologies play an
important role. Therefore many companies start bo build
Marketing Information Systems (MkIS). In this thesis, we first
review the spirit and evolution of MkIS and then survey top 300
companiesin Taiwan. Then we investigate how MkIS are applied in
these companies, and discuss the importance and the perceived
improvement of applying MkIS on marketing management processes.
Finally, we analyze the interaction relationship between
marketing management processes and both the information content
of MkIS and the perceived improvement of MkIS usage. Through
statistical analyses, it was found that: 1.Intelligence/market
research information, marketing planning information, overall
marketing effectivenessinformation and distribution information
are correlate significantly with perceived supports of MkIS in
the most marketing management process. 2.Companies will get
72.53% MkIS information content by gathering and maintaining the
following factor information: marketing operation information,
sales operation information, market competition information and
customer/product information. 3.The correlation between
perceived improvements and support of MkIS in the marketing
management process are very strong inmarketing and sales, but
very weak in organizational improvements. 4.Companies will get
76.24% perceived improvements of MkIS usage by improving and
enhancing following factor improvements: overall marketing/sales
improvements, organization/job improvements, marketing/sales
cost improvements and customer satisfaction improvements.