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| 研究生： |
陳遜易 |
|---|---|
| 論文名稱： |
照相器材業公司之行銷情報系統研究 無 |
| 指導教授： | 楊必立 |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 企業管理學系 Department of Business Administration |
| 畢業學年度： | 68 |
| 語文別： | 中文 |
| 論文頁數： | 209 |
| 中文關鍵詞： | 無 |
| 相關次數： | 點閱：51 下載：0 |
| 分享至: |
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序言1
圖表目錄5
附錄目錄8
第一章 概論1
第一節 研究動機與目的3
第二節 研究範圍與對象5
第三節 資料搜集與分析方法6
第四節 本論文之研究架構7
第五節 本文之內容8
第二章 行銷情報系統有關理論的探討11
第一節 行銷情報系統的意義11
第二節 行銷情報系統的功能14
第三節 行銷情報系統的模式15
第三章 照相器材業之現況31
第一節 系統的投入部份36
第二節 系統的處理過程46
第三節 系統的產出部份50
第四節 綜合的評估64
第四章 整體性的行銷情報系統67
第一節 行銷情報之來源67
第二節 行銷情報之處理過程73
第三節 行銷情報的可能用途87
壹、規劃87
貳、控制127
第四節 使用者的考慮163
第五節 行銷情報與分析中心的成員與其在組織中的地位167
第六節 系統之成本與效益171
第五章 本論文之結論、限制與建議179
第一節 結論179
第二節 限制182
第三節 建議184
參考書目189
圖表目錄
圖次：
1-1本研究之架構8
2-1行銷情報系統的構成17
2-2行銷情報系統21
2-3行銷情報系統的結構23
2-4行銷情報系統之組成要素24
2-5整體性之行銷情報系統27
3-1歷年照相器材進口金額成長趨勢34
3-2系統之組合35
4-1行銷情報與分析中心之任務75
4-2銷售預測系統82
4-3銷售資料基地系統83
4-4銷售運動與新產品介紹之追踪系統84
4-5銷售訪問規劃與報告系統85
4-6銷售分析報告系統86
4-7產品生命週期報告圖162
4-8行銷情報與分析中心在組織的地位168
表次：
3-1歷年照相器材進口金額統計33
3-2一般經濟因素情報之搜集方式37
3-3政治法規因素情報之搜集方式39
3-4顧客情報之搜集方式40
3-5同業情報的搜集方式41
3-6業者對市場環境情報之主要來源43
3-7對市場環境情報之滿意程度44
3-8業者對情報感到不滿意的原因46
3-9業者對管理技術與數學模式之認識與應用程度49
3-10各種例行性報告所具有之家數51
3-11各公司擬訂行銷計劃之程度53
3-12各公司所搜集情報之主要用途55
3-13業者對銷售預測所採用之方法58
3-14業者提供給銷售員作規劃與執行日常活動之情報具備程度60
3-15業者提供給銷售主管作規劃與執行日常活動之情報具備程度61
3-16業者提供給行銷經理作規劃與執行日常活動之情報具備程度63
3-17業者對於行銷情報系統的內涵與目標方面尚須加強之程度65
4-1市場環境情報的種類與來源69
4-2 XX公司的產品獲利分析108
4-3主要項目價格分析表117
4-4銷貨退回分析表120
4-5依產品分之銷售分析報告128
4-6依產業別分之銷售分析報告131
4-7依主要客戶別分之銷售分析報告132
4-8依產品、客戶分之銷售分析報告134
4-9依地區分之銷售分析報告136
4-10依產品、地區分之銷售分析報告138
4-11依銷售員分之銷售分析報告139
4-12依產品、銷售員分之銷售分析報告140
4-13依部門分之銷售成本分析報告143
4-14依貢獻邊際法編製之部門利潤評估報告145
4-15依淨利法編製之部門利潤評估報告146
4-16每週工作計劃149
4-17醫療用X光攝影器材顧客記錄卡157
4-18顧客主檔資料表160
附錄目錄
一、問卷195
一、英文部份：
1. Ackoff, R. L. & Emshoff J. R. “Advertising Research at Anheuser-Busch, Inc (1963-68),” Sloane Management Review Winter, 1975.
2. Bass, F. M. “A New product Growth Mode for Consumer Durables” Management Science, January 1969.
3. Buzzell, R., Cox, D. & Brown, R. “Marketing Research and Information System,” (N. Y.: McGraw-Hill, 1969).
4. Buzzell, R. D. “E. I. Du Pont de Nemours Co. : Measurement of Effects of Advertising,” in his Mathematical Models and Marketing Management (Boston: Division of Research, Graduate School of Business Administration, Harvard University, 1964).
5. Cox, D. F & Good, R. E. “How to Build a Marketing Information System,” Harvard Business Review, Vol 45, No. 3, May-June 1967.
6. Daft, R. L. & HaoIntosch , N. B. “A New Approach to Design and Use of Management Information,” California Management Review, Fall, 1978, Vol. XXI, No. 1.
7. Dale, E. “Readings in Management: Land Marks and New Frontiers,” (N Y.: Mc Graw-Hill, Inc., 1965).
8. Eskin, G. J. & Dabbah, R. "Toward a Planning Oriented Marketing Information System,” in B. A. Movin (ed.), Marketing In a Changing World, Chicags: AMA, 1969.
9. Friedman, L. “Game Theory Models in the Allocation of Advertising Expenditures,” Operations Research, Sep-Oct, 1958.
10. Hess, S. W. & Samuels, S. A. “Experiences With a Sales Districting Model: Criteria and Implementation,” Management Science, December 1971.
11 . Johnson , R. A., Kast , F. E. & Rosenzweig, J.E. ”The Theory and Management of Systems,” 3rd ed., (N.Y.: Mc Graw-Hill, Inc., 1973).
12. Kelley, W. T. “Marketing Intelligence,” (London: Staples Press, 1968).
13. Kotler, P. “A Design for the Firm’s Marketing Nerve Center,” Business Horizons, Fall, 1966.
14. Kotler, P., “Marketing Management: Analysis, Panning and Control,” 3rd ed., (N.J.: Prentice-Hall, 1976).
15. Kuehn, A. A. & Weiss, D.L. “Marketing Analysis Training Exercise,” Behavioral Science, January 1965.
16. Kuehn, A.A,, “A model for Budgeting Advertising,” in Mathematical Models and Methods in Marketing, (ed.), Frank, M. Bass, et, al (Home Wood, Ill: Richard D. Irwin, Inc., 1961.
17. Lambin , J.J. “A Computer On-Line Marketing Mix Model,” Journal of Marketing Research, May 1972.
18. Learner, D.V. "Profit Maximization through New Product Marketing Planning and Control,” in Applications of the Sciences to Marketing Management, ed. Frank D. Bass, Charles W. King and Edgar A. Pessemier (N.Y. John Wiley & Sons Inc; 1968).
19. Lin, T.M. "A Study on Marketing Information System of an International Firm: The Tatung Company Case,” Unpublished Master Thesis, Tatung Institute of Technology Groduate School of Management, 1978.
20. Little, J D. C. “A Model of Adaptive Control of Promotional Spending,” Operations Research, Nov. 1966.
21. Little, J D. C., “An Algorithm for the Traveling Salesman Problem,” Operations Research, Nov-Dec. 1963.
22. Lucas, Jr. H. C. "Information Systems Concepts for Management,” (N.Y.: Mc raw-Hill, Inc., 1978).
23. Massy, W. F. & Frank, R.E. “Short-term Price and Dealing Effects in Selecting Marketing Segments,” Journal of Marketing Research, May 1965.
24. Matz, A. & Curry, C.J. “ Cost Accounting,” 5th ed, (Cincinnati: Southwestern Publishing Co., 1972).
25. Montgomery, D.B. “Marketing Decision Information Systems: Some Design Considerations,” in R. Ferber (ed.), Handbook of Marketing Research, (Mc Graw-Hill, Inc., 1974).
26. Montgomery, D.B. and Silk, A.J. “Estimating Dynamic Effects of Market Communication Expenditures,” Management Science, June 1972.
27. Palda, K.S. “The Measurement of Cumulative Advertising Effect,” (Prentice-Hall, Inc., 1964).
28. Po Kempner, S.J. “Information Systems for Sales and Marketing Management,” No. 591, New York: The Conference Board, 1973.
29. Schaffi K.H. & Trentin, H.G. “Marketing Information Systems,” 2nd ed., (N.Y.: AMA, Inc., 1973).
30. Schoner, B. & Uhl, K.P. “Marketing Research: Information Systems and Decision Making,” 2nd ed., (N.Y.: Wiley & Sons, Inc, 1975).
31. Semlow, W. J. “How Many Salesman Do You Need?” Harvard Business Review, May-June, 1959.
32. Shillinglaw, G. “Cost Accounting: Analysis & Control,” (Home Wood, Ill: Richard D. Irwin. 1972).
33. Simon, J.L. “Are There Economics of Scale in Advertising?” Journal of Advertising Research, June 1965.
34. Smith, S.V., Brien, R.H. & Stafford, J. E. “Readings in Marketing Information Systems: A New Era in Marketing Research,” (Boston: Houghton Mifflin, 1968).
35. Stanton, W. “Fundamentals of Marketing,” 4th ed., (N. Y.: McGraw-Hill, 1975).
36. Stanton, W. & Buskirk, R.H. “Management of the Sales Force,” (Home wood, Richard D. Irwin, Inc., 1964), 2nd ed.
37. Talley, W.J. “How to Design Sales Territories,” Journal of Marketing, January 1961.
38. Telser, L.G. “Advertising and Cigarettes,” Journal of Political Economy, October 1962.
39. Uhl, K.P. “Marketing Information Systems,” in Robert Forber (ed.), Handbook of Marketing Research, (McGraw- Hill, Inc.,1974).
40. Uhl, K.P., “Better Management of Market Information”, Business Horizons, Spring, 1966, Vol 9, No. 1.
41. Uhl, G.M. “A Media plan for” Sputnik “Cigarettes,” How to plan Media Strategy, American Association of Advertising Agence, 1957 Regional Conventions.
42. Vidale, M.L. & Wolfe, H.B. “An Operations Research Study of Sales Response to Advertising,” Operations Research, June 1957.
43. Wagner, H.M. “Principles of Operations Research,” ( Prentice-Hall, Inc., 1969).
二、中文部份：
1.周逸衡，"工業市場資訊系統建立之可行性研究－－工具機工業實例" 政大企研所，碩士論文（未出版），民國六十五年。
2.洪明洲， ”行銷情報在耐久性與非耐久性消費品製造商之應用研究“政大企研所，碩士論文（未出版），民國六十六年。
3.陳定國， ”高階管理－－企劃與決策“台北，華泰書局，民國六十六年。
4.黃俊英， ”行銷情報系統建立及應用“中華民國拓展國際市場集會年會論文集，台北：國立政治大學企業管理研究所出版，民國六十六年。
5.許士軍，”管理：規劃與創新“台北，地球出版社，民國六十三年。
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