企业市场营销信息系统的构建与管理

Construction and Management of Company’s Marketing Information System

总体营销信息系统旨在监测能影响企业所处行业的市场规模或发展趋势的因素 ,它包括人口统计信息、经济景气信息和生活形态与社会趋势等方面的信息。经营环境信息系统是指对企业营销决策有直接指导意义的信息 ,主要有消费者、渠道和竞争者信息。而企业内部营销信息系统是指从企业内部管理档案、企业外部市场研究机构以及企业内部的顾客数据库取得的营销 ,它们能针对企业营销背景提出有价值的参考数据。建立企业营销信息系统的方式可以是二手资料收集、委托外部市场研究公司收集、整理企业内部管理档案、在与顾客交易时建立顾客数据库等。

Based on the concept of data supported marketing decision, this article focus on the approaches to build three different marketing information bases. The three different marketing information database are individually named general marketing information system, task marketing information system, and internal marketing information system. Because of the different characteristics of the three information database, the collection methods are different to some extent. But, secondary data, survey by an outside marketing research firm, mining of company’s internal recording, and building customer’s database in the trade process are widely used methods.