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    Title: 從企業整體效益探討事業群間行銷整合平台之價值–以某企業集團為例
    Authors: 吳東昇
    Wu,Tung Shen
    Contributors: 郭更生
    Kuo, Geng Shen
    吳東昇
    Wu,Tung Shen
    Keywords: 企業整體效益
    行銷整合平台
    事業群
    Date: 2004
    Issue Date: 2009-09-12 12:24:15 (UTC+8)
    Abstract: 隨著企業持續擴張規模及多角化成長,不同功能定位的事業群相繼產生,包括產品性質、發展成熟度以及市場競爭力也有所差異,傳統各事業群獨立的行銷模式對於企業集團整體效益而言已顯不足,本研究藉由文獻理論分析的回顧建構行銷整合平台的雛型,並且進一步透過產業專家訪談的結果歸納出行銷整合平台對於企業集團整體效益之優缺點;以某企業集團為例,驗證行銷整合平台模式並提出行銷整合平台發展模式以及分析行銷整合平台對於企業集團整體之價值。
    企業外部就產業訪談各功能單位的結果歸納出關於顧客關係、供應商管理及Buyer對於行銷整合平台的優缺點看法。優點方面,對管理當局當局而言,行銷整合平台可以幫助管理當局與各事業群的策略聚焦,資源利用更有效率,且由於各事業群的累積加乘效果有助於拓展經濟規模;缺點方面,企業各部門及管理單位普遍認為溝通過程的時間冗長、溝通成本過高,而各事業群由於利潤中心制自負盈虧,使行銷整合平台因績效難以評估而影響合作意願。行銷整合平台之發展分三個階段,分別帶給企業在短中長期上的整體效益。對於企業內部的價值乃在於組織內部跨單位的資源整合;在企業整體競爭力提升的前提下,隨著行銷整合平台成功案例的持續增加,長期經營上將有助於增強客戶的信任感,對新事業群的客戶開發具有延伸效果,達到企業永續經營的策略目標。
    第一章 緒 論 6
    第一節 研究緣起 6
    第二節 研究目的 8
    第三節 研究範圍及內容 9
    一、研究範圍 9
    二、研究內容 9
    三、研究流程 11
    第二章 文獻回顧 13
    第一節 利潤中心事業群 13
    一、利潤中心制(Profit Center) 13
    二、綜效理論 15
    第二節 行銷策略 17
    一、 方向策略矩陣(Directional Policy Matrix) 17
    二、 競爭優勢 18
    二、企業行銷 21
    第三節 小結 27
    ㄧ、產業價值鏈之聚焦 27
    二、行銷整合平台 28
    第三章 研究程序 34
    第一節 研究設計與操作 34
    一、研究架構 34
    二、研究方法 36
    三、 研究限制 36
    第二節 資料收集程序 37
    一、訪談計畫 37
    39
    第一節 IT產業整合平台分析 39
    一、IT產業價值鏈 39
    二、行銷整合平台之意義 40
    第二節 個案描述及驗證 43
    一、公司簡介 43
    二、個案驗證 50
    第三節 結果與討論 54
    ㄧ、行銷整合平台之優缺點 54
    二、行銷整合平台模式 55
    三、企業價值 57
    第五章 結論與建議 59
    第一節 結論 59
    ㄧ、行銷整合平台之優缺點 59
    二、行銷整合平台之發展模式 62
    三、行銷整合平台對企業集團之價值 68
    第二節 後續研究建議 73
    參考文獻 75
    附錄一、訪談紀錄 82
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    92932506
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0092932506
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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