【作者】 杨鸿章；

【导师】 刘金兰；

【作者基本信息】 天津大学 ， 管理科学与工程， 2004， 博士

【摘要】 近年来,国内很多高科技企业在高速发展到一定规模时开始停滞不前,甚至过早地步入衰退期,不能及时地调整组织机构及运行机制,尤其是营销系统,是一个重要原因。网络化营销系统作为一种新型组织形式,研究文献不多,也不系统。本文试图通过对网络化营销系统的构成要素及相互关系进行系统、综合、全面的研究,为网络化营销组织的建立提供一个完整的理论框架。本文主要研究内容包括以下几个方面:1、根据系统理论,提出了网络化营销系统的结构模型;2、从群落交错区的角度,根据交易成本理论,对营销系统的边界进行了界定,指出营销系统的外部边界呈现虚拟化,出现一体化和分立化两种趋势;营销系统的内部边界则日益模糊,并有消失的趋势;3、把项目作为网络化营销系统的主要运作机制:项目成组管理形成了职能项目团队和业务项目团队,项目组合管理的主要方式是建立项目办公室,为各战略项目团队支持;4、提出了网络化营销系统的目标体系及市场成熟度的测量方法:除了传统的指标以外,还增加了内部营销、顾客导向和团队方面的内容。通过采用单一价格模型(SPM),合理选择输入、输出指标,测量出各区域市场即决策单元的市场相对成熟度,来综合评价目前的市场占有率,较好地解决了市场占有率的预测问题;5、把信任与合作、内部营销的企业文化、营销人员的道德规范作为营销系统的整合机制,并对内部营销在营销系统中的适用性进行了界定:只有职能项目团队与战略项目团队之间、职能项目团队与业务项目团队之间、战略项目团队与业务项目团队之间,由于交易成本较低,适于实行内部营销;6、在分析研究了营销人员职业道德失范的现象及原因的基础上,根据有限理性社会人假设,提出以企业为主,全社会动员起来,建立一个完善的约束机制、监督机制、激励机制和自律机制,来提升营销人员的职业道德水平。更多还原

【Abstract】 In recent years, many high-tech companies are getting into stagnation or declination after a shortdated high-speed devepment, mainly because their structure and operating system of marketing system can’t be changed timely or properly. As a new type organization, Networked marketing system is little studied on systems perspective. Based on the previous research works, this dissertation studies its components and relationship between them, in order to provide a systematic, synthetical and comprehensive framework of the implementation. The main works of this dissertation are generalized as follows.1. A structural model of networked marketing ststem is set up based on system theory.2. The boundary of marketing system is made concern Based on the concept of ecotone and transaction cost theory. The external boundary will become visualized with the trend of integratation and dispartation, while the internal one will become blured gradually, even disappeared finally.3. Projects are the system’s elementary operating units. Grouped projects form functional teams or operation teams, and combinized ones constitute strategic teams served by project office.4. Internal marketing, customer orientation and teams are adding into a systematic object system. Using the single price model (SPM), the market share can be forecast by measuring the market maturity.5. The integratation of the system is composed of trust and cooperation, internal marketing culture and ethical norms of marketing personnel. Because of lower transaction cost, internal marketing is only suitable for the interaction of functional teams and strategic teams or operation teams, as well as strategic teams and operation teams.6. After analyzing the phenomena and motives of marketing personnel’s moral problems in detail, all companies and the whole society are appealed to set up a complete system of restriction, supervisation, incentiveness and self-discipline in order to upgrade marketing personnel’s moral level.更多还原