【作者】 李丽；

【导师】 邵兵家；

【作者基本信息】 重庆大学 ， 企业管理学， 2004， 硕士

【摘要】 随着网络经济时代的到来,企业所面临的市场环境发生了深刻的变化,原有的传统商务模式下的市场导向理论已显现出局限性;而以互联网为核心的先进信息技术中的商务智能、数据挖掘等技术革命性地影响着企业对客户、合作伙伴、竞争者、雇员等信息的收集、传播、共享及快速反应。因此,在网络经济背景下,研究市场导向理论及其测评具有重要的理论和现实意义。本文适时提出了智能型市场驱动企业的概念与企业模式框架,并将其与其他类型企业模式相比较,从而论证其先进性与必然性。同时,对企业的智能型市场导向度进行综合评价,以方便企业自身或与其他企业进行比较,找出差距与不足,积极改进,从而提升企业的核心竞争力并保持持续竞争优势。本文主要涉及以下几方面的研究:智能型市场驱动企业产生机理分析。在网络经济条件下,传统市场导向的变革成为了必然趋势。而以互联网为核心的先进信息技术的突飞猛进和市场导向产生以来十多年的管理经验为智能型市场导向战略能够真正意义上实现奠定了坚实基础。智能型市场驱动企业的内涵。随着外界环境的变化及自身能力的提高,企业—顾客关系逐步向伙伴式转变,企业模式逐渐向智能型市场驱动企业转变。与内部导向型企业和非智能型企业相比较,智能型市场驱动企业在信息技术和管理方面具有卓越的优势,同时,有别于市场智能企业、网络企业和虚拟企业,智能型市场驱动企业模式的实现将帮助企业取得营销的效力和效率,提高企业管理效力与水平,创造出持续的竞争优势。智能型市场驱动企业模式。智能型市场驱动企业模式总体框架包括了5个分支模式,它们分别是:企业战略模式、企业组织模式、企业文化模式、企业信息技术模式、企业知识管理模式。智能型市场驱动企业的测度。依据七项甄选原则,并以影响市场导向、顾客导向和市场智能的各因素为基础,提出企业智能型市场导向度综合评价指标体系。根据智能型市场导向度指标体系多指标、多层次的特点,以及主、客观分析方法的优势,采用模糊综合评价法对智能型市场驱动企业进行模糊界定。更多还原

【Abstract】 With the era of network coming, the market condition business faced has been changing. The traditional theory of market-orientation under the traditional mode of business is appearing localization. Advanced network-centred information-technology including business intelligent (BI) , data-dig and so on, is affecting the wok of collecting ,transmitting, sharing and rapid responding market-related information. Under this context, researching market-orientation and its measurement have very important academic and practical signification. At the proper time, this thesis puts forward the concept of intelligent market-driven enterprise and the frame of business mode, and compares with other modes of business, so that it can demonstrate this kind of business mode is advanced and inevitable. At the same time, it synthetically evaluates intelligent market-orientation degree so that enterprises can compare itself in different period and compare with other companies to constantly perfect itself and have continuous competitive advantage.The field of study is listed as follows:① Analyzing the mechanism of production. Under the condition of era of network economy, the change of traditional market-orientation is the trend. The advanced network-centred information-technology and the over 10-years experience of market-orientate management become the base of intelligent market-driven enterprise’s production and development.② The meaning of intelligent market-driven enterprise. With the change of environment and own ability, the business-customer relationship becomes the kind of fellow; business mode becomes intelligent market-driven enterprise. Compared with interior-centred enterprise and non-intelligent enterprise, intelligent market-driven enterprise has superexcellent advantage. And distinguished with market-intelligent enterprise, network company and dummy company, it can improve efficacity and efficiency and create continuous competitive advantage.③ Intelligent market-driven enterprise mode. It includes 5branchesas follows: business strategy mode, business organization mode, business culture mode, business IT mode and business knowledge management (KM) mode.④ The measurement of intelligent market-orientation. According to 7 choose principles, at the base of the indexes that effect market-orientation, customer orientation <WP=7>and market-intelligence, it presents the index system of intelligent market-orientation degree. The system have many indexes and many arrangements, so a two-layer fuzzy synthetical evaluation method is used for measuring .更多还原