The Marketing Activities Management Systems Model: A Conceptual Framework under BPM

應用企業流程管理建構行銷活動管理系統之觀念架構

施儀良(I-Liang Chih) ； 廖錦農(Chin-Nung Liao)

《中華科技大學學報》 45期 (2010/10) Pp. 143-156

https://doi.org/10.7095/JCUST.201010.0143

摘要

行銷活動管理會顯著地影響行銷績效、顧客滿意及組織利潤。多年來，行銷活動管理一直呈現於行銷管理教科書或行銷論文上，然而尚缺乏活動管理績效之探討。因此，企業流程管理方法和整合行銷管理技巧是面對活動流程去提升目前的管理實務，本文提出企業流程管理方法和行銷活動管理系統，是一種新穎的管理系統模式來協助上層的組織，去設計和改進它的行銷活動管理系統，為了達到所期待的績效。

關鍵字

行銷活動管理 ； 企業流程管理 ； 行銷

並列摘要

The management of marketing activities will have a dramatic effect on marketing performance, customer satisfaction, and organizational profitability. Many years, the marketing activities management stilled displayed in marketing management textbook or marketing article and lack for marketing activities performance discussion. Therefore, a business process management (BPM) method that integrates marketing management techniques toward activities process will contribute to progress of management practices. A novel combination of BPM method and marketing activities management is proposed. The model of marketing activities management systems can help upper management of a marketing organization in designing and improve its marketing activities to achieve desired performance.

並列關鍵字

Business process management BPM ； Marketing activities management ； Marketing