- 學位論文
決策支援系統與知識管理在藥品行銷管理應用之探討
The Application of Decision Support Systems and Knowledge Management in Pharmaceutical Marketing and Sales Management
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摘要
本研究論文主要在藉由決策支援系統(DSS)與知識管理(KM)的觀念，連結客戶關係管理(CRM)及藥品業務行銷人員的各項績效指標，進行探討。 在知識管理方面，藉由知識螺旋的方式，對於組織內的隱性知識及顯性知識在組織內有系統的分享、整合、轉化與散播。並以決策支援系統的觀念，建立一知識管理的平台，意即以科技的方式，建構業務管理系統，以使觀念能與實際應用結合。 研究的主軸在於觀念的整合與運用，以進行客戶相關資料、業務行銷人員績效指標資料、組織共享事件等資料庫的創建。並分析在網站架構時，其資料庫類型、網頁編程軟體及網站架構硬體設備的選擇與運用。 而針對文獻的探討，將網站的功能進行系統性分析，以決定知識管理的實際功能，並諮詢組織內行銷及業務部門的意見，以進行使用者介面的設計。 網際網路平台的功能主要分為六個系統，首頁部落格、業績管理、銷售目標管理、客戶管理、事件管理及後台管理等，並另外線上測驗系統， 以進行銷售人員產品知識的訓練。 研究的結果，在於藉由網路平台的實際運用，使資訊及知識在組織內充份流通，並使管理者及業務行銷人員能即時的管理績效相關資訊。
並列摘要
This study focus on the linkage of Customer Relationship Management (CRM) and performance indicatiors of pharmatheautical sales and marketing people by concept of Decision Support System (DSS) and Knowledge Management (KM). On the hand of knowledge management, by way of Knowledge Spiral to systemically share, integrate, transfer and distribute tacit and explicit knowledge of organization. From concept of DSS to construct a platform of knowledge management in terms by way of IT technology to design and construct Sales Management System in order to make concept work in real application. This study focus on combination of conceptipon and application in order to conduct databse of cutomer relative data, performance indicatiors of sales and marketing people, events of organization. And this study also analize how to select database type, webpage programming software and platform hardward when establish a website. After studies of articles and papers, to deploy systemic analysis of website to decide functions of KM and consult sales and markeing department to design the user interface. There are six major systems in this website, Home page system, Sales system, Target system, Customer System, Event management and administrator system. There is also on-line certification system for prodcut knowledge training of sales forces. The results of study are information and knowledge completely sharing between organization and make managers and sales foreces get real time performance indicatiors by the application of website platform.
參考文獻
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延伸閱讀
- 鄭仁宗（2010）。知識管理結合行動學習對企業經營效益的影響-以系統動態決策模式實例探討〔碩士論文，大同大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0081-3001201315110354
- 蔡政勳（2007）。知識管理在資訊新產品開發之應用〔碩士論文，淡江大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0002-2806200711592000
- Wang, Y. S. (2003). 建構知識管理系統之研究－以組織決策知識為例 [master's thesis, Kun Shan University]. Airiti Library. https://doi.org/10.6828/KSU.2003.00031
- Dalfard, V. M., Jafari, A., & Alizadeh, T. (2012). Application of Knowledge Management in Customer Relationship Management Processes. Research Journal of Applied Sciences, Engineering and Technology, 4(12), 1762-1766. https://www.airitilibrary.com/Article/Detail?DocID=20407467-201206-201510230013-201510230013-1762-1766
- Tsai, W. C. (2007). A Research of Application of Project Management Methodology on Knowledge Management [master's thesis, Chang Jung Chrisian University]. Airiti Library. https://doi.org/10.6833/CJCU.2007.00118