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论文编号：	6632
作者编号：	2220130986
上传时间：	2014/12/1 21:27:17
中文题目：	基于信息化的TB公司营销成本管理模式研究
英文题目：	Research on TB Company''''s Marketing Cost Management Based on Informatization
指导老师：	李莉
中文关键字：	营销成本，信息系统，营销成本管理
英文关键字：	marketing costs, information system，marketing cost management
中文摘要：	以计算机技术和网络技术为中心的信息技术是当今科学技术中影响最大的技术。随着信息技术在企业中应用的发展，信息化建设成为企业关注的问题。由最初的财务记账软件到后来的ERP系统，信息化建设已经渗入到企业的每个业务环节。尤其是财务记账和ERP系统中的制造成本管理系统日趋成熟，为企业节约了成本，提高了工作效率。由于营销成本的繁琐特征和不确定性因素较多，企业在营销成本管理的信息化建设仍很薄弱。国内外很多专家学者和企业对此已进行了大量的研究和应用，取得了许多有价值的研究成果。本文将借鉴这些研究成果，以TB公司作为案例研究微观运营营销模式下的基于信息化平台的营销成本管理模式。 TB公司是一家具有百年历史的啤酒企业，是一家具有先进管理理念的啤酒企业，在近十年的发展历程中，摸索出一套适合快速消费品企业在不同发展阶段的基于信息化平台的营销成本管理模式。首先，论文阐述了研究背景、研究内容、研究方法和研究工具。本文的创新点在于具体到企业的某种营销模式，在这种营销模式下开展的信息化建设，最终形成一套适合此种模式的营销成本管理信息系统模型，具有相同企业背景相同营销模式的企业，可以借鉴应用。其次，论文以TB公司作为案例，将TB公司在发展历程中的现状及存在问题一一深入剖析，面对问题如何解决，进一步根据TB公司的微观运营营销模式设计了一套营销成本管理模式，分别包含促销成本管理模式、物流成本管理模式、运营成本管理模式，将整个企业里面的营销成本逐层打开结合不同的信息系统模块进行构建模型。论文进一步阐述了模型的结构设计、功能模块设计、运行流程设计等。最后，基于以上的理论研究，论文明确了此营销成本管理信息系统模型在企业内具体应用的关键控制点和保障因素，快速消费品行业的企业可以根据自身的营销模式进行借鉴应用并开发适合自身的营销成本信息系统管理模式。
英文摘要：	Computer technology and network technology as the center of the information technology is the science and technology influence in technology. Along with the information technology in the enterprise application development, informatization construction as a business concern. From the initial financial accounting software to the later ERP system, informatization has penetrated into every aspect of business enterprise. Especially in the financial accounting and ERP system in the manufacturing cost management system is mature with each passing day, for the enterprise to save cost, improve work efficiency. Due to the cost of marketing complex features and many uncertain factors, enterprises in the marketing cost management informatization construction is still very weak。 Many domestic and foreign experts and scholars and enterprises have made considerable research and application, obtained a lot of valuable research results. This paper on the basis of these achievements, take TB company as a case study the microscopic operation marketing mode based on information platform for the marketing cost management mode。 TB is a company that has hundred years history of beer companies, is an advanced management concept of beer enterprises, in the development course of nearly ten years, worked out a set of suitable for fast moving consumer goods enterprises in different stages of development platform based marketing cost management mode。 Firstly, the paper elaborates the research background, research contents, research methods and research tools. The innovation of this paper is specific to the enterprise's some kind of marketing mode, in this marketing model under the informationization construction, eventually forming a set of suitable for the mode of marketing cost management information system model of enterprise, has the same background of the same enterprise marketing mode, can borrow application。 Secondly, based on the TB company as a case, the TB company in the development process and the status quo and existing problems of one one in-depth analysis, face how to solve the problem, further according to TB company microcosmic operation marketing model to design a set of marketing cost management pattern, the management mode including promotion, logistics cost management, cost management mode, the enterprise marketing cost opened layer by layer with different information system module model. The paper further expounds the model structure design, function module design, operation process design。 Finally, based on the above theory, this paper clarifies the marketing cost management information system model in enterprise the concrete application of the critical control points and security factors, FMCG enterprises can according to their own marketing patterns were applied and the development of suitable for their own marketing cost management information system。
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