Different enterprises have different information systems, but the basic framework is basically the same, which generally consists of four subsystems: internal reporting system, marketing intelligence system, marketing research system and marketing decision support system.
First, the marketing director or decision maker determines the scope of the required information; Secondly, the subsystem of enterprise marketing information system is established according to the need, and the information provided by the environment is collected by the relevant system, and then the obtained information is processed; Then, the marketing information system will send the sorted information to the relevant decision makers in the form of tables at an appropriate time; Finally, the decision made by the marketing manager flows back to the market and acts on the environment.
Next, we respectively elaborated the four subsystems of the marketing information system. It is clear what position the brand should occupy in the minds of consumers. The next important task is to promote the brand, let it really enter people's hearts, and let everyone know the positioning of the brand, thus permanently and powerfully influencing consumers' purchase decisions.
Then, Mei Cheng determined the promotion theme of "Fear of getting angry, drink Wang Laoji" for Wang Laoji in red jar, and tried to highlight the essence of Wang Laoji in red jar as a drink in communication. In the first stage of the advertisement, Wang Laoji in red pot appeared as a relaxed, happy and healthy image, avoiding the negative appeal of the right medicine, thus distinguishing Wang Laoji in red pot from "traditional herbal tea". In order to arouse consumers' demand, TV advertisements choose five scenes that consumers think are most likely to get angry in daily life: eating hot pot, watching football all night, eating fried food and chips, barbecuing, and taking a bath in the summer sun. In the picture, people are enjoying the above activities while drinking the red jar of Wang Laoji. Combined with fashionable and dynamic advertising songs, we repeatedly sang "Don't be afraid of anything, enjoy life to the fullest, and drink Wang Laoji if you are afraid of getting angry", prompting consumers to naturally think of Wang Laoji in red cans when eating hot pot and barbecue, thus promoting purchase. Internal reporting system is the most basic system used by decision makers. Its biggest feature is:
(1) The information comes from financial accounting, production, sales and other departments within the enterprise;
(2) Information is usually provided regularly for the planning, management and control of daily marketing activities. The data provided by the internal reporting system includes orders, sales volume, inventory level, expenses, accounts receivable and payable, production progress, cash flow, etc.
Its core is the cycle of "one single delivery, one single delivery", that is, the salesperson sends the customer's order to the enterprise; The organization responsible for managing the order sends the order information to the relevant departments in the enterprise; Stock up immediately if there is inventory, and organize production immediately if there is no inventory; Finally, the enterprise sends the goods and bills to the customers.
Enterprises should design a user-oriented internal reporting system, which should provide marketers with information they want, actually need and can obtain economically. When designing an internal reporting system, enterprises should also avoid the following mistakes: first, sending too much information every day makes decision makers tired of coping; The second is to pay too much attention to the present, so that policy makers are eager to deal with every small change. The main function of marketing information system is to provide the marketing department with timely information about the development and changes of the external environment. Some books think that marketing information system is some sources or procedures that marketers collect marketing information outside the enterprise every day.
Marketing intelligence personnel usually observe the environment in the following four ways:
(l) Aimless observation, the observer has no specific purpose in mind, but hopes to collect information he is interested in through extensive observation;
(2) Conditional observation, the observer has a specific purpose in mind, but only collects information in some basically recognized areas;
(3) Informal search, in which marketing intelligence personnel collect limited but unsystematic information within a specific scope for a specific purpose;
(4) Formal search, the marketing personnel ensure to obtain specific information or information related to solving specific problems according to the plans, procedures and methods drawn up in advance.
Marketing decision makers may get information from various channels, such as reading books, newspapers, searching online and talking with customers, suppliers and distributors. But these practices are often informal and occasionally tasteless. Well-managed enterprises take more formal steps to improve the quality and quantity of information collected:
(1) Train and encourage sales staff to collect information;
(2) Encourage intermediaries and other collaborators to inform themselves of important information;
(3) Hire experts to collect marketing information, or buy information about competitors and market trends from professional investigation companies;
(4) Participate in various trade exhibitions;
(5) Establish an information center internally, arrange special personnel to consult major publications and websites, and prepare briefings. The task of market research system is to systematically collect, analyze and evaluate relevant information for the specific problems faced by enterprises, and submit the research results to a formal report for decision-making departments to solve this specific problem.
The most essential difference between marketing research system and internal reporting system and marketing information system is that it has strong pertinence and is engaged in collecting, sorting and analyzing information to solve specific problems. In the process of marketing decision-making, enterprises often need to pay attention to a specific problem or opportunity. For example, before developing a new product, or meeting a strong competitor, or studying the advertising effect. Obviously, the research on these market problems, whether it is the internal reporting system or the information system, is difficult to do, and needs special institutions to undertake. Sometimes even the enterprise itself lacks the manpower, skills and time to obtain information and conduct such research, so it has to entrust the objectivity of the enterprise survey results.
For example, when an enterprise intends to significantly reduce the price of its products, it will often instruct a competent research team to conduct a special study on the feasibility, advantages and disadvantages, risks and preventive measures of price reduction, and present the research results to decision makers for reference.
For another example, when an enterprise plans to establish a joint venture with a foreign investor, it will often instruct a research team to conduct a special study on the real background of the foreign investor, the feasibility of the joint venture, and the analysis of advantages and disadvantages, and write a report for decision makers' reference.
Enterprises can temporarily set up a research team to complete this research task, or entrust an external professional research company to complete this task. Large companies generally set up special market research departments. Marketing analysis system refers to a set of techniques and skills used to analyze market data and solve complex market problems. The system consists of two parts: statistical analysis module and marketing module. The first part is the statistical database, which analyzes the input market information by various statistical methods. The second part is a model base specially used to help enterprise decision makers choose the best marketing strategy.
By analyzing the contents of the four subsystems of the above marketing information system and the relationship between these subsystems, we can see that the marketing information system of an enterprise has the following important functions:
Centralized-search and collect all kinds of market information; Processing-sorting, classifying, editing and summarizing the collected data; Analysis-calculation, comparison and synthesis of various indicators; Storage and retrieval-index and store data so that it can be found when needed; Evaluate-identify the accuracy of various information inputs; Transfer-transfer all kinds of processed information to relevant personnel quickly and accurately, so as to adjust the business decision of the enterprise in time. Study consumer psychology, analyze consumers' age, gender, shopping time, spending power and so on.
Processing requirements of marketing information system
Marketing information system has its own characteristics, and its construction must meet the following requirements:
1. Collaborative processing: the realization of marketing activities and the acquisition of marketing plans are realized through a series of related functional units. In essence, the processing process is a collaborative solution process of multiple functional units and operators, such as the response to customer orders, which needs to be completed by sales personnel, contract managers, production and transportation planning generation systems, etc. In addition, decision-making tasks are usually composed of multiple subtasks, each of which requires different domain knowledge and experience and is undertaken by different experts or decision makers.
Database system, expert system, decision support system and human experts play different roles in marketing activities. How to integrate these heterogeneous functional units greatly affects the function and efficiency of marketing information system, and is also the primary problem in the construction of marketing information system.
2. Distributed system: The system consists of different institutions, equipment and personnel dispersed geographically or logically, which leads to the distribution of information, data and knowledge, as well as the distribution of processing functions. Marketing information comes from different departments and users, distributed in different nodes of the system, and exchanges data and information through computer networks.
3. Intelligentization: With the great increase of data processed by marketing information system, the types of stored information, query methods and information processing methods are facing new development. Judging from the types of information stored, unstructured heuristic knowledge should be stored in addition to structured factual data. In terms of information query methods, it is necessary to expand the single query method with strict matching conditions and provide an uncertain and natural language query method. From the point of view of information processing means, it is necessary not only to carry out routine processing of information, but also to carry out intelligent processing of information, such as providing intelligent decision support and consulting services by using knowledge.
In order to solve these problems, we need to integrate knowledge processing technology into the marketing information system to provide the system with knowledge definition and operation functions, as well as knowledge-based reasoning ability. Intelligentization is an inevitable trend for information systems to face wider practical applications and meet higher-level requirements. In order to meet different processing requirements, the system must have a variety of knowledge management and processing technologies, which further increases the complexity of the system and effectively solves the problems of collaboration and integration. Therefore, it is necessary to study and adopt new technologies to develop the marketing information system and improve its functions.
Information demand of marketing information system
The marketing system of an enterprise consists of geographically dispersed sales departments, market research departments and decision-making institutions. Due to the intensification of competition, enterprises must be able to identify the market environment and opportunities in time and meet customers' needs for products and services in time, so the marketing information system of enterprises is a distributed real-time system.
At the same time, marketing activities are based on the understanding and analysis of the market, and the understanding of the market needs to collect and sort out a lot of marketing information. Marketing information has a strong timeliness and is constantly changing, which requires the marketing department of an enterprise to collect all kinds of information in time, so as to understand the new situation, study new problems and grasp the initiative of marketing in time. Through the enterprise marketing information system, help managers to establish information contact with the inside and outside of the enterprise.