First, the change of interaction mode between management information system and marketing subject.
1, MIS greatly improves the understanding and management ability of enterprises to the market, and makes it possible for enterprises to organize large-scale and super-large-scale;
2. The development and application cost of 2.MIS is high, and consumers are limited by economic ability and time. In the consumption environment of excessive and flooding information, the information asymmetry between buyers and sellers intensifies, and the market disadvantage of consumers is more obvious;
3.MIS promotes the development of new industries, such as management consulting, market research and prediction, and MIS develops operators, which deepens the relative monopoly of market information;
4.MIS makes the interaction between enterprises complicated: on the one hand, some resources are coordinated and shared; On the other hand, the business secrets of enterprises are placed in a more important position and protected more strictly, which deepens the opacity of information;
5.MIS strengthens the vertical business connection, and improves the coordination and operation efficiency of suppliers, orderers, consumers, financial departments, agents and logistics distribution departments; At the same time, it also has the dual functions of combination and horizontal cutting, which makes the relationship between competition and cooperation more chaotic;
6.MIS decomposes the rapidly changing market into various measurable information elements and internalizes them into clear logical relations and quantitative relations, which to some extent alleviates the negative impact of the market's inherent blindness, disorder and lag on enterprise behavior;
7. The application of 7.MIS has brought about a change in the role of the government: the government can change from a direct market intervener to an interest coordinator and an information exchange platform.
Second, the impact of management information system on marketing practice
The transformation of the interaction mode between management information system and marketing subject determines that marketing activities must strengthen the pertinence of plans and actions to meet the new requirements put forward by the information market.
1, building a marketing information system based on "four types of information"
① Internal accounts: self-positioning, corporate culture, brand strategy, accounting, staffing, strategic planning, etc.
② Competitive format accounts: including competitors, potential threats and substitutes; Partners, potential opportunities and complementary products;
③ Consumer personal accounts: including general accounts and key accounts;
4 government and NGO accounts;
2. Realization of marketing information system and innovative marketing concept.
The marketing information system based on "four types of information" improves the guarantee of measurable technical tools for information differentiation and combination, and provides an effective realization form for upgrading marketing concepts.
① Enterprise internal accounting and "internal marketing";
② Consumer personal accounts and "one-to-one marketing";
③ Government, NGO accounts and "social marketing";