頁籤選單縮合
題 名 | 金融業行銷資料庫系統之研究 |
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作 者 | 黃振中; 李智婷; | 書刊名 | 管理與系統 |
卷 期 | 1:2 1994.07[民83.07] |
頁 次 | 頁177-192 |
分類號 | 562.29 |
關鍵詞 | 行銷資訊系統; 行銷資料庫系統; 企業系統規劃; 金融資訊系統; Marketing information system; Marketing database system; Business systems planning; Financial information system; |
語 文 | 中文(Chinese) |
中文摘要 | 自由化的金融政策,使得銀行業務由寡佔市場邁入自由競爭的新局面。 在市場競爭日益激烈的環境下,各種行銷手段與技巧不斷地出現,「行銷掛帥」 已經成為金融業者一股不可抗拒的潮流。另一方面,受到新的軟、硬體架構改變 之衝擊,新一代的金融端末系統也已有取代舊式架構的趨勢。因此,重新建構一 個包含行銷導向的金融資料庫系統,乃成為金融資訊從業人員必須重視的一項課 題。 本研究以國內99個已參加金融資訊中心全國跨行通匯網路連線之資訊處理單位 為研究對象。首先,針對國外相關文獻,應用個案,進行資料收集工作;並以「企 業系統規劃」之分析工具彙整行銷資料與機能,建構了一個包含五個子系統的行 銷資料庫架構;其次,以此五子系統內所具備之諸多機能為設計問卷之基石,前 述金融資訊作業之領導單位為問卷樣本,調查各單位的行銷機能/資料之電腦化 現況、需求程度及不同質的機構間之差異性,並有多項發現。 |
英文摘要 | With the financial deregulation policy of the Government, the local business environment of the banking industry has been changing from oligopoly to the fully competitive market recently. Under such circumstances, a lot of marketing strategies and techniques have been used lately. On the other hand, with the impact of new generation of computer hardware and software systems, the brand-new banking terminals have a trend to replace the old ones. Thus, how to reconstruct a new financial database system including bank marketing functions now becomes a hot issue of the DP personnel in the financial institutions. In order to investigate the marketing functions of the current system and the degree of need of those distinct functions among different types of financial organizations, we took 99 leading information service centers as our sample frame, which all joined the member of Financial Information System Center (FISC)and all could handle the inter-bank transactions of local remittance and share ATM network. Before inquiring those foremost institutions, we first construct a five-subsystem marketing database framework by analyzing much foreign literature, collecting a lot of application cases and adopting analytic tools from Business Systems Planning (BSP). Besides, taking 20 basic bank marketing functions from this framework as the basis of a questionnaire, we made a survey on those chief EDP centers and got some findings from them. |
本系統中英文摘要資訊取自各篇刊載內容。