论文部分内容阅读
近年来,随着信息技术的不断发展,信息资源在现代企业中的作用愈加凸显。目前,信息资源已经成为企业的一种生产要素,关系到企业的经济效益。营销是企业生产经营过程中的一项重要内容,是企业获取经济收入的一种重要手段。在营销的过程中应用信息技术可以提高营销的绩效,进而提高企业的经济效益。但由于各种因素的影响,目前企业的信息管理能力还存在一些问题,难以真正实现提高企业营销绩效的目的。因此,进行有关企业信息管理能力对营销绩效影响的研究十分必要。本文将结合企业营销的实际情况,对此展开分析和研究,希望可以为企业的营销活动提供一些借鉴。
In recent years, with the continuous development of information technology, the role of information resources in modern enterprises has become more prominent. At present, information resources have become a kind of production factor of enterprises, which is related to the economic benefits of enterprises. Marketing is an important part of an enterprise’s production and operation and an important means of acquiring economic income. The application of information technology in the marketing process can improve marketing performance, thus improving the economic efficiency of enterprises. However, due to the influence of various factors, there are still some problems in the information management ability of enterprises at present, and it is difficult to truly achieve the purpose of improving the marketing performance of enterprises. Therefore, it is necessary to conduct a research on the impact of enterprise information management capabilities on marketing performance. This article will be combined with the actual situation of enterprise marketing, analysis and research on this, hoping to provide some reference for the marketing activities of enterprises.