ABSTRACT
The development of information technology and the evolution of micro marketing urged the enterprises to value the effects of implementing database marketing. In the era of emphasizing customer centric, creating niches of differentiation, enhancing effectiveness of marketing, improving customers¡¦ satisfaction, database marketing is the most important basis of the above mentioned marketing development.
The distinctions of database marketing are systematic, long-term oriented and emphasizing planning and analysis, which are different from the ways of traditional marketing that most of the companies are using. Developing Database Marketing is a significant change for all marketing related activities. The sales team has to learn new marketing skills, change the present marketing process, to invest in information technology, even to adjust the functions of organization and build up new concepts of marketing in order to improve the effects of database marketing.
Practically, implementing database marketing must follow the process of strategic planning, for the purpose of building up competitive advantages, considering the capability and demand of the enterprise, to create the functions that the enterprise needs, then to improve the performance of marketing.
The application of information technology is an important strategy of improving operation capability of the financial industry. Many banks had implemented database marketing to enhance their performance. Leasing is an important sector of financial industry, which is very suitable to execute database marketing for the characteristics of its business. Presently, Chailease finance Co., Ltd. is the only leasing company, to implement data marketing. So, this thesis is to study Chailease Financing Co., Ltd. for the following purposes:
1. The objectives of strategy that leasing industry implements database marketing.
2. The appliances and methods of executing database marketing in the case.
3. The critical success factors of implementing database marketing in the case.
After illustrating the case and analyzing the theory, we can figure out the critical success factors related to the purpose of the thesis. Then we chose the objectives of strategy, appliances and methods, and critical success factors as 3 dimensions of studying the critical success factors in implementing database marketing of Chailease Financing Co., Ltd. By the way of investigation of questionnaire, we analyze the individual factors and relations among 3 dimensions. After the analysis of questionnaire, the result from the research shows that the objectives of strategy of implementing database marketing have been effective. But some of the important functions are not workable due to the influences of insufficient conditions or requirements and the other prior objectives of organization.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0717103-232334 |
| Date | 17 July 2003 |
| Creators | Chang, Chan-Kuo |
| Contributors | Tsuang-Y Kuo, Chun-Fu Hou, Tai-Hwa Chow©P®õµØ |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0717103-232334 |
| Rights | not_available, Copyright information available at source archive |
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