| 网络时代IBM公司实施企业再造的市场营销战略初探 |
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| 引用本文： | 陈安琪,许统邦.网络时代IBM公司实施企业再造的市场营销战略初探[J].华南理工大学学报(自然科学版),1999,27(2):104-109. |
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| 作者姓名： | 陈安琪 许统邦 |
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| 作者单位： | 华南理工大学工商管理学院 |
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| 摘 要： | １９９１－１９９４年，ＩＢＭ公司连续三年利润和营收出现负增长，市场份额和企业形象下降，为求生存，ＩＢＭ公司引进了具有创新性的企业再造工程，围绕市场营销战略和策略的重整，采取了组织结构２改造，目标市场重新定位，改进市场营销方式，引入客户关系管理流程等一系列措施，地从１９９４年底起重新增长并盈利，１９９５－１９９７年连续三年营业额及利润均创历史新高。本文试对此作一初步的分析。
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| 关 键 词： | IBM公司 BRP 电子商务 市场营销 企业再造 |
PRELIMINARY ANALYSIS OF IBM MARKETING STRATEGY IN ENTERPRISE RECONSTRUCTION IN THE NETWORK ERA |
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| Chen Anqi,Xu Tongbang.PRELIMINARY ANALYSIS OF IBM MARKETING STRATEGY IN ENTERPRISE RECONSTRUCTION IN THE NETWORK ERA[J].Journal of South China University of Technology(Natural Science Edition),1999,27(2):104-109. |
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| Authors: | Chen Anqi Xu Tongbang |
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| Abstract: | From 1991 to 1994, IBM suffered from a signicant loss in both profit and revenue, as well as a decline of market share and CI. To survive, IBM introduced reconstruction. Aligning with the restructuring of marketing strategy, IBM implemented reorganization, re_focus on target market, reform marketing promotion and deploying CRM, etc. Because of the renovative reconstruction, since the end of 1994, IBM has enjoyed positive growth, with record high revenue and profit each year. This paper will provide a preliminary analysis. |
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| Keywords: | IBM BRP e_business network computing |
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