零售業的經營環境在最近幾年內產生了兩項巨大的轉變;一方面受到國際化政策的影響，多家國外知名的零售業者大舉進入了本土市場，使得零售市場的競爭更加激烈。另一方面，政府正大力推動商業自動化政策，使得資訊科技的基礎建設及應用環境有逐漸成熟的趨勢。
農會超市為一具有特殊經營優勢之零售業者，身處此一轉變中，也面臨了永續生存及改變經營之壓力。本研究以國內226 家性質相似的農會超市為研究能團;首先建構了農會超市之行銷資訊系統架構。其建構過程包合國內外相關文獻之分析、幾家業者之實地訪談及Kot1er 理論模式之使用;此一建構模式包含5 個子系統及20 個行銷機能。其次，以模式內20 個機能為基石，針對農會超市發出問卷，並有如下四項發現: (1)建構之行銷資訊系統模式能滿足農會超市需求。(2)農會超市利用電腦處理相關行銷機能之程度偏低，有待繼續推廣。(3) 大部份超市主管肯定行銷資訊系統可以提昇其競爭能力。(4)不同地區與規模的超市對於各種行銷子系統之需求無差異，但已使用電腦者與未使用電腦者則有顯著差異。 Recently, the local business envirorunent of the retailer has been changing violently. With the global policy of the Goverrunent, many famous multinational companies set up their branches and acquired some market shares from domestic fUlllS . Besides, by the promotion the Goverrunent, the Infonnation Technology Infrastructure of the supermarket and the Computer Application Envirorunent of this industry have a trend to be well developed.
Under such turbulent circumstances, the supermarket of the Fanners' Association although having some competitive advantages, also got certain pressure for survival. In order to provide a solution for them from the Marketing Information Systems ( MkIS ), We first constructed a framework with S subsystems and 20 basic functions by employing the Kotler's model, interviewing end users and analyzing related literature. Then, taking 226 supermarket of Fanners' Associations as the population, we made a survey by a questionnaire containing previous functions and got some fmdings. First, the MkIS framework developed in this research could meet most users' needs. Second, the basic market functions derived from the framework were not so popular in current systems, thus a lot of promotions will be done in the future . Third, most respondents agreed to the competitive advantage of our MkIS framework. Finally, there are no statistically significance among those five subsystems of different supermarkets from the variable of geographical location or business scale. However, we could fmd that some variations occurred from the variable of using computer systems in the store or not."
Relation:
1994國際資訊管理研討會論文集=Proceedings of the 5th International Conference on Information Management，頁127-135
