Abstract
Today the face of fierce market competition , information technology has been
integrated into the production and operation of all aspects of information technology in
the Internet age has been corporate management marketing management attention .
Marketing and management of digital, networked, real-time , intelligence is the future
direction of development. In the Internet age , new technologies , and how the
application of new technologies and integration into the marketing management process
is the widespread problem within the enterprise .
In this paper, according to the author in the world top 500 enterprises in more than
ten years of work experience and practical experience in the marketing management
process . In theory traditional marketing management as the basis, by analyzing the
information in the world's top 500 marketing management application more perfect
DELL company to introduce the application of information technology and the
problems of marketing management. DELL enter China since 1998 with a high degree
of information advantage rapid growth also encountered some problems , the traditional
marketing information management applications also exposed many problems,
especially in the end of the marketing and management issues particularly prominent ,
mainly is a frontline sales staff management issues , as well as end-user service issues .
Finally , the application of high-tech and integration into existing marketing and
management information systems, such as: geographic information system GIS
((Geographic Information System), a global positioning system GPS (Global
Positioning System), data mining systems, network information monitoring systems in
order to solve DELL company exists in the information marketing management
problems through the application of a number of high-tech , high-tech applications
designed to solve DELL company exists in the information marketing management
issues while also give domestic companies deployment of information technology
marketing management system, giving some guidance on the direction to help
enterprises improve the ability of marketing management and can calmly deal with the
competition of foreign companies .
Keywords: information; marketing management; data analysis; Network Information
Monitoring

摘 要
当今面对激烈的市场竞争，信息化已经融入到了企业生产经营中的各个环节，
在网络时代信息化的营销管理已经被企业管理层高度重视。营销管理的数字化、
网络化、实时化、智能化是未来的营销管理的发展方向。在网络时代，新技术层
出不穷，而如何将新技术应用并融合到营销管理的过程中是目前企业内普遍存在
的问题。

本文依据作者在世界 500 强企业中十余年的工作经历和在营销管理过程中的
实践经验。以传统的市场营销管理的理论为依据，通过实例剖析在世界 500 强企
业中信息化营销管理系统应用比较完善的 DELL 公司，来介绍信息化的营销管理的
应用以及存在的部分问题。DELL 在 1998 年进入中国以来凭借高度信息化的优势高
速成长，在发展中也遇到了一些问题，传统的信息化营销管理的应用也暴露出很
多问题，特别是在营销管理的末端上的问题特别突出，主要是一线销售人员的执
行问题，以及最终用户的挖掘及服务问题。

最后提出，如何应用高新技术并融合到现有的营销管理的信息系统中，提高
营销管理的精细程度。如：地理信息系统 GIS(Geographic Information System）、
全球定位系统 GPS( Global Positioning System)，客户数据挖掘系统、网络信息
监控系统。通过多项高新技术的应用以此来解决 DELL 公司在信息化营销管理中存
在的问题，旨在应用高新技术解决 DELL 公司在信息化营销管理中存在的问题。同
时也可以给国内企业在信息化营销管理系统的部署中，给予一些方向上的指导，
帮助企业提高营销管理的能力并可以从容应对外企的竞争。

关键词：信息化；营销管理；数据分析；网络信息监控