摘要
在当今全球化背景下,信息系统在企业级应用中的作用已日益突出,伴随业务的不断发展,企业需要更加敏锐的信息系统来支持,尤其是具有海外机构的大型企业,面对的市场环境更加复杂,对信息系统的要求也就更高。此外,近几年的移动技术有了很大程度的发展,通信速度、终端存储、交互界面都有了巨大的变革,这些成熟的技术方案为企业及时控制终端市场做好了充分的准备,尤其是在对市场数据较为敏感的快速消费品(以下简称快消品)行业,这样的成熟应用就显得更为关键。本文将结合一个快速消费品企业成功应用移动技术开展海外市场营销的实例,来验证所提出的适合该行业的业务模型和移动技术解决方案架构,并对此模型和方案架构做新的展望和完善。
Information system has become increasingly prominent on the enterprise applications. Along with the deepening devel- opment of business logic, the more sensitive information systems support is needed. Especially, the large multinational corporations face an even more complex market environment; hence it demands higher information system requirements. Furthermore, in recent years, mobile technology has greatly developed, as well as communication speed, terminal storage, and interfaces have a profound transformation. These mature technical schemes have prepared for enterprises to control the terminal market timely, especially for the fast-moving consumer goods industry, which is more sensitive to the market data-these mature applications have become even more critical. This paper is to test the proposed business models and the framework of mobile technology solutions for the fast-moving consumer goods industry and to forecast and complete this model and framework by illustrating an example of a fast-moving con- sumer goods industry, which has already successfully applied mobile technology to control its overseas markets.
出处
《微型电脑应用》
2012年第10期52-54,共3页
Microcomputer Applications
关键词
移动技术
快速消费品
营销模型
方案架构
Mobile Technology
Fast-moving Consumer Goods
Marketing Model
Solution Architecture
