A Study On Networked Marketing Systems

In recent years, many high-tech companies are getting into stagnation or declination after a shortdated high-speed devepment, mainly because their structure and operating system of marketing system can't be changed timely or properly. As a new type organization, Networked marketing system is little studied on systems perspective. Based on the previous research works, this dissertation studies its components and relationship between them, in order to provide a systematic, synthetical and comprehensive framework of the implementation. The main works of this dissertation are generalized as follows.1. A structural model of networked marketing ststem is set up based on system theory.2. The boundary of marketing system is made concern Based on the concept of ecotone and transaction cost theory. The external boundary will become visualized with the trend of integratation and dispartation, while the internal one will become blured gradually, even disappeared finally.3. Projects are the system's elementary operating units. Grouped projects form functional teams or operation teams, and combinized ones constitute strategic teams served by project office.4. Internal marketing, customer orientation and teams are adding into a systematic object system. Using the single price model (SPM), the market share can be forecast by measuring the market maturity.5. The integratation of the system is composed of trust and cooperation, internal marketing culture and ethical norms of marketing personnel. Because of lower transaction cost, internal marketing is only suitable for the interaction of functional teams and strategic teams or operation teams, as well as strategic teams and operation teams.6. After analyzing the phenomena and motives of marketing personnel's moral problems in detail, all companies and the whole society are appealed to set up a complete system of restriction, supervisation, incentiveness and self-discipline in order to upgrade marketing personnel's moral level.