Influence Of Enterpirse’s Information Management Capability On Marketing Performance

Information resource is increasingly becoming an important production factor, timely and accurate information is a cost-effective source of enterprises to continuously improve. How to use the information management to improve their marketing performance become a topic of common concern of academia and business.There are relatively few studies on the relationship between information management capability and corporate marketing performance, and related research is not consistent conclusion. This paper analyzes the relationship of information management capability, organization capability and marketing performance, and to explore the mediating effect of organizational capabilities. This paper uses the concept of ability, marketing performance and other related theories, around " the ability of information management how to influence the marketing performance " of this one basic proposition, first proposed through theoretical analysis of enterprise information management ability influence marketing performance mechanism conceptual model; then through the126domestic enterprises questionnaire investigation, using factor analysis, correlation analysis and multiple linear regression method, using spss18.0on conceptual model and research hypothesis, empirical test. Through theoretical analysis and quantitative analysis, and the main research results as follows:(1) Information management capabilities through the organizational capacity have significant influence on marketing performance Specifically, information acquisition capabilities, information integration applications ability have a positive impact on the organizational capabilities (customer management capability, process management capability); customer management skills have a positive impact on dominant performance, the level of customer service, marketing innovation, process management capability have a positive impact on the dominant performance, customer service levels, and process management capability on marketing innovation is not significant.(2) Organizational capabilities play an intermediary role between the information management capability and marketing performance. Customer management capabilities played incomplete intermediary role between information availability, information integration applications capabilities and dominant performance, customer service levels, as well as information quality and marketing innovation. Process management capabilities play incomplete intermediary role between information availability and dominant performance, customer service levels, so in information quality and marketing innovation. IT fully mediated between information integration applications capabilities and dominant performance, customer service levels.The result has a certain significance for Chinese enterprises to build information management capabilities, evaluate their information management capabilities as well as how to use information management capabilities to improve marketing performance.