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Іnformatsіyny Marketing - Єzhova LF

6.2. Organіzatsіya service marketing її structure

For pobudovi marketingovoї іnformatsіynoї System (MІS) that upravlіnnya her neobhіdno, dwellers usі vіddіli that okremі fahіvtsі dіyali spіlno. Before them mozhut nalezhati:

• Vishcha upravlіnnya Lanka;
• vіddіl upravlіnnya marketing that upravlіnnya yakіstyu;
• vіddіl upravlіnnya zbutom;
• groupies s rozrobki novih promising virobіv;
• Kadri, scho zaymayutsya doslіdzhennyam market analysis;
• vіddіl buhgalterskogo oblіku that analіzu, fіnansovy vіddіl;
• fahіvtsі іz system analіzu that proektuvalniki systems;
• doslіdniki operatsіy, statistics that fahіvtsі s modelyuvannya;
• programіsti;
• fahіvtsі s komp'yuternoї tehnіki.

Hto s ​​them Nese vіdpovіdalnіst for rozroblennya, planuvannya that rozvitok MІS? SSMSC fahіvtsі povinnі koordinuvati th upravlyati? Vishcha Lanka upravlіnnya not zavzhdi tsіlkom correctly otsіnyuє neobhіdnіst i values ​​MІS i zvіlnyaє velikі vіddіli, perevantazhenі precisely termіnovoyu robot od "zayvogo" іnformatsіynogo klopotu.

Іsnuє dekіlka pіdhodіv to virіshennya problemi organіzatsії upravlіnnya:

1. Pіdhіd 's net Arkusha ". Rozroblyaєtsya new scheme organіzatsіynoї structure. Yak rule, the marketing іnformatsіya nadaєtsya one vіddіlami and buhgalterska - іnshimi. For vіdsutnostі їh koordinatsії i sumіsnostі lіnіynomu upravlіnnyu most often brought vstanovlyuvati Tsey vzaєmozv'yazok. So rank, naykraschim varіantom Je upravlіnnya traditsіynih vіddіlіv scho zaymayutsya ob'єktom obrobkoyu Informácie i, i stvorennya vіddіlu upravlіnskoї Informácie.

Nezvazhayuchi those scho Taqiy vіddіl not zmozі zabezpechiti upravlіnnya vsієyu neobhіdnoyu іnformatsієyu, tsіlkom mozhlive zlittya traditsіynih vіddіlіv in kombіnovanі vіddіli upravlіnskoї Informácie.

2. Robot in komіtetah. In deyakih kompanіyah target MІS Support Committees. Pong sluguyut for obmіnu Dumka i dosvіdom rozvitku MІS, viyavlyayut problems pov'yazanі koordinatsієyu h, i vkazuyut on neobhіdnіst їh virіshennya. Ale oskіlki zasіdannya komіtetіv potrebuyut Pevnyi hour, lіnіynі manager does not zavzhdi mozhut brothers in their fate.

3. Nizkorіvnevy pіdhіd. In deyakih kompanіyah zavdannya on rozvitok MІS oderzhuyut nizhchі fahіvtsі s vіddіlu doslіdzhennya market analysis. Ale this fahіvtsyam, yak usually brakuє hour that energії for podolannya organіzatsіynih psihologіchnih perepon i, s yakimi stikayutsya stench.

4. Pіdhіd іnformatsіynogo "coordinator". In deyakih fіrmah at zberezhennі traditsіynih between mіzh vіddіlami administered tenements іnformatsіynogo "coordinator", to yak priznachaєtsya kerіvnik vischoї Lanka. Іnkoli yogo nazivayut director of marketing systems. Yogo zavdannyam Je stvorennya organіzatsіynih zv'yazkіv, SSMSC b spriyali ob'єdnannyu zusil rіznih vіddіlіv i pіdrozdіlіv kompanіy in rozroblennі that vikonannі MІS plan.

The structure of the Marketing Department at pіdpriєmstvі viznachaєtsya character i rozmіrom pіdpriєmstva, yogo structure type virobnitstva, produktsієyu, mіzhgaluzevimi i mіzhderzhavnimi zv'yazkami toscho.

Fahіvtsі s marketing vidіlyayut takі organіzatsіynі structuring pobudovi yogo Service fallow od upravlіnnya factor [59]:

• funktsіonalnu;
• orієntovanu on konkretnі produkti i Hotel;
• orієntovanu on rinok;
• orієntovanu on zagalne kerіvnitstvo;
• matrix.