评估战略信息系统和管理解决方案所带来的挑战

Ask chapter3 Objectives 5 Access the challenges posed by strategic information system and management solution 电商 0801 李晓霞 Answer Business firms face a continuing stream of IT enabled opportunities to lower their transaction and agency costs and to harness the power of the new information technologies that appear regularly to develop unique products services and processes 1 Management Challenges Some firms achieve better organizational performance and strategic advantage with systems often after overcoming significant hurdles 2 DIFFICULTIES OF SUSTAINING COMPETITIVE ADVANTAGE Competitive advantages regardless of their origin do not last forever Competitors will always attempt to copy the information systems a firm uses if they provide competitive advantage Markets customer expectations and technology are also continually changing and providing competitors with new opportunities to achieve their own advantages Nevertheless information systems do provide many large and small firms with strategic advantages for significant periods of time 3 DIFFICULTIES OF MANAGING SYSTEM RELATED CHANGE Bringing about change through new information technology and systems is slowed considerably by the natural inertia of organizations Of course organizations can and do change but the process is more complicated and much slower than is typically anticipated 4 Solution Guidelines Strategic information systems often change the organization as well as its products services and business processes driving the organization into new behavioral patterns Using technology for strategic benefit requires careful planning and management 5 MANAGING STRATEGIC TRANSITIONS Adopting the kinds of strategic systems described in this chapter generally requires changes in business goals relationships with customers and suppliers internal operations and information architecture These sociotechnical changes affecting both social and technical elements of the organization can be considered strategic transitions movement between levels of sociotechnical systems 评估战略信息系统和管理解决方案所带来的挑战 答 虽然信息系统给企业带来源源不断的机遇 企业运用信息技术 降低交易和代理成本 并利用新的信息技术 开发独特的产品 服 务 和业务流程 信息技术改变了企业的结构 决策等各个方面 帮助企业使其结构更加扁平化 各方面组织更加灵活 但要真正管 理好利用好信息系统 使其最大限度的发挥作用 为企业更充分的 服务 各个企业还有一系列挑战需要面对 1 管理上的挑战 一个企业想要让信息系统更好的为公司的决策等各方面服务 想要 取得更好的组织绩效与系统和战略优势 需要克服很多障碍 2 将有可能失去竞争优势 信息系统是很容易被复制的 如果公司的信息系统带来了决策等各 方面的竞争优势 那么他的竞争者有可能将其也运用到自己的公司 那么这对于该公司来说将不再具有这一优势 反之如果管理不当 将是一种累赘 再就是市场 顾客需求和技术的更新越来越快 这 就要求企业能及时洞察到市场等各个层面的变化 及时采取相应措 施 以能在行业中占取主导地位 3 管理系统相关变化很困难 利用新的信息技术和系统大大减缓了组织的自然惯性 当然 组织 可以做改变 但过程相当复杂 而且比通常预期要慢得多 实施战略系统通常需要大量的组织变革 从一个社会技术水平过渡 到另一种 往往困难重重 此外 并非所有战略系统是有利可图的 他们很可能需要大量的投入 还有就是许多战略信息系统很容易被 其他公司复制 使战略优势并不总是可持续的 组织之间的信息系 统 组织的绩效 复杂的关系 和决策 必须认真加以管理 那么 一个正确的战略系统分析是有帮助 并且是必须的 4 管理者要有一个决策系统分析 战略信息系统要求管理者经常变化组织的产品 服务和业务流程 以适应各种新的组织行为模式 同时使用技术的战略需要认真规划 和管理 那就不得不做好决策系统的分析 并要清楚地知道系统的 类型 及其所能带来的效益 5 管理战略的转变 组织想要利用好各种战略系统一般需要在业务目标 与客户和供应 商 内部业务之间的关系 信息体系的结构上进行变革 Ask chapter4 Review Questions 5 How can the Internet facilitate sales and marketing to individual customers Describe the role played by Web personalization 电商 0801 李晓霞 Answer Web site visitor tracking E commerce Web sites have tools to track a shopper s every step through an online store Close examination of customer behavior at a Web site selling women s clothing shows what the store might learn at each step and what actions it could take to increase sales Communications and product offerings can also be tailored precisely to individual customers By using Web personalization technology to modify Web pages presented to each customer marketers can achieve the benefits of using individual salespeople at dramatically lower costs Personalization can help firms form lasting relationships with customers by providing individualized content information and services Web site personalization Firms can create unique personalized Web pages that display content or ads for products or services of special interest to individual users improving the customer experience and creating additional value Collaborative filtering compares a customer s behavior with data about similar customers to predict what the customer would like to see next and makes recommendations to users Blogs or Weblogs informal web sites where individuals or corporate representatives and groups can publish views and options have emerged as a promising Web marketing tool New third party services monitor customer discussions in online communities or research online behavior of large numbers of customers at many different web sites Learning what customers feel about one s products or services through electronic visits to Web sites is much less costly than using focus groups The Web shifts more marketing and selling activities to the customer as customers fill out their own on line order forms Mobile commerce will provide businesses with additional channels for reaching customers and new opportunities for personalization The Web and other network technologies are inspiring new approaches to customer service and support Companies can reduce costs and improve customer service by using Web sites to provide helpful information as well as customer support via e mail Companies are realizing substantial cost savings from Web based customer self service applications 如何能利用互联网向个人客户促进销售和营销 描述 Web 个性化发 挥的作用 答 1 网站访问者跟踪 电子商务网站有工具来跟踪购物者的网上商店所作的每一步 网站 通过仔细研究客户在网站的行为 来确定采取什么行动来增加销售 额 例如 销售妇女服装的网站 通过对顾客行为的学习来采取相应 措施以增加销售 2 网站个性化 通信和产品也可以精确到个别客户 对个别客户进行量身定制 通 过使用 Web 个性化技术来修改网页提交给每个客户 不同的客户拥 有适合自己的个性化网页 而营销人员可以大幅降低成本 通过提 供个性化的内容可以帮助企业形成与客户之间的持久的信息和服务 关系 企业为特别感兴趣的个人用户创造出独特的个性化网页以显示内容 或产品或服务的广告 这能提高客户的体验和为企业创造更多的价 值 博客和非正式的网站 使个人 企