CAJ | 학술논문

本文结合GIS可视化、地理位置关联、支持空间分析的三大特点，提出了基于GIS的三种营销管理策略：营销管理可视化、基于地理信息的营销管理、基于空间分析的营销管理；然后从市场营销的角度提出基于GIS的三种营销管理模式：多层次营销管理、全方位营销管理、全过程营销管理；从理论上论证GIS与营销紧密结合的可行性。接着从营销管理职能角度分析了GIS对于营销的多层次、全过程、全方位支撑功能与应用，包括售前目标市场规划与销售场地选择、售前市场分析和预测、售中营销和广告、售中客户关系管理以及售后统计分析等多种职能，论证了GIS对营销管理支撑的使用价值和意义。
본문결합GIS가시화、지리위치관련、지지공간분석적삼대특점，제출료기우GIS적삼충영소관리책략：영소관리가시화、기우지리신식적영소관리、기우공간분석적영소관리；연후종시장영소적각도제출기우GIS적삼충영소관리모식：다층차영소관리、전방위영소관리、전과정영소관리；종이론상론증GIS여영소긴밀결합적가행성。접착종영소관리직능각도분석료GIS대우영소적다층차、전과정、전방위지탱공능여응용，포괄수전목표시장규화여소수장지선택、수전시장분석화예측、수중영소화엄고、수중객호관계관리이급수후통계분석등다충직능，론증료GIS대영소관리지탱적사용개치화의의。
Combined with three features of GIS visualization, geographical location association, and support spatial analysis, this paper proposes three marketing management based on GIS： marketing management visualization, marketing management based on geographical information and marketing management based on spatial analysis. Furthermore, from the perspective of marketing, it puts forward three marketing management models based on GIS： multi-layer marketing management, comprehensive marketing management and overall process marketing management. This has demonstrated the feasibility of tight combination of GIS and marketing from theory. Moreover, it analyzes the multi-layer, overall process and comprehensive supporting function and application of GIS from the perspective of marketing management function, proving the real value and meaning of GIS to marketing management support.