MBA essay代写范例-信息系统在业务流程中的应用。本文是一篇留学生MBA essay代写范文，主要内容是讲述如今信息系统是不可或缺的。服务业、金融、保险、房地产和个人服务业，如旅游、医疗和教育，都离不开信息系统。MBA essay范文中强调信息技术是21世纪商业的基础。企业使用信息技术的能力越来越取决于其实施战略和实现目标的能力。提高市场份额、成为高质量或低成本的生产商、开发新产品和提高员工生产力越来越依赖于组织中信息系统的类型和质量。全球最大的健康技术公司之一皇家飞利浦也不例外。下面就一起来参考这篇MBA essay代写范例的全部内容。
Strategy, Management and Information Systems 战略、管理和信息系统
Royal Philips’s Application of Information System in Business Processes 皇家飞利浦信息系统在业务流程中的应用
Introduction:引言
Nowadays information system is indispensable. The services industries, finance, insurance, real estate, and personal services, such as travel, medicine, and education, cannot operate without information systems. Information technology is the foundation of business in the 21st century. The ability of an enterprise to use information technology is increasingly dependent on its ability to implement its strategy and achieve its goals. Increasing market share, becoming high-quality or low-cost producers, developing new products and improving employee productivity are increasingly dependent on the types and quality of information systems in the organization (Laudon and Laudon, 2018). Royal Philips, one of the world’s largest health technology (HealthTech) companies (Oracle, 2016a), is no exception. The company was founded by Gerard Philips and his father Frederik in 1891, headquartered is in the Netherlands and employs approximately 77,000 employees across more than 100 countries (Philips, 2018a; Philips, 2018b; Oracle, 2016a). Royal Philips is a diversified enterprise, it includes the Consumer Health and Well-being division (formerly Consumer Electronics and Domestic Appliances and Personal Care division) and Professional Healthcare division (formerly Medical Systems division). The lighting division has been spun off as a separate company, Signify N.V. The core sectors of Royal Philips include improving people’s health and creating better outcomes in the health continuum from healthy living and prevention to diagnosis, treatment and home care (Philips, 2018b). Royal Philips reported sales of EUR 4.3 billion in the third quarter of 2018, up 4 percent from a year earlier. Net income from continuing operations rose 17 percent to EUR 307 million and adjusted earnings before interest, taxes, depreciation and amortization (EBITA) margins rose 40 basis points to 13.2 percent (Philips, 2018c).
该公司由Gerard Philips和他的父亲Frederik于1891年创建，总部位于荷兰，在100多个国家雇佣了约77000名员工。皇家飞利浦是一家多元化企业，包括消费者健康和福利部门（前身为消费电子和家用电器及个人护理部门）和专业医疗保健部门（前身是医疗系统部门）。照明部门作为一家独立的公司分离出来，这意味着N.V.皇家飞利浦的核心部门包括改善人们的健康，并在从健康生活和预防到诊断、治疗和家庭护理的健康连续体中创造更好的结果。皇家飞利浦公司报告2018年第三季度销售额为43亿欧元，同比增长4%。持续经营净收入增长17%至3.07亿欧元，调整后息税折旧摊销前利润率（EBITA）上升40个基点至13.2%）。
Dealing with thousands of customers across multiple channels, Philips perceived the digital technology can bring customer and data from global markets to promote better customer engagement. Therefore, Philips adopted a digital transformation program including CRM and Digital Campaign, aiming at transforming B2B and B2C CRM across global business sectors. They particular focus on modeling B2B campaign and leadership management. Oracle Eloqua, part of Oracle’s CRM which assist Philips improve the capability of campaign and lead management. In just nine months, they have created 600 marketing qualified leads (MQLs) and delivered EUR 9 million worth of new pipelines (Oracle, 2016a).
飞利浦通过多个渠道与数千名客户打交道，认为数字技术可以带来来自全球市场的客户和数据，促进更好的客户参与。因此，飞利浦采用了包括CRM和数字营销在内的数字转型计划，旨在跨全球商业部门转型B2B和B2C CRM。他们特别关注B2B活动建模和领导力管理。甲骨文Eloqua，甲骨文CRM的一部分，帮助飞利浦提高活动和领导管理能力。在短短九个月内，他们创造了600个营销合格潜在客户（MQL），并交付了价值900万欧元的新渠道。
Strategic Analysis:战略分析
First of all, in order to analyze the macro environmental of a company from various aspects, researcher could use the analysis tools of political factors, economic factors, social factors, technological factors, environmental factors and legal factors (PESTEL) to analyze the company (Zahari and Romli, 2018). In this study, the most relevant aspects for Royal Philips is technological force.
首先，为了从各个方面分析公司的宏观环境，研究人员可以使用政治因素、经济因素、社会因素、技术因素、环境因素和法律因素（PESTEL）等分析工具对公司进行分析（Zahari和Romli，2018）。在本研究中，与皇家飞利浦最相关的方面是技术力量。
In this tech-filled society, marketing departments can process complex feedback processes through software programs (Campbell, 2003). Campaign management software monitors customer communications and manages multiple touchpoints, such as customer service, point-of-sale, telemarketing, direct mail, and e-mail (Stefanou et al., 2003). Although activity management software is seen as part of the overall solution, it is mainly the smooth interaction between people and processes, information technology, sales channels and promotion of marketing (Hill, 1999; Rygielski et al., 2002). However, Royal Philips has considerable manual processes in B2B leadership management and did not cope with the cases problems timely enough. The Global Brand, Communications and Digital CRM & Campaign B2B team conducted a comprehensive review of their activities and leadership management projects and perceived that they could significantly improve the end-to-end process. This is also the time to improve communication and the correlation between marketing teams and sales teams, who strive to effectively share information about marketing schemes, leadership generation, and sales pipeline. Because of these disconnected and ultimately ineffective processes, measuring activity key performance indicators (KPIs) is difficult and impossible to see the results clearly.
在这个充满技术的社会中，营销部门可以通过软件程序处理复杂的反馈过程。活动管理软件监控客户通信并管理多个接触点，如客户服务、销售点、电话营销、直接邮件和电子邮件。虽然活动管理软件被视为整体解决方案的一部分，但它主要是人与流程、信息技术、销售渠道和营销推广之间的平滑互动。然而，皇家飞利浦在B2B领导层管理方面有相当多的手工流程，没有及时处理案例问题。全球品牌、通信和数字CRM&Campaign B2B团队对其活动和领导力管理项目进行了全面审查，认为他们可以显著改进端到端流程。这也是改善营销团队和销售团队之间的沟通和相关性的时候，他们努力有效地共享有关营销计划、领导力培养和销售渠道的信息。由于这些脱节且最终无效的流程，测量活动关键绩效指标（KPI）很难也不可能清楚地看到结果。
Consequently, in order to better manage customer schedules and data, increasing the visibility between sales and marketing functions, Royal Philips have to redesign and formalize its campaigns and leadership processes completely through customer relationship management technology application (Oracle, 2016a).
因此，为了更好地管理客户时间表和数据，提高销售和营销职能之间的可见性，皇家飞利浦必须完全通过客户关系管理技术应用程序重新设计并正式确定其活动和领导流程。
Secondly, we are going to apply Porter’s competitive forces model to analyze the strategic position and strategies of Royal Philips. The strategies do not solely depend on competing directly with traditional competitors, it also contains four other forces: new entrants to the market, substitute products, customers and suppliers (Laudon and Laudon, 2018). In this study, we are going to apply competitive force. Since Royal Philips is a diversified company, few companies of the same type as Philips are involved in so many fields. Therefore, in this part we mainly focus on the competitor in the field of consumer electrical appliances.
其次，我们将应用波特的竞争力模型来分析皇家飞利浦的战略地位和战略。这些战略不仅依赖于与传统竞争对手的直接竞争，还包含四种其他力量：市场新进者、替代产品、客户和供应商。在本研究中，我们将应用竞争力。由于皇家飞利浦是一家多元化的公司，很少有与飞利浦相同类型的公司涉足如此多的领域。因此，在本部分中，我们主要关注家用电器领域的竞争对手。
As technology improvement in modern society, more and more consumer electrical appliances enterprises manage campaign through customer relationship management software (Campbell, 2003). Take Panasonic for instance, they apply Oracle CX Cloud to assist company improve their sales, marketing, campaign and service performance (Oracle, 2016b).
随着现代社会技术的进步，越来越多的家用电器企业通过客户关系管理软件管理活动。以松下为例，他们应用Oracle CX云来帮助公司提高其销售、营销、活动和服务绩效。
Finally, Royal Philips implement differentiation strategy. In order to solve the specific challenges in the campaign, leveraged Oracle Eloqua to improve and re-design the campaign management, connecting Oracle Eloqua B2B software with the existing lead management system (Oracle, 2016a).
最后，皇家飞利浦实施差异化战略。为了解决营销活动中的具体挑战，利用Oracle Eloqua改进和重新设计营销活动管理，将Oracle Eloqua B2B软件与现有的销售线索管理系统连接起来。
Company Initiative:公司倡议
The challenges Royal Philips faced with campaign can be mainly divided into three section: highly manual process, lack of end-to-end process for marketing and sales, and campaign key performance indicators (KPIs) measurement is invalid (Oracle, 2017a). To solve these issues, Royal Philips apply Oracle Eloqua system to manage campaign (Oracle, 2016a). Oracle Eloqua is a B2B marketing automation platform for marketers, a leadership and marketing management tool designed to deliver real-time reports and insights at the right time, the right channel, and the right audience (Oracle, 2018a; Oracle, 2018b). Using a fully integrated and consistent process to achieve greater control and visibility throughout the leadership lifecycle.
皇家飞利浦在营销活动中面临的挑战主要分为三个部分：高度手动的流程，缺乏端到端的营销和销售流程，以及营销活动关键绩效指标（KPI）测量无效。为了解决这些问题，皇家飞利浦应用Oracle Eloqua系统来管理活动。Oracle Eloqua是一个面向营销人员的B2B营销自动化平台，是一个领导和营销管理工具，旨在在正确的时间、正确的渠道和正确的受众提供实时报告和见解。使用完全集成和一致的流程，在整个领导生命周期中实现更大的控制和可见性。
Create Campaign 创建活动
User can have a general viewing of key marketing indicators in the near future after they login the system. Selecting specific campaign will display more detailed structure.
用户登录系统后，可以在不久的将来全面查看关键营销指标。选择特定的活动将显示更详细的结构。
Creating a campaign on Eloqua Dashboard with a blank canvas. Then name the campaign according the contents. A campaign will have a segment to tell people what contacts will be targeted in the campaign and an email to send to that segment. There is a plethora of elements such as e-mail, landing pages, decisions and actions user could drag-and-drop from the left side onto the canvas, as shown in Fig.1, then configure and connect them accordingly. Firstly, drop the element of Segment Member that target in this campaign and the element of Invite E-mail to the canvas. After placed these elements can add a decision step to track what happens with the form. A decision step lets user decide what they send to contacts depending on whether people submitted the form or not. User can drag the element of Submitted Form decision from the left palette onto the canvas then decide how long are allowing for people to contacts and submit the form. Then decide what will happen to the contacts depending on whether or not people submit the form within the time frame. User can send a gentle reminder e-mail if someone doesn’t sign up or send them a confirmation email after they sign up. Moreover, avoiding people forget to attend, user can send the contacts that are attending the activities a reminder the day before. This can be especially useful if there is a long time period between the email confirmation and the roadshow date. Then open the right-side palette Settings menu to give the campaign descriptions which can decide the start and end dates for the campaign and decide that people can re-enter into the campaign or not. Finally, verify the campaign workflow to make sure that is working properly before clicking the Activate button to active campaign (Oracle, 2016c).
使用空白画布在Eloqua Dashboard上创建活动。然后根据内容为活动命名。一个活动将有一个部分，告诉人们活动将针对哪些联系人，并向该部分发送电子邮件。有大量元素，如电子邮件、登录页、决策和操作，用户可以从左侧拖放到画布上，然后相应地配置和连接它们。首先，将此活动中的目标细分市场成员元素和邀请电子邮件元素放到画布上。放置这些元素后，可以添加一个决策步骤来跟踪表单发生了什么。决策步骤允许用户根据是否提交表单来决定向联系人发送什么。用户可以将“已提交表单决定”元素从左侧调色板拖到画布上，然后决定允许联系人和提交表单的时间。然后根据联系人是否在时间范围内提交表单来决定联系人的情况。如果有人没有注册，用户可以发送一封温和的提醒电子邮件，或者在注册后向他们发送确认电子邮件。此外，为了避免人们忘记参加，用户可以在前一天向参加活动的联系人发送提醒。如果在电子邮件确认和路演日期之间有很长一段时间，这可能特别有用。然后打开右侧的调色板设置菜单，提供活动描述，这些描述可以决定活动的开始和结束日期，并决定人们是否可以重新进入活动。最后，在单击激活按钮激活活动之前，请验证活动工作流，以确保其工作正常。
Campaign Analysis 战略分析
As we see in the Fig.3 the Outbound Activity by Campaign Type show the total outbound activity for all activities within the set date range. The user can see the exact value and overall performance of the outbound activity through the campaign report
The Overall Performance by Campaign, user can see that there is a total inbound activity and a total outbound activity shown by the size of the bubble, user can zoom in on the part of the chart by clicking and dragging the cursor back to the desired area of the default zoom click reset zoom (Oracle, 2017b).
按活动类型划分的出站活动显示了设定日期范围内所有活动的总出站活动。用户可以通过活动报告查看出站活动的确切价值和总体性能 根据活动的总体性能，用户可以看到气泡大小显示的总入站活动和总出站活动，用户可以通过单击并将光标拖回默认缩放的所需区域来放大图表的一部分。单击重置缩放。
The data tab of the Campaign Activity Timeline can be displayed by day, month, quarter, or year and users can sculpt the reports they need. As with the overall performance chart, the user can also zoom in by dragging an area or reset zoom at any time. These two timelines show the total outbound activity and the total inbound activity respectively (Oracle, 2017b; Oracle, 2017c).
In the Campaign Activity Summary, provides data for each campaign in the dashboard that user can select from the table to view a more detailed of a particular one (Oracle, 2017c).
活动时间线的“数据”选项卡可以按天、月、季度或年份显示，用户可以根据需要设计报告。与整体性能图一样，用户还可以通过拖动区域或随时重置缩放来放大。这两条时间线分别显示了总的出站活动和总的入站活动。在活动活动摘要中，在仪表板中提供每个活动的数据，用户可以从表中选择以查看特定活动的更详细信息。
Conclusions:结论
In this assignment, Royal Philips leveraged Oracle’s system to assist them do better and create more business opportunities. In fact, in the modern society, information system is indispensable for enterprises, which can make the originally cumbersome manual process complete efficiently (Laudon and Laudon, 2018). Philips adopted Oracle Eloqua to generate 600 MQLs in just nine months and publish new pipelines worth nine million (Oracle, 2016a).
在这次任务中，皇家飞利浦利用甲骨文的系统帮助他们做得更好，创造更多的商业机会。事实上，在现代社会中，信息系统对于企业来说是不可或缺的，它可以使原本繁琐的手工流程高效完成。飞利浦采用了Oracle Eloqua，在短短九个月内生成了600个MQL，并发布了价值900万美元的新管道。
As far as I am concerned in the process of research, Royal Philips is a company with lots of efforts and abundant experience. In recent years, they have devoted to HealthTech, but they have not neglected the consumer electronics and domestic appliances.
In HealthTech, Philips and Salesforce cooperate to create the data platform, using Philips’ healthcare technology, clinical information and the application of professional, as well as the Salesforce cloud computing in the enterprise, customer relationship of innovative service, plans to let the patient relationship management becomes the center of the platform, allows caregivers can support their patients closely. The platform will facilitate the sharing of medical devices and data, use the collected data for analysis to strengthen expert clinical diagnosis, and encourage patients to play a more active role in managing their own health (Philips, 2018d). Studies have shown that such patterns can reduce mortality by 26 percent and hospital stay by 20 percent. Based on the Salesforce platform, the platform supports collaboration, workflow, and integration of data from diverse sources around the world, including electronic medical records, diagnostic or therapeutic information, with built-in privacy and data security mechanisms. The platform also enables analysis to strengthen decisions, and the two sides will launch a variety of continuous care applications (Salesforce, 2014).
就我所关注的研究过程而言，皇家飞利浦是一家有着大量努力和丰富经验的公司。近年来，他们致力于健康科技，但并没有忽视消费电子和家用电器。在HealthTech，飞利浦和Salesforce合作创建数据平台，利用飞利浦的医疗保健技术、临床信息和专业应用，以及SalesforceCloud计算在企业中的创新服务客户关系，计划让患者关系管理成为平台的中心，这使护理人员能够密切支持患者。该平台将促进医疗设备和数据的共享，使用收集的数据进行分析，以加强专家临床诊断，并鼓励患者在管理自身健康方面发挥更积极的作用。研究表明，这种模式可以降低26%的死亡率和20%的住院时间。该平台基于Salesforce平台，通过内置的隐私和数据安全机制，支持来自世界各地不同来源的数据的协作、工作流和集成，包括电子医疗记录、诊断或治疗信息。该平台还支持分析以加强决策，双方将推出各种持续护理应用程序。
In consumer electronics and domestic appliances, they create applications that allow consumers to combine products with smart phones, such as electric toothbrush platforms and electric hair removal platforms for adults and children, and electric razor platforms. Most of application on APP stores are well received by consumers (Play.google, 2018)
Philips have sufficient resources to understand both B2B and B2C customers. If appropriate improvements can be made according to customers’ response in the future, they will enhance and attract more loyal customers.
MBA essay范文总结在消费电子和家用电器领域，他们开发了一些应用程序，使消费者能够将产品与智能手机结合起来，如成人和儿童电动牙刷平台和电动脱毛平台，以及电动剃须刀平台。应用商店上的大多数应用程序都受到消费者的欢迎。飞利浦拥有足够的资源来了解B2B和B2C客户。如果未来能够根据客户的反应进行适当的改进，他们将提高并吸引更多忠诚的客户。
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