iii

ERP ERM .
CEO ,
,
.
,
.

.
--(plan-do-see) (management)
,

.
,
,

,

1 .

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iv

. 6

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,
70% ,
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CEO 250
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2001 11 15
()

CEO ( )

.

.
,

.
.
1 . 1
.

.
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1
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vi CEO

( )

1 4 , 2 3 .

.
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2001 11 5

1
1 e-
1

1.1 ? / 5
1.2 ? / 7
1.3 / 9

2.

10

2.1 ? / 10
2.2 ? / 13
2.3 ? / 17

3. ?
3.1
3.2
3.3
3.4
3.5
3.6

20

? / 20
/ 20
/ 22
/ 23
/ 23
-- / 24

2
1.

29

1.1 ? / 29
1.2 ? / 30
1.3 e- ? / 32

2. e-

vii

41

viii

3.

45

1
1.

51

1.1 ? / 51
1.2 ? / 53
1.3 / 54

2.

55

3.

58

3.1 / 58
3.2 / 59

4.

61

5. e-

66

2
1.

71

2.

73

3.

74

3.1
3.2
3.3
3.4

/ 74
/ 75
/ 77
/ 78

4.

79

4.1
4.2
4.3
4.4

ix

/ 79
/ 79
/ 80
/ 80

5.

81

5.1 BCG - / 82

6.

84

6.1 / 84
6.2 / 86

7.

87

3
1.

91

2.

93

2.1
2.2
2.3
2.4

/ 93
/ 94
/ 97
/ 98

3.

99

3.1 / 100
3.2 / 101

4.
4.1
4.2
4.3
4.4

101

/ 102
/ 102
/ 103
/ 103

5.

104

4
1.

109

2.

111

2.1 / 111
2.2 / 112

3.

116

3.1 / 116
3.2 / 117

4.

119

4.1 / 119
4.2 / 121

5. e-

122

3 e-

1 -
1. ?

129

2.

131

3.

133

4.

134

4.1 / 134
4.2 / 134
4.3 / 135

5.

136

6. e-

138

7.

xi

143

2
1.

149

2.

151

3.

153

4. /

154

4.1 ? / 154
4.2 / 155
4.3 ? / 156

5.

159

5.1 / 160
5.2 / 161
5.3 / 162

6.

165

6.1 / 165
6.2 / 166

7.

167

7.1 / 168
7.2 / 169

8.

170

9.

172

3
1. ?

175

2.

176

3.

182

4.

184

4.1 / 185

xii

4.2 / 189
4.3 / 189
4.4 / 192

5.
5.1
5.2
5.3
5.4
5.5

192

/ 193
/ 194
(buying center) / 196
/ 197
- / 198

6.

199

4
1. ?

203

2. :

204

3.

205

3.1
3.2
3.3
3.4
3.5

/ 206
/ 207
/ 210
/ 215
/ 216

4.

216

4.1 / 216
4.2 DB / 218

5. CRM(customer relationship management)

5.1
5.2
5.3
5.4

219

CRM / 219
CRM / 220
CRM / 220
CRM / 225

6.

226

xiii

5 e-
1. ?

233

2.

234

2.1 / 234
2.2 / 235

3.

237

3.1 / 237
3.2 / 237
3.3 / 238

4.

240

4.1 / 240
4.2 / 241

5.

243

5.1 ? / 243
5.2 / 244
5.3 / 244

6. (PLC)
6.1
6.2
6.3
6.4

7.
7.1
7.2
7.3
7.4
7.5
7.6

245

? / 245
/ 246
/ 248
/ 249

252

/ 252
/ 254
/ 255
/ 257
/ 258
/ 260

8.

260

xiv

6 e-
1. ?

267

2.

268

3.

269

4.

271

5.

272

5.1 / 272
5.2 / 273
5.3 / 274

6.
6.1
6.2
6.3
6.4
6.5

282

/ 282
/ 284
/ 286
/ 287
/ 289

7.

290

8. PR

294

8.1 PR / 294
8.2 / 295

9.

296

7 e-
1. ?

301

2.

302

3.

303

3.1 / 304
3.2 / 304
3.3 / 307
3.4 / 308
3.5 / 308

xv

3.6 / 308

4.

309

4.1 / 309
4.2 / 310
4.3 / 311

5. e-

312

5.1 / 312
5.2 / 314
5.3 / 316

6.

318

8 e-
1. ?

323

2.

325

3.

327

3.1 / 327
3.2 / 330
3.3 / 331

4.
4.1
4.2
4.3
4.4
4.5

332

/ 332
/ 333
/ 334
/ 335
/ 335

5.

336

6.

337

7.

339

8.

341

9.

342

xvi

/ 345
(SERI) COOL SITE / 349
/ 357

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. ,
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(Sveib, 1997) (intellectual capital)
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[ 1.1.3] .
[ 1.1.3] , , ,
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Brookings (1995) ([ 1.1. 4] ),
, 1982 38%
, 1992 62% 10
. Microsoft (2000 )
85% . (Stewart, 1994)
.

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38%

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1982

1992

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14

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16

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[ 1.1.7] Porter :

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17

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18

(Peters and Wittman)

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20

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e-

21

, Walt Disney
(To make people happy)
,
McKinsey (To help our
customers succeed in their business)
.
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22

3.3
(vision)

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24

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