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研究生:李建儀
論文名稱:資料倉儲技術在顧客關係管理系統之應用
論文名稱(外文):Application of Data Warehousing Techniques to Customer Relationship Management System
指導教授:廖宜恩廖宜恩引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:應用數學系
學門:數學及統計學門
學類:數學學類
論文種類:學術論文
論文出版年:2001
畢業學年度:89
語文別:中文
論文頁數:61
中文關鍵詞:Data WarehouseOLAPCRM
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網路商店泡沫化危機,牽涉有關於經營者與顧客之間的利潤模式上,這是經營者最直接面對的問題,尤其問題型態已非傳統實體經營之可比擬,必須藉由資訊科技工具運用,延伸到顧客關係管理系統中,以產生決策價值的資訊,提昇經營效率。
對於網路購物顧客消費者而言,如能擷取顧客每一階段接觸點資料,儲存起來,加以分析,並關心解決顧客的問題,如此才算是一個完整的服務。因此建構資料倉儲技術,支援在顧客關係管理系統之應用,獲取顧客,維持忠誠顧客,造就顧客利潤,為重要議題。
本論文中,運用OLAP、資料提煉分析工具,在專業網路書店個案研究中,導入顧客終身價值、在學週期檢視,驗證顧客關係,去發現和保有適當的顧客,並以利潤導向的行銷,配合行動規則,向上行銷等策略,以確保經營者利潤來源。
第一章簡介………………………………………………………………1
§1.1 研究動機……………………………………………….……1
§1.2 研究成果及論文主要架構………………………………...……4
第二章相關研究…………………………………………………………5
§2.1資料倉儲…………………………………………………………5
▪2.1.1 資料倉儲定義……...……..……………………..………5
▪2.1.2 資料倉儲典範……...………..,,…………………………7
§2.2線上分析處理………………………….…………………………8
▪2.2.1 線上分析處理定義……...……..………………..………8
§2.3資料提煉……………….……………………………………..…11
▪2.3.1資料提煉意義……..………………………………….…11
▪2.3.2資料提煉前處理…………….…….…………….………12
▪2.3.3資料提煉方法………….………….……………….……13
§2.4顧客關係管理……………………….…………………….…….17
▪2.4.1顧客關係管理意義…………..…………………….……17
▪2.4.2顧客關係管理的處理程序…………………..…………17
§2.5機器學習…………………….…..………………………………20
▪2.5.1決策樹…………………..…………………………….…20
▪2.5.2決策樹導入歷史….…………………..………………....21
第三章系統架構………………………………….………………….…22
§3.1以顧客關係管理為主題導向的資料倉儲需求……...….……..23
§3.2系統流程…………………….…………………………..………27
▪3.2.1資料倉儲架構…………..…………………………….…27
▪3.2.2資料收集模式………………..…………………….……28
▪3.2.3 分析方式…………………….……………..…………..31
§3.3建構資料倉儲…………….……………….………………….…33
§3.4線上分析處理…………………………..…….…………………37
§3.5利潤導向的行銷……………………………….………………..38
▪3.5.1資料提煉剖析…………………………...………….…...38
第四章系統實作……….………………………………………..……...43
§4.1實作環境……………….………………………………………..43
§4.2系統的物件導向分析與設計………..………………………….44
§4.3實作………………………………...………………………………48
第五章結論及未來展望…………………………………………….….56
參考文獻………………………………………………………………..58
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