臺灣博碩士論文加值系統

大數據的基本精神是從大量資料中挖掘寶貴的知識，發現其所隱藏的價值，根據報導，2017年創業家兄弟電子商務公司憑藉大數據，成功於雙十一購物節大幅提升銷售額，而平衡計分卡被視為全球最具公信力的管理學工具，不僅被用來衡量企業績效，亦被用來管理企業策略，因此，本研究結合大數據及平衡計分卡，旨在探討企業如何應用大數據提升企業績效。
本研究運用決策實驗室分析法發現，站在企業績效之角度，企業之非財務面績效會影響財務面績效，進一步探討發現，平衡計分卡之學習與成長構面績效及內部流程構面績效會影響顧客構面績效及財務構面績效；運用分析網路程序法發現，「任用願意利用數據制定決策的管理者」、「利用大數據針對個別顧客給予專屬之建議」、「利用大數據發現顧客洞見及顧客行為」及「利用大數據推動個性化行銷」能有效提升企業績效；運用0-1目標規劃法發現，在預算、大數據專家工時及首席資訊長工時有限制的條件下，「任用願意利用數據制定決策的管理者」、「利用大數據提供預測性維修之售後服務」、「利用大數據針對個別顧客給予專屬之建議」及「利用大數據瞭解顧客洞見及顧客行為」，能有效提升企業績效。

Big data is a large amount of data, we can extract knowledge from it. According to the report, an e-commerce company successfully boosted its sales through application of big data. The Balanced Scorecard is considered as the most credible management tool in the world, which is used to measure corporate performance and manage business strategy. Therefore, this paper combines big data with Balanced Scorecard to discuss how to improve business performance through big data.
Through DEMATEL, this paper finds that the performance of non-financial aspect affects the performance of financial aspect. Further, this paper finds that the performance of learning and growth perspective and the performance of internal process perspective affect the performance of customer perspective and the performance of financial perspective. Through ANP, this paper finds that “Place people who is willing to make decision through data at the heart”, “Give exclusive recommendation to individual customer ”, “Find customer insight and customer behavior through big data” and “Promote personalization marketing through big data” can improve business performance effectively. Through ZOGP, under the condition that budget, big data scientist working hour and CIO working hour are limited, this paper finds that “Place people who is willing to make decision through data at the heart”, “Provide predictive maintenance through big data”, “Give exclusive recommendation to individual customer ” and “Find customer insight and customer behavior through big data” can improve business performance effectively.

摘要 I
Abstract II
目錄 III
表目錄 IV
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 大數據 7
第二節 平衡計分卡(Balanced Scorecard) 13
第三節 利用大數據提升企業績效 19
第三章 研究方法 23
第一節 決策實驗室分析法（Decision Making Trial and Evaluation Laboratory, DEMATEL） 23
第二節 分析網路程序法(Analytic Network Process, ANP) 26
第三節 0-1目標規劃法(Zero-One Goal Programming, ZOGP) 31
第四節 研究架構 32
第四章 實證分析 35
第一節DEMATEL分析 35
第二節 ANP分析 39
第三節 ZOGP分析 47
第五章 結論與建議 51
參考文獻 53
附錄 57

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