顾客关系管理资料仓储之建置模式.docVIP

顧客關係管理資料倉儲之建置模式 林文揚 義守大學資訊管理系 wylin@.tw 吳佩珊 義守大學資訊工程所 m883323m@.tw 陶幼慧 國立屏東科技大學資訊管理系 ytao@.tw 摘要 顧客關係管理是近年來企業經營談論最廣泛，也最受重視的觀念之一。隨著網際網路以及電子商務的興起，顧客的消費習慣與動向比起以往更加瞬息萬變；相對的，在此交易環境下企業所累積的資料量亦快速的增加。因此，如何有效的分析這些資料以進行顧客關係管理便成為迫切的議題。近年來，雖然許多學者專家都建議透過資料倉儲的技術處理這些龐大的資料，但鮮少有研究深入探討此技術之應用層面的議題。因此，本研究提出一顧客關係資料倉儲架構及其建置流程，探討如何利用資料倉儲，針對顧客關係分析所著重的議題，包括顧客保留、顧客忠誠度、顧客流失率、顧客貢獻度及顧客終生價值，建立提供線上分析處理所需的資料模式，並說明如何利用線上分析處理的技術進行上述各種顧客關係分析。 關鍵字：顧客關係管理、電子商務、資料倉儲、線上分析處理、星狀綱要 A Model of Building Data Warehouse for Customer Relationship Management Wen-Yang Lin Dept. of Information Management I-Shou University wylin@.tw Pei-Shan Wu Institute of Information Engineering I-Shou University m883323m@.tw Yu-Hui Tao Dept. of Information Management National Pingtung University of Science and Technology ytao@.tw Abstract Customer Relationship Management (CRM) is one of the most importance concepts in business management. As the advent of internet and electronic commerce, customers’ consuming behavior and tendency is becoming varied than ever. On the other hand, the data accumulated within enterprises under the E-Commerce environment have been growing continuously, and result in a new challenge?how to analyze these data effectively to facilitate customer relationship management. Recently, though many researchers have suggested using data warehouse to deal with such a huge amount of data, no one has been devoted to the implementation issues for integrating these technologies. In this paper, we propose a data warehousing architecture dedicated to the customer relationship analysis under E-Commerce environment. We also discuss how to build the data models to facilitate on-line analytical processing (OLAP) of the primary measures for customer relationship, including Customer Activity, Customer Loyalty, Customer Attrition, Customer Profitability and Customer Lifetime Value. Keywords: Customer Relationship Management, Electronic Commerce, Data Warehousing, On-Line Analytical Processing, Star Schema 壹、緒論 隨著網路的蓬勃發展以及電