券商CRM设计.pdf

大型證券商CRM条統資料倉储規劃與建置
Data Warehouse Planning and Construction for
A CRM System of Large Scale Securities
曾守.
Frank S C. Tsen
國立高雄第一科技大學資訉管理糸
Dept Information Management
National Kaohsiung First University of Science and Technology
Tel:07-6011000Ext.4113
Fax:07-6011042
E-mail: imfrank(@ccms. nkfust.edu. tw
http://www.nkfust.edu.tw/--imfrank
摘要
由於網際網路具趄所帶動的資流通速度?使得現代化企業競例環境化經快
到讓人難以喘、。在函業資料的應用領域方面?後續的挑戦将會是:「如何將以往的歴义
資料歸約整理後·與外部朴相關的資料作?番完繁的整合·以提供快速而準碓的決策分忻能
力。」在標的需求とド?建置企業「資料倉儲」( Data Warehouses)的親念應運而生。
由於資料倉儲可以協助企業將所有過去的歴史營運資料與經由網際網路或產業公報上.所
收集到的精確資料做完美的整合?以提供多維度的線上資料分析?進一步輔助企業做有
效的決策,因此越來越受倒企業的重靦。而目前國?的金融證券業?县主要的業務是提供
报務以獲得利潤。所以若要獲得更多的利瀏?就要開愛更廣大的客三群。除此之外?刻何
了解客戶的組成結構?以及留住?有影響力的的大各戶,就成了證業的當前衷務
國?的大型證券儒了加強對客戶例服務品質?提升客戶對企業的忠誡度與向心
力?目前正大力引進了「知識管理』( Knowledge Managemen0)観念,並結合日前在金
融服務業普湿認可的「客戶關係管理_( Customer Relationship Managemen.CRM)觀念
期待能透過整的系統建常?譲該公司的服務品質在客戶口耳相傳的優良口碑中,永續維
國內證券業領導性地位。
雖然國內日前券業希望建CRM系統的公同相常多?但足在面對规模鹿大的資
米斗軍與資料儲規制上?常常令業界人土産4.無從下手的困境?尤到日前止我們並沒
有看到峧光整的系統建報告出現?此?本論文將針對我們在協助國內某人證券冏規
CRM系統貪料庫與資料會的過稈提供說?希望能提供整個系統规劃經験的分享
相信以如此規模的人型券府做爲貫務上的建,常能提供想要建置資料倉系統的
産?官、界一個務上的參考
關鍵字:XMLい、異質性資料庫整合、倉料倉儲、倉料探勘丶客關係營埋
To whom all correspondence should be sent
Data Warehouse Planning and Construction for
A CRM System of Large Scale Securities
Frank S.C. Tseng
Department of Information Management
National Kaohsiung First University of Science and Technology
el:07-6011000Ext.4113.Fax:07-6011042
E-mail: imfrank(@ccms. nkfust. edu. tw
http://www.nkfust.edu.tw/-imfrank
Abstract
As the applications of World Wide Web in commercial activities grow
tremendously, the next challenge of business data applications will be a process
integrating historical and external data to support the ability for efficient and accurate
decision-making. Under such circumstances, it is indispensable to construct an
enterprise-wide data warehouse. This is because the construction of data warehouses can
help enterprises to integrate all historical operational data with industrial officia
announcement to provide multi-dimensional on-line analytical processing. which
effectively promotes the quality of enterprise decision-making. In domestic financial
circles, profits are gained mainly from customer services. Therefore, to increase the
profit, it is undoubtedly that enterprises should develop new customers and decrease the
churning rate more aggressively
To upgrade the customer service quality, the concepts of knowledge management
and customer relationship management(CRM )are adopted by many domestic securities
Hopefully, by establishing such a computer system, the quality of customer service will
be improved and the leading position will be retained
On constructing an integrated data warehouse, many companies are really
frustrated due to the labor-intensive, time-consuming, and error-prone process
Therefore, up to now we have not seen a domestic technical report regarding the
anning and construction of a financial enterprise data warehouse. In this paper, we
intend to share our experience of planning and constructing a data warehouse for the
CRM system of a large scale domestic securities. We believe this can provide a very
practical research testbed for the dom