型證券商CRM系統資料倉儲規劃與建置

Data Warehouse Planning and Construction for

A CRM System of Large Scale Securities

曾守正*

Frank S.C. Tseng

國立高雄第一科技大學 資訊管理系

Dept. Information Management

National Kaohsiung First University of Science and Technology

Tel: 07-6011000 Ext. 4113

Fax: 07-6011042

E-mail: imfrank@ccms.nkfust.edu.tw

http://www.nkfust.edu.tw/~imfrank

  

由於網際網路興起所帶動的資訊流通速度,使得現代化企業競爭的環境變化已經快到讓人難以喘息。在商業資料的應用領域方面,後續的挑戰將會是:「如何將以往的歷史資料歸納整理後,與外部相關的資料作一番完整的整合,以提供快速而準確的決策分析能力。」在這樣的需求之下,建置企業「資料倉儲」(Data Warehouses) 的觀念便應運而生。由於資料倉儲可以協助企業將所有過去的歷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,進一步輔助企業做出有效的決策,因此越來越受到企業的重視。而目前國內的金融證券業,其主要的業務是提供服務以獲得利潤。所以若要獲得更多的利潤,就要開發更廣大的客戶群。除此之外,如何了解客戶的組成結構,以及留住具有影響力的的大客戶,就成了證券業的當前要務。

國內的大型證券商為了加強對客戶的服務品質,提升客戶對企業的忠誠度與向心力,目前正大力引進了「知識管理」(Knowledge Management) 的觀念,並結合目前在金融服務業普遍認同的「客戶關係管理」(Customer Relationship Management, CRM) 觀念,期待能透過完整的系統建置,讓該公司的服務品質在客戶口耳相傳的優良口碑中,永續維持國內證券業領導性地位。

雖然國內目前證券業希望建置CRM系統的公司相當多,但是在面對規模龐大的資料庫與資料倉儲規劃上,常常令業界人士產生無從下手的困境,尤其到目前為止我們並沒有看到較完整的系統建置報告出現。因此,本論文將針對我們在協助國內某大型證券商規劃CRM系統資料庫與資料倉儲的過程提供說明,希望能提供整個系統規劃經驗的分享。相信以如此規模的大型券商做為實務上的建置研究,當能提供想要建置資料倉儲系統的產、官、學界一個實務上的參考。

關鍵字XML、異質性資料庫整合、倉料倉儲、倉料探勘、客戶關係管理。


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

Tel: 07-6011000 Ext. 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 of 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 official 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 planning 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 domestic financial circles, the government, and the academy to reference.

Keywords: XML, Heterogeneous Database Integration, Data Warehouse, Data Mining, Customer Relationship Management.

 



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