應用RFMP產品價值模式於支援行銷策略 之研究—以全像產業為例

Abstract

企業導入企業資源規劃系統，能協助企業應用於改善營運控制管理，同時它儲存了每一個工作流程中的交易資料，但如何能進一步分析系統收集到的所有作業流程中的資訊，作為決策上的應用是重要的研究課題。 本研究針對企業資源規劃系統中收集的訂單產生至出貨過程中的所有作業資料，建置一個資料倉儲系統作為線上分析使用，並使用“RFMP產品價值模式”為基礎進行產品分群以及分析產品價值時間趨勢；並使用資料探勘技術，透過決策樹建立分類衡量指標，建立產品價值預測模式，作為高階決策者行銷決策上之輔助工具。

Enterprise implement of ERP (Enterprise Resource Planning) system can aid enterprise improve it's operational control management. And it had collects every streaming process’s transaction datas. But how can we further analyze process informations that system gathered from operating processes, and appling on the decision-making is an important research topic. In this case study, we focus on the ERP systems data collected from sales-order booking to shipping fulfillment. Building a data warehouse system for online analyss process. And using "RFMP product value model" for product grouping and analyze product value time trends. And using data mining techniques to establish metrics through a decision tree classification, establish product value prediction mode as a marketing decision supporting tool for high-level managers.