運用資料倉儲及資料探勘分析捐血行為

Abstract

企業的生存隨時面臨來自經濟、政治、市場景氣、競爭對手等各方面地挑戰，故須無時不刻地戰戰競競，因應市場變化，求新、求變，瞭解競爭對手的動向，更須瞭解顧客在哪裡及顧客的需求。為達此項目的，從內部存在的企業資料及外部資料中均可挖掘出顧客或潛在顧客的相關資訊，從而瞭解其行為模式，進而預測購買行為。企業藉此化被動為主動，提升顧客滿意度，亦提高企業獲利能力。 捐血中心為非營利機構，雖非企業，其存在目的非追求獲利及最大利潤，但存在類似問題－如何瞭解捐血人行為模式以妥善管理血量的調度，包括捐血人募集及血品的供應調整。捐血人在哪裡？捐血人的重複捐血率、不適合捐血者有哪些特性？第一次捐血人特性為何？如何保持各種不同效期血品對醫院的供應無虞？ 本研究以建置之捐血資枓庫，架構資料倉儲，提供捐血中心管理人對捐血人捐血行為之瞭解，進而做為決策之參考，以提升對捐血人服務品質及血液供應品質，以達捐血人、捐血機構、用血人参贏之目標。

Enterprises may at any time face a variety of challenges that affect their business viability. These challenges may come from various aspects such as the state of the economy, politics, market prosperity and competitions from counterparts. Therefore, enterprises must be always readily, according to market change, to invent and innovate, understand counterparts’ moves, and most of all, must know where customers are and what they need. In order to achieve the above objectives, enterprises may obtain customers or potential customers’ relevant information from internal and external data, to understand their behavior mode so as to predict their purchase ability. By means of this proactive strategy, rather than a passive one, increases the degree of customers’ satisfaction and enterprise profitability.

Taipei Blood Center is a non-profit organization, this means, the purpose of its existence is not for pursuing profits or a high profitability. Nevertheless, it faces similar challenges as a profit-driven organization─how to understand blood donors’ behavior mode in order to appropriately manage the level of blood stock, including the supply dispatch of blood products and how to promote for more blood donors; where are blood donors? Blood donors’ Repeat Blood Donation Rate? What are the traits for those who are not suitable to be a blood donor? What is the reason for first-time blood donor? How to maintain a range of different blood expiry dates to secure hospital blood supply?

The research conducted is based on the donor database established in the Blood Center and the data warehouse structure to provide the Blood Center management a more understanding in blood donors’ donation behaviors. The results are to be used as strategic references for the purpose of enhancing service quality to blood donors and blood supply quality, and to achieve an all-win objective for the blood donor, blood donation organization and blood receiver.