A Study for Integrating Customer Rank Evaluation into a Forecasting Model of Trading Completion Ratio — An Example of an Electronic Device Manufacturing Firm

• Main Authors: CHEN, YU- CHANG, 陳裕昌
• Other Authors: LEE, JIUNN- MIN
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/70145663968062370591

碩士 === 輔仁大學 === 資訊管理學系 === 91 === Due to the life cycle time, elimination rate, and market share of electronic devices almost determined by customers, the competitive situation makes the business related to electronic devices gradually become a customer-oriented market. Recently, businesses are increasingly realizing the importance of knowing their customers better and are focusing their marketing efforts on building lasting ties with customers through improved Customer Relationship Management (CRM). Unfortunately, although the complete information can be offered to the management, most of decisions in the semi- or un- structured problems for forecasting the customer trading completion ratio are made by manager’s experience, judgment and even intuition. Traditional information systems can not solve the proposed problems effectively. Different from the above viewpoints, this study not only considers all marketing factors for directly analyzing customer data but also presents a simple decision model for involving all key factors and for effectively monitoring the marketing performance. In order to carry out an effective forecasting of trading, a decision support system (DSS) for integrating rank evaluation into the model of customer trading completion ratio is then presented in this study. The purpose of this system is to understand customer behavior, to evaluate each customer’s performance rank and to forecast the trading completion ratio of a company. Finally, a prototype system of some famous electronic device manufacturing firm is developed by evolutionary prototyping method and its multi-dimensional data warehouse can offer the ability of on-line analytical processing (OLAP) and other required functions. Knowledge sharing from the firm’s knowledge base can be achieved by the interactio of user-friendly interface in firm’s intranet system. Then, the managerial guidelines can be obtained from the proposed quantitative and qualitative analyses of the prototype system.