運用資料倉儲支援顧客價值決策---以南山人壽為例

The Research of Supporting Customer Values’ Resolutions with Data Warehousing－Study of Nan Shan Life Insurance Corporation

蔡佳璇(Chia-Hsuan Tsai)

指導教授 ： 王全裕

崑山科技大學/商業管理學院/企業管理研究所/碩士(2007年)

摘要

跨入二十一世紀，資訊科技日益發達，市場競爭亦漸趨白熱化，顧客的要求亦愈來愈高。對所有的企業來說，其存在的主要目的之一即是「獲利」，而獲利營收的來源與對象，則是所謂的「顧客」，不管是企業顧客或是個人消費者顧客。國內壽險業在顧客關係管理的策略應用上，已開始發展，要運用資訊科技做好顧客關係管理(CRM)；而顧客關係管理(CRM)與資訊科技(IT)，必須和公司的經營策略相結合，新資訊科技（Internet、Data Warehouse、Data Mining、IA 等）已成熟，利用互動式自動化及IT 來達到一對一最深層次的CRM，以達到競爭優勢。最終目標是透過最優勢的顧客關係在市場上凸顯出公司，以達獲利。根據IDC (International Data Corporation)1996 年的研究報告指出：過去成市婺m資料倉儲的企業當中，其三年的平均ROI (Return on Investment) 高達401%，其中甚至有15%超過600%。可見企業建置資料倉儲所可能產生的優勢的確是相當驚人的。
經過本研究發現，南山人壽使用資料倉儲最大的用途，就是要能整合各子公司的資料，讓業務人員幫客戶量身訂做完整的理財規劃。而為達成長期永績經營之目標，持續推動CRM行銷策略，以利用資訊科技提供顧客多元服務管道，進而作為持續提昇顧客價值及顧客貢獻度，以掌握企業未來更優勢的競爭力及獲利能力。

關鍵字

顧客關係管理 ； 資料倉儲 ； 顧客價值

並列摘要

Stepping into the 21st century, Information Technology has reached a new era, and its market competition has become hotter than ever due to the request for higher standards. To all corporations, their means of survival is profits. The source for profits are customers; may it be business clients or individual consumers.
Domestic insurance industry’s tactic on customer relationship has developed into using IT as a tool for Customer Relationship Management. 21st century is (e 世代), naturally, the information technology is advancing into a powerful tool, but the merging of the (CRM) and (IT) has to first unify the company’s business strategies for it to be successful. New Information Technologies such as the Internet 、Data Warehouse、Data Mining and IA has matured. They rely on strong interaction with the consumers to gain an edgy on the competition with other forms of communication. The goal of the company is to use the advantages that the IT provides so that it will stand out from the crowds. International Data Corporation 1996 memoir pointed out that, In the past succeeded establishes the material warehousing in the middle of the enterprise, its three year average ROI (Return on Investment) reached as high as 401%, in which even has 15% to surpass 600%.Obviously the enterprise establishes the superiority which the material warehousing institute possibly produces indeed is quite astonishing.
After this research discovery, the Mt. Na person uses the material to store in a storehouse the biggest use long-lived, is must be able the conformity various subsidiary companies material, lets the servicer help the customer quantity body making to order integrity to manage finances the plan.But for will achieve forever twists goal of for a long time the management, will impel the CRM marketing strategy continually, will provide the customer using the information science and technology the multi-dimensional service pipeline

並列關鍵字

Customer Value ； Customer Relationship Management ； Data Warehousing

參考文獻

12.李政遠（2003）。企業核心能力、服務策略與服務傳送系統對顧客終身價值影響之研究—汽車產業個案研究。中原大學企業管理學系碩士學位論文。

17.沈中華。2004 年評比研究金控公司壽險子產業。

24.林東清（2002）。顧客關係管理（CRM）研究的一些相關理論模式與重要議題。資訊管理學報，第九卷，頁31-56。

35.張柏齡（2002）。資料倉儲建立研究及成果。中原大學資訊管理學系碩士學位論文。

37.張寶樹（2003）。顧客關係管理系統導入效益與關鍵成功因素之研究。中原大學企業管理研究所碩士學位論文。