從單一企業觀點重構顧客資料庫之研究-以大學校友資料庫為例

隨著時代的變遷，現代企業逐漸從產品導向的經營策略，轉變為以顧客為中心的戰略關係，並在顧客關係管理投入了大量的資源；組織內各部門因應業務需求，紛紛建置顧客管理系統。在現今速度競爭的時代下，如何快速掌握資訊、即時做出有效決策，是影響企業成功的重要因素之一。早期分別建置的顧客管理系統、分散儲存的顧客資料，逐漸不符合企業快速掌握資訊的要求。當今組織如何整合分散的顧客資料、建置快速且方便使用的顧客資料庫，是企業面臨的一大挑戰。　　有鑑於此，本研究設計一套資料庫重構流程，以單一企業觀點為基礎重新設計整合式顧客資料庫，並將分散的顧客資料同步至整合式資料庫中。流程分為三個階段，階段一以單一企業觀點為基礎，重新設計顧客資料倉儲；階段二探索資料源並利用ETL(Extract、Transform、Load)和資料整合技術，將分散的顧客資料同步至整合式顧客資料倉儲；階段三依企業需求，建立方便取用的資料超市與使用者介面，便完成資料庫重構作業。　　本研究將資料庫重構流程，實作於個案學校的校友資料庫，經由實作的方式驗證流程的可行性，歸納並分析流程執行的困難與應注意事項，做為顧客資料整合執行的依據與實務經驗的參考。最後，總結目前企業老舊資料庫普遍面臨資料庫架構複雜、資料庫整合重構成本過高和分散資料定義存在理解落差等問題，而本研究設計的資料庫重構流程，能協助企業建立以單一企業觀點的整合式資料庫。

關鍵字

資料庫重構； ETL ；資料模型；單一企業觀點

並列摘要

Change with the times, the modern enterprise business strategy, from product oriented converted to customer oriented , they have been spend a lot of resources in customer relationship management. Organization department because of operational requirements, have build customer relationship management system. Now is the era of speed to determine the winner, how to grasp the information and make effective decisions instantly, is an important factor in business success. Old fragmented customer management systems, customer information stored separately, can not meet the requirements of quick access to information. So, how to integrate customer information, build fast and easy to use database for businesses is a challenge. Based on the above, this study design a database reconstruction process, planning a database integration process from the perspective of a single enterprise, to integration of dispersed information. Process is divided into three phases, Phase I: From the perspective of a single enterprise, planning customer database integration. Phase II: Explore data sources and use ETL (Extract, Transform, Load) and data integration technology, synchronize customer data to integrated databases. Phase III: According to user’s needs, build fast and easy to use data market, and user interface, database reconstruction work is completed. The study, run the database reconstruction process on a school alumni database, and verify the feasibility of the process. In the implementation process, we record the steps ,difficulties and precautions, provide practical experience from reconstruction process database. Finally, we summarize the problem with old database on enterprise: complex database architecture, database reconstruction high cost , and there are differences in the understanding of the information. Database reconstruction process of the study design, help enterprises integrated database from the perspective of a single enterprise.

並列關鍵字

ETL ； database reconstruction ； data model ； single type enterprise perspective

參考文獻

林于新（2008）。以企業流程模型導向實施資料庫重構之研究-以 S 公司為例。

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從單一企業觀點重構顧客資料庫之研究-以大學校友資料庫為例

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