券商CRM设计

CRMDataWarehousePlanningandConstructionforACRMSystemofLargeScaleSecurities∗FrankS.C.TsengDept.InformationManagementNationalKaohsiungFirstUniversityofScienceandTechnologyTel:07-6011000Ext.4113Fax:[phone]E-mail:[e-mail]://www.nkfust.edu.tw/~imfrank(KnowledgeManagement)(CustomerRelationshipManagement,CRM)CRMCRM∗Towhomallcorrespondenceshouldbesent.1DataWarehousePlanningandConstructionforACRMSystemofLargeScaleSecuritiesFrankS.C.Tseng∗DepartmentofInformationManagementNationalKaohsiungFirstUniversityofScienceandTechnologyTel:07-6011000Ext.4113,Fax:[phone]E-mail:[e-mail]://www.nkfust.edu.tw/~imfrankAbstractAstheapplicationsofWorldWideWebincommercialactivitiesgrowtremendously,thenextchallengeofbusinessdataapplicationswillbeaprocessofintegratinghistoricalandexternaldatatosupporttheabilityforefficientandaccuratedecision-making.Undersuchcircumstances,itisindispensabletoconstructanenterprise-widedatawarehouse.Thisisbecausetheconstructionofdatawarehousescanhelpenterprisestointegrateallhistoricaloperationaldatawithindustrialofficialannouncementtoprovidemulti-dimensionalon-lineanalyticalprocessing,whicheffectivelypromotesthequalityofenterprisedecision-making.Indomesticfinancialcircles,profitsaregainedmainlyfromcustomerservices.Therefore,toincreasetheprofit,itisundoubtedlythatenterprisesshoulddevelopnewcustomersanddecreasethechurningratemoreaggressively.Toupgradethecustomerservicequality,theconceptsofknowledgemanagementandcustomerrelationshipmanagement(CRM)areadoptedbymanydomesticsecurities.Hopefully,byestablishingsuchacomputersystem,thequalityofcustomerservicewillbeimprovedandtheleadingpositionwillberetained.Onconstructinganintegrateddatawarehouse,manycompaniesarereallyfrustratedduetothelabor-intensive,time-consuming,anderror-proneprocess.Therefore,uptonowwehavenotseenadomestictechnicalreportregardingtheplanningandconstructionofafinancialenterprisedatawarehouse.Inthispaper,weintendtoshareourexperienceofplanningandconstructingadatawarehousefortheCRMsystemofalargescaledomesticsecurities.Webelievethiscanprovideaverypracticalresearchtestbedforthedomesticfinancialcircles,thegovernment,andtheacademytoreference.Keywords:XML,HeterogeneousDatabaseIntegration,DataWarehouse,DataMining,CustomerRelationshipManagement.∗Towhomallcorrespondenceshouldbesent.2(DataBaseManagementSystemsDBMS)(ManagementInformationSystems)Kimball[12]POS(PointofSaleSystems)Internet(NASDAQ)AOLAmazonYahooMicrosoftIBMCisco/AmazoneBayeTradeAOLHinet31.現代化企業與資料倉儲(DataWarehouses)[12][13]W.H.Inmon[11](Sbject-Oriented)(Integrated)(Time-Variant)(Non-Volatile)IDC(InternationalDataCorporation)1996[6]ROI(ReturnonInvestment)401%15%600%50%160%90%40%80/20Peppers&Rogers[16]2.證券商的CRM系統設計4198720006178.8($5.77)492.3CRMSiebelPeopleSoftClarifyJ.D.EdwardsCRMSFA(SalesForceAutomation)CRMIBM,Oracle,Sybase20001SWOT[8](N)(KnowledgeWorkerPortalSystem)MicrosoftWindows2000Server2001N(KnowledgeWorkerPortalSystem)1.(People-to-People)(TacitKnowledge)(Collaboration)ExchangeServer2000ConferencingServer2000(RealTimeCollaboration)51(a)SWOT()(Strength)(Weakness)(Tandem)Information()8InternetT1InternetT1e-Agent700E()(InternetIntranetExtranet)1(b)SWOT()(Opportunity)(Threat)PCServer32CPUWindows2000OAIAPDATandemWTO62.(People-to-Information)(ExplicitKnowledge)(ContentManagement)MicrosoftExchangeServer2000WebStorageSystem(ContentManagement)(PortalsandSearch)3.(People-to-Data)(PotentialKnowledge)MicrosoftMSSQLServer2000AnalysisService2E-AgentE-Trader2CRMWebE-TraderE-AgentWebN(InnovationandIncubatorCenter)(User-DefinedFunctions)(StoredProcedures)(Triggers)73.客戶關係管理簡介(CustomerRelationshipManagement,CRM)1980(ContactManagement)1990(CallCenter)(CustomerCare)Ohaegbu&Devgan[15](E-Commerce)e1.2.3.“Comefortheproduct,stayfortheservice.”[19][6](DataMart)[12]8CRMCRM(DataCube)1.資料庫與資料倉儲系統的差別(Data)(Redundancy)(UpdateAnomalies)(OperationalDatabase)(On-LineTransactionProcessingSystems,OLTPSystems)[12](OLTPSystems)()1.()92.OLTPOLTPOLTP“”(DataWarehouse)(Slice)(On-LineTransactionProcessingSystems,OLTPSystems)(On-LineAnalyticalProcessingSystems,OLAPSystems)[12](DecisionSupport)(Alternatives)(BusinessData)(BusinessModel)(QualityofData)(GarbageIn,GarbageOut)([17])[17]80%2.資料倉儲的一般架構Anahory&Murray[1]110CRMABCOLAP1(Front-EndLoadComponent)(DetailedData)(Meta-Data)(SummarizedData)(DataWarehouseManager)(Back-EndQueryComponent)(OLAPTools)(DataMiningTools)1.(OperationalData)(On-LineTransactionProcessingSystems,OLTPSystems)(HierarchicalDatabase)(ProprietyFileSystem)VSAMISAMFileInternet2.(IntegratedDetailData)11‘’3.(SummarizedData)4.(Meta-Data)(DataaboutData)5.(BackupData)Hackathorn[7](InformationFlow)21.(Inflow)(Extraction)(Cleansing)(Loading)2.(Upflow)3.(Downflow)4.(Outflow)5.(Meta-flow)(Metadata)12ABOLAP2CRMCRM1.證券商的線上交易系統架構LegacySystemTandemNon-StopSystem(HierarchicalDataModel)VSAMMicrosoftMSSQLServer2000TandemMSSQLServer2000SQLServer20002.CRM系統架構(On-LineTransactionProcessing,OLTP)(On-LineAnalyticalProcessing,OLAP)13CRM(DatabaseSchema)(DataCubes)CRM1.Tandem2.CRMWeb()()()3.CRMCRM3(Vie