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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/63711

    Title: 資料倉儲與資料探勘在總部客服部門之應用-以資訊品牌A公司為例
    Authors: 鄭峻浩;Cheng,Chung-Hao
    Contributors: 管理學院高階主管企管碩士班
    Keywords: AFR;區域總部;資料倉儲資料探勘;零組件;顧客關係管理;AFR;CRM;Data Mining;Data Warehouse;RO;Spart Part
    Date: 2006-06-27
    Issue Date: 2014-05-08 15:26:38 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 進步的製造科技、激烈的價格競爭、跨國的產業經營、顧客品牌認同度等,使得管理更趨複雜與困難。為因應此快速變遷的市場變化,資訊品牌公司勢須專注於研發、行銷,以及提昇顧客關係管理上,建立品牌產品競爭能力。
    本研究目的,藉由導入AFR(Annual Failure Rate)程序實務的瞭解,研究資料倉儲、資料探勘應用在總部客服部門,從企業所處外部競爭環境、組織的特性、導入準備與過程,尋求對AFR系統的期望與實際成效。本研究以個案研究的方式進行,作系統性的個案分析。個案公司為知名資訊品牌公司,全球分為五大區域總部,主要資訊產品由總部負責評估,而產品的售後客戶服務,由全球各區域總部之客服部門負責。
    ;Fast moving technology, severe price competition and continuous customer recognition, all such pushes the brand IT product enterprises focus more on their R/D, marketing and CRM (Customer Relational Management) in order to sustain their brand IT product competitive capability.
    The main purpose of this study tries to find out the expected performance of data warehouse, data mining in brand IT product HQ (Headquarter) CSD (Customer Service Division) through implementing AFR (Annual Failure Rate) project. The case company is a well-known brand IT product enterprise which comprises 5 independent operation ROs (Regional Office) global-wise. The major IT products are outsourced to OEM / ODM by HQ, as marketing and customer services are managed by ROs.
    The case finds that owing to successfully implement AFR project, HQ CSD integrates the products maintenance data through 5 ROs, so HQ CSD can achieve below advantages,
    1)Enhance customers satisfaction for brand IT products
    2)Promote product qualities and fast reaction for product issues
    3)Lower spare parts inventory preparation and spare parts cost down
    4)Efficient OEM / ODM management and spare part suppliers management
    In managerial meaning, case company focuses on brand operation and outsource IT products manufactured to efficient OEM /ODM. HQ and ROs play independent roles but hold tight cooperation, all the objectives are to enhance brand IT product competition. Through data warehouse and data mining, branded company intensifies customer relationship. Besides that, there are important factors for AFR project success – top management support, precise and concrete objectives, focus on over-all advantages not only specific regional office and global members participation.
    The case study can’t encompass all related topics but it can be a preliminary study of data warehouse and data mining for brand IT product HQ CSD application. From the study, hopes to set up the model of a reference guideline of data warehouse and data mining for HQ CSD, which may become a useful reference for both the enterprises and academic organization.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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