企業之永續經營其首要條件就是需要獲利，研究報告指出”若顧客保留率可提高5%，平均每位顧客的價值就能增加25%到100%”，”80%的利潤來自20%客戶”[10，13]，可見保住既有客戶及提高其價值的重要性。零售業POS系統的「銷售資料」及「客戶資料」是一個組織了解其顧客特性與價值的極重要資源，因此眾多的工商企業也都開始注意到他們所擁有的大量電腦資料並且對客戶關係管理極為重視。應用資訊科技協助企業分析整合顧客相關資料以制定商業決策，將決定企業的獲利能力和競爭力。 本研究將應用資料倉儲技術為零售業建置CRM系統，透過線上分析處理技術可協助行銷人員了解不同的客戶群及客戶特性以及促銷活動成效以研擬適當的促銷方案，甚至對重點客戶提出特別促銷與管理，以便為零售業帶來更大利潤。本研究提出LRFMP資料分析模式並將以連鎖藥妝業為例，詳述整個建置過程及資料分析之應用，以作為企業建置資料倉儲或後續研究者之參考。 The main task of forever management for enterprise is having a benefit. According to research report, if the percentage of maintaining the customer can rise to 5%, each customer value can increase to 25-100%,80%’s benefit come from 20% of customers [10, 13], as you can see the importance of remaining customer, retail’s pos system’s “sale data “and “customer data” is the most valuables resource for company, so Enterprise using information technology help to analyze and organized the information and making a business decision, these movement will decide the benefit and the competitive of the Enterprise. The research is hope solve the problem of promotion effect is not good and help salesman to understand different customers and making an appropriate saling plan ,even making a special promotion and management to the important customer , to bring more benefit for the retailer. The research is using chain medicine for example ,bring LRFMP information analyze model and using data warehouse and On-Line Analytical Processing technology to build the customer relation management system ,the dissertation will amplify the whole process of build and the application of information analyze , reference for Enterprise build data warehouse.
