隨著資訊時代的來臨，網際網路用戶數的急速成長，客戶資料大量湧入的結果造成了企業回應客戶的困難；此外，入口網站的日漸普及與市場新利基的建立，使得上網者對專業化網站的需求提高；而配合新行銷時代的來臨，新科技行銷已從以往的大眾行銷走向一對一的個人化行銷。在這樣的背景與動機驅動下，近年來資料倉儲技術的興起，在這個講求競爭及速度的時代，提供了一套真正能創造企業優勢的方法，資料倉儲與客戶關係管理也逐漸成為企業發展與競爭不可或缺之工具。 　本研究乃是利用資料倉儲等相關技術，期望能達到網路市場區隔之目的，進而提供行銷相關之建議。因此，研究中定義了入口網站之會員特性分析模式，從中發掘出會員特性模式之分析結果，再配合入口網站功能階段分類表的服務內容，與研究中所訂之行銷模式，修改並制訂最後行銷策略上之參考建議。 　目前國內在資料挖掘上之相關研究，乃以金融、銀行、保險等領域的應用較多，對於入口網站此領域的應用尚無相關研究出現。另外，在網際網路發達，且入口網站百家爭鳴的背景之下，如何提高會員註冊率，與如何保留住已註冊的會員，是網站經營者所需考量的兩個重要課題。有鑑於此，本研究期望帶給網路業者一個新的思考方向與啟發，也試著將資料挖掘的技術帶入網際網路的應用領域，由網站會員特性的初步分析開始，做一簡單之示範。 / With the approach of informational era, the Internet users grow rapidly and the mass production of customers' data results in the difficulty of the response from industries to customers. Moreover, the widespread use of portal sites and the establishment of new market opportunity let the Internet users raise their demand to specialized websites. Because of the coming of new selling era, the selling of new science and technology has changed from the former mass selling to one-to one individual selling. Under the drive of this kind of background and motive, Data Mining technology rises and develops recently. In the era that emphasizes competition and speed, we provide a method that creates the superiority of industries. Data Warehouse and Customer Relationship Management (CRM) is becoming the essential tool for the development and competition of the industries. 　This research uses some technologies related to Data Warehouse in order to segment the Internet market, and provide the related selling suggestions. Therefore, the research defines the analytic model of characteristics of members of portal sites, discovers the analytic results, and then to cooperate with the services mentioned in the classified table of functions/stages of the portal site and the selling model made in the research, and then modifies and makes the final suggestions on selling tactics. At present, the internal researches about Data Mining are usually applied in the domains of finance, banking, and insurance, not in the domain of the portal sites. Besides, in the situation of prosperous Internet and competition of portal sites, how to raise the register rate of members and how to keep the registered members are the two important topics considered by website managers. Consequently, this research hopes to bring not only a new direction and inspiration to managers, but also a new applied domain, Internet, for Data Mining. This research will begin with a simple example that analyzes the characteristics of a Portal Sit's Members and the Making of Selling Tactics.

近年來海內外企業舞弊的新聞層出不窮，面對公司不斷發生的舞弊案件，必須思考、研究如何改變傳統稽核方法與工具，消極目的在協助董監事評估內控制度是否持續有效，積極目的在於執行舞弊專案稽核，進而強化公司之控制環境，逐步達到事前分析舞弊行為徵兆之可能。 本研究擬就資料倉儲之導入，建構個案集團公司內部稽核專屬資料倉儲，及藉由資料採礦分析軟體運用分析研究，挖掘出有價值的稽核元件知識；進一步完善持續性稽核的運作環境；為本研究動機所在。本研究將以跨全球經營之個案電子業集團公司為研究對象，從資料倉儲及資料採礦導入工作執行過程及內部稽核作業實際程序及分析結果加以研究，以下列議題進行相關分析探討： 議題一、個案電子業集團公司資料倉儲導入過程探討及成果分析 議題二、個案電子業集團公司導入資料採礦於內部稽核作業之運用分析 本研究較傳統單一議題或產業研究更具廣度，進而對更多在多面向內控舞弊查核議題上有興趣更深入探討的研究者，提供一個參考意見與研究方向。而以個案集團公司導入資料倉儲及資料採礦對內控循環作業中所涉及之集團內常見舞弊高風險交易作業(如：圍標、拆單等)的成果分析，廣泛運用於集團眾多事業群處及作業系統資料庫，是為本研究較為特殊之貢獻。 本個案研究係採取實地稽核作業實施方式，驗證資料倉儲及資料採礦導入分析結果。並歸納出多面向內控循環作業之舞弊查核、形成以風險評估為基礎之稽核計畫、專案舞弊查核結果再強化資料倉儲及資料採礦元件技術等研究結論。 / There is a competitive circumstance for all companies to face how to survive in the world, it includes the opening the marketing, competing with others, preventing from the internal fraud …and so on. Here is a study for the board of directors to focus on how to execute the internal auditing program to make everything perfect under control. To review lots of the prevailing fraud cases in past, a company must have its own opinions to adjust the suitable auditing program and to adopt the accurate detecting processing in order to strengthen the controlling power and narrow down the risk in advance. This study is how to establish the data input and then retrieve the useful information for further analysis based on the mega data bank in the prevailing system of one of public electronic companies in Taiwan. A company engages in the research and development of products, they can, pursuant to their need, add the research and development circle, including the control operation for the basic research, the design of products, the research of technology, the making and testing of products, the research/ development information, and the recording and storage of information in system. There are two main factor issues for further discussion and break it down as the following--- (1) The investigation on the practical data input and the analysis by the result (2) How to retrieve the data for the internal auditing purposes This subject study is different from the same case of the past in the electronic industry in Taiwan. If you scrutinize the details of this report, you will find out lots of fraud cases in the company and the accurate auditing program taken for each of them. There are very interesting and ambitious directions for the public people to consider and investigate in order to fit it in their own industries in future. There are lots of frauds happened in the progressing of the global biding or local biding. You are able to detect the fraud by the internal control points through the data analysis from the prevailing computer system. The result in group biding or separating biding, those activities are existed under controlled by the certain people for benefit themselves. This is a true case happened in Taiwan. The internal auditor of this company would adopt the appropriate auditing progressing by verifying the data warehousing and data mining. A service enterprise’s internal audit unit shall, based on the results of the fraud detecting, the risk assessment, to renew the auditing plan stipulated and designed by the subjected factor into the book.

隨著競爭環境日漸嚴苛，顧客需求日趨多元，企業需要有更有效率的方式來管理與顧客間的關係，顧客關係管理CRM（Customer Relationship Management, CRM）成為企業關心的熱門議題。但過去的學者研究中，僅止於針對影響企業導入＆系統與否之決策進行研究，然而CRM對於企業經營顧客關係之重要性已被企業所認同，同時面對如此牽涉到龐大人力、資金，與時間投入的系統導入計畫，在導入過程中仍會面臨許多重要決策，因此本研究將針對響導入過程的相關因 數，並經由個案研討的實際驗證，提出具解釋力的理論架構。 經由過去文獻的整理，本研究以Rogers（1983）的創新擴散模型為基礎，將影響CRM導入過程的因素分為認知階段的環境面與組織面因素，以及說服階段認知的創新特質，另外系統供應商及顧問公司則扮演特殊的角色，同時在說服、決策及實行階段皆產生影響。其中環境面又包含競爭強度，需求不確定性及產業環境變化速度；組織面因素包含規模、結構化程度、以及高階主管態度。而認知的創新特質則包含相容性以及系統特性。另外則以資訊與資料的蒐集、累積與儲存、吸收與整理、展現與應用等為被影響的研究變數。並選取目前導入最積極的產業中之標竿企業，包含證券、人壽、行動電話系統業者、電子電腦公司，及網際網路服務提供業者等六家企業，進行深入之訪談，期能從這些正在導入的公司之經驗裡，發現可供參考與依循的準則。 經由對個案公司的深入訪談之後，本研究之研究架構有重大修正。認知階段的影響因素除了環境與組織構面仍存在外，從組織構面中抽離複雜度，並與產品特質、顧客基礎，公司依賴業務人員推廣業務及提供服務的程度共同組成新構面—業務面因素，而系統與顧問公司的選擇則成為企業採用CRM系統時重要的決策因素之一。更重要的是，本研究經由訪談對探討主題有更廣泛而完整的延伸，導入過程可以導入積極度、建置組織，以及建置方式來描述。導入積極度代表導入的速度；建置組織裡包含以專案小組的方式來推動，以及高階主管的參與程度；建置方式則包含CRM要素的建置優先順序、以及委外程度。 研究發現，環境面的因素與組織面的因素皆同時影響到CRM導入過程的積極度及建置方式裡的優先順序；而新增的業務面的因素則同時對CRM導入過程的積極度及建置方式裡的優先順序及自建或委外的選擇有較顯著影響。至於認知的創新特質中，不論是專案管理或是高階參與，其影響到的皆為CRM在建置單位上的特性。而協力單位則因為企業對於系統特性的要求有所不同，而同時成為決策結果與影響導入方式的變數。 本研究期望能藉由結合學術理論與實務應用的方案，提供給正在導入或評估規劃中的企業實用的考慮方向與實際例證，以協助企業在導入過程中自我檢測，選擇最適當的導入程序及設計組織關的配套措施，俾使導入過程順利而達到預期目標。 / To cope with the current increase in both competition and customer requirements, enterprises need more efficient methods to manage their relationships with customers. Previous researches focused mainly on the factors affecting the decision whether or not to adopt the CRM system. As the importance of CRM pertaining to management of relationships with customers has been recognized, meanwhile, with regard to implementation of the extensive software which involves investment of massive human resources, capital, and time, many critical decisions still need to be concerned. This research aims at extracting relevant factors affecting the adoption process and proposes a convincing framework verified by an empirical case study. The research in this study is based on the Innovation Diffusion Model of Rogers (1983) and divides factors affecting the CRM adoption process into knowledge and persuasion stages with environmental and organizational factors in the knowledge stage, and perceived characteristics of innovation in the persuasion stage, while system suppliers and consulting firms as joint associates. Environmental factors include competition intensity, demand uncertainty, and industry changing speed. Organizational factors consist of size, structure, and managerial attitude. Perceived characteristics of innovation are composed of compatibility and system characteristics. Data collection, data storage, data mining, and data visualization work as independent variables. Six companies in securities, life insurance, cellular telephone system, electronics and computers, and the Internet service provider industry were selected as study cases. However, the research frame was revised after investigation. In the knowledge stage, complexity is extracted and integrated with product attribute, customer base, and corporation dependence on sales representative to form one integrated factor called business. Moreover, the independent variables are amended to be more extensive, including adoption activeness, constructing section, and constructing manner. The research shows that environmental and organizational factors affect adoption activeness and priority; and that the business factor influences adoption activeness, adoption priority, as well as outsourcing decisions. Project management and managerial participation representing a CRM constructing section are affected by perceived characteristics of the innovation. Through the integration of theory and empirical data , this research hopes to provide direction for examining the CRM adoption process and organization design, so as to facilitate the fulfilling of the adoption objective.

銷售情報一直是行銷研究的一個重心，透過銷售情報之收集，可以掌握與了解消費者對各種不同商品、價格、通路及促銷活動的反應，以協助製造商、批發商及零售商擬定出有效的生產、配銷、商品選擇及販賣等重要決策。而日常消費品產業基本上是以產品的銷售為核心的相關產業之集合體，因此經由多個不同通路上銷售情報之收集與分析，便可使產業中的各廠商掌握更精準可靠的情報，進而使各廠商在經營上同沾其利。由於國內的日常消費品產業仍以中小企業居多，以其有限的資金與人才，往往無法積極掌握商品銷售情報，進行管理資訊系統之維護與更新，也無法即時採用資訊與通訊之新科技，使得其經營效率偏低，並逐漸喪失其競爭力。因此，在不危及業者競爭核心的前提下，如能集合多數業者共享資訊，參考日本流通資訊服務中心（RDS）的作法，推廣情報共享觀念與共存共榮的經營理念，來建立共同銷售情報系統，並以此系統產生一些有用的整體性市場資訊的報告，提供給參與的業者做為其經營管理之參考，勢必對國內日常消費品產業的整體競爭力及經營效率的提昇，有極大的助益。有鑑於此，本研究以了解影響加入共同銷售情報系統的因素為探討的重心，並對共同銷售情報系統的運用情形及運用的成效進行探討與分析，希望藉由此研究，能夠找出加入共同銷售情報系統的誘因與其運作的可能機制，及對其成效進行評估，以做為工研院電通所在推廣共同銷售情報系統時的參考，並提高業者加入共同銷售情報系統的誘因，期能推廣情報共享及促進良性競爭的商業環境。 針對超市、超商及量販店業者進行問卷調查統計資料分析的結果，可歸納出影響業者加入共同銷售情報系統之意願具顯著正相關的因素包括：對同業合作的需求程度、和同業合作共享銷售資訊的意願、即時取得正確交易資訊、業者支持與提供正確資料、提供重要的報表種類數量、多數同業的加入以及相關成本的節省；而影響業者加入共同銷售情報系統之意願具顯著負相關的因素為可投入資訊系統的資金。而由訪談業者之意見可歸納出業者對於共同銷售情報系統的運用及其所重視的效益如下：1、對於共同合作機制之建立的看法方面，受訪業者普遍認為，共同銷售情報系統應由公法人來主導或推動較佳。2、對於策略性資訊系統的建構方面，受訪者普遍已建構類似的系統，主要是以公司內部資料的分析為主，不過可利用共同銷售情報系統產生的整體性資料來做標竿的比較。3、由於上、下游廠商間的互信基礎仍嫌不足，因此快速反應這樣的作法仍有待推廣，以提高供應鏈上多層次的附加價值。4、對於資訊科技的運用方面，受訪業者普遍有利用電子郵件、傳真及銷售時點情報系統來收集或傳遞資訊，同時也建構行銷資料庫來做商品的分析。而由於電子資料交換系統的建置成本太高，且政府有關單位的推廣不足，因此導致業者較少採用此一系統。由於受訪業者目前與共同銷售情報系統正式連接的時間還不夠長，且加入系統的業者也不夠多，因此，對於共同銷售情報系統所產生的效益仍不易用具體的數字來評估，是以本論文的效益評估以受訪業者分別對於財務面、行銷與顧客服務面、企業內部流程面及員工成長面所較重視的項目來衡量的。在財務面：受訪業者普遍較重視流通成本的削減、銷售量的增加、存貨的減少、存貨周轉率的提昇、獲利率的提升及產品市場佔有率的提升等方面；在行銷與顧客服務面：受訪業者普遍較重視服務水準及品質的提昇、缺貨率的下降、保有原有的顧客及提供合理化的價格；在企業內部流程面：受訪業者普遍較重視訂購循環的縮短、引入新的商品、開發出自有商品、能分析消費者的使用型態、能提供最佳產品組合、銷售商情的掌握與運用、能提昇銷售預測精確度、對上游廠商談判力的提昇及同業間合作或競爭關係的改變；在員工成長面：受訪業者普遍較重視員工能學習到最新的電腦作業系統以及分析資料的能力。 第一章 緒論…………………………………………………………..1 第一節 研究背景……………………………………………………………………1 第二節 研究動機……………………………………………………………………2 第三節 研究目的……………………………………………………………………4 第四節 研究範圍……………………………………………………………………4 第五節 研究流程……………………………………………………………………5 第六節 章節架構……………………………………………………………………6 第二章 文獻探討……………………………………………………..7 第一節 共同銷售情報系統…………………………………………………………7 第二節 資訊科技的運用………………………………………………………….32 第三章 研究方法…………………………………………………….61 第一節 研究架構………………………………………………………………..61 第二節 研究假設………………………………………………………………..64 第三節 研究變數操作性定義與衡量…………………………………………..69 第四節 問卷發展………………………………………………………………..77 第四章 資料分析…………………………………………………….80 第一節 回收樣本之基本資料分析……………………………………………….80 第二節 產業特性對加入共同銷售情報系統的意願之相關性分析…………….88 第三節 公司特性對加入共同銷售情報系統的意願之相關性分析…………….89 第四節 管理者特質對加入共同銷售情報系統的意願之相關性分析………….90 第五節 業者對於系統的認知程度對加入系統的意願之相關性分析………….91 第六節 本章總結………………………………………………………………….92 第五章 個案描述與分析…………………………………………….95 第一節 受訪業者基本資料分析…………………………………………………95 第二節 甲超商…………………………………………………………………..97 第三節 乙超市…………………………………………………………………..103 第四節 丙超市…………………………………………………………………..108 第五節 丁物流行銷公司………………………………………………………..113 第六節 工研院電通所…………………………………………………………..120 第七節 本章總結………………………………………………………………..128 第六章 結論與建議…………………………………………………135 第一節 研究結論………………………………………………………………..135 第二節 研究限制………………………………………………………………..139 第三節 後續研究建議…………………………………………………………..140 參考文獻…………………………………………………………….141 附錄一……………………………………………………………….150 附錄二……………………………………………………………….155 附錄三……………………………………………………………….159 / The scope of retailing industry covers foods , clothes , housing , transportation , education , and entertainment , etc.. Since it is closely related to our daily life , the demand of retailing industry will by no means grow when the income of people increases , the life style changes and the standard of living rises. In order to enhance the response to market , the retailers have to take some actions . Internally , evaluation system needs to be established based on observed data , and the operating process has to be standardized and formalized to ensure the service quality. In the marketing segment , retailers should consider both software and hardware to establish the image of the company and reinforce the competency of the company in order to gain more market share in the violent and complicated retailing market. And the most important of all is to monitor the information of sales. Once the information of the sales is monitored , managers can effectively control the levels of inventory , place order in more economic scale and meet the variety of demand. Therefore , it is indispensable to manage the company with computerized process and utilize the sales information system. Since the sales information is one of the focus of the marketing research , managers can fully understand and learn the reaction from consumers in the different products , prices , places and promotions strategies through the collection of sales information. And based on the sales information , producers , wholesalers and retailers can effectively make decisions about production , distribution , merchandise selection and selling. Since there are more and more chain stores of supermarkets , hypermarkets , and convenience stores arised , these modern retailing mode becomes the mainstream in the retailing market. It changes not only the purchasing behavior of the consumers , but also the business strategies and operation models of the producers in the supply chain. The consumer packaged goods industry is basically the conglomerate of the related industries which focus on selling of products. Thus , collecting the sales information through different channels , the firms in consumer packaged goods industry can actually help other firms in their supply chain to get more exact and reliable information , and also improve performance in both. In Taiwan , the domestic consumer packaged goods industry is composed mostly of small and median enterprises (SMEs). Due to limited money and manpower of SMEs , they are limited from aggressively accessing the sales information and maintaining and upgrading of the MIS. They are also incapable of catching the trend of the information technology and communication. And this will make the firms lose their competency . Therefore , if most of the firms of the consumer packaged goods industry would share the sales information without weakening their core competence , the Japanese Retailer Data Service (RDS) could be adapted as a good reference to promote the idea of sharing sales information and establish the common sales information system. The common sales information system will provide useful reports of the overall market information , and to the firms who join in this system as reference points for running their business. This system will also improve the competency and operation efficiency of the whole consumer packaged goods industry. According to the passage thereinbefore , this research tries to find the factors which will affect the firms to join in or not the common sales information system , and further explore and analyze the implementation situation and performance of the common sales information system. Hopefully , this research will be able to find the attractive factors for the firms to join the common sales information system , possible operating mechanism to run the system , and evaluation criteria . The results could also be referenced for the Computer and Communication Research Laboratories (CCL) of ITRI when they promote the common sales information system to attract more firms to join the system in order to promote the idea of sales information sharing and a good business environment for competition. Based on the outcome of the statistical analysis, some factors are strongly related to the willingness of retailers to join the common sales information system. These factors are as follows : the degree of needs to cooperate with counterparts, the will of sharing the sales information with counterparts , real time information acquiring, the firms' supporting and the collected data providing , the important report providing , most counterparts' participating , saving on the related costs. All of the above factors are positively related to the willingness of the firms to join the common sales information system ; But , the budget on investing the information system is negatively related to the willingness of the firms to join the common sales information system. Based on the interviews with the participating firms , the applications and the possible benefits coming from the common sales information system can be summarized as follows : 1. On the viewpoint of establishing the cooperative mechanism , most of the respondents think that the common sales information system should be directed or promoted by the public legal sectors. 2. On the viewpoint of establishing the strategic information system , most of the respondents have built up this system but now mainly use it to analyze the internally produced data which they believed can be compared with the overall market information produced by the common sales information system. 3. Due to lack of mutual trust among the different tiers of supply chain , the concepts and applications of QR/ECR should be continually promoted to provide more added values for the supply chain. 4. From the applications of information technology , most of the respondents gather or transfer information by using e-mail , fax and point of sale（POS）system . They also develop marketing database to analyze the sales. Since the time that the firms joined the common sales information system is not long enough and there are only limited firms joined this system , performance produced by the common sales information system are difficult to be evaluated concretely. So the performance of the system at this stage is only based on the importance perceived by the respondents on the dimensions such as financial performance , marketing and customer service , business internal process , and the growth of staff. On the dimension of financial performance , most of the respondents emphasize more on the reduction of the logistics cost , the increase of the sales , the reduction in the inventory , the increase of the turnover rate , the increase of the profitability and the increase of the market share；on the dimension of marketing and customer service , most of the respondents emphasize more on the improvement of the level of service and quality , the reduction of the shortage rate , keeping the original customers and providing the reasonable price；on the dimension of business internal process , most of the respondents emphasize more on the reduction of the order cycle , introduction of the new products , development of the products with its own brand , the ability to analyze customers' patterns, providing the best mix of the products , monitoring and utilizing the sales information , improving the accuracy of sales forecast , increasing the bargaining power to the suppliers , and the change on the cooperation or competition relationship among the counterparts；on the dimension of staff's growth , most of the respondents emphasize more on that the staff can learn more the latest computer related operation and the ability to analyze the information.