銀行個人金融中，信用卡產品的競爭相當激烈，而為了吸引持卡人消費，行銷人員也設計了許多的信用卡行銷優惠。現有銀行的資訊部門為了滿足新行銷方案的設計與行銷方案優惠的判斷，採取的作法是在現有的系統上不斷的新增外掛程式，來滿足新的需求，但這樣的作法會產生許多問題，每當一個新的行銷優惠方案產生後，就必須在現有系統上新增外掛，不但可能會危及現有系統的穩定度，同時這些外掛的系統會造成系統的複雜度，增加維護與修改的困難度與成本。
本研究運用邏輯符號以及物件導向的觀念，分析行銷人員設計信用卡行銷優惠方案，提出規則模型以及事實模型。規則模型提供了一套通用的邏輯符號架構，並將邏輯的表達透過XML的標準，轉化成電腦可處理的形式；而事實模型架構出通用的事實模版架構，提供在事實與實際資料庫對應上的處理標準。並透過以規則為基礎的推論機制，建構出實際的系統，來驗證研究的可行性。希望透過本研究的規則模型以及事實模型架構，將行銷人員的知識結構化與知識儲存，達到邏輯符號的可重複使用性與可延伸性，並提供了系統未來修改與延伸的彈性與準則，改善過去新增行銷優惠方案時，就必須增加外掛系統的問題。 / Competition for credit card is sharp in personal finance of banking and financial service industry. In order to attract customer to use credit card, the marketing staff designs lots of marketing campaigns. But for information system department of the bank, it takes more effort to manage and process these campaigns. The approach that the information system staff uses is to create lots of plug-in systems. But this approach harms the stability of the system architecture and increases the complexity of maintenance and cost.
In this research, we use the concept of symbolic logic and object-oriented concept to analysis how the marketing staff designs the credit card campaigns and provide the rule model and fact model. The rule model provides standard symbolic logic architecture and uses the XML standard to transform logic symbols into RuleML. The fact model is a standard architecture and provides the mapping between facts and database. And we build a prototype rule-based system to validate the feasibility. The research contributes to construct and store the knowledge of credit card marketing campaign of the marketing staff by the rule model and the fact model. And the rule-based system in this research also provides flexibility and modifiability in the future to reform the drawback of original plug-in system approach.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0923560121 |
| Creators | 葛世豪, Ko, Shih Hao |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
Page generated in 0.0023 seconds