| Summary: | 碩士 === 輔仁大學 === 資訊管理學系 === 91 === A Study for Integrating Direct Mail into a Web-based
Decision Support System for Marketing Mix
Abstract
This study presents a web-based decision support system (WDSS) for integrating direct-mail decisions into marketing mix policy. Based on market segmentation, a multiple objective linear programming (MOLP) model involving product pricing and direct-mail budget allocating decisions is used in the model base system. Further, some on-line analytic processing (OLAP) and data mining can be completed on a data warehouse, and then those can offer all required data of MOLP. Hence, a framework for marketing decision support system for pricing and delivering advertising products with a constrained budget based on market segmentation is presented.
Moreover, the key features of the proposed system are the ease of data manipulation and the highly interactive nature of the system provided by the user-interface. The interactive schema is presented in three different modes. The first mode allows unfamiliar decision makers to change relative priority for obtaining several nondominated alternatives. For experienced decision makers, analytic hierarchy process (AHP) and the weighting method are added in the second and third modes respectively. This research describes the identification and collection of relevant information, the structuring of market segmentation in a data warehouse, the design and implementation of WDSS, and a prototype system realizing the three techniques. Some examples and their managerial analysis are presented to illustrate the usefulness of WDSS. Finally, the managerial guideline and the future discussion of the relevant research are described.
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