| Summary: | 碩士 === 國立交通大學 === 管理學院碩士在職專班資訊管理組 === 93 === Enterprises may at any time face a variety of challenges that affect their business viability. These challenges may come from various aspects such as the state of the economy, politics, market prosperity and competitions from counterparts. Therefore, enterprises must be always readily, according to market change, to invent and innovate, understand counterparts’ moves, and most of all, must know where customers are and what they need. In order to achieve the above objectives, enterprises may obtain customers or potential customers’ relevant information from internal and external data, to understand their behavior mode so as to predict their purchase ability. By means of this proactive strategy, rather than a passive one, increases the degree of customers’ satisfaction and enterprise profitability.
Taipei Blood Center is a non-profit organization, this means, the purpose of its existence is not for pursuing profits or a high profitability. Nevertheless, it faces similar challenges as a profit-driven organization─how to understand blood donors’ behavior mode in order to appropriately manage the level of blood stock, including the supply dispatch of blood products and how to promote for more blood donors; where are blood donors? Blood donors’ Repeat Blood Donation Rate? What are the traits for those who are not suitable to be a blood donor? What is the reason for first-time blood donor? How to maintain a range of different blood expiry dates to secure hospital blood supply?
The research conducted is based on the donor database established in the Blood Center and the data warehouse structure to provide the Blood Center management a more understanding in blood donors’ donation behaviors. The results are to be used as strategic references for the purpose of enhancing service quality to blood donors and blood supply quality, and to achieve an all-win objective for the blood donor, blood donation organization and blood receiver.
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