| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 101 === In 2000’s, developing in I.T. rapidly. The enterprises have the ability to store large amounts of customer information (such as Data Warehouse) and taken advantage of data analysis tools (such as data mining, etc.) to find out the real needs of potential customers. Then those actionable knowledge that can be used to improve the effectiveness of the decision-making process in the marketing department. Therefore, the Database marketing not only offers proper products for each segmented customers, but also expands the enterprises' market share.
For the purpose of elevating competition, companies must grasp correct information in time and adopt the best strategy. It becomes more important to construe the database-marketing system to elevate strategic advantage.
This research served planning and analyzing activities of database marketing as the theme, and applied literature review method to form an integrated database marketing planning procedure. This thesis also aimed at Ford Lio Ho Motor Company, supplier and a dealer as the case, and then conducted in-depth interviews and historical data in order to understand the applicability and related operation know-how of the underlying model.
An analysis of the case indicates that the more using database-marketing system, the more profits of the services will be generated. Although practical values are contained in theory architectures, limitations such as representative and objective factors exist. At the end, the research suggests that effective analysis of database could be a marketing tool. How to recruit more customers and increase consuming frequency will be an important issue for “Dealers” to practice database-marketing.
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