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    政大典藏 > College of Commerce > Department of MIS > Theses >  Item 140.119/35270
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35270


    Title: 知識管理中推論機制之研究–應用在信用卡行銷
    Authors: 葛世豪
    Ko, Shih Hao
    Contributors: 劉文卿
    Liu, Wen Ching
    葛世豪
    Ko, Shih Hao
    Keywords: 知識管理
    信用卡行銷
    規則系統
    knowledge management
    credit card marketing
    rule-based system
    Date: 2004
    Issue Date: 2009-09-18 14:36:07 (UTC+8)
    Abstract: 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.
    Reference: 中文部分:
    [1]. 尤克強,「知識管理與創新」,天下遠見出版股份有限公司,台北,民90。
    [2]. 伍忠賢、王建彬,「知識管理策略與實務」,聯經,台北,2001。
    [3]. 李于青譯,「Design Patterns 於 Java 語言上的實習應用」(結城浩原著),博碩文化,2002。
    [4]. 柯文周,「建構以專家系統之推論引擎為基之工作流程管理系統」,碩士論文(指導教授:張瑞芬),國立清華大學工業工程與工程管理學系,2002。
    [5]. 邱豐凱,「信用卡行銷策略與產品演化過程- 一個銀行案例探討」,碩士論文(指導教授: 霍德明),國立政治大學經營管理碩士學程,2004。
    [6]. 吳琮璠、謝清佳,「資訊管理理論與實務」,吳琮璠、謝清佳發行,民85。
    [7]. 吳思萱譯,「直線決策法落伍了」(Rashi Glazer原著),廣告雜誌,第57期 pp.126-127,1996。
    [8]. 周紋祺,「資料庫行銷之研究-以金融業為例」,碩士論文(指導教授:周文賢),國立政治大學企業管理研究所,2000。
    [9]. 胡瑋珊譯,「知識管理-企業組織如何有效運用知識」(Davenport, T. H. and Prusak, L.原著),中國生產中心,台北,民88。
    [10]. 黃思明,「資料庫行銷及其應用」,第一屆直銷學術研討會,1994。
    [11]. 許史金譯,「知識管理推行實務」(勤業管理顧問公司原著),商週,台北,2001。
    [12]. 曾繁絹,「專家系統淺論」,資訊科學與技術專題論輯,文華書館管理,頁289,台北,民86。
    [13]. 劉京偉譯,「知識管理的第一本書」(勤業管理顧問公司原著),商周出版社,台北,2001。
    [14]. 謝清佳譯,「知識管理」(Probst, G., Raub, S., and Romhardt, K.原著),智勝文化事業有限公司,台北,2003。
    英文部分:
    [15]. Alberico, R., and Micco, M., Expert Systems for Reference and Information Retrieval, London: Meckler, 23-25, 1990.
    [16]. Antoniou, G., and Harmelen, F. V. , A Semantic Web Primer, The MIT Press, 2004.
    [17]. Boley, H., Tabet, S., and Wagner, G., “Design Rationale of RuleML: A Markup Language for Semantic Web Rules,” Proc. SWWS`01, Stanford, July/August 2001.
    [18]. Bosak, J.,”XML, Java, and the future of the Web,” March 1997, available at
    http://metalab.unc.edu/pub/suninfo/standards/xml/why/xmlapps.htm).
    [19]. Chang, C. L., and Lee, C. T., Symbolic Logic and Mechanical Theorem Proving, Academic Press, 1973.
    [20]. Cockburn, A., Writing Effective Use Cases, Addison-Wesley Publishing, 2000.
    [21]. Culbert, C., Riley, G.., and Donnell, B., CLIPS Reference Manual, 1998.
    [22]. Friedman-Hill, E., Jess in Action, Manning, 2003.
    [23]. Forgy, C. L.. “Rete: A Fast Algorithm for the Many Pattern/Many Object Pattern Match Problem,” Artificial Intelligence, vol. 19, 17–37, 1982.
    [24]. Fowler, M., UML Distilled: A Brief Guide to the Standard Object Modeling Language, 3 ed, Addison-Wesley, 2003.
    [25]. Gamma, E., Helm, R., Johnson, R., and Vlissides, J., Design Patterns, Addison-Wesley, 1995.
    [26]. Giarratano, J. C., and Riley, G.. D., Expert Systems: principles and programming, 3rd Edition,” PWS Publishing Company, Boston, MA, 1998.
    [27]. Halle, B. V. , Business Rules Applied - Building Better Systems Using The Business Rules Approach, Wiley, 2002.
    [28]. Harold E. R., W. Scott Means, XML in a Nutshell, 2ed, O`Reilly, 2002.
    [29]. Hayes-Roth, F., “Knowledge Systems: An Introduction,” Library Hi Tech(10), no. 1-2, 15-16, 1992.
    [30]. Liebowitz, J., Handbook of Applied Expert Systems, CRC Press, 1997.
    [31]. McComb, D., Semantics in Business Systems: The Savvy Manager`s Guide, Morgan Kaufmann Publishers, 2004.
    [32]. Morris, A., The Application of Expert Systems in Libraries and Information Centres, Bowker, London, 1992.
    [33]. Nonaka, I., and Takeuchi, H., The Knowledge-Creating Company, Oxford University Press, 1995.
    [34]. Ross, R. G., Principles of the Business Rule Approach, Addison Wesley, 2003.
    [35]. Shaw, R. and Stone, M., Database Marketing: Strategy and Implementation, Jonh Wiley and Sons, New York, 1990.
    [36]. Sowa, J. F., Knowledge Representation: Logical, Philosophical, and Computational Foundations, Brooks Cole Publishing, 2000.
    [37]. Topley ,K., Core JFC, 2 ed, Pearson Education, 2001.
    網頁部分:
    [38]. Business Rules Group,http://www.businessrulesgroup.org
    [39]. CLIPS, http://www.ghg.net/clips/CLIPS.html
    [40]. Jess, the Rule Engine for the Java Platform, http://herzberg.ca.sandia.gov/jess/
    [41]. Swing Wizard Framework,https://wizard-framework.dev.java.net/
    [42]. The Rule Markup Initiative, http://www.ruleml.org/
    [43]. World Wide Web Consortium, http://www.w3.org.
    [44]. XML.com, http://www.xml.com.
    [45]. XML台灣資訊網,http://www.xml.org.tw
    [46]. 專家系統概述,http://lips.lis.ntu.edu.tw/ytchiang/study/others/expert/expert2.htm
    Description: 國立政治大學
    資訊管理研究所
    92356012
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0923560121
    Data Type: thesis
    Appears in Collections:[Department of MIS] Theses

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