构建基于SAP BW数据仓库的营销管理决策支持解决方案
摘要
在现代商业环境下,企业决策和竞争战略是影响企业成败的关键因素之一。信息是企业管理者决策的依据,在过去的几十年里,企业搜集和存储数据的能力不断提高,却很难从海量的数据中获得足够的信息。丰富的业务数据往往被存放于分散的异构环境中,既无法进行统一的访问,也不方便根据决策的主题进行汇总和分析。数据仓库技术的产生提供了一种进行分析处理的数据环境,从而使企业的信息系统从支持日常的业务操作上升到支持管理层的分析决策。
由于国内数据仓库技术的应用还在起步阶段,且理论探讨多于实践研究,本文试图对著名软件供应商SAP公司的Bw数据仓库系统进行详细的剖析,结合相关的文献资料和作者本人在数据仓库项目实施工作中的实习经验,构建一个基于SAP BW数据仓库的决策支持系统解决方案,以此对该数据仓库系统在企业营销管理中的应用进行理论分析和实证研究,为企业应用数据仓库系统提供一些具有现实意义的理论指导。
随着国内信息化水平的提高,数据仓库技术的应用也逐渐向商业智能的方向发展。同时,我们也应该注意到,信息技术是决策分析的支持工具,是管理的辅助手段。只有与企业的管理思想相结合,才能真正实现它的价值。目前,我国的企业管理水平与国外相比还有很大的差距,在引进先进的信息系统产品和解决方案的过程中,学习优秀的管理理念,并根据企业自身的特点,改进工作流程和方法,必然有助于企业竞争力的提升。
In modern business environment, decision-making and competitive strategies of an enterprise are becoming the key factors to success. And information is all that decision-making is based on. Although the capacity of data collection and storage has been improved in the past decades, it's still very difficult to extract enough information out of massive data. It's because that the varieties of business data are usually stored and distributed in heterogeneous environments, which makes it hard to access the data uniformly or to gather and analyze data based on the subject of decision-making. The emergence of data warehouse technology provides a platform to support data analysis and data process from heterogeneous massive data. With the support of data warehouse technology, the role of the enterprise information system has been raised from daily business operation support to decision-making support of management.
Taking the fact that the application of data warehouse technology in China is still in its initial stage and there are more theoretical discussions than real implementations, this article gives a detailed analysis to the BW data warehouse system, which is a product of the famous software provider SAP Co., and tries to constrict a solution of SAP BW warehouse based decision support system based on the analysis and the related literature materials together with the author's intern experience on data warehouse implementation projects. With this solution, theoretical analysis and empirical study of the application of the data warehouse system in marketing management will be taken to provide some practical guidelines for enterprises applying data warehouse systems.
With the development and improvement of informatization in China, the application of data warehouse has become more and more business intelligence oriented. However, information technology is only a tool to support decision-making and assistant approach of management. Its value can only be realized when combined with the management thoughts of the enterprise. Today, China still has a long way to go to catch up with other countries in management level. In the process of introducing advanced information system products and solutions into China, enterprises must seize the opportunity to learn all the outstanding management ideas and improve their working processes and working methods according to their own characters. This would be very helpful in promoting their competence.
由于国内数据仓库技术的应用还在起步阶段,且理论探讨多于实践研究,本文试图对著名软件供应商SAP公司的Bw数据仓库系统进行详细的剖析,结合相关的文献资料和作者本人在数据仓库项目实施工作中的实习经验,构建一个基于SAP BW数据仓库的决策支持系统解决方案,以此对该数据仓库系统在企业营销管理中的应用进行理论分析和实证研究,为企业应用数据仓库系统提供一些具有现实意义的理论指导。
随着国内信息化水平的提高,数据仓库技术的应用也逐渐向商业智能的方向发展。同时,我们也应该注意到,信息技术是决策分析的支持工具,是管理的辅助手段。只有与企业的管理思想相结合,才能真正实现它的价值。目前,我国的企业管理水平与国外相比还有很大的差距,在引进先进的信息系统产品和解决方案的过程中,学习优秀的管理理念,并根据企业自身的特点,改进工作流程和方法,必然有助于企业竞争力的提升。
In modern business environment, decision-making and competitive strategies of an enterprise are becoming the key factors to success. And information is all that decision-making is based on. Although the capacity of data collection and storage has been improved in the past decades, it's still very difficult to extract enough information out of massive data. It's because that the varieties of business data are usually stored and distributed in heterogeneous environments, which makes it hard to access the data uniformly or to gather and analyze data based on the subject of decision-making. The emergence of data warehouse technology provides a platform to support data analysis and data process from heterogeneous massive data. With the support of data warehouse technology, the role of the enterprise information system has been raised from daily business operation support to decision-making support of management.
Taking the fact that the application of data warehouse technology in China is still in its initial stage and there are more theoretical discussions than real implementations, this article gives a detailed analysis to the BW data warehouse system, which is a product of the famous software provider SAP Co., and tries to constrict a solution of SAP BW warehouse based decision support system based on the analysis and the related literature materials together with the author's intern experience on data warehouse implementation projects. With this solution, theoretical analysis and empirical study of the application of the data warehouse system in marketing management will be taken to provide some practical guidelines for enterprises applying data warehouse systems.
With the development and improvement of informatization in China, the application of data warehouse has become more and more business intelligence oriented. However, information technology is only a tool to support decision-making and assistant approach of management. Its value can only be realized when combined with the management thoughts of the enterprise. Today, China still has a long way to go to catch up with other countries in management level. In the process of introducing advanced information system products and solutions into China, enterprises must seize the opportunity to learn all the outstanding management ideas and improve their working processes and working methods according to their own characters. This would be very helpful in promoting their competence.
引文
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[4]王彦龙.企业级数据仓库原理、设计与实践[M].北京:电子工业出版社,2006.
[5]王丽珍,周丽华等.数据仓库与数据挖掘原理及应用[M].北京:科学出版社,2005.
[6]曾志勇.数据仓库技术及其应用[J].科技资讯,2007(32):79.
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[8]孙杰,李森,庄萌.数据仓库技术在高校教务管理中的应用[J].电脑知识与技术,2007(22):891-893.
[9]王婷婷.数据仓库和数据挖掘在学生成绩分析中的应用研究[D].武汉科技大学,2007.
[10]李晋军.数据仓库在电子政务系统中的应用[J].时代经贸,2007(S8):209-210.
[11]尚夏.数据仓库系统的理论研究与实现[D].西安电子科技大学,2005.
[12]王淼.数据仓库技术研究[D].成都理工大学,2004.
[13]涂凯.数据仓库技术的研究及其在信息管理系统中的应用[D].西安电子科技大学,2007.
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[20]姚家奕等.多维数据分析原理与应用[M].北京:清华大学出版社,2004.
[21]陈国民.数据仓库特征、结构、实施方法与系统构建[J].科技信息,2007(1):58-59
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[23]颜石专,李战怀.基于数据仓库和OLAP的商务决策系统[J].微电子学与计算机,2006(2):64-67.
[24]罗汉洋.数据仓库在企业管理中的应用研究[J].情报技术,2005(6):38-40.
[25]Raymond J Elson.Data Warehouse Strategy[D].Dissertation of University of Saratoga,2001.
[26]刘立波.数据仓库技术的研究与应用[J].计算机工程与应用,2002(15).
[27]Klaus Zimmer,Jianyan Shi.SAP NerWeaver[M].北京:东方出版社,2005.
[28]Norbert Egger.SAP Bw Professional(影印版)[M].北京:东方出版社,2005.
[29]Biao Fu,Henry Fu著,肖勇波等译.SAP业务信息仓库应用指南[M].北京:中国人民大学出版社,2003.
[30]何伟俊,周大鹏.企业营销管理[M].北京:清华大学出版社,2007.
[31]肖怡.信息时代企业营销管理的变革与创新[J].营销研究,2001(1):66-68.
[32]程绍珊,席加省.精准营销[M].北京:北京大学出版社,2006.
[33]张起荣.基于数据仓库的销售数据的查询分析[D].重庆大学,2005.
[34]严任远.基于数据仓库的企业OLAP多维模型的设计与实现[J].情报杂志,2006,9(11):31-33.
[35]Joyce Bischoff,Ted Alexander,Data Warehouse:Practical Advice From The Experts[M].Prentice Ball Inc.1997.
[36]W.H.Inmon,Ken Budin,Christopher K.Buss,Ryan Sousa.Data Warehouse Performance.[J].Publishing House of Electronics Industry,2000.
[37]郑洪源,周良.商业智能解决方案的研究与应用[J].计算机应用研究,2005(9):92-94.
[2]米天胜,黄作明.商业智能与企业竞争力的提升[J].中国管理信息化,2006(7):14-17.
[3]程海峰.数据仓库技术在ERP中的应用和实现[D].武汉理工大学,2006.
[4]王彦龙.企业级数据仓库原理、设计与实践[M].北京:电子工业出版社,2006.
[5]王丽珍,周丽华等.数据仓库与数据挖掘原理及应用[M].北京:科学出版社,2005.
[6]曾志勇.数据仓库技术及其应用[J].科技资讯,2007(32):79.
[7]范晔,黄征,顾锡康.数据仓库技术及其在证券管理中的应用[J].科技经济市场,2007[5]:120.
[8]孙杰,李森,庄萌.数据仓库技术在高校教务管理中的应用[J].电脑知识与技术,2007(22):891-893.
[9]王婷婷.数据仓库和数据挖掘在学生成绩分析中的应用研究[D].武汉科技大学,2007.
[10]李晋军.数据仓库在电子政务系统中的应用[J].时代经贸,2007(S8):209-210.
[11]尚夏.数据仓库系统的理论研究与实现[D].西安电子科技大学,2005.
[12]王淼.数据仓库技术研究[D].成都理工大学,2004.
[13]涂凯.数据仓库技术的研究及其在信息管理系统中的应用[D].西安电子科技大学,2007.
[14]K.W.Chua.Application of data warehouse and Decision Support System in construction management[J].Automation in construction,2002(12):213-224.
[15]涂凯.数据仓库技术的研究及其在信息管理系统中的应用[D].西安电子科技大学,2007.
[16]W.H.Inmon.Building the Data Warehouse,Fourth Edition[M].Indianapolis:John Wiley & Sons,2005.
[17]W.H.Inmon.Using the Data Warehousing[M].Indianapolis:John Wiley & Sons,Inc,1996.
[18]Ponniah.P著,段云峰等译.数据仓库基础[M].北京:电子工业出版社,2004.
[19]常新功、肖玉巍、金红.数据仓库的ETL策略[J].山西财经大学学报,2002(S1):144.
[20]姚家奕等.多维数据分析原理与应用[M].北京:清华大学出版社,2004.
[21]陈国民.数据仓库特征、结构、实施方法与系统构建[J].科技信息,2007(1):58-59
[22]杨晓,任清珍,苏灵.数据仓库、数据集市和数据挖掘[J].现代计算机,1998(1).
[23]颜石专,李战怀.基于数据仓库和OLAP的商务决策系统[J].微电子学与计算机,2006(2):64-67.
[24]罗汉洋.数据仓库在企业管理中的应用研究[J].情报技术,2005(6):38-40.
[25]Raymond J Elson.Data Warehouse Strategy[D].Dissertation of University of Saratoga,2001.
[26]刘立波.数据仓库技术的研究与应用[J].计算机工程与应用,2002(15).
[27]Klaus Zimmer,Jianyan Shi.SAP NerWeaver[M].北京:东方出版社,2005.
[28]Norbert Egger.SAP Bw Professional(影印版)[M].北京:东方出版社,2005.
[29]Biao Fu,Henry Fu著,肖勇波等译.SAP业务信息仓库应用指南[M].北京:中国人民大学出版社,2003.
[30]何伟俊,周大鹏.企业营销管理[M].北京:清华大学出版社,2007.
[31]肖怡.信息时代企业营销管理的变革与创新[J].营销研究,2001(1):66-68.
[32]程绍珊,席加省.精准营销[M].北京:北京大学出版社,2006.
[33]张起荣.基于数据仓库的销售数据的查询分析[D].重庆大学,2005.
[34]严任远.基于数据仓库的企业OLAP多维模型的设计与实现[J].情报杂志,2006,9(11):31-33.
[35]Joyce Bischoff,Ted Alexander,Data Warehouse:Practical Advice From The Experts[M].Prentice Ball Inc.1997.
[36]W.H.Inmon,Ken Budin,Christopher K.Buss,Ryan Sousa.Data Warehouse Performance.[J].Publishing House of Electronics Industry,2000.
[37]郑洪源,周良.商业智能解决方案的研究与应用[J].计算机应用研究,2005(9):92-94.