Marketing Decision Support System Based On Data Warehouse And Data Mining

With the development of the global economy and market economy, the competition becomes more and more hot. The enterprises, if don't want to lose their seats, have to improve the managing quality and promote the market competition ability. At the same time, because of the rapid information technology development, the traditional management information system (MIS) cannot help the enterprises efficiently to deal with the largely increasing information. Therefore, the DSS emerged in this situation.According to the actual requirements of sales department of the brewing industry and considering the latest domestic and international research in the field, the paper uses the data warehouse (DW), the data mining (DM), OLAP technology, etc. to successfully design a marketing decision support system (MDSS). This system obviously advances the function of MIS in supporting enterprise's leaders to decide, and promotes their abilities of marketing decision and analysis.Briefly, the following main contents are mentioned in this paper. Firstly, an actual case of a brewing enterprise's sale department is used to research and analyze the DSS. Then by deeply comparing the differences among the theories, methods, arithmetic etc., an effect mean is worked out for designing and actualizing this system. Secondly, by researching the relations among the DW, the DM and the DSS, a reasonable solution of the MDSS is used to this case. Thirdly, through researching the association rules and decision tree in the DM, an optimized arithmetic of association rules and decision tree is successfully applied in the MDSS. Fourthly, it devises the DW model of the MDSS, and puts the data, which had been filtered and transferred, into the SDW. At the same time, the Microsoft SQL Server2000 Analysis Services is used to establish the required multidimensional data on the base of DW, for example the sales multidimensional data sets. Therefore, the paper makes a whole and systematic progress in OLAP data analysis and data mining. Fifthly, it works out the architecture of MDSS, designs and develops the application of program to show MDSS. The idea of Object-Oriented and software engineering in research and development are adopted in the program, which makes the...