Application Research Of Data Warehouse And OLAP In CRM System

Cigarettes is a kind of personal preference of fast moving consumer goods. Timely and accurate response for the market and customer’s needs, improvement of customer’s value, enhancement of service ability, are the keys to business success. With the development of information, the tobacco enterprises have accumulated a large amount of business data, but due to lack of efficient and accurate methods and tools, there is no way to gain the underlying knowledge behind the massive data and make a quantitative and qualitative analysis for the customer’s behavior then do the deep market forecast in conjunction with the analysis of other aspects information including the cigarette brand information. Most of tobacco enterprises do not have the perfect solutions to conduct a comprehensive analysis by using the massive data effectively which can be used to serve the customer relationship maintenance, measure customer value and find the prospect of business rules.This paper is derived from a practical project and worked out the solution based on the applied research for the tobacco industry enterprise customer relationship management system(CRM) using the data warehouse and on-line analytical processing (OLAP) technology. The paper introduced how to provide a variety of powerful and flexible analysis of abilities, such as, self-defined data calculation,sort, comparison, data perspective through the implementation of the drill,rotation and slice analysis using OLAP technology to construct the fact table, the dimension degree table and established the analysis model which were used to analyze the topic from the different view and level against on the large amount of data which is generated from the customers contact and collaborative process.The research and implementation will play an important role for the decision-making in the customer management system of a tobacco industrial enterprise. It will help to refine the operation progress of an enterprise and make the business decision and formulate a reasonable marketing strategy. It also will help to improve the level of management and promote the analysis capability to maximize the odds of win for the market opportunities. It provides a valuable reference for the CRM system construction in the enterprises of the tobacco industry.