建構利用大數據提升企業績效之決策模型

Using Big Data to Build A Decision Model of Improving Business Performance

10.6495/CIMBM.201806.0056

李坤璋(Lee Kuen-Chang)；林郁涵(Lin Yu-Han)

大數據 ； 企業績效 ； 平衡計分卡 ； 決策實驗室分析法 ； 分析網路程序法 ； Big data ； Business performance ； Balanced scorecard ； DEMATEL ； ANP

科際整合管理研討會

2018第20屆（2018 / 08 / 01）

823 - 843

繁體中文

2017年創業家兄弟電子商務公司憑藉大數據，成功於雙十一購物節大幅提升銷售額，而平衡計分卡被視為全球最具公信力的管理學工具，不僅被用來衡量企業績效，亦被用來管理企業策略，因此，本研究結合大數據及平衡計分卡，旨在探討企業如何應用大數據以提升企業績效。本研究運用決策實驗室分析法(DEMATEL)發現，從企業績效之角度，平衡計分卡之「學習與成長構面」及「內部流程構面」會影響「顧客構面」及「財務構面」；進一步再運用分析網路程序法(ANP)發現，「任用願意利用數據制定決策的管理者」、「利用大數據針對個別顧客給予專屬之建議」、「利用大數據發現顧客洞見及顧客行為」及「利用大數據推動個性化行銷」能有效提升企業績效。

Big data is a large amount of data, we can extract knowledge from it. According to the report, an e-commerce company successfully boosted its sales through application of big data. The Balanced Scorecard is considered as the most credible management tool in the world, which is used to measure business performance and manage business strategy. Therefore, this paper combines big data with Balanced Scorecard to discuss how to improve business performance through big data. Through DEMATEL, this paper finds that the performance of ＂learning and growth perspective＂ and the performance of ＂internal process perspective＂ affect the performance of ＂customer perspective＂ and the performance of ＂financial perspective＂. Through ANP, this paper finds that ＂Place people at the heart of the initiative＂, ＂Give individual advice to customer through big data＂, ＂Find customer behavior and customer insight through big data＂ and ＂Promote personalization marketing through big data＂ can improve business performance effectively.