电子商务的市场营销决策支持系统研究

A Study of Marketing Decision Support System Based on Electronic Commerce

分析电子商务的市场营销特点及其市场营销决策的影响因素,研究市场营销决策支持系统的决策功能,提出以数据仓库为中心、联机分析处理和数据挖掘为手段的市场营销DSS设计方案、逻辑结构及其实现方法,并概括市场营销决策支持系统的基本特征。

The present paper analyses the marketing characteristics of electronic commerce and the elements of influencing marketing decisions, discusses the roles of decision of the marketing decision support system, brings forth a plan of designing and developing a Marketing DSS, the plan′s logical structure and the method of its materialization by way of a data bank, web analysis and disposal, and data exploration. The paper winds up with a sum-up of the basic characteristics of the MDSS.