![[경영정보시스템론] Harrah’s 사례-1](http://images.happyhaksul.com/thumb/365/364337-0001.gif)
![[경영정보시스템론] Harrah’s 사례-2](http://images.happyhaksul.com/thumb/365/364337-0002.gif)
![[경영정보시스템론] Harrah’s 사례-3](http://images.happyhaksul.com/thumb/365/364337-0003.gif)
![[경영정보시스템론] Harrah’s 사례-4](http://images.happyhaksul.com/thumb/365/364337-0004.gif)
![[경영정보시스템론] Harrah’s 사례-5](http://images.happyhaksul.com/thumb/365/364337-0005.gif)
![[경영정보시스템론] Harrah’s 사례-6](http://images.happyhaksul.com/thumb/365/364337-0006.gif)
![[경영정보시스템론] Harrah’s 사례-7](http://images.happyhaksul.com/thumb/365/364337-0007.gif)
![[경영정보시스템론] Harrah’s 사례-8](http://images.happyhaksul.com/thumb/365/364337-0008.gif)
![[경영정보시스템론] Harrah’s 사례-9](http://images.happyhaksul.com/thumb/365/364337-0009.gif)
![[경영정보시스템론] Harrah’s 사례-10](http://images.happyhaksul.com/thumb/365/364337-0010.gif)
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분야
docRedesigning the Customer Database : Dirt Bikes USA
1. Business analysis
2. Conceptual database modeling
3. Logical database modeling
Case Study : Harrah’s Big Database Gamble
1. Analyze Harrah’s using the competitive models and value chain models
2. Describe Harrah’s business model and business strategy. How do they differ from those of other gambling companies?
3. What role has database technology played in Harrah’s strategy? How critical is it to the success of the company?
4. How did Harrah’s use CRM software and modeling tools to address the company’s problem?
5. Are there any ethical problems raised by Harrah’s use of customer data? Explain your answer.
6. What problems can database technology and customer relationship management software solve for Harrah’s? What problems can’t they address?
1. Business analysis
• Dirt Bikes USA sells primarly through its distributors.
• Distributors maintain a small customer databases with the following data : customer name, address, telephon number, model purchased, date of purchase, and distributor.
• Dirt Bikes would like to be able to market more aggressively to its customers.
• The Marketing Department would like to be able to send customers e-mail notices of special racing events and of sales on parts.
• It would also like to learn more about customers’ interests and tastes : their ages, years of schooling, another sport in which they are interested, and whether they attend dirt bike racing events.
• Dirt Bikes would like to know whether customers own more than one motorcycle.
• If a motorcycle was purchased from Dirt Bikes, the company would like to know the date of purchase, model purchased, and distributor.
• If the customer owns a non-Dirt Bikes motorcycle, the company would like to know the manufacturer and model of the other motorcycle and the distributor.
위의 분석을 바탕으로 Entity와 Attribution을 추출한다.
2. Conceptual database modeling
[그림1. ER-Diagram]
: Entity
: Relation
: Attribution
3. Logical database modeling
이벤트
회원번호 (FK)
참가한고객
참가하지않은고객
타사제품
기종코드 (FK)
회원번호 (FK)
브랜드
모델명
구입한대리점
고객
회원번호 (PK)
이름
주소
우편번호
연락처
나이
이메일
관심있는스포츠
제품
기종코드 (PK)
제품종류
주문
주문번호 (PK)
기종코드 (FK)
회원번호 (FK)
주문일자
주문총금액
구입한대리점
주문수량
자사제품
기종코드 (FK)
회원번호 (FK)
주문번호 (FK)
구입날짜
모델명
구입한대리점
