Application of Social Big Data Analysis for CosMedical Cosmetics Marketing : H Company Case Study

기능성 화장품 마케팅의 소셜 빅데이터 분석 활용 : H사 사례를 중심으로

  • 황신해 (영남대학교 일반대학원 경영학과) ;
  • 구동영 (영남대학교 일반대학원 경영학과) ;
  • 김정군 (영남대학교 경영학과)
  • Received : 2019.04.17
  • Accepted : 2019.07.20
  • Published : 2019.07.28


This study aims to analyze the cosmedical cosmetics market and the nature of customer through the social big data analysis. More than 80,000 posts were analyzed using R program. After data cleansing, keyword frequency analysis and association analysis were performed to understand customer needs and competitor positioning, formulated several implications for marketing strategy sophistication and implementation. Analysis results show that "prevention" is a new and essential attribute for appealing target customers. The expansion of the product line for the gift market is also suggested. It has been shown that there is a high correlation with products that can be complementary to each other. In addition to the traditional marketing technique, the social big data analysis based on evidence was useful in deriving the characteristics of the customers and the market that had not been identified before. Word2vec algorithm will be beneficial to find additional.


Bigdata Analysis;CosMedical Cosmetics;Linkage Analysis;Keyword Analysis;Cosmetics Marketing

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Fig. 1. Frequency analysis by counseling field through R program

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Fig. 2. Frequency analysis by counseling field through R program

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Fig. 3. Frequency analysis by counseling field through R program

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Fig. 4. Frequency analysis by counseling field through R program

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Fig. 5. Linkage Analysis of Consultation Needs for 2017-2018 by R program

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Fig. 6. Linkage Analysis of Consultation Needs for 2017-2018 by R program

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Fig. 7. Frequency analysis by counseling field through R program

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Fig. 8. Linkage Analysis of Consultation Needs for2017-2018 by R program

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Fig. 9. Frequency analysis by counseling field through R program

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Fig. 10. Linkage Analysis of Consultation Needs for 2017-2018 by R program

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Fig. 11. Frequency analysis by counseling field through R program

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Fig. 12. Linkage Analysis of Consultation Needs for 2017-2018 by R program

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Fig. 13. Frequency analysis by counseling field through R program


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