산업경영시스템학회지 (Journal of Korean Society of Industrial and Systems Engineering)

  • 제47권3호
  • /
  • Pages.163-173
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  • 2024
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  • 2005-0461(pISSN)
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  • 2287-7975(eISSN)
한국산업경영시스템학회 (Society of Korea Industrial and System Engineering)
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소비자 군집분석을 통한 온라인 쇼핑몰 마케팅 전략 수립

Establishment of Marketing Strategy for Online Shopping Mall through Customer Cluster Analysis

  • 김성혜 (전북대학교 융합기술경영학과) ;
  • 배준수 (전북대학교 융합기술경영학과)
  • Seonghye Kim (Department of Management of Technology, Jeonbuk National University) ;
  • Joonsoo Bae (Department of Management of Technology, Jeonbuk National University)
  • 투고 : 2024.07.31
  • 심사 : 2024.09.09
  • 발행 : 2024.09.30
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초록

This study aims to establish an online shopping mall marketing strategy based on big data analysis methods. The customer cluster analysis method was utilized to analyze customer purchase patterns and segment them into customer groups with similar characteristics. Data was collected from orders placed over one year in 2023 at 'Jeonbuk Saengsaeng Market', the official online shopping mall for agricultural, fish, and livestock products of Jeonbuk Special Self-Governing Province. K-means clustering was conducted by creating variables such as 'TotalPrice' and 'ElapsedDays' for analysis. The study identified four customer groups, and their main characteristics. Furthermore, regions corresponding to customer groups were analyzed using pivot tables. This facilitated the proposal of a marketing strategy tailored to each group's characteristics and the establishment of an efficient online shopping mall marketing strategy. This study is significant as it departs from the traditional reliance on the intuition of the person in charge to operate a shopping mall, instead establishing a shopping mall marketing strategy through objective and scientific big data analysis. The implementation of the marketing strategy outlined in this study is expected to enhance customer satisfaction and boost sales.

키워드

과제정보

This study has been supported by MOTIE funding program "Advanced Graduate Education for Management of Convergence Technology."

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