• Journal of Intelligence and Information Systems
• /
• v.17 no.1
• /
• pp.153-169
• /
• 2011

Today using Internet environment is considered absolutely essential for establishing corporate marketing strategy. Companies have promoted their products and services through various ways of on-line marketing activities such as providing gifts and points to customers in exchange for participating in events, which is based on customers' membership data. Since companies can use these membership data to enhance their marketing efforts through various data analysis, appropriate website membership management may play an important role in increasing the effectiveness of on-line marketing campaign. Despite the growing interests in proper membership management, however, there have been difficulties in identifying inappropriate members who can weaken on-line marketing effectiveness. In on-line environment, customers tend to not reveal themselves clearly compared to off-line market. Customers who have malicious intent are able to create duplicate IDs by using others' names illegally or faking login information during joining membership. Since the duplicate members are likely to intercept gifts and points that should be sent to appropriate customers who deserve them, this can result in ineffective marketing efforts. Considering that the number of website members and its related marketing costs are significantly increasing, it is necessary for companies to find efficient ways to screen and exclude unfavorable troublemakers who are duplicate members. With this motivation, this study proposes an approach for managing duplicate membership based on the social network analysis and verifies its effectiveness using membership data gathered from real websites. A social network is a social structure made up of actors called nodes, which are tied by one or more specific types of interdependency. Social networks represent the relationship between the nodes and show the direction and strength of the relationship. Various analytical techniques have been proposed based on the social relationships, such as centrality analysis, structural holes analysis, structural equivalents analysis, and so on. Component analysis, one of the social network analysis techniques, deals with the sub-networks that form meaningful information in the group connection. We propose a method for managing duplicate memberships using component analysis. The procedure is as follows. First step is to identify membership attributes that will be used for analyzing relationship patterns among memberships. Membership attributes include ID, telephone number, address, posting time, IP address, and so on. Second step is to compose social matrices based on the identified membership attributes and aggregate the values of each social matrix into a combined social matrix. The combined social matrix represents how strong pairs of nodes are connected together. When a pair of nodes is strongly connected, we expect that those nodes are likely to be duplicate memberships. The combined social matrix is transformed into a binary matrix with '0' or '1' of cell values using a relationship criterion that determines whether the membership is duplicate or not. Third step is to conduct a component analysis for the combined social matrix in order to identify component nodes and isolated nodes. Fourth, identify the number of real memberships and calculate the reliability of website membership based on the component analysis results. The proposed procedure was applied to three real websites operated by a pharmaceutical company. The empirical results showed that the proposed method was superior to the traditional database approach using simple address comparison. In conclusion, this study is expected to shed some light on how social network analysis can enhance a reliable on-line marketing performance by efficiently and effectively identifying duplicate memberships of websites.

• Proceedings of the Safety Management and Science Conference
• /
• 2013.04a
• /
• pp.337-353
• /
• 2013

의료서비스산업은 인구 고령화, 소득 증대, 건강보험의 보장성 강화 등으로 시장이 급속히 확대되는 추세이다. 의료서비스산업의 대다수를 차지하는 것은 병원으로, 병원은 의사, 의료기사, 간호사, 행정직 등 전문적이고 다양한 직종의 종사자들의 협동작업을 통해 환자들에게 의료서비스를 제공하는 조직이다. 간호사는 많은 직무를 담당하고 있는 다양한 전문 인력 중에서 병원인력의 40%를 차지하고 있으며, 환자에게 제공되는 대부분의 서비스인 치료와 간호업무를 담당하고 있다. 병원인력의 다수를 차지하고 있는 간호사의 잦은 이직과 낮은 생산성은 환자의 치료와 간호업무에 지장을 줄 수 있는데, 소진과 직무스트레스가 간호사의 이직과 생산성에 영향을 주는 것으로 나타나고 있다. 이에 본 연구는 간호사의 일반적 특성에 따른 소진과 직무스트레스의 차이를 연구하여, 간호사 개인 맞춤별 내부마케팅 자료로 활용하고자 한다. 간호사의 일반적 특성에 따른 소진과 직무스트레스의 차이는 첫째, 소진에 차이가 있는 일반적 특성으로는 연령, 결혼, 근무형태, 직위, 간호사 경력, 근무처, 병상 수로 나타났으며, 둘째, 직무스트레스에 차이가 있는 일반적 특성으로는 연령, 학력, 결혼, 근무형태, 간호사 경력, 근무처, 병상 수로 나타났다.

• Proceedings of the Korea Information Processing Society Conference
• /
• 2010.04a
• /
• pp.570-571
• /
• 2010

본 연구는 색, 색감, 색의 조화론 등 예술과 감성으로만 다루어지던 전문 분야의 내용을 과학적인 방법으로 해석하고, 계산해 낼 수 있는 연구들에 대한 관련 연구들의 동향을 분석하고, 정량적인 색의 조화 및 매치의 판단 방법을 제안한다. 이때, 과학적인 방법이란, 수치와 컴퓨터과학을 사용하여 색의 조화 이론을 체계화하여 빠르게 처리하는 근원적인 방법으로 정의한다. 또한, 색의 정량화를 위하여 기존의 대표적인 색채계들의 특징 및 성격을 분석하며 이를 통해 색채계에 기반하여 색을 수치화 한다. 색의 조화 및 매치에 대한 정량적 판단은 컴퓨터를 사용하는 일반 사용자들의 색과 색감을 향상시킬 뿐만 아니라, 시각, 영상, 산업 디자인에의 효과적 적용, 색을 통한 정신적 분석 및 치유, 색감 향상 교육, 유사색및 유사디자인 검색, 개인 맞춤형 색채 마케팅 등 다양한 분야에 활용될 수 있다.

• Asia Marketing Journal
• /
• v.10 no.2
• /
• pp.71-98
• /
• 2008

Considerably many numbers of studies on country-of-origin(hereafter COO) effects have been presented in international business and marketing areas. Recent studies have been included the effects of COO of manufacture, parts, and design, as well as the effects of brand origin, reflected by the accelerating convergent manufacture circumstances and increasingly competitive environments. Moderating constructs such as knowledge of product category and involvement as individual variables, have been also introduced and researched in various angles. In addition, how the effects of COO occur as processes is also argued in previous studies. This research has attempted to explain business corporation's strategic decisions on choosing a domain of its product manufacturing for several critical reasons, for cost reduction or better image. We displayed two constructs of brand and manufacture in a positive and negative country image group to reconfirm the existence of the effects of COO. Additionally, the effects of respondents' regulatory fit between their motivational focus and the contents of product messages, have been declared. Furthermore the respondents' motivational focus moderates the main effect of COO on product evaluations in a positive 'made-in' combination, while, surprisingly, it does not statistically moderate in a negative, except attitude. Based on the results, implications and suggestions on how to plan and execute more effective marketing strategies regarding COO dimensions, especially COO of manufacture, are separately presented for each situations when it has already been determined and when it is to be.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
• /
• v.12 no.3
• /
• pp.75-86
• /
• 2017

The development of web technologies and the generalization of smartphones have dramatically increased the number of social media users using the Internet. As a result, companies are perceived social media as a major marketing tool and operate a variety of SNS channels. In particular, start-ups conducting businesses with limited resources, social media is being used as an effective marketing tool to meet many potential customers at a low cost. Among them, facebook is the most used channel in the world and plays an important promotional tool not only in overseas but also in marketing activities of domestic start-ups. The purpose of this study is to analyze the relationship between satisfaction and purchase intention according to four personal characteristics of users who use social media contents and to measure the mediating effect of satisfaction on the relationship between content type and purchase intention. To this end, we classified into three types based on the previous research, and social media content is provided to 200 fans of Minbak Danawa(Minda), one of representative start-ups related to accommodation, The questionnaires were conducted for 3 weeks, and a total of 145 copies were collected. All the collected questionnaires were used for statistical analysis through SPSS 18.0. The empirical results show that all three types of content, such as task-oriented, self-oriented, and interaction-oriented, have a significant effect on the satisfaction level. Among them, it is confirmed that the satisfaction level plays a mediating role on the relationship between task-oriented contents and purchase intention. And the user 's personal characteristics showed a partially moderate effect on the satisfaction according to the content type. Therefore, social media content provided by corporations has an important effect on consumer satisfaction and purchasing, in order for start-up to prevail in the market, it is necessary to have an operational strategy to communicate with customers continuously through systematic contents analysis and planning. The result of this study suggests effective ways to build a social media marketing strategy for start-ups and suggests ways to utilize contents considering the characteristics of internet users.

• The Journal of Natural Sciences
• /
• v.10 no.1
• /
• pp.209-216
• /
• 1998

The results of the study of diving the 21st century's Korea fashion market into consumer market, fashion market, and a new marketing strategy are as follows. The 21st consumer market is First, a fashion democracy phenomenon. As many people try to leave unconditional fashion following, consumer show a phenomenon to choose and create their own fashion by subjective judgements. Second, a phenomenon of total fashion pursuit. Consumer in the future are likely to put their goals not in differentiating small item products, but considering various fashion elements based on their individuality and sense of value. Third, world quality-oriented. With the improvement of life level, it accomplishes to emphasize consumers' fashion mind on the world wide popular use of materials, quality, design and brand image. Fourth, with the entrance of neo-rationalism, consumers show increasing trends to emphasize wisdom, solidity in goods strategy pursuing high quality fashion and to demand resonable prices. Fifth, concept-oriented. Consumers are changing into pursuing concept appropriate to individual life scene. Prospecting the composition of the 21st century's fashion market, First, sportive casual zone will draw attention more than any other zone. This is because interest in sports will grow according to the increase of leisure time and the expasion of time and space in the 21st century, and also ecology will become the important issue of sports sense because of human beings's natural habit toward nature. Second, the down aging phenomenon will accelerate its speed as a big trend. Third, a retro phenomenon, a concept contrary to digital and high-tech, will become another big trend for its remake, antique, and classic concept in fashion market with ecology trend. New marketing strategy to cope with changing fashion market is as follows. First, with the trend of borderless concept, borders between apparels are becoming vague, for example, they offer custom-made products to consumers. Second, as more enterprises take the way of gorilla and guerrilla where guerrillas who aim at niche market show up will develop. Basically, they think highly of individual creative study, and pursue the scene adherence with high sensitiveness. However this polarization becomes mutually-supplementing relationship showing gorilla's guerilla movement, and guerilla's gorilla high-tech. Third with the development of value retailing, enterprises pursuing mass merchandising of groups called category killers are expanded and amplified to new product fields, and expand business' share. Fourth, using outsourcing, the trend to use exterior function leaving each enterprise's strength by inspecting its own work is gradually strong. Fifth, with the expansion of none store sale, the entrance of the internet and the CD-ROM sales added to communication sales such as catalogues are specified. An eminent American think tank expect that 5-5% of the total sale of clothes and home goods in 2010 will be done by none store sale. Accordingly, to overcome the problems, First international, global level marketing, Second, the improvement of technology, Third, knowledge-creating marketing are needed.

• The Journal of the Korea Contents Association
• /
• v.8 no.12
• /
• pp.20-27
• /
• 2008

Hospitals today use independent systems for each department and job such as Hospital Information Sytem(HIS), Picture Archiving Communications System(PACS), Ordering Communication System(OCS), Electronic Medical Record(EMR), Enterprise Resource Planning(ERP), etc and each system employs its own DB. So, it is impossible to integrate information within the institution and difficult to keep transparency and consistency of data. I in this study offered a data integration environment through flexible management linked with other systems, and by doing that, designed a medical CRM frame which offers the optimum service the customer wants at the optimum time. I designed 4 of medical CRM frame: customer relationship management, public relations/marketing, service management, and statistics/analysis by the customer relationship management process standardization and aimed to offer tailored mobile contents according to customer's characters and health situation on the basis of customer's data by securing mobile medical contents for personalized medical information service.

• Journal of the Korea Society of Computer and Information
• /
• v.15 no.3
• /
• pp.121-128
• /
• 2010

Whenever and wherever, recognizing location of object such as human as well as things, ubiquitous Location-Based Service which provides useful service based on this are rising as an important service. In this paper, we implemented customized real time 1:1 e-CRM system that can communicate with user's mobile phone through using Location-Based Service of mobile phone. Among various scenarios that are applicable to designed system, development and test were conducted based on scenario that provides shopping information and discount information to customers through SMS as they approach to vicinity of large discount store and allow them to download discount coupons through Call Back. The suggested system will be applied to various service event and can be used as a customized real time marketing method according to user's personal activity area.

• Korea Trade Review
• /
• v.42 no.1
• /
• pp.125-139
• /
• 2017

According to the US market research firm "Strategy Analytics(SA)", there is a sudden change of wind blowing in the global smart-phone market. In particular, several Chinese firms such as Huawei, Xiaomi and Oppo show a rapid growth in the pace of Chinese market, whereas other leading players like Apple and Samsung has slowly grown in China market. Therefore, this study will investigate the main antecedents of repurchase intention of smart phones in post-90th generation in China. In addition to this, the mediating effect of SIC will be analyzed. The results of the study are as follows; first, there is significant relationships among brand, individual experience and repurchase intention, on the other hand, there is no significant relationships between design, price, function factor and repurchase intention; second, SIC partially mediate the relationship between brand factors and repurchase intention. Based on the results targeted to post 90th generation in China, several implications are suggested for smart phone firms.

• Journal of dental hygiene science
• /
• v.4 no.2
• /
• pp.61-73
• /
• 2004

In this study, I have analyzed domestic dental clinics which had introduced CRM for customer satisfaction management. The purpose of this study is to provide information for designing efficient CRM. I would suggest some strategies to carry out CRM as followed. First, promote long-term relationship with customers. Second, select a target patient group and classify customers. Third, set a systematic database up. Fourth, make various channels to communicate with customers. In addition, the following ways are essential to be successful in implementing CRM. First, strengthen the service provided at the Moment of Truth (MOT). Second, organize learning in hospital and all the staff should be customer-oriented. Third, perform systematic "internal marketing".