• The Journal of the Korea Contents Association
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• 제19권12호
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• pp.376-388
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• 2019

One important online marketing practice to emerge in recent years is online behavioral advertising. Online behavioral advertising entails a range of issues, including the following: personal information collection and usage agreements (three conditions: no agreement, agreement, or agreement with a reward), consumers' levels of perceived personalization (low vs. high), and consumers' level of online privacy concerns (low vs. high). The effects of all these is what this study is designed to examine, as it evaluates online behavioral advertising. Study findings suggest that types of information collection and usage agreement play a pivotal role in the evaluation of online behavioral ads. Individuals who provided the informed consent form with the possible reward had a more favorable attitude toward the brand than individuals who provided the informed consent form without a possible reward. In terms of personalization, the level of perceived personalization of the advertising message impacted consumers' attitudes toward the online behavioral ad and toward the brand. Finally, online privacy concerns appear to impact consumers' attitudes toward the online behavioral ad and toward the brand. Theoretical and practical implications are also discussed.

• Proceedings of the Korea Multimedia Society Conference
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• 한국멀티미디어학회 2002년도 추계학술발표논문집
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• pp.5-8
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• 2002

전자상거래의 보편화와 더불어 인터넷 쇼핑몰이 급격히 늘어나면서 선택의 폭이 커짐과 동시에 고객에게는 선택의 불편이 있고, 판매자에게는 경쟁이 가중될 것이므로 더욱 치밀하고 편리한 마케팅 기법이 요구되어지고 있다. 따라서 인터넷 쇼핑몰에서의 개별고객의 니즈를 파악하기 위한 다양한 분석적 접근이 이루어지고 있다. 웹 데이터마이닝은 웹사이트에 접근한 사용자들의 개인별 접근패턴을 파악하고 예측하기 위해 로그파일을 분석한다. 본 연구에서는 eCRM의 핵심요소인 로그분석을 위한 데이터마이닝 엔진을 설계하고 구현한다.

• Journal of Global Scholars of Marketing Science
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• 제6권
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• pp.261-279
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• 2000

새로운 경영 패러다잉의 전환과 지식경제시대에 도래하고 있는 현재, 기업들은 기업의 생존을 위한 경영방식의 일환으로 지식경영을 도입하고 있다. 지식경영은 지식의 창조, 공유 및 활용을 포함한 개념으로서, 지식의 효율적인 공유 및 활용을 위해 지식경영을 응용한 지식관리시스템이 활발히 도입 중에 있다. 본 논문의 목적은 지식관리시스템의 도입현황(배경, 도입내용, 효과)의 사례률 비교, 분석하여 도입관련 시사점을 제시한다. 지식관리시스템의 배경은 지식공유를 통하여 핵심역량을 강화하고, 경영목표를 달성하기 위해 지식을 통합, 광리할 필요성으로 도입하였고, 도입 내용은 조직의 산재된 지식을 통합, 분류하여 지식데이터베이스를 구촉하였고 지식경영 중심의 기업문화률 이루고, 평가와 보상 체제를 구축하였다. 지식관리시스템의 도입 효과는 지식이 차별화 된 경쟁도구로 인식되면서, 개인의 지식이 조직의 지식으로 전환되면서 지식의 자본화가 이루어졌고, 조직구성원들의 업무효율성 또한 증대되었다. 사례분석결과 성공적인 지식경영을 위해, 지식경영을 위한 가치관 및 기업문화를 정착하고 기업특성에 맞는 방식을 고안해 지식경영을 실천하고, 파일럿 프로젝트를 실행한 후 단계적으로 확산해야한다는 것을 알 수 있었다. 또한, 전략적, 문화적, 조직적, 기술적 측면의 구체적인 시사점이 제시되었다.

• Journal of the Korea Institute of Information and Communication Engineering
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• 제23권11호
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• pp.1321-1329
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• 2019

With the development of social information networks, the marketing methods are also changing in various ways. Unlike successful marketing methods based on existing celebrities and financial support, Influencer-based marketing is a big trend and very famous. In this paper, we first extract influencer features from more than 54 YouTube channels using the multi-dimensional qualitative analysis based on the meta information and comment data analysis of YouTube, model representative themes to maximize a personalized video satisfaction. Plus, the purpose of this study is to provide supplementary means for the successful promotion and marketing by creating and distributing videos of new items by referring to the existing Influencer features. For that we assume all comments of various videos for each channel as each document, TF-IDF (Term Frequency and Inverse Document Frequency) and LDA (Latent Dirichlet Allocation) algorithms are applied to maximize performance of the proposed scheme. Based on the performance evaluation, we proved the proposed scheme is better than other schemes.

• Korean Business Review
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• 제17권
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• pp.137-151
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• 2004

Wrap accounts are customized financial services for which investment companies and stock brokers manage investors assets based on their preferences. The success of wrap accounts depend upon the accurate understanding of investment risk propensity and the proper designing of financial portfolio. To this end investment companies should accurately measure investors investment risk propensity with calibrated measures. There, unfortunately, exist few highly calibrated measures of investment risk propensity. Therefore the practices of marketing strategies and customer management often turn out to be less effective and fragile to competition. The purposes of this present study aim to understand the investment risk propensity of wrap accounts customers, to help classify the customers based on the degree of the investment risk propensity, and to implement relevant marketing strategies for different groups of customers. Based on previous studies, two hypotheses were delineated and verified. The findings of the study should help differentiate prospective customers into unique and accessible segments for further targeting and positioning wrap account markets.

• Journal of Intelligence and Information Systems
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• 제17권2호
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• pp.109-117
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• 2011

The exhibition industry, as technology-intensive, eco-friendly industry, contributes to regional and national development and enhancement of its image as well, if it joins cultural and tourist industry. Therefore, We need to revitalize the exhibition industry, as actively holding an exhibition event. However, to attract a number of exhibition audience, the work of enhancing audience satisfaction and awareness of value for participation should be prioritized after improving quality of service within exhibition hall. As one way to enhance the quality of service, it is thought that the way providing personalized service geared toward each audience is needed. that is, if audience avoids the complexity in exhibition space and it affords them service to enable effective time and space management, it will improve the satisfaction. All such personalized service affordable lets the audience's preference on the basis of each audience profile registered in advance online grasp. and Based on this information, it is provided with exhibition-related information suited their purpose that is the booth for the interesting audience, the shortest path to go to the booth and event via audience's smart phone. and it collects audience's reaction information, such as visiting the booth, participating the event through offered the information in this way and location information for the flow of movement, the present position so that it makes revision of existing each audience profile. After correcting the information, it extracts the individual's preference. hereunder, it provides recommend booth and event information. in other words, it provides optimal information for individual by amendment based on reaction information about recommending information built on basic profile. It provides personalized service dynamic and interactive with audience. This paper will be able to provide the most suitable information for each audience through circular and interactive structure and designed smart-phone application supportable for updating dynamic and interactive personalized service that is able to afford surrounding information in real time, as locating movement position through sensing. The proposed application collects user‘s context information and carrys information gathering function collecting the reaction about searched or provided information via sensing. and it also carrys information gathering function providing needed data for user in exhibition hall. In other words, it offers information about recommend booth of position foundation for user, location-based services of recommend booth and involves service providing detailed information for inside exhibition by using service of augmented reality, the map of whole exhibition as well. and it is also provided with SNS service that is able to keep information exchange besides intimacy. To provide this service, application is consisted of several module. first of all, it includes UNS identity module for sensing, and contain sensor information gathering module handling and collecting the perceived information through this module. Sensor information gathered like this transmits the information gathering server. and there is exhibition information interfacing with user and this module transmits to interesting information collection module through user's reaction besides interface. Interesting information collection module transmits collected information and If valid information out of the information gathering server that brings together sensing information and interesting information is sent to recommend server, the recommend server makes recommend information through inference with gathered valid information. If this server transmit by exhibition information process, exhibition information process module is provided with user by interface. Through this system it raises the dynamic, intelligent personalized service for user.

• Journal of the Korea Academia-Industrial cooperation Society
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• 제15권11호
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• pp.6484-6491
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• 2014

The human's basic desire for aesthetics, which has existed along with human history, has been more individualized and diversified according to the progress of modern economic social change. In the case of men, who have a relatively higher connection and experience of mass media compared to women, there is a characteristic to apply and utilize information acquisition and share appearance management quickly on the media. This paper classified and arranged the image and characteristics of the modern male image analyzed the relationship between men's appearance management and information exploration. In addition, exploration relation per information medium was considered by dividing the men's appearance management behavior and characteristics into make-up, hair management, skin care, hands and feet care, and plastic surgery. This appears to be useful for the industrial group, e.g. beauty treatment, cosmetics, hospital, etc. as advertisement marketing information.

• Proceedings of the Korean Society of Computer Information Conference
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• 한국컴퓨터정보학회 2015년도 제51차 동계학술대회논문집 23권1호
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• pp.321-324
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• 2015

본 논문에서는 SNS에 존재하는 특정 제품과 브랜드 또는 기업에 대한 평가, 의견, 느낌, 사용 후기 등의 소비자 생각을 수집하여 기업에서 향후 신제품 개발이나 시장 진출 및 확대 등의 경영활동에 활용할 수 있도록 SNS 빅데이터를 문석하고, 이를 활용하여 보다 소집단화 되고 개인화 되어가는 Micro-Trend 중심의 마케팅 활동을 할 수 있는 Micro-Targeting 관련 분석 정보를 제공 모델링하는 것을 제안한다. 본 연구에서는 SNS 데이터의 수집, 저장, 분석에 대한 내용을 다루고 있으며, 특히 마이크로타겟팅을 위한 정보를 머하웃(Mahout)의 유클리드 거리 기반의 유사도와 K-평균 군집 알고리즘을 활용하여 구현하고자 하였다.

• Proceedings of the Korea Information Processing Society Conference
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• 한국정보처리학회 2016년도 추계학술발표대회
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• pp.577-578
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• 2016

QR 코드를 이용한 접촉 매체를 이용해 본 경험자 중 대부분은 스마트폰을 사용한 것으로 나타났으며, 해당 접촉 매체 중 가장 높은 이용 비율을 나타낸 매체는 홍보용 전단지나 브로슈어 등 이다. 이와 같이 스마트폰의 보급에 따른 QR 코드의 이용 범위가 마케팅 분야에 집중되면서 효율적인 이용 방법에 대한 연구가 증가하고 있는 추세이다. 본 연구에서는 QR 코드에 저장된 음식에 대한 상세 정보를 활용한 모바일 웹 기반의 음식 추천을 위한 개인화 서비스 시스템을 제안한다.

• Electronics and Telecommunications Trends
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• 제22권6호
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• pp.194-205
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• 2007

국내 통신서비스는 2000년 이후 유무선 인터넷을 중심으로 급성장을 해왔으나 기존 서비스에 대한 가입자 정체와 FTTH와 HSDPA, 와이브로를 중심으로 서비스 고도화 추세에 있다. 정체기와 전환기의 시장 특성이 나타나는 상황에서 통신사업자들은 자사 가입자를 유지하고 타사 가입자를 전환시키려는 마케팅 활동이 치열하게 전개되고 있다. 이에 통신소비자의 특성을 체계적으로 파악하는 것이 가입자 유지 및 전환활동의 관건이 된다. 본 글에서는 시장조사 결과를 바탕으로 초고속인터넷 이용시간, 이동전화 이용요금 수준, 이동전화 무선인터넷 이용여부, 모바일 브로드밴드 이용의향, 소비자의 혁신성향을 중심으로 현재 현안이 되고 있는 사항에 대해 국내 통신소비자의 개인 특성 및 서비스 이용 특성을 파악하고 시사점을 전개하고자 한다.