• Journal of Korean Library and Information Science Society
• /
• v.38 no.3
• /
• pp.277-296
• /
• 2007

This study aims to propose that archives introduce marketing strategies for their archival reference services. Target marketing which is based on market segmentation for customer satisfaction is popular among enterprises in these days. Market segmentation strategy of target marketing need to be used for user centered archival reference services in archives. This study proposed that demographic, geographic, psychographics, and use variables can be used for archival user segmentation. And for the user segmentation, archives should collect data of use and users systematically.

• Digital Contents
• /
• no.3 s.82
• /
• pp.68-70
• /
• 2000

마케팅을 통해 새로운 기술이나 제품을 알리는 대상이 있는데 이들은 대중이라고 할 수 있다. 폭발적인 마케팅 기술의 발전은 새로운 통합형 직접 마케팅 해결방안이 마케팅 캠페인에서 보다 나은 시장분할과 대중 표적화의 전망과 제안을 제공하게 될 것이라 예측하게 한다.

• International Area Studies Review
• /
• v.13 no.2
• /
• pp.770-788
• /
• 2009

This paper attempts to develop STP Strategy of EXPO 2012 Yeosu for attracting tourists. STP in marketing strategy refers to the process of market segmentation, market targeting, and positioning. I tested four demographic variables(age, occupation, nationality, and sex) to segment the market or the visitors of EXPO 2012 Yeosu effectively. The statistical result shows that age, occupation, and nationality are significant. Based on the three demographic factors and the visitor's purpose, I classified the expected visitors of EXPO into 12 groups, and selected 6 targeted groups: a group of Korean students with the purpose of study, a group of Korean professionals with the purpose of business, a group of foreign students with the purpose of study, a group of foreign professionals with the purpose of business, a group of Korean people in general with the purpose of tourism, and a group of foreign people in general with the purpose of tourism. In this paper, I have suggested a differentiated marketing mix for six targeted groups each.

• The Journal of Information Technology
• /
• v.5 no.3
• /
• pp.157-168
• /
• 2002

This study examined the present condition of convention of convention in Korea and the establishment of strategies for the convention marketing. It is defined as establishing a direction of decision-making for the achievement of efficiency in the convention activities and consists of the following steps; firstly, to set up a target market through the analysis of the convention market and the itemization of the market, and then to draw up a budget and adopt a strategy of convention marketing. Based on this plan of convention marketing, I think the 7P strategy variables such as product, price, passage, and promotion, as well as the participant, physical proof, and process of service assembling should be fixed to attain the target market, for the convention industry is a field of service industry.

• 한국경영정보학회:학술대회논문집
• /
• 2007.11a
• /
• pp.605-610
• /
• 2007

사례기반추론(CBR)은 많은 장점으로 인해, 생산, 재무, 마케팅 등의 분야의 다양한 경영의사결정문제 해결에 적용되어 왔다. 그러나, 효과적인 CBR 시스템을 설계, 구축하기 위해서는 연구자가 직관적으로 설정해야 할 많은 변수들이 존재한다. 본 연구에서는 이러한 CBR의 여러 설계요소들 중, '결합할 유사사례의 선택' 과 관련해, CBR이 보다 개선된 형태로 경영문제 해결에 응용될 수 있는 모형을 제시하고 있다. 본 연구의 제안모형은 결합할 유사사례를 선택하는 기준으로 특정 사례수(k-NN)나 유사도의 상대적 비율을 사용하는 기존의 CBR과 달리 0에서 1사이의 값을 갖는 절대적 유사 임계치를 적용하고 있다. 다만, 절대적 유사 임계치를 사용할 때, 그 값이 작아질 경우 예측결과의 생성이 과도하게 이루어지지 않을 수 있는 문제를 해결하기 위해, 커버리지를 모형에 함께 반영하여 사용자가 원하는 수준의 커버리지는 유지한 상태에서 가장 효과적인 유사 사례를 찾아, 추론을 수행할 수 있도록 설계하였다. 제안모형을 검증하기 위해, 본 연구에서는 이 모형을 실제 인터넷 쇼핑몰의 고객 발굴 사례에 적용해 보았다. 이를 통해, 제안모형의 적용가능성을 확인하고, 향후 추가연구가 요구되는 개선방향을 고찰해 보았다.

• Proceedings of the Costume Culture Conference
• /
• 2000.09b
• /
• pp.1-10
• /
• 2000

최근 우리나라에서도 인터넷 사용인구가 1000만 명을 넘고 인터넷 비지니스에 대한 일반인과 기업들의 관심이 본격화되고 있다. 이처럼 인터넷 비지니스가 활발하게 전개되면서, 인터넷 비즈니스의 고객만족과 이를 위한 고객지향 마케팅 활동이 중요시되게 되었다. 즉 인터넷을 이용하여 어떻게 하면 고객만족을 달성할 수 있으며, 또한 인터넷 비즈니스에 적합한 마케팅 전략을 어떻게 수립할 수 있는가가 인터넷 비즈니스의 경영자에게 중요한문제로 제기되고 있다. 인터넷 비즈니스에서는 오프라인의 전통적인 기업(블릭 앤 모터:Brick and Motar)보다 고객만족이 훨씬 중요하다. 이처럼 중요한 고객 만족 수준을 높이기 위하여는 마케팅 활동이 고객지향 관점에서 이루어져야 한다. 따라서 본 논문에서는 인터넷 비즈니스의 마케팅이 고객지향 관점에서 어떻게 이루어져야 하는가를 마케팅의 기본과정에 따라 살펴본다. 구체적으로 본 논문은 인터넷 비즈니스의 특성과 성공요인, 인터넷 마케팅과 전통적 마케팅의 차이, 인터넷 비즈니스의 시장 세분화 및 표적 고객 선정, 그리고 인터넷 비즈니스의 마케팅 믹스 전략을 고객지향 관점에서 살펴본다. 그리고 마지막 장에는 인터넷 비즈니스의 고객지향 마케팅을 패션 비즈니스에 적용하여 인터넷 비즈니스의 앞으로 나아갈 방향을 제시해 본다.

• Proceedings of the Korean Institute Of Construction Engineering and Management
• /
• autumn
• /
• pp.543-548
• /
• 2002

The brand value of apartment which affects not only sale percent and profit but also the worth of real estate is rising as an important point of apartment competition. But now the apartment brand market is occupied by some large-sized construction companies with strong recognition. So it's difficult for newly joined construction companies to enter the apartment market and the companies that made inroads into the market don't have the brand effects because of consumers' ignorance. Therefore, through the analysis of example from construction and industrial companies, I suggest the marketing strategy which consists of target market, positioning strategy, brand naming strategy, PR strategy and distinct strategy.

• Journal of Global Scholars of Marketing Science
• /
• v.14
• /
• pp.193-212
• /
• 2004

This study attempted to provide preliminary information for retailers to identify viable entertainment elements and to select and develop the optimal mix of entertainment elements for target consumer groups. The study examined consumer responses to various retail entertainment elements and analyzed differences in responses by consumer characteristics. The index of retail entertainment elements was developed with 49 items including entertainment facilities, dining facilities, retail, service facilities, store atmosphere, and marketing mix. The results from respondents' perceived excitement and visit intention for each entertainment element generally showed higher responses to basic marketing mix and store atmosphere elements rather than to entertainment and dining facilities. There were significant differences in responses by gender and age. The results imply that selection and application of retail entertainment elements need to consider target consumer characteristics.

• Korean Business Review
• /
• v.12
• /
• pp.1-27
• /
• 1999

The author focus on the role of IMC(integrated marketing communication)that is important for increase of relationship equity value, stress on the integration of IMC and PR in relationship marketing. This paper present as follow. The first, marketing thought have evolved through market competition situation at a market segmentation level perspective, and the concept of relationship equity is necessary to individual marketing or relationship marketing. The second, firm should identify profitable customer, build strong relationship for relationship equity, based on customer equity and life time value in customer market. The third, IMC needs integration with PR for relationship building of stakeholder including customer market at a point of view of corporate equity. Finally, this article offer discussion about implications of integration IMC and PR for future study.

• Journal of Digital Convergence
• /
• v.11 no.11
• /
• pp.209-217
• /
• 2013

This study focuses on the analysis of purchased items' relationship occurred by consumers' purchasing behavior observed in on-line shopping mall based on social network analysis. In order to find relational characteristics of each item for establishing marketing strategy, we apply three definitions of centrality in network, which are degree centrality, betweenness centrality, and closeness centrality in the purchased items' network. Thus, the research results provide the criteria for selection of market segmentation variables. Furthermore, the details of case has been introduced to validate the analyzed results in terms of marketing strategy, and supporting evidences are provided accordingly.