• Proceedings of the Korean Information Science Society Conference
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• 2011.06b
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• pp.357-360
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• 2011

최근 인터넷과 통신기술, 특히 모바일과 관련된 기술의 급속한 발전으로 소셜 커뮤니케이션 수단으로 대표되는 SNS(Social Networking Service)가 중요한 이슈로 부각되어지고 있다. SNS 서비스 제공시 중요하게 고려되어져야 할 사항은 정확하고 의미 있는 데이터를 통해서 사용자가 원하고 관심 있는 분야의 정보를 어떻게 제공할 것인가에 초점이 맞춰져 있어야 한다. 그러나 최근 폭발적으로 증가되어지고 있는 소셜 데이터 때문에 사용자는 의미 분석이 정확하게 이루어지지 않은 신뢰성이 결여된 소셜 커뮤니케이션 서비스를 제공받고 있다. 이러한 소셜데이터 분석의 문제점을 해결하기 위해서 본 논문에서는 소셜 네트워크 서비스에 필요한 데이터를 수집하고, 클라우드 컴퓨팅 환경에서 수집된 대용량 SNS 데이터의 의미를 분석 할 수 있는 MapReduce 기반의 분석 모듈의 구조를 제안하였다. 제안한 모듈은 의미 분석에 필요한 소셜 데이터를 수집하는 수집 기능과 수집된 소셜데이터의 의미 분석을 수행하는 분석 기능을 포함하고 있다. 수집 기능은 SNS에서 생성되는 텍스트 형태의 데이터를 수집하고 MapReduce를 통해서 데이터를 분석하기 쉽게 적절한 크기로 생성된 파일을 분할한다. 수집된 소셜 데이터의 의미 분석은 기존 TF-IDF 방식에 개선된 Weighted-MINMAX 적용한 알고리즘을 통해서 구현하였다. 개선된 알고리즘은 단어의 중요도를 평가하고, 중요도가 높은 단어로 구성된 의미정보 제공 서비스를 지원한다. 시스템의 성능 평가를 위해서 노드별 데이터 처리시간과 추출 키워드의 정확도를 측정하였다.

• Asia Marketing Journal
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• v.11 no.3
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• pp.185-203
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• 2009

Yuhan Kimberly, a joint-venture company of Korean Yuhan Company and American Kimberly-Clark, opened a premium diaper market in Korea by launching Pull-Ups which was pants-typed diapers in 1993. Pull-Ups was imported as finished goods from Kimberly-Clark. However, in spite of its huge market share in United States, it failed to land down in Korean market because of wrong positioning strategy which did not consider domestic customers' tastes. In 1996, Yuhan-Kimberly brought out a pants-typed diaper, Huggies-Toddler, to Korean market again. This paved the way for the combination of Kimberly-Clark's production power and Yuhan-Kimberly's marketing power and led to launch new product superior to Pull-Ups. However, this product was unsuccessful in the market because of wrong positioning which did not catch domestic customer's life styles such as cultural, environmental and habitual differences in toilet training, the cost increase coming from IMF crisis in Korea, weak trust within the company, weak trust within the company, and too much higher price than regular diapers. In 2005, Yuhan-Kimberly redeveloped new pants market business strategy. It was organically combined with winning product development plan, winning communication strategy and the market structure change through the pants market creation. Customer's habit, usage and attitude were studied with total 55 times market investigations. Also, all processes from planning to designing were executed in the customer's view by investigating product research, positioning research and advertisement research. Yuhan-Kimberly repositioned new product as a wearing diaper not as a toilet training diaper and launched Huggies Magic Panty as a premium product which had 25% higher price than previous Huggies. Huggies Magic Panty was recognized as a great hit product in domestic diaper market and the sales recorded 37.6 bill won in 2006, 57.2 bill won in 2007, and 90 bill won in 2008 since launching in 2005. The reason of Huggies Magic Panty's success was the repositioning strategy deduced from the precise check of customer's usage habit. It was the winning strategy of Huggies that were market investigation in order to survive in domestic baby goods market where a lot of companies struggled intensively, the exact positioning based on its market investigation and aggressive 360 degree communication strategy to give customers impressions efficiently.