• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2002년도 추계정기학술대회
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• pp.241-249
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• 2002

Making traditional plan of target marketing based on Association Rule has brought restriction to obtain the target of marketing. This paper is to present Inverse Association Rule as a new association rule for target marketing. Inverse Association Rule does not use information about relation between items that customers purchase like Association Rule, but use information about relation between items that customers do not pruchase. By adding Inverse Association Rule to target marketing, we generate new marketing rule to look for new target of marketing. From new marketing rule, this paper is to show direct marketing about target item and indirect marketing about another item associated with target item to sell target item. The reason is that sales of the item associated with target item have an influence on sales of target item.

• 지능정보연구
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• 제9권1호
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• pp.195-209
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• 2003

데이터마이닝의 목적은 알려지지 않은 유용한 정보를 얻어 경영에 활용하려는 것이다. 데이터마이닝의 한 기법인 연관규칙도 마찬가지의 목적을 가지고 있다. 하지만 연관규칙 기법으로 생성된 결과는 모두 같기 때문에 타겟 마케팅에 적용 시 그 마케팅 전략은 같을 수밖에 없다. 본 논문에서는 연관규칙을 이용하여 타겟 마케팅에 적용 시에 데이터마이닝의 목적에 부합하는 새로운 규칙을 제안한다. 새로운 규칙이란 연관규칙과 같이 고객이 구매한 항목에 대해 관심을 가져 구매 항목간의 규칙을 생성하는 것뿐만 아니라 구매하지 않은 항목에 대해서도 관심을 가짐으로써 구매하지 않은 항목간의 규칙을 생성하여 타겟 마케팅에 필요한 정보를 생성하는 것을 말한다. 이러한 정보를 이용하면 타겟 항목을 바로 마케팅 하는 전략뿐만 아니라 타겟 항목을 판매하기 위하여 다른 항목을 마케팅 하는 전략도 가능하게 된다. 그 이유는 새로운 규칙 에 의해 생성된 다른 항목의 마케팅이 타겟 항목의 판매를 촉진시키기 때문이다. 본 논문에서는 타겟 마케팅에 적용하기 위한 새로운 규칙과 전략을 설명하고 예제를 통하여 실제 데이터베이스에서 기존 전략 외에 새로운 전략을 생성시키는 과정을 설명한다.

• 한국정보처리학회:학술대회논문집
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• 한국정보처리학회 2008년도 춘계학술발표대회
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• pp.403-406
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• 2008

Blog는 개인의 여러 미묘한 감정과 감성들을 표현하고, 이를 소통하는 Communication Channel 역할을 하고 있으며, 또한 누구나 접근할 수 있게 되었다. 이는 각 기업에게, 기존의 비효율적인 Mass Marketing 방법에서 벗어나, 소비자의 감성을 자연스럽게 추출하여 세련된 Target Marketing을 할 수 있는 훌륭한 기회를 제공하게 된다. 하지만, 고객의 Blog로 부터 미묘한 감성지수를 추출하고, 이를 마케팅 방법에 접목시키는 것은 쉽지 않은 일이다. 이러한 문제를 해결하기 위해서 본 논문에서는 고객 회원정보에 등록된 Blog를 이용하여, Target Marketing에 활용할 수 있는, 고객 Clustering을 위한 Blog 감성 추출에 대한 연구를 수행하였다. Blog의 Main Skin Image를 통해 지배적인 채도와 명도를 추출하여 수치화하고, 이를 바탕으로 고객 Blog를 테이스트 스케일법 (*일본감성연구소 개발방법)의 실증된 감성 Group 별로 Clustering 하였다. Clustering 된 각 Blog 사용자를 대상으로 연관 배색에 대한 감성 설문조사를 실시한 결과, 유의한 실험결과가 도출되어 향후 고객 감성을 기반으로 한 Target Marketing에 활용할 수 있는 가능성을 볼 수 있었다.

• 유통과학연구
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• 제11권4호
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• 한국IT서비스학회지
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• 제11권3호
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• pp.103-127
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• 2012

With the advent of SNS (Social Network Services), the product reviews by friends in SNS are intensively utilized for online marketing. However, there is a lack of empirical evidence on the actual marketing effect of SNS reviews, although we need to identify who can be the target of SNS marketing in terms of customer attributes, preferences, or experiences. In this study, we investigate the moderating role of customer attributes in identifying the effect of SNS reviews on customer purchasing decision. As the moderating variables, we adopt 'information search experience' and 'perception of information overload'. Research results evidence that, in order to understand the effect of SNS reviews in a comprehensive manner, we need to examine it in the context of various related factors such as 'information search experience' and 'perception of information overload'. The results show that the persuading effect of SNS reviews for product purchasing is stronger for the customers with the lower information search experiences as well as the lower perception on the information overload on the web. This result delivers managerial implications on who can be the target customers of SNS marketing.

• 산업경영시스템학회지
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• 제4권5호
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• pp.65-71
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• 1981

The Marketing strategy is basic to the marketing plan for a firm. It encompasses the art and science of employing the means for achieving established marketing goals. The use of the word "strategy" in reference to the performance of marketing operations has been accepted in general usage during the last twenty years by both business practitioners and educators. It has been borrowed from the military vocabulary where it refers to the art and science of employing the armed strength of a belligerent force to secure the objectives of war. A marketing strategy consists of two distinct and yet interrelated parts: 1. A target market ${\cdots}{\cdots}$a fairly homogeneous group of customers to whom a company wishes to appeal. 2. A marketing mix ${\cdots}{\cdots}$ the controllable variables which the company combines to satisfy this target group.get group.

• 한국도서관정보학회지
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• 제38권3호
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• pp.277-296
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• 2007

본 연구는 기록관의 정보서비스에 마케팅 전략이 도입될 필요가 있다는 것을 제언하기 위한 것이다. 특히 현대의 기업 마케팅 전략으로 사용되고 있는 표적 마케팅은 고객만족을 위한 시장세분화를 기반으로 이루어지는데, 기록관이 이용자 요구에 부합하는 서비스를 계획하고 개발하여, 이용자 집단에 촉진시키기 위하여 표적마케팅의 시장세분화 전략이 도입될 필요가 있다. 본 연구는 기록관이 이용자를 세분하기 위하여 인구통계적 변수와 지리적 변순 심리적 변수 및 이용변수(이용목적, 조사의도, 질문유형, 지식수준, 관심주제, 이용빈도)를 활용하고, 이들 변수를 활용한 세분화를 위하여 기록이용자에 대한 데이터를 적극적으로 수집할 필요가 있음을 제언하였다.

• 한국도서관정보학회지
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• 제38권2호
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• pp.373-397
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• 2007

이 논문은 학교도서관의 체제 강화를 위한 마케팅 전략을 탐색하였다. 마케팅 환경 분석 전략에 따라 학교도서관 마케팅 환경을 외부 거시환경, 외부 미시환경, 내부 조직환경, 내부 운영환경으로 나누어 설명하였고 고객 세분화 전략에 다라 학교도서관의 목표 고객을 학교 경영자, 교사, 학생, 학부모와 지역사회로 나누어 각각의 성격과 마케팅 전략을 제시하였다. 그리고 학교도서관 마케팅을 위한 커뮤니케이션 전략으로 커뮤니케이션의 지향과 성격에 따라 관리적 커뮤니케이션, 행동적 커뮤니케이션, 협력적 커뮤니케이션, 사회적 커뮤니케이션으로 나누어 논의하였다.

• 한국조리학회지
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• 제7권1호
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• pp.203-227
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• 2001

The purpose of this study is to be groped promotion plan of internet marketing of Family Restaurant to get the motive, which is target market of Family Restaurant in Korea, and segment market of Internet users shows identity. Internet is observed as new marketing tool to understand customized needs of customer and to provide service to them in form of the customization. Based on the case study of Homepage of Family Restaurant in Korea, I would propose promotion plan as follow. First, enhance the function of the database marketing through the two-way communication. Second, enforce the e-commerce through the corporate-marketing in which same target market in cyber space. Third, develop the management skill for the Internet marketing in homepage as like specialty of contents.

• Journal of Community Nutrition
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• 제5권4호
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• pp.218-229
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• 2003

Over the past two decades in the United States, social marketing has become an increasingly popular means of delivering nutrition education for the purpose of eliciting a specific behavior change. This manuscript defines social marketing via traditional marketing concepts and jargon, as well as through a communications strategy that can be used to guide message and campaign development. Research and evaluation strategies necessary to support the development and assessment of campaign promotions, is discussed. Four campaigns implemented in the United States, and one campaign implemented in Indonesia, are discussed in terms of the strategies presented. These campaigns illustrate how this educational technique and an array of assessment approaches have been applied to varied nutritional issues across diverse target audiences and settings. Practical recommendations, as well as discussion of issues regarding the advantages and disadvantages of using social marketing as an educational strategy, campaign sustainability, and philosophical considerations regarding the use of this educational approach, are addressed.