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곽영식(Youngsik Kwak),홍재원(Jaewon Hong),남용식(Yongsik Nam) 한국컴퓨터정보학회 2018 韓國컴퓨터情報學會論文誌 Vol.23 No.12
The purpose of this study is to empirically measure the consumer response to mobile phone price changes in small and medium cities that have been alienated from Chinese marketing research. To do this, we measured price response through consumer survey based on conjoint analysis. The results of this study are as follows. First, it show a typical pattern in which the part-worth decreases as the price increases. This suggests that there is room for improvement in profitability through pricing strategy for small and medium cities. Second, the decrease of the utility value according to the price increase was different for each city. This implies that difference of price response by city should be used strategically when planning price tactics. This study has contributed to understanding the expansion of research subjects from large cities to small cities and the price response phenomenon of small cities. And it will provide basic data on price response to mobile phone marketers of small and medium cities.
가격을 품질의 지표로 사용하는 세분시장의 가격반응함수 추출
곽영식(Kwak Young Sik),이윤경(Yun Kyung Lee),남용식(Yong Sik Nam) 한국마케팅과학회 2006 마케팅과학연구 Vol.16 No.2
이 연구는 가격을 품질의 지표로 사용하는 상황의 가격반응함수를 도출하여 다음과 같은 연구를 수행 하였다. 첫째, 다속성 선택기준의 조합을 이용하여 세분시장별로 가격을 품질의 지표로 사용하는 하위집단과 그렇지 않은 하위집단을 추출하였고, 둘째, 기존연구에서 사용된 분석단위인 제품이나 상표에서 벗어나 세분시장을 분석단위로 하여 가격이 품질의 지표로 사용되는 세분시장을 확인하였다.<BR> 이를 위해 첫째, 중국의 홈씨어터 시장을 대상으로 CBC(choice-based conjoint analysis)를 통해 얻어진 자료를 혼합회귀분석(mixture regression model)에 의해 시장 세분화하였고, 그 결과 표본전체시장 및 세 개의 세분시장에서 가격을 품질의 지표로 사용하는 독특한 가격반응함수를 가진 세분시장을 확인하였다.<BR> 이를 통해 학술적으로는 가격-품질 평가집단 연구의 범위를 세분시장별로 확대하고, 실무적으로는 실무종사자는 가격-품질 평가가 이루어지는 가격대보다 높은 가격을 시장에 제시함으로써 이익을 더 많이 취할 수 있게 되는 장점을 기대하였다. The purpose of this study was to identify the consumers who use the level of price as the indicator of the product quality and calibrate the price response function with price-dependent quality evaluation. In order to implement the purpose of this study, Home theater market in China had been segmented by the mixture regression model, and price response function was calibrated at segment level. Based on the types of price response function, segments were allocated into one of two groups; the group using the level of price as the quality indicator or the group not using the level of price as that. Then, characteristics of both groups were compared in terms of product attributes and demographic variables.
중국 B2C 온라인 핸드폰판매량의 명절효과에 대한 연구
곽영식(Youngsik Kwak),홍재원(Jaewon Hong),남용식(Yongsik Nam),남윤정(Yoonjung Nam) 한국컴퓨터정보학회 2019 韓國컴퓨터情報學會論文誌 Vol.24 No.6
The purpose of this study is to demonstrate empirically whether replacement intervals of mobile phones sold in China online B2C are influenced by purchase points such as holidays. If there is a holiday effect, it is expected that the product replacement interval or interpurchase interval will be short compared to the usual one at holiday time. In order to verify this positively, at TMall, one of the largest B2C sites in China, we explored 5,132 replacement cycle intervals and the point of purchase at which one of the sales records of an agent dealing with all multinational mobile phones had minimum two purchase records. As a result, there was a buyer who had shorter replacement period than usual in holiday season. There was no statistically significant difference in the intervals of interchange between holidays. Based on the results, it was found that the mobile phone vendors were aware that purchasing was occurring due to the holiday.
중국 모바일영화예약 시스템과 application 구현 및 활용
곽영식(Young sik Kwak),남윤정(Yoon jung Nam) 한국창업학회 2013 한국창업학회 Conferences Vol.2013 No.1
This case study is to introduce a Mobile Movie Reservation System (MMRS) and its internal system developed by a theater company which operates 17 theaters in China. Through this case study, from a business perspective, components or subsystems within the movie reservation system can be identified. Further, reservation information by individual and segment level can be collected through this reservation system and put into a database. Then, through mixture modeling, a list of recommended film contents that a mobile phone user would most likely to reserve is shown on the application user interface. From an academic point of view, post-hoc segmentation has taken center stage, but in the film industry, mixture modeling, which is rarely used in practice, is being used. Especially, the output example in fuzzy clustering algorithm by mixture modeling in MMRS shows the probability of when, where, and which movie a potential moviegoer choosing movies.
mixture model을 이용한 온라인 선물옵션거래수수료 책정사례
곽영식(Youngsik Kwak),홍재원(Jaewon Hong),이윤경(Yunkyung Lee) 한국정보기술학회 2004 Proceedings of KIIT Conference Vol.2004 No.-
이 연구는 한국의 어느 증권사가 온라인상의 선물옵션 거래정보를 이용하여 가격책정을 시도한 사례를 보고 하고 있다. 이 사례는 mixture model을 통한 가격책정을 시도한다는 특정이 있다. 이 방법론을 통해 온라인상의 log file을 기반으로 한 1)새로운 가격부여단위의 개발, 2)새로운 가격체계 의 개발과정이 손쉽게 이루어짐을 알 수 있다. 이 사례는 학술적으로는 가격책정방식 중 비선형가격책정(non-linear pricing) 중 다단계요율 (n-block tariff) 실행을 위한 의사결정문제 중 ‘몇 단계의 가격요율을 제시할 것인가□□에 대한 최적단계 수 의사결정과 □□어느 변수를 기준으로 다단계요율을 적용할 것인가□□에 대한 최적 시장세분화 변수선택 의사결정(가격부여단위)을 위한 규범적인 틀을 제공할 수 있음을 이론적으로 확인하였다. 실무적으로는 온라인고객의 행태분석에 mixture model을 적용함으로써, 고객이 원하는 새로운 가격 부여단위를 개발해 냈다는데 있다. This research objective is to determine the optimal price break points for n-block tariff, because comparing non-linear pricing with uniform pricing on the basis of profit, n-block tariff outperforms two-part tariff, all unit discount price schedule, and uniform pricing. Although the merits of non-linear pricing are well documented, the attempt to practice the non-linear pricing in Korean stock industry has been relatively rare. The researchers found that mixture model can be the feasible methodology for determining the optimal number of n-block tariff and identifying the optimal segmentation criteria. We demonstrate the feasibility and the superiority of the mixture model by applying it to the log file of a stock company.
건강검진 일반수가 비선형가격체계간 이익비교에 관한 연구
곽영식 ( Young Sik Kwak ),백수경 ( Soo Kyung Paik ),윤경재 ( Kyung Jae Yoon ) 한국보건행정학회 2008 보건행정학회지 Vol.18 No.3
Nonlinear pricing abounds in practice because it is a potentially powerful pricing method to explore consumer surplus. The various forms of nonlinear pricing are feasible within a given industry. In this context, it is important for manufacturers and retailers to understand which nonlinear pricing scheme is appropriate to apply in their specific situation and which nonlinear pricing schedule is the most profitable in their market situation. Although the merits of nonlinear pricing are well documented, the attempt to apply nonlinear pricing in medical service has been relatively rare. The researcher aims to try to full this gap by applying a practice-oriented simulation model to health examination data. We compare the sales volumes among nonlinear pricing scheme such as n-block tariff, two-part tariff, and uniform pricing. We found that n-block tariff outperforms two-part tariff and uniform pricing.