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NEW PRODUCT PLANNING FOR B2C MARKET BASED ON BIG DATA ENVIRONMENT
Myung Ki Nam,Sang-won Lee,Jung-Hee Kim,CARREIRA Junko Matsuzaki 한국엔터테인먼트산업학회 2018 한국엔터테인먼트산업학회 학술대회 논문집 Vol.2018 No.7
We designed a new product planning for business to customer market, by use of a business case. We considered a company, HESED, as a pilot company for our research. As a B2Bbased manufacturer of custom-made lighting fixtures for interior use, HESED Lighting has yet to enter the growing B2C lighting market. Being an expert in B2B market but still a novice in B2C market, HESED Lighting was able to obtain various information and knowledge on B2C market as well as some development ideas for new product, namely ‘message lighting’. The company used ideas from the big data analysis for new product planning and development, and was able to take a successful step into the B2C market.