가격탄력성과 생산비용에 기초한 대량 마케팅과 표적시장 마케팅의 비교 분석

원지성 한국유통과학회 2013 유통과학연구 Vol.11 No.4

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.

Access to Capital Markets and Adjustment of Capital Structures

정병욱,김현수 한국경영학회 2018 한국경영학회 통합학술발표논문집 Vol.2018 No.8

This paper provides the evidences of heterogeneity in capital structures based on accesses to capital sources while providing new empirical findings. Using a large data set of public and private firms in Korea, our paper analyzes how access to various types of capital markets affects target leverage ratios, the speed of adjustments to targets, and financing activeness. Consistent with prior research, we provide main findings that (i) public firms have lower target leverage ratios and adjusts faster to targets than do private firms, and (ii) firms with access to external bond markets have higher target leverage ratios and adjust faster to targets than do firms without such access, regardless of whether the firms are public or private or not. Moreover, we provide the significant findings that the accesses to public and external equity and bond markets lead firms to more active issuance or retirement of capital. On the contrary, the effects of internal capital markets (ICMs) are not straightforward across different combinations of accessibilities to capital markets. More strategic and business-group-wise of operations and financing activities seem to work. We find that the effects of ICMs are relatively prominent in the subgroup of group-affiliates constrained in accesses to both public and external equity and bond markets. These evidences imply that, since the private firms within a business group are in general under strong control by owner-management of the business group in Korea, their debt financing from both internal and external sources can easily be substituted by other forms of funding such as internal private equity and various subsidizations through intra-group transactions, which are other devices for constituting internal capital markets.

Simple Inflation Targeting: An Acceptable Second Best?

( Jae Won Lee ),( Ye Ji Sung ) 한국국제경제학회 2015 한국국제경제학회 동계학술대회 Vol.2015 No.-

Departing from the long-asked question - what inflation index should the central bank target?- we ask another: is there an acceptable second-best inflation index that the central bank can target with ease but without much welfare losses? We develop a two-country monetary union new-Keynesian model to assess the performance of our candidate inflation index, which corresponds to the current target index of the ECB. This target index is simply a weighted average of the national inflations with weights set to equal each nation``s economy size. We take into account the costs of relocating wealth and goods across border and the labor market structure because such realistic factors are likely to have important welfare implications in a monetary union. Regarding each criteria, we evaluate whether the aforementioned simple inflation targeting becomes more or less inferior to the optimal inflation targeting. Increased level of financial frictions and higher labor mobility within-nation make the simple inflation targeting less inferior. Higher level of trade frictions, however, make it more inferior. Hence, we conclude that whether our target inflation index becomes an acceptable second-best depends on the specific enviromnents of the monetary union.

An Expanding Market: Asian Mothers-to-be

( Marie Eve Faust ),( Susan Christoffersen ),( Kristina Shin ),( Jeanne Tan ) 한국마케팅과학회 2012 Journal of Global Fashion Marketing Vol.3 No.1

Nowadays many fashion marketers search for specific niches in emerging countries in the hope of identifying needs to fulfil. For any potential niche, they scrutinize demographic and psychographic variables to determine preferences in style and elements of the buying decision process. This study classifies Asian mothers-to-be as a specific target market. It highlights criteria considered important throughout the purchasing process for maternity-wear. Because body size/shape changes rapidly during pregnancy, it identifies the needs for particular garments during precise periods of pregnancy. Additionally the uniqueness of the Asian culture influences maternity-wear preferences. This paper provides insights on: when and what type of maternity- wear is wanted/ needed; what type of marketing channels purchasers rely on; where they purchase new garments or obtain previously owned garments; and which variables are important to the purchasing decision: price, brand, quality, etc. We confirm Asian mothers-to-be as an important and growing niche for fashion merchandisers and marketers to consider. Day (1990) defines a target market as a group of homogenous people, identifiable so that they can be reached; durable so that profit can be realized before the characteristics of the segment disappears; measurable in terms of sales volume and rate of growth; substantial to justify the allocation of resources to serve the segments; and sufficiently distinctive in behavior in the marketplace. Based on this description, Asian mothers- to-be constitute a specific and never ending target market of its own. The questions that arise are: How do Asian women manage the acquisition of garments when they become pregnant and their body morphology and shape changes so radically? When do they start to search for maternity-wear? What type of garments, style and fabrics are Asian mothers-to-be looking for? How do they discover what to look for? Where do they prefer to shop for these maternity clothes (specialty or department stores, vintage stores or borrowing pre-owned clothes)? How well their needs are being met? Our results indicate that the majority of Asian mothers-to-be sampled do procure new garments during their pregnancy. Furthermore, close to 60% need new shoes. The need for a new bra appears during the first trimester for 40% of our sample, which validates the literature. Surprisingly the same percentage mentions the need for new panties and pants as early as in the first trimester, which is not commonly known, based on the literature reviewed. According to our results more than fifty percent (53%) of our sample rely on word-of-mouth regarding where to find maternity wear, seeking information from their family and friends. Only 30% rely on advertising found in leaflets, magazines or billboards. For specific, fitted, intimate garments such as bras, panties and tummy belt, most of our respondents (52%, 47% and 60% respectively), like to purchase these items at maternity stores. For the less fitted items or clothes less specific to pregnancy, a respectable percentage purchases them through department stores. For clothes that aren`t specific to maternity such as sleepwear and socks, a substantial percentage (30%) is bought from informal markets: the ubiquitous and vibrant outside markets of China. Designer stores and online retailers are barely utilized by our respondents. The majority state they prefer to buy new clothes instead of buying vintage clothes or wearing borrowed clothes, although they don`t have a negative perception of vintage maternity clothes. The most important criterion in the purchasing decision is size and fit. Women either stated it was an extremely important criterion (55%) or an important criterion (35%). This is followed by the quality and the price. According to our results, women of our sample are either neutral or pay little attention to criteria such as the brand, the trend and the salesperson`s opinion. When asked to rate each garment separately for size and fit (bra, panties, pants, blouses, one-piece dress, sleepwear, sportswear, jeans, socks and tummy belt), the item that had the poorest fit appreciation is the one piece dress (44% being dissatisfied) followed by the jeans (16%). Broadly, our study reveals that Asian mothers-to-be prefer the one piece dress to separates, whether a top and pant or top and skirt. Additionally, there is a preference for natural textiles/fabrics such as cotton suitable to the warm, humid Hong Kong climate and jersey knit or stretchy material (over 50%), suitable for pregnancy. Increasingly, women continue to work during pregnancy and practice activities such as yoga and swimming. Asian mothers- to-be need garments that ``fit`` professional and leisure activities; this research identifies the opportunities for the apparel industry, from manufacturers, to retailers and merchandisers, to expand into this target market. When the one child policy expires in 2015, one can expect the maternity market in China to expand for two reasons. Families will likely choose to have more than one child and rising incomes will allow the mothers-to-be to purchase more maternity clothing worthy of the family lineage. Even a small percentage change, given the very large population base, will reward the apparel industry for its attention to this target market. The successful firms will produce the right product, at the right time, with the right styling and fit for this distinctive market. This research serves as a starting point to investigate Asian women`s perception of their morphology`s transformation during pregnancy and their need and appreciation for apparel offered on the market. Aesthetics and fit, price, brand, etc. contribute importantly to the purchasing decision; if properly understood, the consumer (in this case pregnant Asian women) can help to clarify the most important factors affecting their purchase decisions. A pilot test group plus a convenient sample of 203 pregnant or previously pregnant women in one specific area, Hong Kong, yields results which could easily be replicated on a larger scale or in another geographic area. We seek greater clarification on which type of activities/sports are practiced by pregnant women in order to correlate activity/ sports practiced with the sportswear wearability and fit, for example, the need for and satisfaction with maternity bathing suits. To the extent that manufacturers identify and address regional differences, the greater the consumer satisfaction and resulting business success.

The Design of System Providing Marketing-Strategy & Advertisement Video Making Framework Using Marketing Strategy

Jong-Jin, Jung,Jong-Bin, Park,Kyung-Won,Kim,Tae-Beom, Lim,Han-Ku, Lee 한국정보통신학회 2015 2016 INTERNATIONAL CONFERENCE Vol.7 No.1

This paper introduces a system provides small-scale business owners with marketing-strategy and easy promotional advertisement video making method, thus they can get higher the earning with them. This system provides micro-enterprise managers with a marketing tip how to make a good business and a simple guided step user interface with which micro-enterprise managers can easily make promotional video. And then produced video is automatically delivered to appreciate channel and media based on marketing promotion strategy. This system is composed of 4 major modules. The first is a data crawler that collects and cleanse a geo-user big data. The second is a marketing strategy analyzer that constructs Knowledge-base and deduce marketing strategy for microenterprise managers. The third is a promotional advertisement video maker that automatically generates digital brochures. The last is a delivery module that efficiently propagates to targeting geo-users.

타겟 마케팅을 위한 캠페인 반응모형 개발

이희선,강현철,최호식,한상태 한국자료분석학회 2013 Journal of the Korean Data Analysis Society Vol.15 No.4

최근 급격한 환경변화와 금융 개방화에 따라 국내 금융기관들은 다양한 서비스와 새로운 상품들을 제공하고 있다. 그러나 아직 고객의 종합관리 차원에서 기업이 주고 있는 서비스와 상품들은 크게 부족한 실정이다. 이에 따라 금융기간의 고객관계관리(CRM : customer relationship management)를 기반으로 고객의 수요(needs)에 맞는 다양한 서비스와 금융기법을 활용하여 전략을 수립할 필요성이 커지는 추세이다. 이와 같이 고객 중심적인 경영이 확산되면서 최근 기업들은 모든 고객을 목표대상으로 하는 대중 마케팅은 통용되지 않으므로 특정 고객을 타겟으로 하는 타겟 마케팅(target marketing)을 많이 사용하고 있다. 본 연구에서는 데이터마이닝을 이용한 모형 개발의 일환으로써 국내 금융사의 데이터를 활용하여 기존 고객에 대한 고객세분화 모형을 개발해 보고자 한다. 개발된 모형의 결과를 활용하여 고객의 특성을 파악하고 타겟 마케팅을 함으로써 기업의 큰 이익을 창출시켜줄 수 있는 전략 수립을 기대해 볼 수 있을 것이다. Domestic banking institutions are providing various services and new commodities according to sharp change of environment and financial opening. However, the services and the commodities which companies are providing at comprehensive customers management dimensions, are still short on a large scale. Considering this there is growing tendency that it is necessary to establish strategy utilizing various services and financial techniques on the basis of financial institutions' CRM to meet customers needs. Wide spreading customer focused management, companies are recently utilizing target marketing targeting specific customers rather than mass marketing targeting all customers. Therefore, this research is to develope customer segmentation model for existing customers utilizing domestic financial institutions' data in a bid of utilizing data mining model development. Utilizing the result of developed model, we expect the strategy establishment creating large profit for companies through understanding customers' features and target marketing.

항공사의 공익연계마케팅에 대한 반응에 있어 소비자 선택의 역할

김용철 한국항공경영학회 2019 한국항공경영학회지 Vol.17 No.2

For consumers involved in cause-related marketing with the desire to contribute to cause, companies need to provide opportunities for them to play a more active role. Therefore, many companies are interested in how to add consumer choice to cause-related marketing. In particular, consumer choice can play a role in compensating fit, which is an important aspect of cause-related marketing. Therefore, it is necessary to investigate these roles more specifically. The purpose of this study is to examine the effects of consumer choice on consumers’ responses of airline’s cause-related marketing in various ways. Specifically, the effects of consumer choice on purchase intention and the mediating effects of perceived personal role were analyzed. And I analyzed the moderating role of competence fit and target fit in this relation. This study has an academic significance in that it is the first study to demonstrate the influence of consumer choice on the case of service sector in cause-related marketing. In addition, academic contributions can be found in the fact that the self-determination theory is introduced in the cause-related marketing research field and the relationship between consumer choice and perceived fit is more specifically verified. The results show that the inclusion of consumer choice in cause-related marketing of airline industry also contributes to the purchase intention. In this process, perceived personal role plays a role of mediator. These results suggests that airlines’ cause-related marketing practitioners should be more aggressive in adding the option of consumer choice. Also, It is revealed that not only the competence fit but also the target fit are moderators to control the influence mechanism of consumer choice. These results lead to a practical implication that consumer choice can compensate the limits of various perceived fit. 공익에 기여하고자 하는 욕구를 갖고 공익연계마케팅에 참여하는 소비자들에게 기업들은 이들이보다 적극적으로 역할을 수행할 수 있는 기회를 제공해 줄 필요가 있다. 따라서 많은 기업들이 공익연계마케팅에 소비자 선택이라는 요소를 추가하는 방식에 관심을 갖고 있다. 특히 소비자 선택은 공익연계마케팅에 있어 중요한 측면인 적합성을 보완해줄 수 있는 역할도 수행할 수 있다. 따라서 이러한 역할을 보다 구체적으로 규명하는 연구가 이루어질 필요가 있다. 본 연구의 목적은 항공사의 공익연계마케팅에 대한 소비자 반응에 있어 소비자 선택이 갖는 효과를다각적으로 실증 분석해 보는 데 있다. 구체적으로 소비자 선택이 구매의도에 미치는 영향과 이러한과정에서 지각된 개인역할의 매개효과를 분석하였다. 그리고 이러한 관계에서 역량 적합성과 타겟 적합성의 조절변수로서의 역할을 분석하였다. 본 연구는 공익연계마케팅에서 소비자 선택의 영향력을서비스 부문의 사례에 적용하여 실증한 최초의 연구라는 점에서 의의를 갖는다. 또한 공익연계마케팅연구 분야에 자기결정이론을 접목하여, 소비자 선택과 적합성 간 관계를 보다 구체적으로 검증하였다는 점에서도 학문적 기여를 찾아볼 수 있다. 연구 결과, 항공서비스의 경우에도 공익연계마케팅에 소비자 선택을 포함하는 것이 구매의도를 높이는 데 기여하는 것으로 나타났다. 그리고 이러한 과정에서 지각된 개인 역할이 매개변수의 역할을수행하는 것으로 나타났다. 이를 통해 항공사의 공익연계마케팅 담당자들은 소비자 선택이라는 옵션의 추가를 보다 적극적으로 고려해야 한다는 시사점을 도출해볼 수 있었다. 또한 역량 적합성뿐만 아니라 타겟 적합성도 소비자 선택의 반응에 대한 영향력 메커니즘을 조절하는 변수인 것으로 나타났다. 이러한 결과는 다양한 적합성 측면의 한계점을 소비자 선택이 어느 정도 메꾸어 줄 수 있다는 실무적시사점으로 연결된다.

사회관계망서비스와 개인정보보호

임윤수 서울대학교 기술과법센터 2013 Law & technology Vol.9 No.1

사회관계망서비스는 익명성을 특징으로 하는 통상의 인터넷 서비스와 달리 이용자 스스로 개인정보를 적극 공개한다는 측면에서 프라이버시 침해의 우려가 상존한다. 특히 사회관계망서비스 제공자가 이용자들의 개인정보를 수집, 처리, 분석하여 Target Marketing에 활용하고 있는 점은 이용자의 프라이버시 침해에 대한 또 다른 위험요소로 작용한다. 이러한 측면에서 사회관계망서비스 이용자의 개인정보보호와 관련된 제도적 문제점과 법적 쟁점에 대해 살펴보았다. 먼저 적용 법률과 관련하여 개인정보보보법 제정 이후 주무부처간의 해석차이로 사회관계망서비스 제공자에게 어떤 법률이 적용되어야 하는지에 대해 의견이 분분한 상황이나 법해석의 일반원칙에 따라 정보통신서비스제공자에게 적용되는 정보통신망법이 특별법으로 우선 적용되고 동법에 특별한 규정이 없는 경우 보충적으로 일반법인 개인정보보호법이 적용된다고 보아야 할 것이다. 다음으로 개인정보의 법적 개념 역시 법규정상의 모순으로 인해 명확한 개념 규정이 쉽지 않은 상황이며 이에 대한 연구 또한 부족한 상황이나 사견으로는 개별 정보는 다른 정보와의 조합 또는 결합에 의해 그 식별력을 갖게 된다는 점에서 특정 정보가 개인정보에 해당하는지 여부는 결합의 용이성이라는 규범적 해석기준을 통해 판단해야 할 것으로 보이고, 결합의 용이성은 객관적 측면과 주관적 측면을 고려하여 판단하는 것이 타당하다고 본다. 다음으로 사회관계망서비스 제공자가 이용자의 개인정보를 이용하여 Target Marketing을 하는 것은 허용된다 하더라도 필요최소정보수집의 원칙이 적용되어야하며 개인정보의 수집 및 이용, 생성정보 수집툴의 활용 등과 관련하여 이용자에게 명확히 고지하고 사전 동의를 받아야 할 것이다. 또한 이용자의 개인정보 수집은 원칙적으로 이용자의 동의를 전제로 함이 원칙이며 관련 법령에서 예외적으로 이용자의 동의 없는 개인정보 수집을 허용하는 경우에도 이용자의 입장에서 그러한 개인정보의 수집이 예견 가능한 것이었는지 여부, 사전 동의절차 이행의 용이성, 사회관계망서비스 제공자의 정당한 이익과 이용자 개인정보보호의 필요성의 적절한 이익형량 등의 요건 등을 고려하여 신중히 판단하여야 할 것이다. 아울러 정보통신망법상 개인정보의 제3자 제공은 개인정보를 제공받는 자, 개인정보를 제공받는 자의 개인정보 이용 목적, 제공하는 개인정보의 항목, 개인정보를 제공받는 자의 개인정보 보유 및 이용 기간 등을 모두 고지하고 개별적으로 동의를 받도록 규정하고 있어 사회관계망 서비스 제공자가 이용자의 개인정보를 불특정 다수를 상대로 판매, 양도, 대여, 열람하게 하는 등의 소위 개인정보데이터베이스 마케팅은 사실상 금지되어 있다고 보아야 할 것이다. 개인정보의 국외 이전은 정보통신망법의 규정상 이용자의 동의를 요한다고 해석할 수밖에 없으나 개인정보보호법 규정의 취지, 실무적인 측면 등을 고려할 때 개인정보 국외이전의 경우 예외 없이 이용자의 동의를 필요로 한다는 정보통신망법의 규정은 다소 문제의 소지가 있어 보인다. 개인정보와 관련된 쟁점들은 최근 연이어 발생하고 있는 대형 개인정보유출 사고와 개인정보보호법의 시행 등으로 그 관심이 높아지고 있으나 개인정보보호법과 정보통신망법의 적용 범위, 해석 기준 등이 통일되어 있지 못할뿐만 아니라 실효성 있는 개인정보 보호 대책 또한 제대로 수립되어 있지 못한 형편이며 이와 관련된 학계의 연구나 실무적 관행 수립 또한 미흡한 것이 현실이다. 부디 조속히 학계의 연구와 법률 개정 등이 이루어져 사회관계망서비스 제공자와 이용자의 이해관계를 합리적으로 조율할 수 있는 실무 관행이 정착되길 바란다. Unlike other general internet services, which feature anonymity, the Social Networking Service (“SNS”)arouses concern over infringement of personal information in that the users of the SNS actively disclose theirown personal information. In particular, SNS providers’act of collecting, processing and analyzing personalinformation of SNS users and using such information for their target marketing is another risk factor forinfringement of personal information of SNS users. In this regard, the institutional problems and legal issuesarising in connection with the protection of personal information of SNS users have been addressed below.First, the Personal Information Protection Act (“PIPA”) has been enacted as a general law concerning personalinformation; however, there are conflicting opinions on the laws applicable to SNS providers due to adiscrepancy in interpretation among competent agencies. Nonetheless, it would be reasonable to deem that theAct on Promotion of Information and Communication Network Utilization and information Protection, etc.(“APIC”) which is applicable to information and communication service providers first applies as a special law,and then the PIPA supplementarily applies as a general law if there is no particular provision in the APIC, inaccordance with the general principles for the interpretation of law. Second, it is not easy to clearly define thelegal concept of personal information due to contradiction among legal provisions, and research thereon has notbeen actively progressed. Personally, judgment on whether or not certain information falls under personalinformation should be rendered based on the criterion for normative interpretation, namely easiness ofcombination, because individual information becomes discriminable when it is mixed or combined with otherinformation; and easiness of combination should be determined by taking into account both objective andsubjective aspects. Next, even if SNS providers are allowed to conduct target marketing activities by usingpersonal information of SNS users, the principle of collection of minimum information required is still applicableand SNS providers are required to plainly notify the users of the collection and use of personal information andthe use of information collection tools and then obtain prior consent from them. Moreover, personal informationof SNS users must be collected on the premise that the SNS users have consented to such collection, inprinciple. Even in the case where personal information is allowed to be collected without consent of users underapplicable laws as an exception, predictability of such collection, easiness of the implementation of theprocedure for prior consent, appropriate balancing of interests between the legitimate profit of SNS providersand the need of personal information of SNS users, and other requirements must be considered from the pointof view of the users. In addition, the APIC stipulates that every information and communication service providershall, whenever it intends to furnish a third party with personal information of a user, notify the user of theperson to whom the personal information is furnished, the purposes of use of the personal information of the person to whom the personal information is furnished, the items of the personal information furnished, and theperiod of time during which the person to whom the personal information is furnished will possess and use thepersonal information, and shall obtain consent from the user. As such, it should be deemed that SNS providersare actually prohibited from conducting so-called personal information database marketing activities, includingsale, transfer, lease or provision of personal information of SNS users to many and unspecified persons. As tooverseas transfer of personal information, there is no choice but to see that overseas transfer of personalinformation requires consent of the users of the personal information pursuant to the provisions of the APIC.However, in view of the spirit of the PIPA, practical perspectives, etc., the provisions of the APIC requiringconsent of users for overseas transfer of personal information without exception seem to be controversial.There is a rising interest on the issues relating to personal information along with the enforcement of the PIPA;however, it is difficult to prepare realistic and effective measures to protect personal information because thescope of application and the criterion for interpretation of the PIPA and the APIC are inconsistent and theprovisions of each law are ambiguous and thus can be interpreted in different ways. Public awareness aboutprotection of personal information has been greatly raised due to the occurrence of a series of full-scalepersonal information leakages; however, academic research and business practices have not yet beensufficiently developed. I hope that academic research is made, relevant laws are amended, and other measuresare taken as soon as possible so that business practices that can mediate between the interests of SNSproviders and those of SNS users are established.

공간정보기반 클러스터링을 이용한 초고속인터넷 결합유형별 해지의 지역별 특성연구

박장혁(Janghyuk Park),박상언(Sangun Park),김우주(Wooju Kim) 한국지능정보시스템학회 2017 지능정보연구 Vol.23 No.3

According to the Internet Usage Research performed in 2016, the number of internet users and the internet usage have been increasing. Smartphone, compared to the computer, is taking a more dominant role as an internet access device. As the number of smart devices have been increasing, some views that the demand on high-speed internet will decrease; however, Despite the increase in smart devices, the high-speed Internet market is expected to slightly increase for a while due to the speedup of Giga Internet and the growth of the IoT market. As the broadband Internet market saturates, telecom operators are over-competing to win new customers, but if they know the cause of customer exit, it is expected to reduce marketing costs by more effective marketing. In this study, we analyzed the relationship between the cancellation rates of telecommunication products and the factors affecting them by combining the data of 3 cities, Anyang, Gunpo, and Uiwang owned by a telecommunication company with the regional data from KOSIS(Korean Statistical Information Service). Especially, we focused on the assumption that the neighboring areas affect the distribution of the cancellation rates by coupling type, so we conducted spatial cluster analysis on the 3 types of cancellation rates of each region using the spatial analysis tool, SatScan, and analyzed the various relationships between the cancellation rates and the regional data. In the analysis phase, we first summarized the characteristics of the clusters derived by combining spatial information and the cancellation data. Next, based on the results of the cluster analysis, Variance analysis, Correlation analysis, and regression analysis were used to analyze the relationship between the cancellation rates data and regional data. Based on the results of analysis, we proposed appropriate marketing methods according to the region. Unlike previous studies on regional characteristics analysis, In this study has academic differentiation in that it performs clustering based on spatial information so that the regions with similar cancellation types on adjacent regions. In addition, there have been few studies considering the regional characteristics in the previous study on the determinants of subscription to high-speed Internet services, In this study, we tried to analyze the relationship between the clusters and the regional characteristics data, assuming that there are different factors depending on the region. In this study, we tried to get more efficient marketing method considering the characteristics of each region in the new subscription and customer management in high-speed internet. As a result of analysis of variance, it was confirmed that there were significant differences in regional characteristics among the clusters, Correlation analysis shows that there is a stronger correlation the clusters than all region. and Regression analysis was used to analyze the relationship between the cancellation rate and the regional characteristics. As a result, we found that there is a difference in the cancellation rate depending on the regional characteristics, and it is possible to target differentiated marketing each region. As the biggest limitation of this study and it was difficult to obtain enough data to carry out the analyze. In particular, it is difficult to find the variables that represent the regional characteristics in the Dong unit. In other words, most of the data was disclosed to the city rather than the Dong unit, so it was limited to analyze it in detail. The data such as income, card usage information and telecommunications company policies or characteristics that could affect its cause are not available at that time. The most urgent part for a more sophisticated analysis is to obtain the Dong unit data for the regional characteristics. Direction of the next studies be target marketing based on the results. It is also meaningful to analyze the effect of marketing by comparing and an

Target Market Determination for Information Distribution and Student Recruitment Using an Extended RFM Model with Spatial Analysis

ERNAWATI,BAHARIN Safiza Suhana Kamal,KASMIN Fauziah 한국유통과학회 2022 유통과학연구 Vol.20 No.6

Purpose: This research proposes a new modified Recency-Frequency-Monetary (RFM) model by extending the model with spatial analysis for supporting decision-makers in discovering the promotional target market. Research design, data and methodology: This quantitative research utilizes data-mining techniques and the RFM model to cluster a university's provider schools. The RFM model was modified by adapting its variables to the university's marketing context and adding a district's potential (D) variable based on heatmap analysis using Geographic Information System (GIS) and K-means clustering. The K-prototype algorithm and the Elbow method were applied to find provider school clusters using the proposed RFM-D model. After profiling the clusters, the target segment was assigned. The model was validated using empirical data from an Indonesian university, and its performance was compared to the Customer Lifetime Value (CLV)-based RFM utilizing accuracy, precision, recall, and F1-score metrics. Results: This research identified five clusters. The target segment was chosen from the highest-value and high-value clusters that comprised 17.80% of provider schools but can contribute 75.77% of students. Conclusions: The proposed model recommended more targeted schools in higher-potential districts and predicted the target segment with 0.99 accuracies, outperforming the CLV-based model. The empirical findings help university management determine the promotion location and allocate resources for promotional information distribution and student recruitment.