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金明洙,周燮鐘 순천대학교 사회과학연구소 1992 社會科學硏究 Vol.4 No.-
An important problem in the planning of new services is the assessment of the demand of the demand for existing services. Network planners can use this information to optimize the capacity and architecture of the network. A service provider can use the projected demand to develop its marketing strategies and to estimate the profitability of its network. The objective of this paper is to explore behavioral and analytical approach for demand forecasting of new information service without historical data. This study applied a three step approach for demand forecasting by using of new service - CATV and an three steps approach can be describes as follow. Initial analyses can be performed by a service provider to identify market segments that that value the same non-price features of new services. Next the approach models how customers trade-off the price and the valued features of a service. This information can be used to protect the demand for the service. Finally, the actual demand for the service is tracked and the error in the original estimate of demand is quantified. The information that can be obtained by a service provider using this approach can be used by its network planners to better optimize the capacity and architecture of a network, and to assess the costs associated with designing too much of too little capacity.
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