Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
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Intelligent Marketing and Merchandising Techniques for an Internet Shopping Mall

인터넷 쇼핑몰에서의 지능화된 마케팅과 상품화 계획 기법

  • 하성호 (경북대학교 경상대학 경영학부) ;
  • 박상찬 (한국과학기술원 산업공학과)
  • Published : 2002.09.30
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Abstract

In this paper, intelligent marketing and merchandising methods utilizing data mining and Web mining techniques are proposed for online retailers to survive and succeed in gaining competitive advantage in a highly competitive environment. The first part of this paper explains the procedures of one-to-one marketing based on customer relationship management(CRM) techniques and personalized recommendation lists generation. The second part illustrates Web merchandising methods utilizing data mining techniques, such as association and sequential pattern mining. We expect that our Web marketing and merchandising methods will both provide a currently operating Internet shopping mall with more selling opportunities and give more useful product information to customers.

Keywords

References

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