대한산업공학회지 (Journal of Korean Institute of Industrial Engineers)

  • 제33권3호
  • /
  • Pages.339-348
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  • 2007
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  • 1225-0988(pISSN)
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  • 2234-6457(eISSN)
대한산업공학회 (Korean Institute of Industrial Engineers)
권호 표지

고객의 행동 변화를 통한 신규고객 세분화와 구매항목 예측

New Customer Segmentation and Purchase-forecasting Using Changes in Customer Behavior

  • 도희정 (한양대학교 산업공학과) ;
  • 김재련 (한양대학교 산업공학과)
  • Do, Hee Jung (Department of Industrial Engineering, Hanyang University) ;
  • Kim, Jae Yearn (Department of Industrial Engineering, Hanyang University)
  • 발행 : 2007.09.30
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초록

Since the 1980s, the marketing paradigm has rapidly changed from product-driven marketing to customer-driven marketing. Recently, due to an increase in the amount of information, customer-differentiation strategies have been emphasized more than product-differentiation strategies. This paper suggests a methodology for new customer segmentation and purchase forecasting using changes in customer behavior. This methodology includes a segmentation method for new customers using existing customer's characteristics and a purchase-forecasting system using the purchase-behavior patterns of existing customers. The proposed methodology not only provides differential services from a segmentation system but also recommends differential items from the purchase forecasting system for new and existing customers.

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