Journal of Intelligence and Information Systems (지능정보연구)

Korea Intelligent Information System Society (한국지능정보시스템학회)
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The Study on the Network Targeting Using the Non-financial Value of Customer

고객의 비재무적 가치를 이용한 네트워크 타겟팅에 관한 연구

  • Kim, Jin (Department of Commerce and Trade, Kyung Hee University) ;
  • Oh, Yoon-Jo (Department of Business Administration, Kyung Hee University) ;
  • Park, Joo-Seok (Department of Business Administration, Kyung Hee University) ;
  • Kim, Kyung-Hee (Department of International Trade, Hankuk University of Foreign Studies) ;
  • Lee, Jung-Hyun (Department of Business Consulting, Kyung Hee University)
  • 김진 (경희대학교 정경대학 무역학과) ;
  • 오윤조 (경희대학교 경영대학 경영학과) ;
  • 박주석 (경희대학교 경영대학 경영학과) ;
  • 김경희 (한국외국어대학교 일반대학원 무역학과) ;
  • 이정현 (경희대학교 일반대학원 경영컨설팅학과)
  • Received : 2010.05.16
  • Accepted : 2010.06.07
  • Published : 2010.06.30
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Abstract

The purpose of our research is to figure out the 'non-financial value' of consumers applying networks amongst consumer groups, the data-based marketing strategy to the analysis and delve into the ways for enhancing effectives in marketing activities by adapting the value to the marketing. To verify the authenticity of the points, we did the empirical test on the consumer group using 'the Essence Cosmetics Products' of high involvement that is deeply affected by consumer perceptions and the word-of-mouth activities. 1) The empirical analysis reveals the following features. First, the segmented market for 'Essence Consumer' is composed of several independent networks, each network shows to have the consumers that is high degree centrality and closeness centrality. Second, the result proves the authenticity of the non-financial value for boosting corporate profits by the high degree centrality and closeness centrality consumer's word-of-mouth activities. Lastly, we verify that there lies a difference in the network structure of 'Essence Cosmetics Market'per each product origin(domestic, foreign) and demographic characteristics. It does, therefore, indicate the need to consider the features applying mutually complementary for the network targeting.

본 연구는 소비자 간에 형성되는 사회적 네트워크와 데이터 기반의 마케팅 기법을 적용하여 소비자의 비재무적 가치를 찾아내고, 이를 마케팅에 적용함으로써 마케팅 활동의 효율성을 제고하는데 그 목적을 두고 있다. 이를 위해 소비자의 인식과 구전 효과에 큰 영향을 받으며, 관여도가 높은 에센스 화장품 소비자를 대상으로 실증분석하였다. 실증분석 결과, 첫째, 에센스 소비자의 세분시장은 여러 개의 서로 상이한 네트워크를 형성하고 있으며, 이들 각 네트워크 내에는 연결(degree centrality) 및 매개중심(closeness centrality)이 되는 소비자가 존재하는 것으로 분석되었다. 두번째, 연결 및 매개 중심성이 높은 고객들이 주변 고객에게 영향을 미치고 있는 것으로 나타나, 이들이 기업의 수익을 촉진시키는 비재무적 가치가 있는 것으로 판단되었다. 마지막으로 국외산 제품별 및 인구통계적 특성별로 에센스 화장품 소비시장의 네트워크 구조에는 차이가 있는 것으로 확인되었다. 따라서 네트워크 타겟팅에 있어서도 이와 같은 특성을 상호보완적으로 활용할 필요가 있음을 시사하고 있다.

Keywords

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