Customer Segmentation for IPTV Based on Competitive Resources under the Competition Environment among Broadcasting Media

방송 매체 간 경쟁 상황에서의 활용 자원에 기반한 IPTV 고객 세분화

Since 2008 when IPTV service entered the broadcasting market, the competition among interactive broadcasting media has been growing more and more fierce. To make a market strategy under the harsh competition, this study tried to make an IPTV customer segmentation based on the characteristics of interactive broadcasting media. From previous literature, this study drew five characteristics of interactive broadcasting media : ease of use, two-way communications, active control, variety of content, and economic efficiency. Two-step clustering based on these characteristics identified four customer segments. There were statistically significant differences in the five characteristics among the customer segments. This study profiled the customer segments and proposed competitive strategies for each customer segment.