Journal of Industrial Convergence (산업융합연구)

DAEHAN Society of Industrial Management (대한산업경영학회)
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For airline preferences of consumers Big Data Convergence Based Marketing Strategy

소비자의 항공사 선호도에 대한 빅데이터 융합 기반 마케팅 전략

  • Chun, Yong-Ho (Dept. of Business Administration, Sunmoon University) ;
  • Lee, Seung-Joon (Dept. of Business Administration, Sunmoon University) ;
  • Park, Su-Hyeon (Dept. of Business Administration, Sunmoon University)
  • Received : 2019.08.02
  • Accepted : 2019.09.20
  • Published : 2019.09.30
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Abstract

As the value of big data is recognized as important, it is possible to advance decision making by effectively introducing and improving the development and utilization of JAVA and R programs that can analyze vast amounts of existing and unstructured data to governments, public institutions and private businesses. In this study, news data was collated and analyzed through text mining techniques in order to establish marketing strategies based on consumers' airline preferences. This research is meaningful in establishing marketing strategies based on analysis results by analyzing consumers' airline preferences using high-level big data utilization program techniques for data that were difficult to obtain in the past.

빅데이터의 가치가 중요하게 인식되면서 기존의 방대한 데이터들과 비정형 데이터들을 분석할 수 있는 JAVA 및 R 프로그램들이 개발되고 활용도가 높아짐에 따라 정부를 비롯한 공공기관, 민간기업 등에 실질적으로 도입 및 개선 할 수 있어 의사결정의 고도화가 가능하게 되었다. 본 연구에서는 소비자의 항공사 선호도에 따른 마케팅 전략을 수립하기 위해 뉴스 데이터를 클롤링하고 이를 텍스트 마이닝 기법을 통해 분석을 수행하였다. 본 연구는 과거 빅데이터에서 얻기 어려웠던 데이터들을 고도의 빅데이터 활용 프로그램 기법으로 소비자의 항공사 선호도를 분석하여 분석 결과에 따른 마케팅 전략을 수립하는데 의의가 있다.

Keywords

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