The Journal of Bigdata (한국빅데이터학회지)

Korea Bigdata Society (한국빅데이터학회)
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Forecasting the Growth of Smartphone Market in Mongolia Using Bass Diffusion Model

Bass Diffusion 모델을 활용한 스마트폰 시장의 성장 규모 예측: 몽골 사례

  • ;
  • 신광섭 (인천대학교 동북아물류대학원)
  • Received : 2022.05.16
  • Accepted : 2022.05.17
  • Published : 2022.06.30
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Abstract

The Bass Diffusion Model is one of the most successful models in marketing research, and management science in general. Since its publication in 1969, it has guided marketing research on diffusion. This paper illustrates the usage of the Bass diffusion model, using mobile cellular subscription diffusion as a context. We fit the bass diffusion model to three large developed markets, South Korea, Japan, and China, and the emerging markets of Vietnam, Thailand, Kazakhstan, and Mongolia. We estimate the parameters of the bass diffusion model using the nonlinear least square method. The diffusion of mobile cellular subscriptions does follow an S-curve in every case. After acquiring m, p, and q parameters we use k-Means Cluster Analysis for grouping countries into three groups. By clustering countries, we suggest that diffusion rates and patterns are similar, where countries with emerging markets can follow in the footsteps of countries with developed markets. The purpose was to predict the timing and the magnitude of the market maturity and to determine whether the data follow the typical diffusion curve of innovations from the Bass model.

1969년에 처음 고안되어 확산에 대한 마케팅 연구를 이끈 Bass Diffusion Model은 일반적으로 마케팅 연구 및 경영 과학에서 가장 성공적인 모델 중 하나다. 본 연구는 휴대전화 가입 확산을 토대로 Bass 확산 모델의 사용을 설명하며 Bass 확산 모델을 3대 선진국 시장인 한국, 일본, 중국과 신흥시장인 베트남, 태국, 카자흐스탄, 몽골에 적용했다. 실험에서는 비선형 최소자승법을 사용하여 Bass확산 모델의 매개변수를 추정하였고 휴대전화 가입의 확산은 모든 경우에 S 곡선을 따른다. m, p 및 q 매개변수를 획득한 후 국가를 세 그룹으로 그룹화하기 위해 k-평균 클러스터 분석을 사용했으며 국가를 클러스터링함으로써 확산 속도와 패턴이 유사하며 신흥시장이 있는 국가가 선진국의 발자취를 따를 수 있음을 제안한다. 연구의 목적은 시장 성숙도의 시기와 규모를 예측하고 데이터가 Bass 모델의 혁신의 일반적인 확산 곡선을 따르는지 여부를 판단하는 것이다.

Keywords

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