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http://dx.doi.org/10.22156/CS4SMB.2022.12.04.328

SME Bakery's Marketing Strategies Based on Apriori Algorithm  

Kim, Do Hoon (Management of Technology, Yonsei University)
Lee, Hyeon June (Graduate School of Information, Yonsei University)
Lee, Bong Gyou (Graduate School of Information, Yonsei University)
Publication Information
Journal of Convergence for Information Technology / v.12, no.4, 2022 , pp. 328-337 More about this Journal
Abstract
The importance of online marketing is emerging due to the prevalence of COVID-19. In order to respond to the changing business environment, we have collected ten years of sales data of SME bakery company that have experienced a decrease in sales due to the COVID-19. As a result of the analysis, we found that switching from offline markets to omnichannel B2B and B2C markets and taking 'small quantity batch production' to 'mass production in a small variety can improve management. This study presented online and offline marketing strategies through data analysis of small and medium-sized bakery companies, which have relatively insufficient digital capabilities compared to large companies, and could be a guideline for many SMEs.
Keywords
SME Bakery; Association Rules; Sales Data; Database Marketing; Digital Transformation; Sales Strategy;
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Times Cited By KSCI : 6  (Citation Analysis)
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