• The Journal of the Korea Contents Association
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• v.10 no.12
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• pp.243-253
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• 2010

The competition for telecommunication-broadcasting bundle is under full steam. Even large mobile OS companies like Apple and Google are showing signs of moving into the telecom and broadcasting industry, and it is expected that competition for bundle will become even fiercer. In the light of this situation, this study will show which factors can heighten purchasing intention for bundle and lower expected-discounting rates, seeking its answer in the quality, satisfaction, and brand loyalty to core product. The results of the study show that the brand loyalty to core product affects the customer's purchasing intention positively while lowering expected-discounting rates. This conclusion suggests the importance of a marketing strategy that heightens satisfaction of existing customers who use a single item, which is just as important as strategies to induce switching behavior of the customers of other companies through competitive pricing. Also, the results suggest that rather than appeal to loyal customers through discounts, it is more effective to offer them different benefits or value.

• Journal of Intelligence and Information Systems
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• v.10 no.2
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• pp.39-51
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• 2004

Product factory is a real-time financial product design system for the Internet customers. The hybrid product is a product taking combined characteristics of two different products. Hybrid product factory is a product factory that designs hybrid products from two different products based on both business rules and customer requirements. Though the importance of product factory is emphasized in the industry, there has not been much research peformed regarding product factory. In this research, we developed a product factory system that designs hybrid products. To design a hybrid product, it is necessary to have a method to combine attributes and values of two different products, and a method to control the combining operations to properly reflect business requirements. In this research, we developed low different combining operators and business rule representations. rn addition, to prove the effectiveness of this methods, we implemented a prototypical system and demonstrated on cases regarding financial loan products.

• The Journal of the Korea Contents Association
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• v.14 no.5
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• pp.356-363
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• 2014

With Sales of bundling service in telecommunications service are on the increase due to continuous technology progress and the raised demand into convergence and integration service. In this paper, we analyzed the tendencies differences between subscriber and non-subscriber of the bundling service in telecommunications service to establish marketing strategies of the bundling service. we derived the subjective norm and personal innovation as tendency variables of users in using LTE(Long Term Evolution) services, which are based on bundling sales motivation theory, theory of reasoned action, and diffusion of innovation theory. The tendency variables were compared between subscriber and non-subscriber of the bundling service through statistical T-test in empirical study. As a result, we discovered that there are differences in both subjective norm and personal innovation between subscriber and non-subscriber of the bundling service. We also discovered that the subjective norm and the personal innovation of subscriber are stronger than non-subscriber. At last, we derived two implications to increase the sales of the bundling services. First, the bundling service should designed more innovative. Second, it would be effective to apply buzz marketing strategies based on the surrounding people.

• The Journal of the Korea Contents Association
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• v.20 no.11
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• pp.204-215
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• 2020

We analyze changes of consumption behavior for bundle services for the latest three years focusing on comparing the detailed service types and service providers to understand competition structure in the market. Our major findings and implications are as follows. First, the mobile telecommunication service is certainly deemed to be a major selection criteria for bundling service provider, therefore the leading company in the mobile telecommunication has become more significant market power. Second, IPTV has an important influence for slection of bundling service provider, lately in some cases, rather than broadband Internet. Third, the individual services affecting the selection of bundling service providers clearly showed differentiation among three operators as a mobile telecommunication service of SK Group, a broadband Internet of KT, and an IPTV of LGU+. In addition, the importance of individual services in securing subscribers has been increased as the preference factors to switch a service provider were synchronized with the decision of major bundling service provider. Finally, although it is difficult to find customers' lock-In due to the latest change of their intentions to switch a provider, we find it is continuously necessary to monitor customers' lock-in as there are more long-term customers with re-contracts. Our results provide the policy implications based on the change of competition structure and usage behavior in the bundle market which is not evaluated the competiton situation.

• Information Systems Review
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• v.13 no.3
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• pp.123-139
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• 2011

This paper researches the value of domestic telecommunication bundle products. Customers evaluate each telecommunication products differently according to their attributes. The attributes affecting the customer value of telecommunication bundling can be categorized in 3 ones as follows; corporate image, service feature, and service price. Also authors analyze the difference of importancy that customers consider when they evaluate each products, and propose the optimal scenario for bundling. In conclusion, other two companies A, C excluding B should invest more resources into the portion that strengthen the attributes of company image, and service feature to upgrade their 'corporate image', and 'service feature'. According to 6-scenarios analysis on the bundle products, the QPS expansion of company A was the most advantageous position, but if companies B, C expand DPS made use of their strengths, they can prevent from decreasing additivity rapidly with sequential scenario. The above results show that one company may have equable power in each area, but if another company having strengths in special areas makes up for its weakness and differentiates gradually it can contribute to strengthen its competitiveness. This contributed much more theoretical and practical than the existing researches. Supposing that additivity index evaluated by consumers can be changed by efforts of companies, this scenario planning is the result of study showing that the investment and publicity of each company have to be considered as its characteristic of each product at the same time.

• Journal of Technology Innovation
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• v.18 no.2
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• pp.59-89
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• 2010

One of the key words that represent the culture and social phenomena in this 21st century is 'Digital Convergence'. Presently our society is going through the second evolving phase of the convergence, integration between industries. Integration between industries refers to the phenomenon of integrating various industrial areas such as broadcasting, communication, finance, automobile, and medical treatment as the range of IT utilization becomes extended. The telecommunication-broadcasting bundling is a typical example of integration between industries. This study analyzed the effect of the service features of the bundling on the customer's acceptance intention by applying the innovative technology product acceptance model, TAM, in the process of accepting the telecommunication-broadcasting bundling. This study suggests three independent variables, the 'low cost(discount)', 'service integrity', and 'selectability', which affect perceived usefulness, perceived ease of use, and perceived risk, and figures out the actual influence as follows. In conclusion, these results suggest that in order to accept and spread the telecommunication-broadcasting bundling, it is necessary to establish (1) the cost discounting strategy realize (price strategy), (2) the fee noticing system, payment system, call-service system, and systemic integration including installation and A/S system integration, and develop (service strategy), (3) the bundling or related options that can provide users with selectability (product strategy).

• Proceedings of the Korea Information Processing Society Conference
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• 2023.05a
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• pp.334-335
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• 2023

본 논문에서는 이미지 데이터와 각종 텍스트 기반의 데이터를 적절히 결합하여 유용한 데이터를 만들어 내는 방법을 제안한다. 그 사례로 편의점 상품 이미지와 편의점 프로모션 데이터, 사용자 위치정보 데이터를 적절히 결합하여 사용자가 편의점 상품 전면 이미지를 제공했을 때, 해당 상품이 어떤 편의점 브랜드에서 어떤 프로모션을 진행하고 있는지, 그리고 현재 위치에서 가까운 점포가 어디인지를 사용자에게 제공하는 시스템을 구현한다. 이미지를 어떤 데이터와 결합하는지에 따라 다양한 요구사항에 대응할 수 있다.

• Journal of the Korea Convergence Society
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• v.13 no.3
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• pp.203-216
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• 2022

In the recent business environment, purchase patterns are changing around the influence of COVID-19 and the online market. This study analyzed cluster and correlation analysis based on purchase and product information. The cluster analysis of new methods was attempted by creating customer, product, and cross-bonding clusters. The cross-bonding cluster analysis was performed based on the results of each cluster analysis. As a result of the correlation analysis, it was analyzed that more association rules were derived from a cross-bonding cluster, and the overlap rate was less. The cross-bonding cluster was found to be highly efficient. The cross-bonding cluster is the most suitable model for recommending products according to customer needs. The cross-bonding cluster model can save time and provide useful information to consumers. It is expected to bring positive effects such as increasing sales for the company.

• 한국벤처창업학회:학술대회논문집
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• 2017.04a
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• pp.52-52
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• 2017

글로벌 금융위기 이후 다양한 형태로 등장한 금융상품과 ICT의 결합은 그 동안 생각하지 못한 방식으로 전 세계에 다양한 수요를 충족시키면서 폭발적으로 성장했다. 하지만 IT강국이라고 자부하는 대한민국은 다양한 규제와 시스템의 복잡성 때문에 은행상품이 온라인에서 거래되는 것은 아직까지 익숙하지 않다. 다행히 이러한 규제가 조금씩 완화되어 가면서 2016년은 모바일 송금, 금융상품 추천 플랫폼 등 비 금융업체 주도의 금융시장 온라인화가 소극적으로 이루어지는 과도기로 볼 수 있다. 이러한 시점에서 기존 오프라인 채널이 아닌 온라인 채널을 통해 금융상품을 구매하거나 가입하는 고객의 만족요인에 대해 연구하는 것은 향후 폭발적으로 증가할 수요에 앞서 연구하고, 현상을 주도할 기업에서도 소비자의 만족요인을 미리 파악한다는 점에서 시기적으로 적절하다. 해당 연구는 신용대출, 정기예금, 전세대출, 주택담보대출, 정기적금, 그리고 P2P투자 상품 별 만족도에 영향을 미치는 요인과 영향력을 SERVPERF 모델을 이용하여 분석한 뒤, 회귀분석과 텍스트간의 공동 출현단어에 대해 파이선을 통해 메트릭스를 형성하고, 사회연결망 분석으로 네트워크 중심성을 분석하여 단어간의 관계를 살펴보았다. 해당 연구는 국내 최초 온라인 금융상품 비교 추천 플랫폼인 "Finda"의 리뷰/평점데이터를 이용하였다.

• Proceedings of the Korean Information Science Society Conference
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• 2005.07b
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• pp.607-609
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• 2005

온라인 및 오프라인 상에서 추천시스템에 대한 요구가 커지고 있으며 이에 관련해 않은 연구가 이루어지고 있다. 추천시스템은 마케팅 활용의 관점에서 목표 상품에 대한 반응 가능성이 높은 고객군을 추천하는 타겟마케팅 추천시스템과 고객 개인별로 구매 가능성이 높은 상품을 추천하는 개인화 추천시스템으로 구분할 수 있다. 지금까지의 추천시스템에 관한 연구는 대부분 개인화 추천시스템의 효율 향상에 목표를 두고 있다. 그러나 기업의 타겟마케팅에 대한 요구를 적절히 지원하지 못하고 있어 타겟마케팅에 대한 연구가 필요하다. 본 연구에서는 상품별 구매 패턴을 이용하는 프로파일 기반 추천 방법을 제안하고 이 방법과 기존의 협력적 추천 방법을 결합하여 특정 상품에 반응 가능성이 높은 고객을 추천하는 방법을 제안한다. 프로파일 기반 추천에서는 카이스퀘어 검정을 사용하여 상품별로 구매 패턴에 영향을 미치는 요인을 추출하고 이를 이용하여 특징 고객군을 선별하여 전체 고객군과 특징 고객과의 엔트로피(Entropy)의 변이 정도를 예측값으로 사용한다. 실험결과, 프로파일 기반 추천과 협력적 추천을 결합하여 추천하는 방법은 한 가지 방법을 사용할 때 보다 좋은 추천 정확도를 나타내었다.