• Journal of Korean Library and Information Science Society
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• v.38 no.3
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• pp.277-296
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• 2007

This study aims to propose that archives introduce marketing strategies for their archival reference services. Target marketing which is based on market segmentation for customer satisfaction is popular among enterprises in these days. Market segmentation strategy of target marketing need to be used for user centered archival reference services in archives. This study proposed that demographic, geographic, psychographics, and use variables can be used for archival user segmentation. And for the user segmentation, archives should collect data of use and users systematically.

• The Journal of the Convergence on Culture Technology
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• v.6 no.3
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• pp.437-442
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• 2020

Since the advent of the innovative information technology called the Internet, the dynamism of the information environment has brought about changes in information users' needs and behavior. It is essential to understand information users in this rapidly changing environment, and based on this, it is necessary to effectively build and operate an information service and a system therefor. The purpose of this study is to understand the characteristics according to the segmentation of users of the National Science and Technology Information Service System, and to derive improvements to customized services and content development through research and analysis of content usage. A total of 816 science and technology information service system users participated in online surveys from September to November. Collected data is applied to factor analysis and cluster analysis techniques to subdivide users of science and technology information service systems, to recognize new information technologies and information services, science technology information needs, and science and technology attributes that users consider important. We derived the results according to the segmented user group.

• Electronics and Telecommunications Trends
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• v.23 no.2 s.110
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• pp.80-90
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• 2008

신규 통신서비스인 와이브로 시장을 개발, 확대하기 위해서는 시장을 일정한 기준에 의거 세분화하고 세분화된 시장을 목표시장 선정과 포지셔닝을 통해 비즈니스 실행을 효율화하는 전략이 요구된다. 이러한 비즈니스 차원에서의 정교한 접근은 신규 서비스의 조기 시장안착과 효율적인 시장확산에 크게 기여할 것으로 기대된다. 이에 본 고에서는 국내 일반인을 대상으로 시장조사를 수행하고 와이브로 현 이용자, 잠재 이용자, 비이용자를 중심으로 시장을 심층적으로 세분화하고, 각 세분시장을 공략하기 위한 비즈니스 전략을 제시하였다.

• Journal of Korean Library and Information Science Society
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• v.44 no.1
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• pp.279-303
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• 2013

The purpose of this study is to suggest public library service positioning strategies for the segmented markets according to public library service users' loyalty. To achieve the study purpose, this study conducted interview with public library users. Qualitative method was utilized to analyze the data. The following public library service positioning strategies for the both segmented groups were suggested: 1) expanding of bookmobile service and utilization of shuttle bus, 2) regular and systematic user study, 3) diversification of public library service promotion methods, 4) user survey, 5) internal marketing, 6) increasing environmental quality of public library services, and 7) provision of reading programs for preschoolers, students, and their parents.

• The Korean Journal of Archival Studies
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• no.62
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• pp.139-183
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• 2019

Today, the archives strive to move towards more open and hospitable spaces for its users and to provide differentiated services based on detailed user needs and behavior for their own survival and development. Building services for children is especially vital in changing public awareness and expanding the customer base. Therefore this study aims to present fundamental data required for improving exhibit services by understanding children users' perceptions and needs. For such purposes, this study examines the cases of both domestic and overseas exhibit services of presidential archives. Also, the study included the surveys of children and parents who have accompanied children visiting the presidential archive and experiencing the exhibit services. This study is meaningful in that it conducted the evaluation of archival exhibit services in the perspective of the children users. In addition, the analysis of children's satisfactions and needs can contribute to the spread of archival culture and the revitalization of children users' visitations.

• 한국경영정보학회:학술대회논문집
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• 2007.06a
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• pp.120-125
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• 2007

블로그와 관련된 초기의 연구들은 주로 블로그를 사용하는 사용자를 동질성을 지닌 그룹으로 보고 연구를 진행하였다. 하지만 최근 블로그 인구가 크게 증가하여, 더 이상 동질성을 지는 그룹으로 보기에는 한계가 있다. 본 논문에서는 블로그 사용자(이하 블로거)를 구분하는 특성 요인을 추출하여, 블로거 세분화 작업을 수행한다. 세분화된 블로거 그룹의 전자상거래 이용행태, 콘텐츠 유료 구매 등과의 연관성을 분석하여 다른 인터넷 유저들과의 상대적 가치에 대해서 평가해보고자 한다. 또한 분석된 블로거 그룹의 특성을 활용하여, 하위 블로거의 상위 블로거로의 전환요인이 무엇인지에 대해서 탐구해보고자 한다.

• The Journal of the Korea Contents Association
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• v.8 no.10
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• pp.351-360
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• 2008

The purpose of this study is to segment visitors for beer franchise restaurants. Total of 308 questionnaires were distributed to the beer franchise restaurant customers of Kangnam area, Seoul. To accomplish the aim of this study, author took the following three steps. Firstly, literature review was done to find out selective attributes for restaurant and bar and market segmentation. secondly, Selective attributes of beer franchise were analyzed and five factors, -'additional service', 'side dish quality', 'service class', 'accessibility' and 'outlet image'- were extracted. Lastly, customers of beer franchise shop were divided into two groups by the selective attributes, -'simple visiting group' and 'active lover group'. Those variables-loyalty, intent to recommend and overall satisfaction- have significant influence on 'active lover group'. Other than that, other variables -demographic characteristics and customer's behavior characteristics- didn't play important role to distinct two groups. As a result, only basic information for setting up marketing strategy of each market was provided.

• Journal of Korean Library and Information Science Society
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• v.47 no.1
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• pp.361-382
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• 2016

NTIS(National Science & Technology Information Service) is the first national R&D information knowledge portal service in the world to provide information of government-funded R&D projects and it has been developed by KISTI. This study investigated several limitations of current NTIS information service, analyzed information needs for end users, and then proposed information recomposition and visualization method to satisfy their information needs. For doing this, we firstly clarified the definition of 'end-users' and classified three different groups of general users. We also discriminated various information needs according to three groups and illustrated some examples of visualization results to meet the requirements - 'retrieval simplification' and 'information visualization'. To consider practicality of our proposed method, we suggested implementation plans to utilize existed NTIS services.

• The Korean Journal of Archival Studies
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• no.45
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• pp.83-120
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• 2015

Record Information Services is an aggressive action of connecting documentaries focusing on the information needs of user. However, recent studies on the parliament's written information service recognize the necessity that it should segment the user's information requests, and provide personalized service, but have not discussed for specific cases or measures. While the importance of Web services written with the proliferation of information and popularization of the Web is emerging right to know but, it is not being performed properly by lack of sufficient manpower and budget along with lack of recognition in hands-on sites upon the user analysis. So, while increasing the efficiency of the hands-on workers of Record Information Services, the introduction of analytical tools that can be utilized in low budget agencies is needed. Web analytics is to analyze the behavior by analyzing Web logs which web users have left you visit the site. To estimate the behavior they want to request information of the analyzed Web user aims to provide a Web service, the Web service further continued improvement. There are several types that include among them Google Analytics offering a variety of analysis items for free and all over the world, many people are already using. This study introduces a Google Analytics web analytics focused and proposes a service improvement plan with specific web user segmentation analyzes the cases of Korea Democracy Foundation of Open Archives introduces them to the actual institutions.

• Proceedings of The Korean Society of Health Promotion Conference
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• 2007.11a
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• pp.49-49
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• 2007