• 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.

• Journal of KIISE:Computer Systems and Theory
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• v.33 no.10
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• pp.709-721
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• 2006

The traditional broadcasting services over terrestrial, satellite and cable media have been unidirectional mass media regardless of TV viewer's preferences. Recently ich media streaming has become possible via the broadb and networks. Furthermore, since bidirectional communication is possible, personalcasting such as personalized streaming services has been emerging by taking into account the user's preference on content genres, viewing times and actors/actresses etc. Accordingly, personal media becomes an important means for content provision service in addition to the traditional broadcasting service as mass media. In this paper, we introduce a user profile reasoning method for target advertisement which is considered an important application in personalcasting service. The proposed user profile reasoning method predicts an unknown TV viewer's gender and ages by analyzing TV Viewing history data. Based on the estimated user's gender and ages, a target advertisement is provided with TV Anytime metadata. A proposed target advertisement system is developed based on the user profile reasoning and the target advertisement selection method. To show the effectiveness of our proposed methods, we present a plenty of experimental results by using realistic TV viewing history data.

• Proceedings of the Korean Institute of Navigation and Port Research Conference
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• 2013.06a
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• pp.365-367
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• 2013

해상감시레이더는 관제지역의 해상교통정보를 수집하는 해상교통관제시스템의 주요 센서로, 다양한 운동 특성을 갖는 선박의 안정적인 추적과 위치, 속도, 침로 등의 정확한 정보를 제공하는 것은 VTS 성능 개선 및 서비스 고도화에 매우 중요한 요소 기술이다. 본 논문에서는 해상교통관제시스템에서 다양한 기동 특성을 갖는 선박의 정확한 추적을 위하여 상호작용 다중필터(IMM) 추정기를 이용한 추적 알고리즘을 설계하고, 모의실험을 통하여 필터 뱅크의 구성에 따른 성능 비교 및 분석을 수행한다.

• Proceedings of the Korean Society of Broadcast Engineers Conference
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• 2004.11a
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• pp.147-150
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• 2004

기존의 방송환경은 시청자에게 단 방향의 서비스를 제공하며, 시청자 각자의 취향에 상관없이 소극적인 자세를 요구한다. 이러한 일방적인 사용자 시청환경에서는 대개의 프로그램들은 방송사에 의해 다수 사용자의 대표적인 시간대에 적절하게 배치되고, 적절하게 배분된 프로그램의 인기도 혹은 시청률, 시청 연령, 시간대에 따른 광고가 그 프로그램을 지원하게 된다. 시청자의 적극적 선별 노력에 의해 선택된 프로그램과 달리 방송 프로그램 콘텐츠와 같이 전송되는 광고는 사용자가 원하는 대개의 프로그램을 지원하는 중요한 수단이지만, 정작 시청자의 관심과는 상관없이 제공된다. 또한, 디지털 방송의 시작과 함께 양방향 서비스 환경에서도 사용자를 고려한 광고의 적절한 분배가 이루어지지 않고 있다. 이러한 일률적인 광고 콘텐츠의 제공은 시청자의 무관심을 초래할 수 있으며, 이러한 경향이 높을수록 효율적인 정보 제공에 많은 제한을 받을 수 있다. 본 논문에서는, 제한적 정보 제공의 해소와 새로운 시청 환경 제안을 위한, 시청자의 성별 및 연령 대를 추론하는 알고리즘을 제안하고 이를 맞춤형 광고, 즉 표적 광고 서비스(Target Advertisement Service) 기법을 제안한다.

• Journal of Broadcast Engineering
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• v.10 no.1 s.26
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• pp.43-56
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• 2005

In the existing broadcasting environment, it is not easy to serve the bi-directional service between a broadcasting server and a TV audience. In the uni-directional broadcasting environments, almost TV programs are scheduled depending on the viewers' popular watching time, and the advertisement contents in these TV programs are mainly arranged by the popularity and the ages of the audience. The audiences make an effort to sort and select their favorite programs. However, the advertisement programs which support the TV program the audience want are not served to the appropriate audiences efficiently. This randomly provided advertisement contents can occur to the audiences' indifference and avoidance. In this paper, we propose the target advertisement service for the appropriate distribution of the advertisement contents. The proposed target advertisement service estimates the audience's profile without any issuing the private information and provides the target-advertised contents by using his/her estimated profile. For the experimental results, we used the real audiences' TV usage history such as the ages, fonder and time of the programs from AC Neilson Korea. And we show the accuracy of the proposed target advertisement service algorithm. NDS (Normalized Distance Sum) and the Vector correlation method, and implementation of our target advertisement service system.

• Proceedings of the Korean Information Science Society Conference
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• 2004.04a
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• pp.604-606
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• 2004

방송과 관련된 디지털 기술과 통신 기술의 급격한 발전은 방송 산업의 다양화와 컨텐츠의 수적 증가를 유도한 반면 시청자의 시청 환경을 고려하는 편의성과 최적 정보 전달 기술의 발전은 더디게 진행되어왔다. 본 논문에서는 국내에서 최근 상용 서비스가 실시된 양방향 TV 환경에서 양방향 방송 서비스를 제공하고, 시청자의 행위, 선호도, 성향 등을 분석하여 개인화된 프로그램 채널 추천, 표적화된 광고의 제공, T-Commerce 환경을 지원할 수 있는 양방향 TV 개인화 시스템을 설계하고 구현한다.

• Electronics and Telecommunications Trends
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• v.21 no.2 s.98
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• pp.74-87
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• 2006

최근 사회 전반적으로 급격히 진행되고 있는 디지털 컨버전스 트렌드의 한 모습으로등장한 RFID/USN의 급속한 이용과 관련한 이용자들의 이용행태와 서비스 활성화를위한 방향을 분석 전망한다. 이를 분석함에 있어 필수적으로 요구되는 RFID/USN의 개념, 서비스 특징 및 국내외 산업동향을 분석하고 관련 응용서비스의 이용과 관련하여 예비 이용자들이 어떤 행태를 보일 것인지 분석하고 전략적 시사점을 도출한다. 이를 위하여 이용자들의 이용행태 분석과 관련하여 예비 이용자에 대하여 설문조사를 실시하였다. 조사내용은 RFID/USN 응용서비스 활용수준, 분야별 이용 현황, 만족도, 이용의 문제점, 이용의향 및 수용도, 관련 비용 지불 정도 및 수용가격, 이용시기 및 용도, 지원 육성 분야 등이다. 또한 응용서비스 활용정도가 상대적으로 높은 집단에 대하여 표적 분석을 통하여 잠재시장에 대하여 추정 분석하고, 향후 응용서비스 활성화를 위한 시사점과 사업화 방향 및 정책 추진방향을 도출한다.

• Journal of Global Scholars of Marketing Science
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• v.16 no.1
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• pp.73-91
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• 2006

This study was conducted for market segmentation of cruise tourist according to launching the "T" in Busan. Benefit segmentation was used to identify attributes of cruise services; importance of ship's physical appearance and importance of service and activities. 24 attributes were distilled to 5 factors: 'Facility & Service', 'Atmospherics of cruise ship', 'Escape', 'Choice', 'Safety'. A K-means cluster analysis identified three clustered segments for five importance factors in which high loyalty customers were found to be the most important segment. Based on the findings, three distinct groups were formed: 'Moderators', 'High Loyalty', 'Spurious'. The most important factors by high loyalty groups were identified 'Safety', 'Facility & Service', 'Atmospherics of cruise ship', 'Choice', 'Escape' in order. The results of the study showed statistically significant differences among the three groups in terms of demographic and behavioral variables. Especially, the target market should be considered by 'High Loyalty' group and 'Moderators' group in order. Positioning strategies and marketing mix strategies for effectively targeting the segments were discussed.

• International Area Studies Review
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• v.13 no.2
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• pp.770-788
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• 2009

This paper attempts to develop STP Strategy of EXPO 2012 Yeosu for attracting tourists. STP in marketing strategy refers to the process of market segmentation, market targeting, and positioning. I tested four demographic variables(age, occupation, nationality, and sex) to segment the market or the visitors of EXPO 2012 Yeosu effectively. The statistical result shows that age, occupation, and nationality are significant. Based on the three demographic factors and the visitor's purpose, I classified the expected visitors of EXPO into 12 groups, and selected 6 targeted groups: a group of Korean students with the purpose of study, a group of Korean professionals with the purpose of business, a group of foreign students with the purpose of study, a group of foreign professionals with the purpose of business, a group of Korean people in general with the purpose of tourism, and a group of foreign people in general with the purpose of tourism. In this paper, I have suggested a differentiated marketing mix for six targeted groups each.

• The Journal of Information Technology
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• v.5 no.3
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• pp.157-168
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• 2002

This study examined the present condition of convention of convention in Korea and the establishment of strategies for the convention marketing. It is defined as establishing a direction of decision-making for the achievement of efficiency in the convention activities and consists of the following steps; firstly, to set up a target market through the analysis of the convention market and the itemization of the market, and then to draw up a budget and adopt a strategy of convention marketing. Based on this plan of convention marketing, I think the 7P strategy variables such as product, price, passage, and promotion, as well as the participant, physical proof, and process of service assembling should be fixed to attain the target market, for the convention industry is a field of service industry.