• IE interfaces
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• v.9 no.3
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• pp.44-51
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• 1996

The purpose of this paper is to develop a modeling framework for analyzing the effect of price on the PCS (Personal Commununications Service) demand. To achieve this aim, a nonlinear regression model was derived to capture the income effect on the PCS demand and then was combined into an integrated Bass diffusion model. The model was then applied to the emerging PCS market in Korea and the market demands up to the year 2006 were estimated. The results were reviewed and evaluated in various aspects. Finally, the possibilities of model enhancement and model extensions were explored.

• Journal of Korean Institute of Industrial Engineers
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• v.27 no.3
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• pp.267-273
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• 2001

While forecasting sales of a new product is very difficult, it is critical to market success. This is especially true when other products have a highly negative influence on the product because of competition effect. In this paper, we develop a choice-based competitive diffusion model and apply to the case where two digital mobile telecommunication services, that is, digital cellular and PCS services, compete. The basic premise is that demand patterns result from choice behavior, where customers choose a product to maximize their utility. In comparison with Bass-type competitive diffusion models, our model provides superior fitting and forecasting performance. The choice-based model is useful in that it enables the description of such competitive environments and provides the flexibility to include marketing mix variables such as price and advertising.

• Journal of Korean Institute of Industrial Engineers
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• v.42 no.3
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• pp.222-230
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• 2016

As the global game market has been more competitive, it has been important to analyze success factors of game products. In this paper, we applied a Bass Diffusion Model and Clustering Analysis to identify the success factors of games based on data from Steam, an international game platform. By using a diffusion model, we first categorize game products into two groups : successful and unsuccessful games. Then, each group has been analyzed by using clustering analysis based on product features such as genres, price, and minimum system requirements. As a result, success factors of a game have been identified. The result shows that customers in game industry appreciate sophisticated contents. Unlike many other industries, price is not considered as a key success factor in the game industry. Expecially, advanced independent video games (commonly referred to as indie games) with killer contents show competitiveness in the market.

• Information Systems Review
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• v.19 no.3
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• pp.91-104
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• 2017

This study aims to understand the differences in the media characteristics of two types of media, namely, Blog and Twitter, as well as in their factors that affect product information diffusion. To achieve these objectives, the information diffusion pattern is identified by analyzing the number of product-related posts in each media based on the Bass model. The analysis results revealed that the information diffusion speed of hedonic goods was faster than that of utilitarian goods. Regardless of product type, Twitter had a higher imitation effect than Blog, while Blog had a higher innovation effect than Twitter. The results implied that users of Blog tended to find information by themselves while those of Twitter relied more on the others' evaluation than their own subjective evaluations of innovations.

• Environmental and Resource Economics Review
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• v.28 no.2
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• pp.231-276
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• 2019

This paper analyzed the impact of the penetration of EV(electric vehicle) and FCEV(fuel cell electric vehicle) into the automobile industry, using a static CGE approach. There are contrasting view on the economic impact of EV/FCEV penetration: negative economic impact due to shrunken intermediate inputs versus positive impact because of input saving technical progress. Regarding environment, there is no clear consensus whether EV or FCEV will contribute to the reduction of $CO_2$ emissions in Korea. This study attempts to provide an answer to these questions. By giving shocks to the input coefficients of automobile industries and automobile using sectors, as well as to the final demands for energies. we integrated the Bass diffusion model into the CGE framework, The result suggests that the EV penetration has adverse impact on the $CO_2$ emission while the FCEV penetration has positive impact. On the other hand, both EV and FCEV have positive impacts on GDP. When considering automobile manufacturing sectors only, adverse impacts on $CO_2$ are demonstrated both for EV and FCEV. However, since the size of $CO_2$ increase is small, these results does not alter the overall effects.

• Journal of Distribution Science
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• v.14 no.11
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• pp.61-73
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• 2016

Purpose - Marketing scholars have developed various types of mathematical models for describing marketing phenomenon, because there is no single model comprehensive enough to incorporate all the relevant marketing phenomena. This study tries to summarize the behavioral foundations and the mathematical derivations of the most widely used marketing models and discusses their strategic implications. This study selected four representative marketing models: multinomial logit(MNL) model, elimination-by-aspects(EBA) model, Hauser and Shugan model and Bass diffusion model. Especially, this study focuses on Hauser and Shugan(1983)'s Defender model and discusses the model's behavioral foundation and its implications. Research design, data, and methodology - Of the four selected model, the multinomial logit model is selected as the basic normative model and the other three models are described as descriptive models in contrast. Starting the discussion from the multinomial logit model, this study explains what important strategic variables are incorporated in each of the four models. The IIA(independence of irrelevant alternatives) axiom and Luce choice model is also discussed in relation to the multinomial logit model. The concept of 'efficient frontier' is discussed in relation to Hauser and Shugan's model. Graphs and tables are used to represent the key implications. No empirical study is included. Results - The analyses of the mathematical marketing models are shown to be very useful in understanding the essence of positioning strategy. The multinomial logit model implies the importance of increasing utility or consumer preference level. The EBA model implies the importance of lowering the inter-brand similarity and dominating the competitors. Hauser and Shugan model implies the importance of considering customer heterogeneity distribution in selecting the target market. Conclusions - It is shown that the concepts of 'efficient frontier' is useful in understanding the effectiveness of positioning strategy. Market positioning can be understood as occupying some place on the efficient frontier. The important strategic implications can be summarized as follows: Always try to increase customer preference by providing what they value, and differentiate from competing alternatives as much as possible. The best positioning strategy is to dominate all the competitors and the worst is to be dominated by the competitors.

• Journal of the Korean Society for Railway
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• v.19 no.4
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• pp.539-546
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• 2016

It is over 12 years since the launch of Korea Train eXpress (KTX) services. Demand for the KTX has been on the increase continuously but few studies have been produced related to this phenomenon. KTX passenger demand has been constantly increasing due to influencing factors such as the expansion of network, rise of oil prices, etc. In this study, our main focus is to verify that there are other types of elements that are causing an increase in KTX demand; our approach looks at changes in social and psychological aspect that have occurred due to the reduction of travel time and cost, as well as the imposition of a five-day workweek. In other words, we considered diffusion theory in the marketing area, which affects product selection and purchasing attitudes, as a key factor that is causing passenger demand to increase. That is to say that it is hypothesized that the demand for travel on the KTX has increased due to the train's utility, which is spread by the diffusion effect Therefore, the Bass diffusion model was applied to explain the dramatic increase in KTX passenger demand. Based on this foundation, it was also discussed how certain marketing strategies that incorporate the diffusion effect should be considered variously for sustainable management of rail transportation, while considering a steady passenger demand.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.05a
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• pp.523-526
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• 2004

가입자단에서의 병목현상 해결과 통신방송융합서비스의 제공을 위해 가입자망 기술은 디지털화된 HFC와 상하향 100Mbps이상의 속도를 제공하는 FTTH(Fiber To The Home)로 진화될 것으로 예측되며, 궁극적으로는 FTTH로 수렴될 것으로 전망되고 있다. FTTH는 통신과 방송이 융합된 다양한 신규서비스로 새로운 수익을 창출할 것으로 기대되나, 대규모 투자가 필요한 상황에서 정확한 수요 예측은 통신 회사들의 네트워크 구축 관련 의사결정에 필수적인 요인이다. 이를 위해 본 논문에서는 경쟁서비스로 천이가 용이한 통신서비스의 특징을 고려하여 FTTH의 수요예측을 실시하였다. 1차 전문가 설문을 통해 서비스간 전이형태를 모형화하였으며, 이를 토대로 FTTH 서비스로의 천이에 의해 추가적인 확산이 일어나는 변형된 Bass모형을 제안하였다. FTTH 서비스의 확산요인을 분석한 후 이를 토대로 2차 전문가 설문을 통해 각 계수를 추정하였다.

• Proceedings of the Korea Information Processing Society Conference
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• 2020.05a
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• pp.413-416
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• 2020

COVID-19(Coronavirus Disease 2019)는 RNA 형 바이러스로써 점막감염(粘膜感染)과 비말전파(飛沫傳播)로 전염되는 급성 호흡기성 질병이다. 2019 년 12 월 중국 후베이 우한에서 처음 감염이 보고된 후 빠르게 글로벌로 확산되었고, 현재 여러 국가와 지역이 Lockdown 상태에 있다. COVID-19 의 치사율은 국가별, 연령별 차이는 있으나 사스(SARS-CoV), 메르스(MERS-CoV) 등과 비교하여 높다고 할 수 없다. 그러나 COVID-19 는 신종 코로나바이러스로써 아직 백신(Vaccine)과 항바이러스제가 개발되지 않았고 다른 질병과 비교하여 빠른 감염 속도때문에 의료 공백, 사회적 혼란, 경제적 손실을 크게 일으키고 있다. 따라서 바이러스의 확산 양상을 데이터 분석을 통하여 예측할 수 있다면 사회·경제적인 폐해를 줄일 수 있어 Bass 모델과 R 패키지를 이용하여 COVID-19 확산 예측 모형을 계량적으로 제시하였다.

• Proceedings of the Korea Water Resources Association Conference
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• 2022.05a
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• pp.76-76
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• 2022

과거 2015년 파리협정 채택을 기점으로 전 세계는 산업화 이전 대비 지구 평균온도 상승폭을 1.5℃ 이하로 억제하기 위한 노력을 지속적으로 강조하였다. 기후변화 완화를 위한 가장 적극적인 해결책으로 탄소중립 사회 전환이 제시되고 있으며, 이를 실행하기 위해서는 각 부문별 구체화된 탄소중립 추진 계획 수립이 요구된다. 특히 국내에서는 기후기술 분야에 특화된 기술수준 정보가 부족하여 국가 정책 수립에 어려움이 있다. 기술개발을 위한 정책 수립 시에는 기후기술의 정량적인 수준을 고려한 정책 방향을 결정해야 하지만, 국내에는 기술에 대한 분석에 대한 사례가 미흡한 실정이다. 본 연구에서는 수자원 분야의 국가경쟁력을 분석하고 미래기술전략을 도출하기 위해 논문·특허정보를 기반한 정량평가(활동력, 기술력, 포트폴리오)와 미래기술 예측을 수행하였다. 수자원 분야 기술은 2017년 과학기술정보통신부가 승인한 45대 기후기술 분류체계를 기본으로 하며, 적응 부문에서 '물관리 기술'과 '기후변화 예측 및 모니터링 기술'을 대상으로 하였다. 분석을 위해 수자원 분야 기술을 주요 5개국(한국, 중국, 일본, 미국, EU) 대상으로 수행하였으며, 데이터 기간은 2009년부터 2020년까지 총 12년간이다. 기술의 미래예측하기 위해 Bass 모형, Logistic 모형, Gompertz 모형 등을 활용하였으며, 향후 기술을 전망하고자 한다. 본 분석에서 수행하는 수자원 분야 기술예측은 탄소중립 실현을 위한 미래사회에 대비하고, 기술개발에 대한 불확실성을 감소시킬 수 있을 것으로 기대된다.