• Journal of Intelligence and Information Systems
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• v.25 no.2
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• pp.1-23
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• 2019

Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer's desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the 'Hye-dam Card' and 'One Card' markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer's life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers' card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card's big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card's future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce customers' recognition of marketing using customer information and to form corporate image emphasizing security.

• Journal of Internet Computing and Services
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• v.22 no.1
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• pp.41-50
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• 2021

Cyber Kill Chain is derived from Kill chain of traditional military terms. Kill chain means "a continuous and cyclical process from detection to destruction of military targets requiring destruction, or dividing it into several distinct actions." The kill chain has evolved the existing operational procedures to effectively deal with time-limited emergency targets that require immediate response due to changes in location and increased risk, such as nuclear weapons and missiles. It began with the military concept of incapacitating the attacker's intended purpose by preventing it from functioning at any one stage of the process of reaching it. Thus the basic concept of the cyber kill chain is that the attack performed by a cyber attacker consists of each stage, and the cyber attacker can achieve the attack goal only when each stage is successfully performed, and from a defense point of view, each stage is detailed. It is believed that if a response procedure is prepared and responded, the chain of attacks is broken, and the attack of the attacker can be neutralized or delayed. Also, from the point of view of an attack, if a specific response procedure is prepared at each stage, the chain of attacks can be successful and the target of the attack can be neutralized. The cyber command and control system is a system that is applied to both defense and attack, and should present defensive countermeasures and offensive countermeasures to neutralize the enemy's kill chain during defense, and each step-by-step procedure to neutralize the enemy when attacking. Therefore, thist paper proposed a cyber kill chain model from the perspective of defense and attack of the cyber command and control system, and also researched and presented the threat classification/analysis/prediction framework of the cyber command and control system from the defense aspect