• 치위생과학회지
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• 제21권4호
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• pp.260-266
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• 2021

Background: The purpose of the study was to evaluate the relationship and route of dental Social Media marketing by age group and support effective dental marketingy by age group. Methods: A study was conducted on 265 people, aged 20 to 64 years, who lived in Seoul, Gyeonggi area and regularly used one or more of the social media platforms, Naver Band, Facebook, Instagram, KakaoStory, Twitter, or YouTube more than once a day. A 27-question questionnaire survey of approximately 10 minutes was conducted, and the collected data was statistically analyzed using the PASW program, with the significane level set to 0.05. Results: "Introduction of acquaintances" was the most common route to visit the dentist. Regarding the use of social media platforms based on age group, 'Instagram' had the highest frequency among people belonging to the age groups of 20 to 29 years and 30 to 39 years; 'YouTube' had the highest frequency among those aged 40 to 49 years; and 'Naver Band' had the highest frequency among those aged 50 to 65 years. Conclusion: The most frequently used social media by consumers according to age included Facebook, YouTube, and Instagram. However, social media was found to have no significant impact on the choice of dental institutions, as the number of people who visited the dentist through "Introduction of acquaintances" was the highest, and "Introduction of acquaintances" did not have experience accessing the dentist site after dental marketing. If this study could provide customized marketing information for each age group through social media, it is expected that the marketing effect of dental institutions through social media would be maximized in the future.

• 한국컴퓨터정보학회논문지
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• 제24권5호
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• pp.139-147
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• 2019

This study is conducted to analyze how Social Media characteristics of restaurant franchise affect customer decision making and redelivery intention and find out how to do Social Media marketing which is getting important. Through this study, we will understand the direction of Social Media management. In this study, we had 220 users to respond questionnaires who looked up about restaurant franchise through Social Media. In the previous research, we classified the Social Media characteristics about the restaurant franchise into the fields of liveliness, agreement, reliability, communication, accuracy, and entertainment. In order to verify the hypothesis, we conducted single regression analysis and multiple regression analysis and verified the relationship between variables. First, we found that Social Media characteristics of restaurant franchise has a positive relationship with favorability. Second, Social Media characteristics of restaurant franchise has a positive relationship with satisfaction. Third, favorability has a positive effect on satisfaction. Fourth, favorability has a positive effect on the intention of re-inquiry and redeliver. Fifth, satisfaction has a positive effect on the revisit and intention to redirect. As a result of the study, we found that restaurant franchise will gain trust of customers if they take into account the characteristics of Social Media of restaurant franchise and conduct customized marketing according to the head office of restaurant franchise and perform continuous feedback and management in order to improve customer's favorability and loyalty.

• 벤처창업연구
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• 제10권1호
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• pp.167-174
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• 2015

본 연구를 통하여 스마트 환경에서 고객 맞춤 및 서비스가 지향하는 개인화 방향성에 대해 고찰 하였다, 또한 스마트 환경은 산업구조를 공급자 중심에서 소비자 중심으로, 제품 생산 중심의 제조업에서 서비스와 마케팅이 융 복합된 서비스업으로 변화하고 있다는 측면도 살펴보았다. 가치 창출의 구조가 바뀜으로써 기업 전반에서도 새로운 비즈니스 모델 창출로 인한 차별화된 경쟁력을 갖추기 위해 고객의 니즈에 중요한 가치를 두고 있다. 고객 맞춤 및 서비스의 핵심 이슈는 대량 체제에서 가능한 저렴한 비용을 유지하면서 어떻게 고객이 원하는 다양한 제품을 공급할 수 있느냐는 것이다. 본 논문에서는 스마트환경에서 고객맞춤 제품 및 서비스를 지향하는 기업들이 필요로 하는 신제품 개발 전략으로 크라우드 소싱 마케팅, 디지털 체험 기술, 추천 시스템, 3D 프린팅 기술, 유연 생산 시스템, UX(User eXperience)의 관점의 PSS(Product-Service Systems)을 제안한다.

• 디지털콘텐츠학회 논문지
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• 제19권1호
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• pp.27-33
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• 2018

본 연구에서는 마케팅 분야 중 스포츠 경기장을 찾는 관람객의 빅 데이터를 분석하여 소비자에게 맞춤형 마케팅 서비스를 제공하는 연구를 진행한다. 이를 위해 본 연구에서는 K-평균 군집화 방법을 사용하여 유사 관람객 그룹을 도출하고자 하며, K-근접 이웃 방법을 사용하여 새로운 방문객의 관심 매장을 예측하고자 한다. 실험 결과를 통해 상기 두 가지 알고리즘을 사용하는 것은 유사 관람객 그룹을 도출하며 신규 관람객 입장 시 신규 관람객의 특성에 맞는 적합한 마케팅 서비스를 제공 할 수 있게 하였다.

• 문화기술의 융합
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• 제9권4호
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• pp.229-238
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• 2023

본 연구는 새로운 비즈니스 모델과 산업 생태계가 형성되고 있는 메타버스 플랫폼에서 기존과는 다른 방식으로 이루어지는 마케팅 방식을 파악해 보는 것이다. 본 연구의 목적은 메타버스의 유형과 메타버스를 이용하는 주 이용자들의 특성에 따라 브랜드의 마케팅 방식이 어떻게 차별화되고 있는지를 파악하는 것이다. 연구 방법은 사례분석 방법으로 하였으며, 현재 가장 많은 활성 이용자 수를 가진 로블록스를 선정하였다. 나이키와 구찌 브랜드가 로블록스의 주 이용자층인 알파세대와 Z세대의 특성과 소비패턴을 어떻게 반영하여 마케팅하고 있는지 그 방식을 면밀히 분석하였다. 분석의 결과 첫째, 직접적인 마케팅이 아닌 게임을 비롯한 즐거운 콘텐츠로 접근하고 있었다. 둘째, 제공하는 콘텐츠에 브랜드의 스토리와 철학을 담아 전달하고 있었다. 셋째 가상과 현실을 연계시키는 방식을 취하고 있었다. 마지막으로, 메타버스를 통해 미래 잠재 고객들의 취향을 파악하고 데이터 수집하여 맞춤형 서비스에 활용하고 있었다.

• 유통과학연구
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• 제11권4호
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• 패션비즈니스
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• 제13권6호
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• pp.20-30
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• 2009

The purpose of this study is to develop the effective customized elderly fashion marketing process based on the web site, where older customer will be able to choose various fabrics and to try them out. This aims to establish new prototype of internet shopping mall for customized elderly fashion clothing. In this study, new method of product presentation on the online shopping mall is proposed to offer product information through 3D virtual reality. With the online shopping mall(SATC Mall) as a showcase, we presented virtual mapping system so that it enable the customers to select the fabrics and to see exactly how chosen fabric will look when applied to image of clothing. As an initial test of the application of simulation to measure 3D visualization of product, mapping software Vision Easy Map Pro Version 6.0(NedGraphics) Vision Easy Map Viewer Version 5.0(NedGraphics) were chosen and applied. By using this mapping system, the fabric change of the apparel product could be made on the internet shopping web site. However, this approach has been successful applied for presenting and customizing garment products. Future research will focus on the integration of mapping coordination into SATC Mall.

• 한국비블리아학회지
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• 제31권1호
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• pp.137-162
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• 2020

제3차 도서관발전종합계획에서 '4차 산업혁명 시대에 필요한 미래 시민 역량을 강화하기 위한 프로그램 및 서비스의 강화'를 핵심과제로 선정함에 따라 최근 인공지능 기술을 적용한 도서관의 이용자 맞춤형 큐레이션 서비스가 각광받고 있다. 이에 본 연구에서는 맞춤형 큐레이션 서비스가 도서관과 이용자의 관계형성에 어떠한 영향을 미치는지에 대해 밝혀보고자 하였다. 연구결과, 도서관 큐레이션 서비스는 이용자의 만족도와 신뢰도에 통계적으로 유의미한 영향을 미치는 것으로 검증되었다. 또한 만족도와 신뢰도는 도서관 재방문의도와 구전의도 그리고 이용 증가 및 새로운 서비스 이용의사에도 정(+)의 영향을 미치는 것으로 확인되었다. 본 연구의 결과는 향후 이용자 수요조사에 기반한 이용자 맞춤형 큐레이션 서비스 개발 및 운영을 위한 기초자료로 활용할 수 있을 것이며, 나아가 미래사회에 도서관의 경쟁력을 향상시킴으로써 한국의 공공도서관의 위상을 제고시키는데 이바지할 수 있을 것으로 보인다.

• 디지털융복합연구
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• 제17권6호
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• pp.211-217
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• 2019

본 논문에서는 상업적 및 공적 업무를 위해 필수적인 커뮤니케이션 도구로 인식되고 있는 디지털사이니지의 효과에 관한 연구들을 분석하여 소비자의 인게이지먼트를 향상시킬 수 있는 대안을 제안하였다. 분석 결과에 의하면, 디지털사이니지의 감성적 광고가 인지적 광고보다 쇼핑객들의 행동을 긍정적 구매 행동으로 이끌었으며 구매 환경을 이해하는데도 긍정적인 영향을 미치는 것으로 나타났다. 공적 차원에서는 타겟 공중에게 얼마나 적합한 채널과 메시지 인가에 따라 커뮤니티의 문제를 해결하는데 있어서 긍정적인 것으로 나타났다. 그러나, 양 차원에서 해당 디지털사이니지의 콘텐츠에 대한 소비자들의 인게이지먼트는 어느 정도인지 그리고 어떠한 디지털사이니지의 콘텐츠가 소비자의 높은 인게이지먼트를 가져오는지 등을 측정하는 경우는 거의 없었다. 따라서, 디지털사이니지가 소비자의 인게이지먼트를 높이기 위해서는 복합적이면서도 융합적인 콘텐츠를 기반으로 소비자 맞춤식으로 실행되어야 할 것이며 앞으로는 디지털사이니지 기기와 관련된 기술뿐만 아니라 창의적 콘텐츠 개발과 관련된 연구에도 초점을 두어야 할 것이다.

• 한국인공지능학회지
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• 제5권1호
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• pp.10-17
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• 2017

This study is the first attempt to raise face recognition ability through machine learning algorithm and apply to CRM's information gathering, analysis and application. In other words, through face recognition of VIP customer in distribution field, we can proceed more prompt and subdivided customized services. The interest in machine learning, which is used to implement artificial intelligence, has increased, and it has become an age to automate it by using machine learning beyond the way that a person directly models an object recognition process. Among them, Deep Learning is evaluated as an advanced technology that shows amazing performance in various fields, and is applied to various fields of image recognition. Face recognition, which is widely used in real life, has been developed to recognize criminals' faces and catch criminals. In this study, two image analysis models, TF-SLIM and Inception-V3, which are likely to be used for criminal face recognition, were selected, analyzed, and implemented. As an evaluation criterion, the image recognition model was evaluated based on the accuracy of the face recognition program which is already being commercialized. In this experiment, it was evaluated that the recognition accuracy was good when the accuracy of the image classification was more than 90%. A limit of our study which is a way to raise face recognition is left as a further research subjects.