• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 2002년도 추계정기학술대회
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• pp.250-257
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• 2002

Clustering is a data mining method, which consists in discovering interesting data distributions in very large databases. In traditional data clustering, similarity of a cluster of object is measured by pairwise similarity of objects in that paper. In view of the nature of clustering transactions, we devise in this paper a novel measurement called item similarity and utilize this to perform clustering. With this item similarity measurement, we develop an efficient clustering algorithm for target marketing in each group.

• 한국컴퓨터산업학회논문지
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• 제2권9호
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• pp.1175-1182
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• 2001

원투원 마케팅(데이터베이스 마케팅 또는 관계 마케팅)은 컴퓨터의 발전과 더불어 기업 및 고객에게 이익을 가져올 것이며, 또한 고객의 세일 및 광고에 변화를 가져올 여러 분야 중의 하나이다. 인터넷 쇼핑몰에서 지능적인 고객 서비스의 일환으로, 본 논문에서는 데이터 마이닝 기법으로 잘 알려진 장바구니 분석을 이용한 개인화 된 광고를 제공하는 기법을 제시하고자 한다. 추천 기법의 핵심적인 이론으로 통계학, 데이터 마이닝, 인공 지능, 규칙 기반 매칭 등이 있다. 개인화 된 추천을 위한 규칙 기반 관점에서, 개인화를 위한 마케팅 규칙은 일반적으로 마케팅 전문가로부터 추출되어 고객의 데이터를 갖고 추정한다. 그러나 마케팅 전문가로부터 규칙을 추출하기란 매우 어려울 뿐만 아니라, 작성된 지식 기반 규칙을 검증하고 유지하기도 어렵다. 본 논문에서는 장바구니 분석 기법을 이용하여, 크로스 세일 마케팅 규칙을 추출한 뒤, 고객이 인터넷 쇼핑몰에 방문했을 때 개인화 된 광고를 제공하는데 초점을 두기로 한다.

• 한국지능시스템학회논문지
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• 제26권2호
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• pp.99-104
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• 2016

본 논문은 기술마케팅을 위한 홍보를 목적으로 ICT 시대의 흐름에 맞추어 PC, 타블렛, 노트북, 스마트폰에서도 연동이 가능한 On-In-One 웹 솔루션 개발을 목적으로 하고 있다. 이 ICT 기반의 웹 솔루션의 특징은 3D 디스플레이 슬라이드 쇼타입의 디자인으로 구현되는 3D 배열 형식의 이미지 뷰어 시스템으로서 PC, 타블렛, 노트북, 스마트폰에서 각각의 이미지마다 필요한 ICT 기반의 채널 연동방식을 이용하여 쉽게 사용할 수 있도록 개발된 이미지 뷰어 시스템이다. 이것은 각종 홍보, 비즈니스, 교육 등의 다양한 분야에서 전문적인 프로그램에 대한 지식이 없어도 누구나 쉽게 활용할 수 있게 개발된 3D 포토뷰어 PR 솔루션이다.

• 한국IT서비스학회지
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• 제11권2호
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• pp.229-242
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• 2012

The MICE(Meeting, Incentive travel, Convention, and Exhibition) industry grows steadily. Especially, exhibition industry plays an important role as the effective sales and marketing tools. However, lots of studies have focused on the flow analysis of audience traffic, booth recommendation or formulaic interactions between audiences and contents in the exhibition hall. In this study, we proposed an intelligent Interactive system considering audience's response for providing personalized exhibition service. First, we extracted components of the system architecture through the previous studies. Second, we suggested the system architecture and scenarios for intelligent interactions between audiences and contents. We hope that the proposed system will strengthen the basis for implementing interactive system in the exhibition industry.

• 한국지능정보시스템학회:학술대회논문집
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• 한국지능정보시스템학회 1999년도 춘계공동학술대회-지식경영과 지식공학
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• pp.125-133
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• 1999

The objective of knowledge discovery and data mining lies in the generation of useful insights from a store of data. This paper presents a framework for knowledge mining to provide a systematic approach to the selection and deployment of tools for automated learning. Every methodology has its strengths and limitations. Consequently, a multistrategy approach may be required to take advantage of the strengths of disparate technique while circumventing their individual limitations. For concreteness, the general framework for data mining in marketing is examined in the context of developing agents for optimizing a supply chain network.

• Journal of East Asia Management
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• 제1권1호
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• pp.65-87
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• 2020

In recent years, with the rapid development of network live streaming, with the popularization of mobile Internet and mobile terminal equipment, the live streaming industry has ushered in great development. A sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is because of its unique communication characteristics that some scholars believe that the era of precision marketing has been opened by live network. Mobile live from the initial fans to reward and promote the brand, to now in the form of live marketing, consumers can "buy while watching". The time period from the understanding of the goods to the final completion of the purchase behavior has been greatly shortened. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant Improvement measures. First of all, the paper puts forward the innovation in content and form. Second, the paper suggests that we should make full use of new technologies such as AR and VR to effectively combine with mobile live broadcasting. Third, the paper explores the integration of multiple channels to create intelligent marketing, and further optimize the live interface of mobile terminals. Finally, the paper emphasizes that the government departments and the platform itself should jointly supervise the mobile network live streaming platform and establish a good live broadcasting environment for mobile terminals. With the help of mobile live streaming, the marketing mode has an important impact on the promotion of brand marketing. How to make better use of this business mode and accurately use mobile live broadcast to promote brand marketing, so that enterprises can create greater profits, is also of profound research significance.

• 경영과학
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• 제21권3호
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• pp.101-113
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• 2004

In the rapidly propagating Internet based electronic transaction environment. the importance of real time order confirmation has been more emphasized, In this paper, using data mining techniques, we develop intelligent operations decision model to allow real time order confirmation at the time the customer places an order with required delivery terms. Among various operation plannings used for order fulfillment. mill routing is the first interface decision point to link the order receiving at the marketing with the production planning for order fulfillment. Though linear programming based mathematical optimization techniques are mostly used for mill routing problems, some early orders should wait until sufficient orders are gathered for optimization. And that could effect longer order fulfillment lead-time, and prevent instant order confirmation of delivery terms. To cope with this problem, we provide the intelligent decision model to allow instant order based mill routing decisions. Data mining techniques of decision trees and neural networks. which are more popular in marketing and financial applications, are used to develop the model. Through diverse computational trials with the industrial data from the steel company. we have reported that the performance of the proposed approach is effective compared to the present heuristic only mill routing results. Various issues of data mining techniques application to the mill routing problems having linear programming characteristics are also discussed.

• Asia pacific journal of information systems
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• 제25권1호
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• pp.83-97
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• 2015

Recently, the exhibition industry has developed rapidly with the development of information technologies. Most exhibitors in an exhibition plan and deploy many events that may provide advantages to visitors as a method of effective promotion. The growth and propagation of wireless technologies is a powerful marketing tool for exhibitors. However, exhibitors still rely on domain experts who are costly and time consuming because of the manual knowledge input procedure. Moreover, it is prone to biases and errors and not suitable for managing fast-growing and tremendous amounts of data that far exceed a human's ability to comprehend. To overcome these problems, data mining technology may be a great alternative, but it needs to be fit to each exhibition. This study uses data mining technology with the Predictive Model Markup Language (PMML) to suggest a system that supports intelligent services and that improves stakeholder satisfaction. This system provides advantages to the exhibitor, show organizer, and system designer, and is first enhanced by integrating data mining technologies through the knowledge of exhibition experts. Second, using the PMML, the system can automate the process of applying data mining models to solve real-time processing problems in the exhibition environment.

• 복식문화연구
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• 제26권6호
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• pp.872-887
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• 2018

This study aims to identify the differences between Korean and Chinese and males and females in terms of female image preferences. The survey was conducted for 1 month targeting male and female Korean and Chinese subjects. Among the 350 completed questionnaires, 309 were used for analysis. For the analysis, 11 female images were chosen based on theoretical study, then a t-test and a paired t-test were carried out using SPSS 19.0. The results of this study are as follows: First, differences in female image preferences were observed to depend on nationality and gender. Koreans prefer urban images while Chinese prefer cute, intelligent, and sexy images. Second, males prefer innocent or sexy images, while females prefer sophisticated images. Third, Korean males prefer innocent, active, sophisticated, gentle, cute, sexy, urban, natural, intelligent, spectacular, and neutral images in order. Chinese males prefer gentle, innocent, sexy, active, sophisticated, intelligent, cute, natural, urban, spectacular, and neutral images in order. Fourth, Korean females prefer sophisticated, gentle, urban, natural, intelligent, innocent, active, sexy, cute, spectacular, and neutral images in order. Chines females prefer sophisticated, intelligent, cute, gentle, innocent, active, natural, sexy, urban, spectacular, and neutral images in order. Using these results, it will be possible to design marketing strategies for global consumers.

• 지능정보연구
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• 제9권1호
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• pp.179-193
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• 2003

군집화(clustering)는 주어진 객체들 중에서 유사한 것들을 몇몇의 집단으로 그룹화 하여 각 집단의 성격을 파악하는데, 실제적으로 각 객체가 유사한지 그렇지 않은지를 측정할 수 있는 도구가 필요하다. 기존의 군집화에서 객체간에 유사하다는 의미는 각 군집(cluster)안에 있는 객체들이 같은 속성 값이 많으면 많을수록 객체간에 유사성이 높아 유사도가 높은 객체끼리 군집을 이루게 된다는 것을 의미했다. 그 중에서도 범주형 속성을 갖는 군집화는 같은 속성 값이면 1, 서로 다르면 0으로 표현하여 유사성을 측정하는 방법이다. 제안된 알고리듬은 속성 값을 0과1로만 표현하는 것에 대한 문제점을 제시하고 서로 다른 속성이라도 속성간에 친밀한 관계가 있다는 개념을 도입하여 어느 정도 유사한 지를 보여준다. 같은 객체간에 같은 값을 갖는 속성이 하나로 없더라도 구해진 유사도에 의해 유사한 개체끼리는 하나의 군집이 될 수 있는 알고리듬을 만든 후 그 군집에 속해 있는 고객들의 니즈와 구매 선호도에 따라 적절한 타겟 마케팅(Target Marketing)을 할 수 있다.