• 한국의류학회지
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• 제27권3_4호
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• pp.322-332
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• 2003

The purpose of this study was to segment the consumer market for women's street clothes based on benefit sought. The sample was taken from 1106 middle class women who were in their 30's-40's living in Gwangju city. Consumers were classified into three groups by honest sought. The groups were practical benefit seeking group(36.7%), multi-benefit seeking group(32.6%) and symbolic/aesthetic benefit seeking group(30.7%). ANOVA, $\chi$$^2$-test revealed differences among groups according to benefit sought, use of information sources, purchasing behavior variables and demographic variables As a result of comparison for two market segmentations, benefit segmentation was proven to be more useful than segmentations using clothes image preference. But there were differences in psychological variables and demographic variables among the same benefit segments. Therefore hybrid approach on segmentation using clothes images preferences and benefit sought is neccesary.

• 응용통계연구
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• 제20권1호
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• pp.23-38
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• 2007

세분화는 크게 목적변수의 유무에 따라 분석방법이 달라지게 된다. 본 논문은 특수법인의 경영지표를 바탕으로 목적변수가 존재하지 않을 경우의 세분화를 통해 전략방향을 도출하는 사례 연구를 제안하고자 한다. 군집분석을 통한 세분화의 경우, 많은 변수를 사용하여 분류를 하게 되면 군집별 특성화가 어렵게 된다. 따라서 군집의 특성을 잘 반영할 수 있는 대표적 요인변수를 요인분석을 통해 추출하고 이 대표요인을 바탕으로 2단계 군집분석을 통한 세분화를 고려하였다. 이를 통해 총 6개의 세분화 군집을 도출하고 각 군집 별 강점요인을 강화하고 약점요인을 보완하는 방향으로 전략방향을 설정하여 제안하고자 한다.

• 한국도서관정보학회지
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• 제38권3호
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• pp.277-296
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• 2007

본 연구는 기록관의 정보서비스에 마케팅 전략이 도입될 필요가 있다는 것을 제언하기 위한 것이다. 특히 현대의 기업 마케팅 전략으로 사용되고 있는 표적 마케팅은 고객만족을 위한 시장세분화를 기반으로 이루어지는데, 기록관이 이용자 요구에 부합하는 서비스를 계획하고 개발하여, 이용자 집단에 촉진시키기 위하여 표적마케팅의 시장세분화 전략이 도입될 필요가 있다. 본 연구는 기록관이 이용자를 세분하기 위하여 인구통계적 변수와 지리적 변순 심리적 변수 및 이용변수(이용목적, 조사의도, 질문유형, 지식수준, 관심주제, 이용빈도)를 활용하고, 이들 변수를 활용한 세분화를 위하여 기록이용자에 대한 데이터를 적극적으로 수집할 필요가 있음을 제언하였다.

• 산업경영시스템학회지
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• 제19권40호
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• pp.187-201
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• 1996

Market segmentation is the act of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes. For the selection of target markets which is the first stage for the development of international market, international market segmentation should be preceded and objective criteria(variables) for the markets segmentation are necessory. Criteria of international market segmentation for passenger car are constituted with consumer characteristics, characteristics of consumer response, manufacturer characteristics and environment. Criteria of consumer characteristics include geographic variables(nation), G.N.P per capita and so on, criteria of characteristics of consumer response contain the number of possessed car, the number of registered car, the number of imported car and the number of possessed car per 1,000 persons.

• 한국품질경영학회:학술대회논문집
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• 한국품질경영학회 2004년도 품질경영모델을 통한 가치 창출
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• pp.573-575
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• 2004

This study presents a new customer segmentation method based on features that can predict the customer's buying behavior. In this method, we consider all variables that can affect the customer's buying behavior including demographics, psychographics, technographics, transaction pattern-related variables, etc. We define several features which are the combination of variables with the interaction effect by using C5.0, use SOM (Self-Organizing Map) neural networks in odor to extract the feature's patterns and classify, and then make features' rules using C5.0 far the prediction of customer buying behavior

• 한국경영과학회:학술대회논문집
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• 대한산업공학회/한국경영과학회 2004년도 춘계공동학술대회 논문집
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• pp.343-346
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• 2004

The purpose of our research is to identify the critical variables and to develop a new methodology for market segmentation of online game market. Our research tested the model with Korean online game users because Korean online game industry is the frontier of global online game industries. Conclusively, the critical variables are the suitability of feedback, the reality of design, the precision of information and the involvement of virtual community. The analysis of segmentation shows that the primary target audiences are positively influenced by the reality of design and the involvement of virtual community. To attract the primary target audiences, online game companies should develop strategies depending on the effectiveness of the variables and the demographic and behavioral characteristics of target audiences.

• 아태비즈니스연구
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• 제14권1호
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• pp.411-426
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• 2023

Purpose - The purpose of this study was to explore and diagnose the characteristics and behavioural patterns of rural tourists after COVID-19 using decision tree analysis to classify and identify key segmentation groups. Design/methodology/approach - The CHAID algorithm was used as the analysis technique for the decision tree. The explanatory variables used in the analysis of each decision tree model were demographic variables and rural tourism usage behaviour and perception variables, and the target variables were the preferences of rural tourists' activities after COVID-19. From the Rural Tourism 2020 survey data, 614 samples with rural tourism experience were extracted and used in the analysis. Findings - The variables that significantly explained the preference for each type of rural tourism activity after COVID-19 were rural tourism safety perception, repeated visits to the region, rural tourism priority activity, rural tourism accommodation experience, gender, age group, marital status, occupation, and education level. Among them, rural tourism safety perception was the most important explanatory variable in each analysis model. Research implications or Originality - Overall, to promote rural tourism, it is necessary to enhance the safety image of rural tourism, strengthen loyalty programs for repeat visitors, and develop customized products that reflect the preferred trends of rural tourism.

• 산업경영시스템학회지
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• 제3권3호
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• pp.67-74
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• 1980

The importance of market segmentation for success in marketing new products cannot be overemphasized. The benefits of new product segmentation are many, particularly when the proper conditions for product segmentation are met. The markets for the new product can be segmented according to demographic, geographic, psychological, and product-related variables and the use of market grids. To be ultimately useful in the successful marketing of the new product, the segmentations must be of sufficient size, related to the firm's capabilities, and quantifiable.

• 한국시뮬레이션학회논문지
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• 제24권4호
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• pp.97-106
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• 2015

시장세분화를 위해 일반변수와 트랜잭션 기반 변수를 동시에 사용하는 하이브리드 방법이 널리 사용되고 있지만, 하이브리드 방법에는 일반변수의 기준에 따라 정확하게 세분화가 되지 않는 문제점이 존재한다. 본 연구에서는 이러한 문제점을 해결함과 동시에 상품 정보를 이용한 네트워크 분석을 활용하는 새로운 시장세분화 방법을 개발하는 것을 목표로 한다. QAP 상관관계분석을 이용하여 상품네트워크의 유사도를 계산하는 새로운 시장세분화 방법은 일반 변수 기준으로 시장을 명확하게 세분화하고, 상품 정보를 기반으로 하여 세분화된 집단 간의 구매패턴을 효과적으로 비교할 수 있도록 하는 장점을 갖고 있다. 본 연구를 통해 개발된 상품구매정보를 활용한 네트워크 기반 시장세분화 방법의 활용 가능성과 성과를 입증하기 위해 실제 운영중인 온라인 쇼핑몰의 고객정보와 상품구매정보를 수집하여 시장세분화 방법의 절차를 설명하고 결과를 제시한다. 본 연구에서 제안된 시장세분화방법은 기본적인 고객정보 및 상품구매정보를 이용하여 상품구매패턴이 유사한 고객 집단을 인구통계학적인 일반변수 기준으로 세분화할 수 있기 때문에 대다수의 온 오프라인 유통업체에서 폭넓은 활용이 가능할 것으로 기대된다.

• Journal of the Korean Data and Information Science Society
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• 제19권2호
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• pp.609-620
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• 2008

There may be several parallel equipments having the same function in a multi-stage manufacturing process, which affect the product quality differently and have significant differences in defect rate. The product quality may depend on what equipments it has been processed as well as what process variable values it has. Applying one model ignoring the presence of different equipments may distort the prediction of defect rate and the identification of important quality variables affecting the defect rate. We propose a procedure for data segmentation when constructing models for predicting the defect rate or for identifying major process variables influencing product quality. The proposed procedure is based on the principal component analysis and the analysis of variance, which demonstrates a better performance in predicting defect rate through a case study with a PDP manufacturing process.