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Establishment of Marketing Strategy for Online Shopping Mall through Customer Cluster Analysis KCI 등재

소비자 군집분석을 통한 온라인 쇼핑몰 마케팅 전략 수립

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한국산업경영시스템학회지 (Journal of Society of Korea Industrial and Systems Engineering)
한국산업경영시스템학회 (Society of Korea Industrial and Systems Engineering)
초록

This study aims to establish an online shopping mall marketing strategy based on big data analysis methods. The customer cluster analysis method was utilized to analyze customer purchase patterns and segment them into customer groups with similar characteristics. Data was collected from orders placed over one year in 2023 at ‘Jeonbuk Saengsaeng Market’, the official online shopping mall for agricultural, fish, and livestock products of Jeonbuk Special Self-Governing Province. K-means clustering was conducted by creating variables such as ‘TotalPrice’ and ‘ElapsedDays’ for analysis. The study identified four customer groups, and their main characteristics. Furthermore, regions corresponding to customer groups were analyzed using pivot tables. This facilitated the proposal of a marketing strategy tailored to each group’s characteristics and the establishment of an efficient online shopping mall marketing strategy. This study is significant as it departs from the traditional reliance on the intuition of the person in charge to operate a shopping mall, instead establishing a shopping mall marketing strategy through objective and scientific big data analysis. The implementation of the marketing strategy outlined in this study is expected to enhance customer satisfaction and boost sales.

목차
1. 서 론
    1.1 연구배경 및 목적
    1.2 연구방법
2. 이론적 배경
    2.1 소비자 세분화의 중요성
    2.2 K-평균 군집분석의 개념 및 방법론
    2.3 선행연구 사례
3. 데이터 분석방법
    3.1 데이터 수집 및 전처리
    3.2 소비자 군집분석
    3.3 소비자 군집에 따른 지역 분석
4. 연구결과
    4.1 소비자 군집분석
    4.2 소비자 군집에 따른 지역 분석
5. 마케팅 전략 수립
    5.1 군집별 및 지역별 마케팅 전략
    5.2 소비자 설문조사
6. 결 론
Acknowledgment
References
저자
  • Seonghye Kim(Department of Management of Technology, Jeonbuk National University) | 김성혜 (전북대학교 융합기술경영학과)
  • Joonsoo Bae(Department of Management of Technology, Jeonbuk National University) | 배준수 (전북대학교 융합기술경영학과) Corresponding author