인터랙티브 전시 환경에서 개인화 마케팅 서비스를 위한 모바일 프레임워크 설계 (Designing Mobile Framework for Intelligent Personalized Marketing Service in Interactive Exhibition Space)

서지정보

· 발행기관 : 한국지능정보시스템학회
· 수록지 정보 : 지능정보연구 / 18권 / 1호 / 59 ~ 69페이지
· 저자명 : 배종환, 소수환, 최이권

초록

기존의 전시환경에서 전시 참여업체는 처음에 작성된 개인 정보를 사용하여 모든 관람객에게 동일한 마케팅 정보를 전달하게 된다. 즉, 전시 관람객의 선호도나 반응의 변화에 따른 적절한 대비가 어렵고 개인 별 선호 취향에 따른 개별 대응이 힘들다. 관람객 개개인에게 차별화된 맞춤형 서비스를 제공하기 위해서는 관람객 개개인의 의도를 인지할 수 있어야 하고, 그 인지된 정보를 기준으로 해서 선별적인 서비스를 제공해야 한다.
본 논문에서는 전시 공간에서 관람객 개개인의 선호도와 상황을 인식하고, 인식된 정보를 기반으로 하여 관람객 개인별로 가장 적합한 전시 참가 업체의 마케팅 정보나 부스 정보를 관람객이 소유한 스마트 폰을 통해 제공 하며, 전시 공간에 설치되어 있는 인터랙션이 가능한 디바이스들과 전시 관람객 개개인이 소지하고 있는 스마트 폰 간의 인터랙션 서비스를 제공하기 위한 모바일 프레임 워크를 설계하였다.

영어초록

As exhibition industry, which is a part of 17 new growth engines of the government, is related to other industries such as tourism, transportation and financial industries. So it has a significant ripple effect on other industries. Exhibition is a knowledge‐intensive, eco‐friendly and high value‐added In- dustry. Over 13,000 exhibitions are held every year around the world which contributes to getting foreign currency. Exhibition industry is closely related with culture and tourism and could be utilized as local and national development strategies and improve national brand image as well. Many countries try various efforts to invigorate exhibition industry by arranging related laws and support system. In Korea, more than 200 exhibitions are being held every year, but only 2~3 exhibitions are hosted with over 400 exhibitors and except these exhibitions most exhibitions have few foreign exhibitors. The main reason of weakness of domestic trade show is that there are no agencies managing exhibition‐related statistics and there is no specific and reliable evaluation. This might cause impossibility of providing buyer or seller with reliable data, poor growth of exhibitions in terms of quality and thus service quality of trade shows cannot be improved.
Hosting a lot of visitors (Public/Buyer/Exhibitor) is very crucial to the development of domestic exhibition industry. In order to attract many visitors, service quality of exhibition and visitor’s satisfaction should be enhanced. For this purpose, a variety of real‐time customized services through digital media and the services for creating new customers and retaining existing customers should be provided.
In addition, by providing visitors with personalized information services they could manage their time and space efficiently avoiding the complexity of exhibition space. Exhibition industry can have competitiveness and industrial foundation through building up exhibition‐related statistics, creating new information and enhancing research ability.
Therefore, this paper deals with customized service with visitor’s smart‐phone at the exhibition space and designing mobile framework which enables exhibition devices to interact with other devices. Mobile server framework is composed of three different systems; multi‐server interaction, server, client, display device. By making knowledge pool of exhibition environment, the accumulated data for each visitor can be provided as personalized service. In addition, based on the reaction of visitors each of all information is utilized as customized information and so the cyclic chain structure is designed.
Multiple interaction server is designed to have functions of event handling, interaction process between exhibition device and visitor’s smart‐phone and data management. Client is an application processed by visitor’s smart‐phone and could be driven on a variety of platforms. Client functions as interface representing customized service for individual visitors and event input and output for si- multaneous participation. Exhibition device consists of display system to show visitors contents and information, interaction input‐output system to receive event from visitors and input toward action and finally the control system to connect above two systems.
The proposed mobile framework in this paper provides individual visitors with customized and active services using their information profile and advanced Knowledge. In addition, user participation service is suggested as well by using interaction connection system between server, client, and exhibition devices. Suggested mobile framework is a technology which could be applied to culture industry such as performance, show and exhibition. Thus, this builds up the foundation to improve visitor’s partici- pation in exhibition and bring about development of exhibition industry by raising visitor’s interest.

참고자료

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