A Methodology of Market Segmentation Using Customer’s Surfing and Buying History on the Internet Shopping Malls
블랙죠
다운로드
소개글
MS-Word로 작성한 자료입니다. 텍스트 파일과 그림 파일 둘을 zip으로 묶었습니다.목차
1. INTRODUCTION2. MARKET SEGMENTATION AND ELECTRONIC MARKETS
2.1 Market Segmentation
2.2 Benefit Segmentation
2.3 Market Segmentation in the Electronic Marketplace
3. A METHODOLOGY OF BENEFIT SEGMENTATION
4. CONCLUSIONS
본문내용
Lots of shopping malls continue to search for a competitive advantage in an increasingly tight market in the electronic marketplace. Market segmentation is considered to be one of important strategies for competitive advantage because of its capability to manage customers. There are three types of information that might be used for segmentation in the Internet shopping malls, which are customer’s profile, surfing and buying history. We suggest a methodology of benefit segmentation using customer’s surfing and buying history. Traditional market segmentation methodologies based only on customer’s profile fail to utilize abundant information that customer’s surfing and buying history give about his/her preference. Our methodology consists of four steps: 1) analysis of product web pages, 2) data preparation, 3) estimation and its interpretation, 4) development of marketing mix. Our methodology is to give a useful guideline to the Internet shopping malls for market segmentation.참고 자료
[1] T.Liang and J.Huang, “The empirical study on consumer acceptance of products in electronic markets: Transaction cost model,” Decision Support Systems, vol. 24, pp.29-43, 1998.[2] J.D.Wells, W.L.Fuerst, and J.Choobinceh, “Managing information technology (IT) for one to one customer interaction,” Information & Management, vol. 35, pp. 53-62, 1999.
[3] Y.Wind, “Issues and advances in segmentation research,” Journal of Marketing Research, vol. 15, pp. 317-337, 1978.
[4] P.Kotler and G. Armstrong, Principles of Marketing, 8th ed. Prentice Hall, 1998, pp.194-230.
[5] R.Arunkundram and A.Sundararajan, “An economic analysis of electronic secondary markets: Installed base, technology, durability and frim profitability,” Decision Support Systems, vol. 24, pp. 3-16, 1998.
[6] R.T.Moriarty and D.J.Reibenstein, “Benefit segmentation in industrial markets,” Journal of Business Research, vol. 14, pp.463-486, 1986.
[7] M.Wedel, Jan-Benedict, and E.M.Steenkamp, “A clusterwise regression method for simultaneous fuzzy market structuring and benefit segmentation,” Journal of Marketing Research, pp. 385-396, Nov. 1991.
[8] R.I.Haley, “Benefit segmentation: A decision-oriented research tool,” Journal of Marketing, vol. 32, pp. 30-35, Jul. 1968.
[9] R.J.Calantone and A.G.Sawyer, “The stability of benefit segmentation,” Journal of Marketing Research, vol.15, pp.395-404, Aug. 1978.
[10] W.Smith, “Product differentiation and market segmentation as alternative marketing strategies,” Journal of Marketing, vol. 21, pp. 3-8, Jul. 1956.
[11] P.E.Green and W.S.Desarbo, “Componential segmentation in the analysis of consumer trade-offs,” Journal of Marketing, vol. 43, pp. 83-91, Fall 1979.
[12] D.L.Hoffman and T.P.Novak, “Marketing in hypermedia computer-mediated environments: Conceptual foundations,” Journal of Marketing, vol. 60, pp. 50-68, Jul. 1996.
[13] M.C.Angelides, “Implementing the internet for business: A global marketing opportunity,” International Journal of Information Management, vol. 17, no. 6, pp. 405-419, 1997.
[14] P.E.Green and V.Srinivasan, “Conjoint analysis in consumer research: Issues and outlook,” Journal of Consumer Research, vol. 5, pp. 103-123, Sep. 1978.
[15] W.Kamakura, “A least squares procedure for benefit segmentation with conjoint experiments,” Journal of Marketing Research, vol. 25, pp. 157-167, May 1998.
[16] G.W.Kirkwood and R.K.Sarin, “Ranking with partial information: A method and an application,” Opera<font color=aaaaff>..</font>
압축파일 내 파일목록
FULL.doc
Tab&Fig.doc
Tab&Fig.doc