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전자상거래를 위한 인터넷 마케팅 분석시스템의 설계 및 구현

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Alternative Title
The Design and Implementation of an Internet Marketing Analysis System for Electronic Commerce
Abstract
인터넷의 급속한 성장과 더불어 전자 상거래의 규모가 커져가고 있다.사이버마켓에서 비지니스를 하려는 기업의 입장에서는 고객의 행태가 달라졌으므로 새로운 마케팅 패러다임의 도입이 불가피하다. 고객별로 개별화된 마케팅, 즉 1 대 1 마케팅(one-to-one marketing)이, 그 중 한 가지이다. 이것은 사이버마켓이라는 새로운 환경의 장점을 살리면서 기업의 경쟁력을 극대화할 수 있는 마케팅 방법으로 간주되고 있다. 이에 본 논문에서는 쇼핑몰 운영을 통해 축적된 데이터를 데이터 웨어하우스로 구축한 뒤, ROLAP도구를 통해서 1 대 1 마케팅에 필요한 정보를 분석해내고자 하였다. 이와 더불어, 고객의 특성을 정확히 파악하여 그들의 요구와 흥미에 부합하는 개인화된 정보나 상품, 그리고 서비스를 제공할 수 있는 인터넷 마케팅 분석 시스템 구현 모델을 제시하고자 한다.
The scale of electronic commerce is getting larger with the rapid development of the Internet. As the behavior of customers in the cybermarket is different from the one that is in the conventional market, it is necessary for companies to adopt a new marketing paradigm. The individually customized marketing - one-to -one marketing- is known as the way to maximize the core competence of the companies which are to take advantage of the new market environment - the cybermarket. In this paper, the followings are introduced :

(1) building a data warehouse of the accumulated data from a cyber shopping mall in use, (2) the analysis of this using a ROLAP tool, and (3) the implementation model of an Internet marketing analysis system to provide the customer-specific individualized marketing information about customers' informational need, products, and services corresponding to their demand and interest.
The scale of electronic commerce is getting larger with the rapid development of the Internet. As the behavior of customers in the cybermarket is different from the one that is in the conventional market, it is necessary for companies to adopt a new marketing paradigm. The individually customized marketing - one-to -one marketing- is known as the way to maximize the core competence of the companies which are to take advantage of the new market environment - the cybermarket. In this paper, the followings are introduced :

(1) building a data warehouse of the accumulated data from a cyber shopping mall in use, (2) the analysis of this using a ROLAP tool, and (3) the implementation model of an Internet marketing analysis system to provide the customer-specific individualized marketing information about customers' informational need, products, and services corresponding to their demand and interest.
Author(s)
남철기남중헌배재학
Issued Date
1999
Type
Research Laboratory
URI
http://oak.ulsan.ac.kr/handle/2021.oak/3944
http://ulsan.dcollection.net/jsp/common/DcLoOrgPer.jsp?sItemId=000002024716
Alternative Author(s)
Nam, Chul-KiNam, JoonheonBae, Jae-Hak
Publisher
공학연구논문집
Language
kor
Rights
울산대학교 저작물은 저작권에 의해 보호받습니다.
Citation Volume
30
Citation Number
1
Citation Start Page
351
Citation End Page
365
Appears in Collections:
Research Laboratory > Engineering Research
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