메뉴 건너뛰기
Library Notice
Institutional Access
If you certify, you can access the articles for free.
Check out your institutions.
ex)Hankuk University, Nuri Motors
Log in Register Help KOR
Subject
Humanities
General Humanities History Philosophy Religious Studies Linguistics and Literature Other Humanities
Social science
General Social Science Business Management Tourism Education Military Science Library and Information Science Law Sociology Journalism and Media Studies Psychological Science Political Science and Diplomacy Geography Public Administration Economics International Trade Anthropology Other Social Science
Natural science
General Natural Science Physics Biology Life Sciences Mathematics/Statistics Astronomy Earth Science Chemistry Other Natural Science
Engineering
General Engineering Architectural Engineering Mechanical Engineering Industrial Engineering Material/Energy Engineering Electrical and Electronic Engineering Marine and Ocean Engineering Chemical Engineering Computer Science Other Engineering
Medical science
General Medical Science Nursing Science Veterinary Pharmacy Traditional Korean Medicine Basic Medicine Clinical Medicine Other Medicine
Agriculture and Fishery
General Agriculture and Fishery Agriculture Fishery Science Food Science Forestry Animal Husbandry Marine Transportation Studies Other Agriculture and Fishery
Art and Kinesiology
General Arts Design Fine Arts Cosmetology Photography Music Fashion Kinesiology Performing Media Arts Other Arts and Kinesiology
Interdisciplinary Studies
Interdisciplinary Research Science and Technology Studies Brain and Cognitive Science Technology Policy Other Interdisciplinary Studies

KOR

A Study via Cluster Analysis on Strategy for Segmentation of SMEs under the Government Supportfor Online Marketing : Focusing on HIT500 Participating SMEs
Recommendations
Search
Questions

군집분석을 통한 중소기업 온라인 마케팅 지원 수혜기업의 세분화 전략에 관한 연구 : 창업기업 홍보마케팅 지원사업(HIT500) 참여기업 중심으로

논문 기본 정보

Type
Academic journal
Author
Joon-Ho Lee (한양대학교) Kwang-Ho Park (한양대학교)
Journal
Global e-Business Association The e-Business Studies Vol.13 No.4 KCI Accredited Journals
Published
2012.11
Pages
169 - 194 (26page)

Usage

cover
📌
Topic
본 연구는 '창업기업 홍보마케팅 지원사업(HIT500)'에 참여한 367개 중소기업의 군집 유형을 분류하고 세분화 전략을 제안한다.
📖
Background
연구는 중소기업의 경쟁력 강화 및 지원의 효율성을 높이기 위해 온라인 마케팅 지원의 효과를 분석하는 것을 목적으로 한다.
🔬
Method
367개 기업을 K-means 및 계층적 군집 분석을 통해 3개의 최적 군집으로 분류하고, 각 군집의 특성을 분석하여 맞춤형 전략을 제안하였다.
🏆
Result
초기 단계 기업이 온라인 마케팅 지원에서 높은 효과를 보였으며, 기업의 성장 단계에 따라 맞춤형 지원 전략의 필요성이 강조되었다.
A Study via Cluster Analysis on Strategy for Segmentation of SMEs under the Government Supportfor Online Marketing : Focusing on HIT500 Participating SMEs
Ask AI
Recommendations
Search
Questions

Abstract· Keywords

Report Errors
This study suggests by cluster analysis the strategy for cluster categorization and segmentation of 367 SMEs participating in HIT 500, a government support program for online marketing. By conducting Ward analysis, a hierarchical cluster analysis, and K-means analysis, a non-hierarchical cluster analysis, we found out the optimized number of clusters, 3, and for the 3 clusters, we conducted cross tabulation based on not only analysis of descriptive statistics but also analyses of the understanding of online marketing, applicability of online marketing, and improvement of product awareness, thereby suggesting the strategy for segmentation of SMEs for each cluster. As the result of the analysis, it was found that for beginning SMEs, the effect of online marketing support on the firms was large but for grown-up and mature SMEs, the effect of online marketing support was small. This result indicates that the firms in beginning phase are more in need of online marketing support than others, and for grown-up and mature SMEs, packaged support for both on and off-line marketing and support for opportunities to exploit new market are more necessary. The findings of this study would suggest a new direction for online marketing support program of government and it is expected that customized support would lead to the improvement of SMEs in their competitiveness and result in more efficient running of the online marketing support program.
#군집분석 #온라인마케팅 지원 #세분화 전략 #군집분류 #군집유형화 #Cluster Analysis #Cluster Categorization and Segmentation #Online Marketing Supporting Program #Strategy for Segmentation

AI Summary

Topic

본 연구는 '창업기업 홍보마케팅 지원사업(HIT500)'에 참여한 367개 중소기업의 군집 유형을 분류하고 세분화 전략을 제안한다.

Background

연구는 중소기업의 경쟁력 강화 및 지원의 효율성을 높이기 위해 온라인 마케팅 지원의 효과를 분석하는 것을 목적으로 한다.

Method

367개 기업을 K-means 및 계층적 군집 분석을 통해 3개의 최적 군집으로 분류하고, 각 군집의 특성을 분석하여 맞춤형 전략을 제안하였다.

Result

초기 단계 기업이 온라인 마케팅 지원에서 높은 효과를 보였으며, 기업의 성장 단계에 따라 맞춤형 지원 전략의 필요성이 강조되었다.

주요내용

Contents

초록
Ⅰ. 서론
Ⅱ. 선행연구
Ⅲ. 연구방법과 연구모형
Ⅳ. 실증분석 및 기업세분화 전략
Ⅴ. 결론
참고문헌
ABSTRACT

References (8)

Add References
강명주, 한치근. Forward Kinematics를 이용한 인체모델의 Workspace생성에 관한 연구. 한국정보과학회 학술발표논문집. 1994 dbpia 강주영, 김현구, 박상언. 협업 필터링 기반의 휴대폰 무선 서비스 추천을 위한 기지국 군집분석과 검증. 한국전자거래학회지. 2010 dbpia 문옥선, 전현모. 막걸리 구매 및 음용 동기에 따른 소비자 유형별 선택속성 중요도에 관한 연구. Culinary Science & Hospitality Research. 2011 dbpia 박광서, 안종석. 중소수출기업의 수출지원제도 활용에 관한 연구. 무역학회지. 2001 dbpia 손일락, 김연선. 맥주 프랜차이즈 전문점의 선택속성에 따른 시장세분화연구. 한국콘텐츠학회논문지. 2008 dbpia

Related Authors

Frequently Viewed Together

Market Segmentation on Recreational Forest Visitors by Cluster Analysis
Hyun-Kyu Shin ,  Hong-Chul Shin JOURNAL OF THE KOREA CONTENTS ASSOCIATION 2010 .03
An Analysis of the Environmental Concerns of 25 Nations Using Cluster Analysis - With Special Reference to South Korea, Taiwan, and Japan -
Myung-Gyu Song Journal of Environmental Policy and Administration 2014 .12
Analyzing the Combination Patterns of Viewing-Services for Network TV Contents - Based on 2-Step Cluster Analysis
Hyunwoo Lee ,  Hyungil Oh Korean Journal of Broadcasting and Telecommunication Studies 2013 .07
A Study on Brand Marketing Strategy of Family Venture Business : Case Study of Small and Medium Sized Company in Cheonan
Kyung-Mook Min ,  Kyu-Soo Ha ,  Sun-Young Pa Journal of Industrial Economics and Business 2008 .12
Charaterization of Cities in Seoul Metropolitan Area by Cluster Analysis
Song Min Kyung ,  Chang Hoon Journal of Korean Society for Geospatial Information Science 2010 .03

Recently viewed articles

The Effects of Restaurant Employees’ Supervisor Incivility on Job Engagement and Counterproductive Work Behavior in China
Fang Weiyu, Jun Jae KyoonThe Korean Data Analysis Society2022.10
 An Exploratory Study on Outcome Variable for Educational Serious Game
Clara Yoon, Hun ChoiThe Korea Contents Society2016.03

Comments(0)

0

Write first comments.

UCI(KEPA) : I410-ECN-0101-2014-326-000711595