고객 Data 분석과 AHP 결합 기법기반의 스타마케팅 효과 증대를 위한 광고모델 캐스팅 방법

• 영문명: A Casting Method of an Advertising Model to Improve the Effect of Star Marketing based on the Combined Customer Data Analysis and AHP Approach
• 발행기관: 한국산업경영시스템학회
• 저자명: 김병무 서광규
• 간행물 정보: 『한국산업경영시스템학회 학술대회』2010년 추계학술대회 논문집, 1~6쪽, 전체 6쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2010.11.30

영문 초록

Today many successful star marketing cases constantly represented in many companies, so star marketing has become significant. Although star marketing brings a lot of business opportunities for companies, the results are not always positive effects. The purpose of this study is to provide a mechanism to select an advertising model casting for star marketing. This study uses the combined customer data analysis and AHP approach to choose a adequate an advertising model such as internet search engine, news searched words, customer survey, etc. And then AHP technique is applied to the five chosen candidates based on their salary, awareness, issues, continuous possibility and connection to product's concept. As a result, the proposed method will guide a good casting method to select an suitable advertising model and improve the effects of star marketing. how it improves the effect of star marketing.

목차

1. 서론

2. 이론적 배경 / 관련 연구

3. 스타마케팅을 위한 광고모델 Casting 선정방법

4. 스타마케팅 Casting 최적 선택 방법

5. 결론

키워드

Stat Marketing Casting Advertising Model Customer Data Analysis AHP