국제마케팅 분석을 위한 뉴럴네트웍의 응용

• 영문명: Applications of Neural Networks for International Marketing Analysis
• 발행기관: 건국대학교 경제경영연구소
• 저자명: 남경두(Kyung Doo Nam)
• 간행물 정보: 『상경연구』제21권, 173~189쪽, 전체 17쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 1996.08.15

영문 초록

In the fiercely competitive global marketplace of the 1990s, nothing is more powerful than information or knowledge about customers’ individual practices and preferences. Accordingly, international marketers are collecting mountains of data to forecast marketing requirements ; the search is on for social, economic, and consumer trends within specific international markets. Given that good information is the key to effective marketing decisions, the international marketer with better information will surely have a competitive advantage. The purpose of this paper is to demonstrate the potential of neural networks(NNs) for international marketing analysis. Neural networks are computer-based simulations of living nervous systems which simulate the intuition and judgement necessary for unstructured decision problems faced by top-level international marketing managers. Some potential applications of neural networks to international marketing are discussed. Also, the potential of using neural networks in lieu of traditional statistical methods in forecasting airline passenger traffic is explored. Neural networks offer great potential for improvements in solving a host of marketing problems, particularly problems characterized by “fuzzy” data such as many problems faced in the global marketplace. A few considerations that have proved useful in international marketing analysis are presented. First, neural networks require great quantities of historical data for learning. So, be certain to have enough data on hand to satisfy NN requirements. Second, use the neural networks to solve those problems for which they are best adapted. Generally, the neural networks perform well when no theoretical model or underlying mathematical function which can be easily determined is available. Finally, competitive-minded international markets will find neural networks, an excellent alternative to traditional statistical techniques for the many real-world problems to which NNs apply.

목차

Ⅰ. 서론

Ⅱ. 뉴럴네트웍

Ⅲ. 국제마케팅 분석을 위한 뉴럴네트웍의 응용

Ⅳ. 국제항공기 탑승객 수요 예측을 위한 뉴럴네트웍의 응용

Ⅴ. 결론

참고문헌

SUMMARY