Earticle

초록

영어

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.

목차

ABSTRACT
 1. 서론
 2. 선행연구
  2.1 국내 중소기업 마케팅 지원 관련 연구
  2.2 군집분석을 활용한 고객세분화 관련 연구
  2.3 고객만족과 사업성과 관련 연구
 3. 연구방법
 4. 실증분석 및 기업세분화 전략
  4.1 표본의 특성
  4.2 요인분석
  4.3 군집분석
  4.4 분산분석(ANOVA)
  4.5 지원성과 및 기술통계학적 군집 유형화
 5. 결론
 <참고문헌>

키워드

저자

• 이준호 [ 한양대학교 지식서비스연구소 ] 주저자
• 박광호 [ 한양대학교 경상대학 경영학부 ] 교신저자
• 김윤형 [ 한양대학교 지식서비스연구소 ] 공동저자
• 최요한 [ 한양대학교 지식서비스연구소 ] 공동저자

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  한국경영정보학회 정기 학술대회 [KMIS Conference]

• 간기

  반년간

• 수록기간

  1990~2025

• 십진분류

  KDC 325 DDC 658