슬라이드 1hompi.sogang.ac.kr/jinhwakim/csm/Case_… · PPT file · Web view ·...
Transcript of 슬라이드 1hompi.sogang.ac.kr/jinhwakim/csm/Case_… · PPT file · Web view ·...
IT CRM
Online searching channel according to the characters
I. Background
II. Purpose
III.Research Model
IV.Analysis
V. Implication
Content
Background about the our project
We live in information world… There are a lot of information in the Internet. The Internet has greatly influenced on the information searching and information acquisition process. And this Internet has influenced the customer’s behaviors.
So, to attract the customers, the company must know the character of product according to the customer characters. And then the company must know the searching methods in the web according to the customer’s characters.
Purpose about the our project
What we want to know…
- Each customer that has different character considers the different character of product.
- Each customer uses the different online information searching channel according to the character of product.
“When the customer buys the PC,
1. Brand Homepage
2. Knowledge searching in portal site
3. Community4. Pricing
comparing site
Online Information Searching Channel
1. Introvert2. Extrovert3. Sensual4. Rational
Customer (Student)characters
1. Price2. Design3. Technology
Productcharacters
We analyzed the association rules about each factor.
Research Model
(1) About the Student character (Extrovert, Introvert, Sensual, Rational)
(2) About the Product character (Price, Design, Technology)
(3) About the Online searching Channels
ex.I like more considering a lot of thinking before some action.
When you choose some product, how to find some information about product?
① Brand Homepage (ex. www.sony.co.kr) ② Knowledge searching in portal site (ex. Never, Google) ③ Community (ex. Cyworld Clubs) ④ Pricing comparing site (ex. www.danawa.com)
ex.The most important thing is the price when I buy some product.
Questionnaire
VARIABLEs content (meaning)
Customer Characters
Introvert
Intovert1 not introvertIntovert2
Intovert3 middleIntovert4
Intovert5 very introvert
Extrovert
Extrover1 not extrovertExtrover2
Extrover3 middleExtrover4
Extrover5 very extrovert
Rational
Rational1 not rationalRational2
Rational3 middleRational4
Rational5 very rational
Sensual
Sensual1 not sensualSensual2
Sensual3 middleSensual4
Sensual5 very sensual
Variables
“Variables about
customer characters”
Variables
VARIABLEs content(meaning)
Product CharactersPrice
DesignTechnology
Product Searching Channel
Channel1 Brand homepageChannel2 Portal siteChannel3 CommunityChannel4 Price comparing siteChannel5 Others
“Variables about product characters and product searching
channel ”
Analysis - methods
The object of Survey - Sogang University student
We used data mining tool (Decision tree)
The collection of Survey - 60 data (from 11.20 to 11.27)
Decision tree with SPSS Clementine (SPSS Clementine data mining solution enables organization to gain deeper
insight into every aspect of business and shows some rules for decision making.)
Analysis – Decision Tree
Decision Tree : SPSS Clementine
In SPSS Clementine, we just divide customer characters into 1) Extrovert or Introvert and 2) Sensual or Rational
Analysis – Decision Tree
Decision Tree : SPSS Clementine
Analysis – Decision Tree
Decision Tree : SPSS Clementine
X1
X2-1
Customer CharacterIntrovert Extrovert
Sensual Rational
X3-2X3-1 X3-3
DesignPrice Technology
Channel 4 Channel 2 Channel 1
X1-0 X1-1
Channel 3
X2-0
43.3% 11.7% 33% 10%
Result
Any kind of person who is particular about price only choose price comparison website.
All kinds of people are particular about design and choose the portal, community site and price comparison site.
A sensual person shows a dual character in choosing product.
: Technology->brand homepage. : Design->community website An introvert is sissy on design and chooses price
comparison website. An extrovert and rational are sissy about design
and choose community website.
Implication
- Findings
We suggest the following :- develop the product blog page and link it along
with price comparison website to brand homepage- blog page caters the needs of customers who are
for design which has maximum weightage.- cooperate with some company, like yahoo, google,
to get more information about customer ,like age, job, MSN, favorites, and then identify the customers by introvert, extrovert, rational, and sensual and send our products they may like.