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학술지 An Empirical Analysis on a Predictive Method of Systematic Segmentation in Volatile High-Tech Markets
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저자
신용희, 전효리, 최문기, 한억수, 정성영
발행일
201304
출처
ETRI Journal, v.35 no.2, pp.321-331
ISSN
1225-6463
출판사
한국전자통신연구원 (ETRI)
DOI
https://dx.doi.org/10.4218/etrij.13.0112.0251
협약과제
12PI1900, 차세대 응용플랫폼을 위한 대용량 WDM-PON시스템 개발, 이상수
초록
High-tech markets are unpredictable owing to rapid technology innovation, diverse customer needs, high competition, and other elements. Many scholars have attempted to explain the uncertainty in high-tech markets using their own various approaches. However, sufficiently clear ways to predict diverse changes and trends in hightech markets have yet to be presented. Thus, this paper proposes a new approach model, that is, systematic market segmentation, to give more accurate information. Using an empirical dataset from the mobile handset market in the Republic of Korea, we conduct our research model consisting of three steps. First, we categorize nine basic segments. Second, we test the stability of these segments. Finally, we profile the characteristics of the customers and products. We conclude that the approach is able to offer more diagnostic information to both practitioners and scholars. It is expected to provide rich information for an appropriate marketing mix in practice. © 2013 ETRI.
키워드
High-tech market, Market stability, Mobile handset market, Predictive method, Systematic market segmentation
KSP 제안 키워드
Customer needs, Empirical analysis, Market segmentation, Marketing Mix, New approach, Predictive methods, Republic of Korea, Various approaches, high-tech, mobile handset, technology innovation