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로그파일 분석을 통한 온라인 시장 다단계요율 의사결정에 관한 연구
곽영식(Youngsik Kwak),이윤경(Yunkyung Lee),홍재원(Jaewon Hong) 한국정보기술학회 2007 한국정보기술학회논문지 Vol.5 No.3
This research objective is to determine the optimal price break points for n-block tariff, because comparing non-linear pricing with uniform pricing on the basis of profit, n-block tariff outperforms two-part tariff, all unit discount price schedule, and uniform pricing. Although the merits of non-linear pricing are well documented, the attempt to practice the non-linear pricing in online market has been relatively rare. The researchers found that log file analysis using mixture model can be the feasible methodology for determining the optimal number of n-block tariff and identifying the optimal segmentation criteria. We demonstrate the feasibility and the superiority of the mixture model by applying it to the log file of a stock company.
곽영식(Youngsik Kwak),홍재원(Jaewon Hong),남용식(Yongsik Nam) 한국컴퓨터정보학회 2018 韓國컴퓨터情報學會論文誌 Vol.23 No.12
The purpose of this study is to empirically measure the consumer response to mobile phone price changes in small and medium cities that have been alienated from Chinese marketing research. To do this, we measured price response through consumer survey based on conjoint analysis. The results of this study are as follows. First, it show a typical pattern in which the part-worth decreases as the price increases. This suggests that there is room for improvement in profitability through pricing strategy for small and medium cities. Second, the decrease of the utility value according to the price increase was different for each city. This implies that difference of price response by city should be used strategically when planning price tactics. This study has contributed to understanding the expansion of research subjects from large cities to small cities and the price response phenomenon of small cities. And it will provide basic data on price response to mobile phone marketers of small and medium cities.
mixture model을 이용한 온라인 선물옵션거래수수료 책정사례
곽영식(Youngsik Kwak),홍재원(Jaewon Hong),이윤경(Yunkyung Lee) 한국정보기술학회 2004 Proceedings of KIIT Conference Vol.2004 No.-
이 연구는 한국의 어느 증권사가 온라인상의 선물옵션 거래정보를 이용하여 가격책정을 시도한 사례를 보고 하고 있다. 이 사례는 mixture model을 통한 가격책정을 시도한다는 특정이 있다. 이 방법론을 통해 온라인상의 log file을 기반으로 한 1)새로운 가격부여단위의 개발, 2)새로운 가격체계 의 개발과정이 손쉽게 이루어짐을 알 수 있다. 이 사례는 학술적으로는 가격책정방식 중 비선형가격책정(non-linear pricing) 중 다단계요율 (n-block tariff) 실행을 위한 의사결정문제 중 ‘몇 단계의 가격요율을 제시할 것인가□□에 대한 최적단계 수 의사결정과 □□어느 변수를 기준으로 다단계요율을 적용할 것인가□□에 대한 최적 시장세분화 변수선택 의사결정(가격부여단위)을 위한 규범적인 틀을 제공할 수 있음을 이론적으로 확인하였다. 실무적으로는 온라인고객의 행태분석에 mixture model을 적용함으로써, 고객이 원하는 새로운 가격 부여단위를 개발해 냈다는데 있다. This research objective is to determine the optimal price break points for n-block tariff, because comparing non-linear pricing with uniform pricing on the basis of profit, n-block tariff outperforms two-part tariff, all unit discount price schedule, and uniform pricing. Although the merits of non-linear pricing are well documented, the attempt to practice the non-linear pricing in Korean stock industry has been relatively rare. The researchers found that mixture model can be the feasible methodology for determining the optimal number of n-block tariff and identifying the optimal segmentation criteria. We demonstrate the feasibility and the superiority of the mixture model by applying it to the log file of a stock company.
중국 B2C 온라인 핸드폰판매량의 명절효과에 대한 연구
곽영식(Youngsik Kwak),홍재원(Jaewon Hong),남용식(Yongsik Nam),남윤정(Yoonjung Nam) 한국컴퓨터정보학회 2019 韓國컴퓨터情報學會論文誌 Vol.24 No.6
The purpose of this study is to demonstrate empirically whether replacement intervals of mobile phones sold in China online B2C are influenced by purchase points such as holidays. If there is a holiday effect, it is expected that the product replacement interval or interpurchase interval will be short compared to the usual one at holiday time. In order to verify this positively, at TMall, one of the largest B2C sites in China, we explored 5,132 replacement cycle intervals and the point of purchase at which one of the sales records of an agent dealing with all multinational mobile phones had minimum two purchase records. As a result, there was a buyer who had shorter replacement period than usual in holiday season. There was no statistically significant difference in the intervals of interchange between holidays. Based on the results, it was found that the mobile phone vendors were aware that purchasing was occurring due to the holiday.
건강검진 일반수가 비선형가격체계간 이익비교에 관한 연구
곽영식 ( Young Sik Kwak ),백수경 ( Soo Kyung Paik ),윤경재 ( Kyung Jae Yoon ) 한국보건행정학회 2008 보건행정학회지 Vol.18 No.3
Nonlinear pricing abounds in practice because it is a potentially powerful pricing method to explore consumer surplus. The various forms of nonlinear pricing are feasible within a given industry. In this context, it is important for manufacturers and retailers to understand which nonlinear pricing scheme is appropriate to apply in their specific situation and which nonlinear pricing schedule is the most profitable in their market situation. Although the merits of nonlinear pricing are well documented, the attempt to apply nonlinear pricing in medical service has been relatively rare. The researcher aims to try to full this gap by applying a practice-oriented simulation model to health examination data. We compare the sales volumes among nonlinear pricing scheme such as n-block tariff, two-part tariff, and uniform pricing. We found that n-block tariff outperforms two-part tariff and uniform pricing.
중국 모바일영화예약 시스템과 application 구현 및 활용
곽영식(Young sik Kwak),남윤정(Yoon jung Nam) 한국창업학회 2013 한국창업학회 Conferences Vol.2013 No.1
This case study is to introduce a Mobile Movie Reservation System (MMRS) and its internal system developed by a theater company which operates 17 theaters in China. Through this case study, from a business perspective, components or subsystems within the movie reservation system can be identified. Further, reservation information by individual and segment level can be collected through this reservation system and put into a database. Then, through mixture modeling, a list of recommended film contents that a mobile phone user would most likely to reserve is shown on the application user interface. From an academic point of view, post-hoc segmentation has taken center stage, but in the film industry, mixture modeling, which is rarely used in practice, is being used. Especially, the output example in fuzzy clustering algorithm by mixture modeling in MMRS shows the probability of when, where, and which movie a potential moviegoer choosing movies.
개발업자 시각의 중국 쇼핑몰 유인력 결정모델에 관한 연구
곽영식(Young sik Kwak),남용식(Yong sik Nam) 한국창업학회 2013 한국창업학회 Conferences Vol.2013 No.1
This study aims to explore the factors that determine the attractiveness of shopping mall locations for developers, from the perspective of those who want to open shopping malls in China, and to evaluate the relative importance of these factors. It also aims to establish a decision model of shopping mall attractiveness. The measurement variables for shopping mall attractiveness decision models from a developer’s perspective discussed in the literature review may be summarized as location, store, customer price fit, and mall image. Location was classified into tertiary trade area and proxi0mity. Four different measurement variables such as anchor store, tenant mix, number of stores, and size of shopping mall were used for stores. Shopping mall image was determined by the experience module of product, presentation, publication, and properties. The researchers applied this model tofour shopping mall in Beijing. Through the AHP analysis, the researchers found that the relative importance of the variables was in the following descending order: “store attractiveness”(0.339) > “goodness-of-fit between target market customers and prices” (0.287)> “shopping mall image” (0.212) > “location” (0.161).