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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.
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.