效率的인 인터넷廣告活動에 관한 實證的 硏究 : 人口統計變數에 따른 市場細分化方案을 中心으로 = (A) empirical study on the internet advertising regarding segmentation

다국어 초록 (Multilingual Abstract)

This study is to investigate the meaning, goals, and the benefits of Internet World Web in business organizations' adoption into marketing fields. In line with telecommunications ＆ computer technology improvement and global economic environment, business trends are to be changed from 'push' and 'pull' to customer orientation. In this information age, companies compete in the two fields; physical world and virtual world. According to the value of information in this age, cyberspace now has unique economic values, so business organizations need to be redesigned to meet the age of information superhighway ahead. Therefor, cybermarketing is required in most fields of business today. With this background, companies examine effective ways of their internet marketing activities. Internet World Wide Web with its real-time interactivity and multimedia capabilities have mutual benefits companies and customers.
Companies running their own Web servers can lead the edge of corporate image, improve service for current customers, expect market expansion, lower communication costs and distribute information globally. Also target marketing and micro marketing should be active rather than passive, it brings business return if the quality of information and products are appropriate. Web improves business productivity and sales ＆ marketing promotion, and also reduces direct support efforts for pre-sales activities. It also enables firms to sharpen their focus on strategic growth opportunities. With continued commitment to web service, business organizations are able to accelerate business growth, improve profitability.
This study is to increase the efficiency of Internet Advertising. There are so many ways. Especially, this study emphasizes on the segmentation of Internet Users because Internet World Wide Web is wide area and We can't measure about the efficiency of Advertising. This study uses the Demographic variables on the basis of segmentation because this standard is important and easy to measure. Usually, human being has a specific character along the demographic variables. Therefore, they visit the different Web Cites. When a company launches their advertising, PR and home page, It needs the objective criteria on the measurement of advertising effectiveness.
Segmentation is the first step of the marketing strategy. Therefore, it is an important since we can commence the targeting and positioning. Still, internet has so many problems on it's measurement of advertising effectiveness because it is at the earlier stage. Using the Demographic variables of Internet users, we can segment the market and measure the advertising effectiveness.
The results show, internet users visit the different web cites according to their demographic characteristics. This results go against general understanding on the issue.
According to the results of this study, internet users are young and highly educated men. If the users are so segmented as the results revealed, than using internet, especially link pages, as a new medium will increase advertising effectiveness for products, services and home pages. For the good results first of all, the faster transmission is needed because advertising takes an effectiveness by interesting graphics. Up to this point, texts advertising is better than pictures. Therefore, advertisers give more efforts on advertising with the form of texts. Advertisers need more consideration on the design and sentence of the texts in order to increase the traffic of users.

목차 (Table of Contents)

• 目次 = ⅰ
• 第1章 序論 = 1
• 第1節 硏究의 背景과 目的 = 1
• 第2節 硏究의 方法과 構成 = 3
• 第2章 인터넷과 市場細分化戰略에 관한 理論的 考察 = 5
• 第1節 인터넷의 槪念 = 5
• 1. 인터넷(Internet)의 定義와 構成 = 5
• 2. 인터넷의 誕生과 發展 = 7
• 3. 인터넷 使用現況 = 9
• 4. 인터넷의 서비스와 有用性 = 12
• 第2節 市場細分化의 槪念 = 13
• 1. 市場細分化의 定義 = 13
• 2. 細分市場 確認과 糾明 = 15
• 3. 市場細分化 戰略 = 15
• 4. 效果的인 市場細分化 要件 = 16
• 第3章 인터넷 廣告의 槪念과 효율성 = 18
• 第1節 인터넷 廣告의 槪念 = 18
• 1. 인터넷 廣告의 定義 = 18
• 2. 인터넷廣告 效果測定의 方法과 問題點 = 18
• 3. 인터넷 廣告의 差別的 特性 = 23
• 4. 인터넷 廣告 및 弘報方法 = 25
• 第2節 旣存 廣告媒體와 區別되는 Internet廣告 = 27
• 1. Internet廣告의 特徵 = 27
• 2. 인터넷을 이용한 마케팅活動의 意味 = 30
• 3. 인터넷을 活用한 企業의 사이버마케팅 活動 = 33
• 第3節 인터넷廣告에 있어 市場細分化를 통한 目標市場選定의 必要性 = 37
• 1. 인터넷 使用者를 對象으로 한 市場細分化의 必要性 = 37
• 2. 사이버스페이스에서의 타겟에어리어의 設定 = 39
• 第4章 實證的 硏究 = 42
• 第1節 硏究의 設計 = 42
• 1. 硏究模型의 設計 = 42
• 2. 硏究課題 = 42
• 3. 測定을 위한 設問紙 構成 = 43
• 4. 調査의 設計 = 44
• 第2節 分析結果 = 47
• 1. 인터넷使用者들의 인터넷 使用目的과 주요 檢索 웹사이트分野 = 47
• 2. 年齡에 따른 인터넷使用者들의 인터넷 使用目的과 주요 檢索 웹사이타分野 = 53
• 3. 性別에 따른 인터넷使用者들의 인터넷 使用目的과 주요 檢索 웹사이트分野 = = 59
• 4. 學力에 따른 인터넷使用者들의 인터넷 使用目的과 주요 檢索 웹사이트分野 = = 63
• 5. 職業에 따른 인터넷使用者들의 인터넷 使用目的과 주요 檢索 웹사이트分野 = = 68
• 6. 分析結果에 대한 活用方案 = 73
• 第5章 結論 및 硏究의 限界 = 76
• 第1節 結論과 示事點 = 76
• 1. 結論 및 要約 = 76
• 2. 우리 나라의 인터넷마케팅에 대한 본 硏究結果의 示事點 = 77
• 第2節 硏究의 限界 및 硏究課題 = 78
• 參考文獻 = 79
• ABSTRACT = 83
• (附錄) = 1