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화장품 소비자의 차별화된 기호가치 소비 브랜드군에 대한 담론의 비교분석: 텍스트 마이닝을 중심으로

A Comparative Analysis on Discourse Reviews about Differentiated Semiotic Value Consumption Brand Groups in Cosmetics Consumers: Focusing on Text Mining

조윤재|송만석|임미주
한국피부과학연구원 (Korea Institute of Dermatological Sciences)|2024.06|아시안뷰티화장품학술지 (Asian Journal of Beauty and Cosmetology)|제22권 제2호|pp. 273-300

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키워드

유사도 분석기호가치 소비트라이그램 분석토픽 모델링 분석BERT 감성분석记号价值消耗，三元组分析，主题建模分析，相似度分析，BERT情感分析
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초록

목적: 본 연구는 저가색조화장품과 고가색조화장품 그리고 수입색조화장품으로 세분화된 이들 세분시장은 과연 차별화된 정체성으로 포지셔닝되어 있으며, 색조화장품 브랜드군 세분시장 간에는 어떠한 유사도와 차이점을 가지고 있을까?에 대한 의문으로 시작하였다. 방법: 본 연구를 수행하기 위해 Python version 3.10.6 프로그램을 이용하여 네이버 쇼핑몰의 색조화장품 카테고리에서 기호가치 소비한 소비자의 담론을 크롤링하였으며, 전처리 과정을 거쳐서 워드클라우드 분석, N-gram 분석, 토픽 모델링 분석, 유사도 분석, 그리고 감성분석을 시행하였다. 결과: 텍스트 마이닝 분석과정에서 많은 흥미로운 것을 발견하였는데, 그 중 하나는 혁신적 소비자들이 참여하는 짧은 시간내에 이루어지는 라이브 방송을 통해 구매하는 새로운 유통경로에 대한 발견과 저가색조화장품과 수입색조화장품 세분시장에서 휴리스틱스적인 결과는 다르나 유사한 담론의 패턴을 사용하고 있었으며, 세분화된 각 세분시장은 차별화된 포지셔닝을 가지고 있는 것으로 나타났다. 결론: 비교 연구 대상인 기호가치 소비한 저가 화장품, 고가 화장품, 수입 화장품의 색조 화장품 이용 소비자 그룹은 각기 다른 정체성을 가지고 있어 브랜드 세분시장과 포지셔닝이 다르며 소비자들의 선택 속성 또한 다르기 때문에 국내 색조 화장품 산업의 방향성을 제시하는 동시에 마케팅 전략에 활용할 이론적 기초자료를 제공할 수 있으며, 각 비교 연구 군에서 얻게 되는 연구 결과에 따라 색조 화장품 브랜드 세분시장 별 시장경쟁력 강화를 위한 경영전략 및 마케팅 전략에 폭넓은 실무적 시사점을 제시할 수 있을 것이다.

Abstract

Purpose: This study began by investigating the similarities and differences among segmented markets within the color cosmetics industry, which are subdivided into low-cost color, high-priced, and imported color cosmetics, positioned as differentiated identities, and what are the similarities and differences between the segmented markets of the color cosmetics brand group. Methods: To perform this study, we used Python version 3.10.6 to crawl discourse from attracting value-driven consumers in the color cosmetics category on Naver Shopping Mall. After that, we completed the pre-processing steps and then conducted Word Cloud analysis, N-gram analysis, Topic Modeling analysis, Similarity analysis, and Sentiment analysis. Results: The text mining analysis showed several interesting findings. Notably, we found a new distribution channel where innovative consumers make purchases through live broadcasts performed within a short period. Furthermore, the analysis indicated that while low-priced and imported color cosmetics submarkets showed different logical results, they utilized similar discourse patterns. Furthermore, each segmented submarket was observed to possess a distinct positioning strategy. Conclusion: The consumer groups that utilized the taste value, the subject of comparative analysis, and used the low-cost, high-value, and imported color cosmetics have different identities. Consequently, the market segmentation and positioning of these brands differ, and consumer preferences vary. This allows us to outline the direction of the domestic color cosmetics industry and provide basic theoretical materials for marketing strategies. According to the research results obtained from each comparative research group, it will be possible to present a wide range of practical implications for management and marketing strategies to strengthen the market competitiveness of color cosmetics brand segments.

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