마케팅에서 Network 연구를 위한 탐색적 고찰
An Exploratory Study for Network Research on Marketing
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본 연구에서는 소비자들간의 커뮤니케이션을 통한 정보확산이라는 측면에서 소비자 네트워크 구조의 특성과 그 구조내에서 각 소비자들의 역할적 특성을 파악함으로써 마케팅에서의 네트워크 연구의 적용을 탐색적으로 고찰하고자 하였다. 연구과제 1은 정보확산이라는 측면에서 소비자들이 형성하고 있는 네트워크 구조의 특성이 마케팅적으로 어떻게 적용될 수 있는지를 파악하는 것이며, 연구과제 2는 소비자들이 형성하고 있는 네트워크 구조내에서 각 소비자들이 소비자간 구전의 확산이나 제품의 확산에 어떤 역할을 할 수 있는지를 파악하는 것이다. 또한 연구과제 3은 소비자간 관계적 정보를 토대로 서로 밀접하게 연결되어 있는 소비자 군집들을 확인하는 방법론을 제시함으로써 네트워크 정보에 근거한 시장 세분화의 새로운 접근법을 제시하는 것이다. 이를 분석하기위해 연구과제 1에서는 군집계수(clustering coefficient), 경로 길이(path length), 그리고 밀도(density)를 지표로 사용하였으며, 연구과제 2에서는 매개중앙성(betweenness centrality)과 연결정도 중앙성(degree centrality)을 사용하였고, 연구과제 3에서는 선분의 매개성(edge betweenness)을 사용하였다. 연구 결과, 고객 네트워크 구조 분석시 전체 네트워크로 파악하는 것에 비해 군집화하는 것은 네트워크의 형태와 구성원들의 수의 측면에서 나타나는 다양한 특성을 보다 명확하게 살펴볼 수 있었으며, 네트워크내의 정보 확산을 파악하기에도 효율적인 것으로 나타났다. 또한 네트워크 구조의 특성을 분석한 결과 전체 네트워크 및 각 세분화된 네트워크별로 특정 정보가 확산될 때 거쳐야 하는 단계의 수가 서로 상이하며 경로길이가 짧고 군집계수와 밀도가 높은 세분 네트워크가 정보확산에 효율적임을 파악할 수 있었다. 마지막으로 네트워크내 개인적 특성을 분석한 결과 각 네트워크 별로 중요한 고객이 누구이며 그들은 네트워크에서 큰 영향력을 나타내고 있음을 알 수 있었다. 이상의 연구결과를 통해 마케팅에서 네트워크연구가 가지는 시사점을 도출하였으며, 한계점도 제시하였다.
Abstract
If we can group customers based on their relationship strength with other customers, In this study, we attempt to explore how we can apply the concept and measures of social network theory to the context of marketing. The current IT technology and broad internet usage have made companies enable to gather information on the relationship data among their customers. Knowledge on customer relationship can provide marketers a new breakthrough for their marketing strategy in terms of identifying effective targeting approach, identifying influential customers, and identifying effective launching strategy and communication strategy. In particular, we suggest in this study three important ways we can apply the social network approach in the context of marketing. First, if we can understand the structural properties of the social network of customers, we can determine which customer target is the more effective in terms of spreading word-of-mouth or as a seeding target for a new product launch. Thus, the first research issue is to study the network structural properties of various target segments and identify a more effective target for the spread of word-of-mouth or for the diffusion of new products. Second, if we understand who are central customers in their social network, we can identify those influential customers in the target segment. We borrow the centrality measures from social network literature in order to identify the key customers whose social power may have other customers around them to follow their behaviors. It is vital for successful marketing strategy to Identify the central figures in customer's social network. Third, we suggest a new segmentation approach based on the network relationship structure. If we can group customers based on their relationship strength with other customers, we can uncover the latent clusters of customer groups in terms of their network structure. In other words, customers can be grouped into sub-communities with which they are densely connected and across which they are loosely connected. This new approach of customer segmentation will provide marketers an insight of how they target groups of customers in launching a new product or in spreading word-of-mouth in the market.
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