최근 들어서 정보통신기술 자체뿐만 사물인터넷(IoT)을 활용한 비즈니스가 빠르게 확대되고 있다. 일반적으로 사물인터넷 중에서 웨어러블 디바이스는 고객을 대상으로 활용된 분야 중 가장 선도적인 적용분야로 인식되고 있다. 본 연구는 먼저 웨어러블 디바이스의 대표적 응용분야인 활동량 측정기에 대해서 고객의 니즈를 파악하고, 이를 잘 알려진 마케팅 믹스(제품, 가격, 유통, 촉진)와 연계시킨다. 이를 위해서 대학생들을 대상으로 서베이가 수행되었으며, 활동량 측정기의 현재 및 잠재된 니즈를 밝혔다. 또한 이러한 니즈는 마케팅 믹스에 의해서 분류되었다. 활동량 측정기는 다른 정보통신기기와는 달리 잠재된 욕구가 많았으며, 의료기기적 특성으로 인해 유통채널 등도 온라인, 대리점이 아닌 신뢰성을 보장할 직영점이나 오프라인 매장의 선호도가 크다. 본 연구결과는 일반 사물인터넷으로서 활동량 측정기뿐 아니라 웨어러블 디바이스를 개발하려는 개발자와 경영층에게 디자인요소에 관한 새로운 시사점을 제공할 것이다.
최근 들어서 정보통신기술 자체뿐만 사물인터넷(IoT)을 활용한 비즈니스가 빠르게 확대되고 있다. 일반적으로 사물인터넷 중에서 웨어러블 디바이스는 고객을 대상으로 활용된 분야 중 가장 선도적인 적용분야로 인식되고 있다. 본 연구는 먼저 웨어러블 디바이스의 대표적 응용분야인 활동량 측정기에 대해서 고객의 니즈를 파악하고, 이를 잘 알려진 마케팅 믹스(제품, 가격, 유통, 촉진)와 연계시킨다. 이를 위해서 대학생들을 대상으로 서베이가 수행되었으며, 활동량 측정기의 현재 및 잠재된 니즈를 밝혔다. 또한 이러한 니즈는 마케팅 믹스에 의해서 분류되었다. 활동량 측정기는 다른 정보통신기기와는 달리 잠재된 욕구가 많았으며, 의료기기적 특성으로 인해 유통채널 등도 온라인, 대리점이 아닌 신뢰성을 보장할 직영점이나 오프라인 매장의 선호도가 크다. 본 연구결과는 일반 사물인터넷으로서 활동량 측정기뿐 아니라 웨어러블 디바이스를 개발하려는 개발자와 경영층에게 디자인요소에 관한 새로운 시사점을 제공할 것이다.
IoT (Internet of Things) is recently burgeoning as business applications as well as ICT itself. Among the business applications of IoT, wearable devices are recognized as a leading area of customer devices. This research first identifies customer needs of activity trackers (fitness trackers), as one...
IoT (Internet of Things) is recently burgeoning as business applications as well as ICT itself. Among the business applications of IoT, wearable devices are recognized as a leading area of customer devices. This research first identifies customer needs of activity trackers (fitness trackers), as one of representative wearable devices, and mapping the identified needs with the well-known marketing model of marketing mix (4 P's: Product, Price, Promotion, and Place). Survey was applied to university students for identifying current and potential needs for activity trackers. The needs were classified by 4 P's, and according to the results, different from other IT devices, activity trackers has more potential needs. Moreover, reliable distribution channels, offline and company owned shops were preferred, rather than online shopping mall by third parties. The results would provide some valuable implications to not only designers of activity trackers but also business management.
IoT (Internet of Things) is recently burgeoning as business applications as well as ICT itself. Among the business applications of IoT, wearable devices are recognized as a leading area of customer devices. This research first identifies customer needs of activity trackers (fitness trackers), as one of representative wearable devices, and mapping the identified needs with the well-known marketing model of marketing mix (4 P's: Product, Price, Promotion, and Place). Survey was applied to university students for identifying current and potential needs for activity trackers. The needs were classified by 4 P's, and according to the results, different from other IT devices, activity trackers has more potential needs. Moreover, reliable distribution channels, offline and company owned shops were preferred, rather than online shopping mall by third parties. The results would provide some valuable implications to not only designers of activity trackers but also business management.
* AI 자동 식별 결과로 적합하지 않은 문장이 있을 수 있으니, 이용에 유의하시기 바랍니다.
문제 정의
Some characteristics above mentioned are used to link with product, price and place of Marketing Mix. The research is to identify functions that the customers (users) need (expect), and acceptable and maximum prices they can pay for activity trackers. Moreover, the research examines the channels that customers (users) want to purchase them in.
The research provides extended perspectives to designers of activity trackers. The research identified potential needs of activity trackers, in traditional marketing models, and differences from other electronic divices are explained.
제안 방법
The research first introduced the two; the concept of marketing mix of 4P’s, and the characteristics of activity trackers as wearable devices, leading application of IoT.
The research provides extended perspectives to designers of activity trackers. The research identified potential needs of activity trackers, in traditional marketing models, and differences from other electronic divices are explained. Most respondents are more familiar with smart watches than activity trackers, and they want to purchase those in authentic dealers, design characteristics except uniqueness were not significantly different between male and female.
The research purpose is to identify consumer needs (the first item of NTER) of activity trackers, and to link the needs to Marketing Mix of 4 P’s (Product, Price, Promotion, and Place) of activity trackers, specifically focused on the first 3 items.
대상 데이터
All of the respondents are complete and used for statistical analysis (N=105) by SPPS. Among 105 respondents, while 56 are male, 49 are female.
The research purpose is to identify consumer needs (the first item of NTER) of activity trackers, and to link the needs to Marketing Mix of 4 P’s (Product, Price, Promotion, and Place) of activity trackers, specifically focused on the first 3 items. For this research, survey was conducted to the university students in Korea.
For this research, the survey was conducted to the university students who use smart phones. Activity trackers are relatively new product in Korea (seem to be in the introduction stage of the PLC), and university students are proper sample to this research, because they should be the first potential purchaser, and smart phones are the representative comparable devices of activity trackers.
The survey was conducted through on-line. Total of 105 students are participated. All of the respondents are complete and used for statistical analysis (N=105) by SPPS.
데이터처리
In order to identify whether significant difference exists by gender. ANOVA and MANOVA were applied by SPSS. Statistical analyses, specifically ANOVA, were conducted to identify the difference by gender on each of functions and design.
참고문헌 (9)
The Gartner, IT Glossary, http://blogs.gartner.com/it-glossary/internet-of-things/ Accessed on Sep. 22, 2014.
Libelium, 50 Sensor Applications for a Smarter World, http://www.libelium.com/top_50_iot_sensor_applications_ranking/ Accessed on Sep. 22, 2014.
D. K. Kim, "Trend and Insight on Wearable Devices," Broadcast and Communication Policy, Vol. 25, No. 21, KISDI, pp. 1-26, 2013.
S. Keller "Wearable Tech" BloombergBusinessweek, March, 15, 2013. http://images.businessweek.com/slideshows/2013-03-15/wearable-tech. Accessed on Sep. 22, 2014.
K. D. Kwon, "Emergence of Wearable Devices and their Success Conditions and," SERI Management Notes, May 24, 2013.
D. Needham, Business for Higher Awards. Oxford, England: Heinemann. , 1996. accessdate requiresurl(help)
Best Fitness Tracker Reviews, http://www.bestfitnesstrackerreviews.com/comparison-chart.html, Accessed on Sep. 23, 2015.
BusinessDictionary, http://www.businessdictionary.com/definition/marketingmix.html accessed on Sep. 23, 2014.
H. J. Min, "Wearable Devices? A Series of Attacks by Chinese Companies" http://news.inews24.com/php/news_view.php?g_serial852225&g_menu020800&rrfnv Accessed on Sep. 30, 2014.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.