KR20150055654A

KR20150055654A - Method for Questionnaire and Target-Marketing Service

Info

Publication number: KR20150055654A
Application number: KR1020130137598A
Authority: KR
Inventors: 김준
Original assignee: 컴퍼니에스에스(주)
Priority date: 2013-11-13
Filing date: 2013-11-13
Publication date: 2015-05-22

Abstract

The present invention relates to a method and apparatus for conducting a survey on various goods or services, including cultural contents to be sold or provided by a client, and conducting a marketing by selecting a target person based on the results of the survey, Research, and how to integrate target marketing. According to the present invention, a survey of contents, products, or services provided by a client is performed, and at the same time, the target of marketing is selected based on the results of the survey, Can be performed.

Description

Field of the Invention [0001] The present invention relates to a method of analyzing questionnaires and target marketing using a computer system connected to a communication network interworking with a plurality of user terminals,

The present invention relates to a survey method and a method for integrating target marketing to perform target marketing by reflecting a tendency of a demand survey subject identified as a survey response with the subject of a demand survey as a category of a marketing target person.

Conventional online survey methods use a plurality of user computers and a survey system connected by a network such as the Internet. According to the request from the survey client, the questionnaire system generates a questionnaire including the questionnaire item in the form of an e-mail or the like, and transmits the questionnaire to the panel or the questionnaire respondent. The results of the questionnaire responses provided by the survey respondents are received by the system, and the survey system analyzes the results of the questionnaire responses and generates a final survey report to be provided to the survey client.

These online surveys have the advantage of being able to conduct surveys promptly and inexpensively as compared with conventional offline surveys or telephone surveys. In order to grasp consumers' preferences for various goods and services or to use them as marketing materials It is widely used.

However, according to this conventional method, a survey client such as a company can only receive a survey result report from a survey system. Therefore, there is a disadvantage that it is troublesome to perform marketing / publicity separately according to the survey result.

SUMMARY OF THE INVENTION The present invention has been made to solve the problems of the prior art described above, and it is an object of the present invention to provide a content providing system, a content providing system, a content providing system, The purpose of this study is to provide survey method and target marketing integration method that enables effective target marketing by selecting marketing target based on the result and marketing.

According to another aspect of the present invention, there is provided a method of analyzing a questionnaire, comprising the steps of: accepting a survey request; selecting a panel matching the survey request by searching the database; transmitting the questionnaire contents to the selected panel terminal; A step of analyzing the content of the questionnaire response, a step of selecting a target person who meets the specific marketing content to be provided, and a target marketing step of transmitting the marketing information to the selected target person's terminal And how to integrate target marketing.

According to the present invention, a questionnaire is conducted on a content, a product, or a service to be sold or provided by a client, and a marketing target is selected based on a survey result based on a survey result, It is effective to carry out target marketing.

According to the method for integrating target marketing according to the present invention, the following effects can be obtained.

First, due to its characteristics, it will carry out cultural contents marketing based on analysis results of users' preference and inclination in a very wide range of cultural contents field. Therefore, various cultural contents including movie, performance, design, visual art, And it is possible to secure distinctive competitiveness in public relations. For example, it is possible to select, distribute and publicize on the basis of pre-demand predictions for movie distribution and screening works. In addition, high-demand musicians will be able to plan and publicize performances by identifying the types of performances. It is also possible to promote and promote the exhibition program for each target based on the demand for exhibition. In addition, it is possible to predict the demand for various education and workshops and customize the promotion of the target with demand, so that participation rate of education and workshop can be dramatically improved. It also facilitates the identification and promotion of customer needs for new design products.

Second, differentiation can be achieved by constructing a cloud funding site equipped with a target marketing system for various cultural contents (performance, exhibition, education, etc.). In other words, by establishing a cultural funding site for cultures and allowing users to use 'target marketing system', it can secure differentiated competitiveness in public relations.

Such a target marketing system can be sold to customers in various fields with a future royalties.

1 is a diagram illustrating a configuration of an overall system for performing a survey and target marketing integration method using a computer system connected to a communication network interworking with a plurality of user terminals according to the present invention,
FIG. 2 is a view illustrating a detailed configuration of a survey and marketing system of an overall system for performing a survey and a target marketing integration method using a computer system connected to a communication network interworking with a plurality of user terminals according to the present invention,
FIG. 3 is a flowchart illustrating steps of a survey and target marketing integration method using a computer system connected to a communication network interworking with a plurality of user terminals according to the present invention.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

FIG. 1 is a diagram illustrating a configuration of an overall system for performing a survey and target marketing integration method using a computer system connected to a communication network interworking with a plurality of user terminals according to the present invention.

As shown in FIG. 1, the survey and marketing system 20 receives a survey and a target marketing request from a user terminal of a client, performs a survey according to a predetermined procedure to provide a result, And is a kind of computer system that transmits marketing information related to the questionnaire survey to a terminal of a target marketing target person who meets a predetermined condition set by the client among the users.

The user terminal system 10 may be any type of communication means including a personal computer and capable of transmitting and receiving data. For example, the user terminal system 10 may be a smart phone, a notebook, a PDA (Personal Digital Assistant), a cellular phone, System, a hand-held PC, and the like.

2 is a diagram illustrating a detailed configuration of a questionnaire survey and marketing system of an overall system for performing a survey and a target marketing integration method using a computer system connected to a communication network interworking with a plurality of user terminals according to the present invention.

2, the survey and marketing system 20 according to the present invention is connected to a communication network 30 interworking with one or more user terminals 10 as described with reference to FIG. 1, A questionnaire response target person selecting unit 23 for selecting a questionnaire response target person according to the panel condition information requested by the client, and a user terminal 21 for storing the member information of the selected questionnaire response target person A questionnaire section 24 for collecting questionnaire response information about the questionnaire contents, a marketing object selecting section 25 for selecting a marketing object matching the marketing object selecting conditions provided by the client, And a marketing information transmission unit 26 for transmitting marketing information provided by the client to the terminal of the targeted marketing person. Of course, the control unit 31 for controlling the functions of the entire components may be additionally included.

In addition, a survey result analyzing unit 27 for analyzing a questionnaire response and generating a questionnaire result, and a marketing result analyzing unit 28 for generating a marketing result after transmitting the marketing information may be additionally included.

In the user database 21, personal information such as IDs, passwords, e-mail information, and mobile phone numbers of various members are stored similarly to a normal user DB.

The questionnaire response target person selection unit 23 searches the user database and automatically selects the questionnaire responding person, that is, the panel meeting the selection condition requested by the client. Survey response information The information included in the selection criteria may include one or more of the panel's gender, age, area, preference, education, and income information. For example, if you want to respond to a questionnaire of 1,000 people in your 20s who live in Seoul, you can search the user database and extract the corresponding panel. If the extracted panel exceeds the desired number, you can randomly select as many panels as necessary .

In addition, if the client can know the propensity information of the panel even if it is not specified otherwise, it may prefer to select a panel that would be interested in the goods or services related to the survey.

The surveying unit 24 extracts the terminal information of the selected panel and transmits the contents of the survey to the terminal. The terminal information of the panel may be, for example, an e-mail account, a mobile phone number, etc. The contents of the questionnaire may be converted into an e-mail form by SMTP or WAP protocol and transmitted to the mail server of the panel, And may be transmitted to the portable terminal of the panel using a short message system (SMS). Of course, SNS means including KakaoTalk, Facebook, etc. may be used in addition to the form of electronic mail and short message.

The content of the questionnaire is generic to the client, and may include advertising cues or pre-made advertising for a particular product, service, or company. That is, it may be composed of only survey items in text, or it may include advertisement cyan data or advertisement data implemented in a video on demand (VOD), a moving picture file, a flash, an image file and the like. That is, it may include a question item for confirming the liking or recognition of a specific commodity, a service, an advertisement or an advertisement, or a commodity or service related to an advertisement (advertisement).

The surveying unit 24 collects the questionnaire response information transmitted from the terminal of the panel, and stores the collected information in the questionnaire contents / response database 32 separately implemented from the user database.

In this case, the client can assign a weight to each question item in order to consider it later when selecting a marketing target person. In other words, it is possible to assign a high weight to the most important items in the selection of the marketing target among the various question items, and to give a low weight to the items that do not affect the marketing target selection.

Meanwhile, when a separate analysis is required to derive a survey result, the survey result analyzing unit 27 may be used to arbitrarily process and analyze the survey response contents, thereby generating a survey result of a form requested by the client.

The survey result analysis unit 27 can use statistical processing techniques used in statistics.

The marketing target applicant 25 automatically confirms the contents of the questionnaire and provides it when the client requests the questionnaire among the panels responded to the questionnaire, As a marketing target. The marketing target is basically a person who has a friendly feeling about the goods or services related to the survey or is expected to purchase or use the goods or services.

The criteria for the selection of the marketing subjects were analyzed by analyzing the questionnaire responses of one panel to determine whether the questionnaire response score reached a predetermined criterion, whether a positive answer was given to the specific questionnaire, whether it met the logical criterion of the questionnaire determined by the client Whether it can be.

For example, each question item has a weight (eg, 0 to 1) depending on its marketing relevance, 5 points if the most positive view is selected from the 5-way multiple choice view, 5 points if the most negative answer is selected An equal distance scale may be attached to give 1 point. Therefore, if the total number of questions is 10, the survey responses of the specific panel are analyzed and the panel can be selected as the marketing target for the total survey response score, for example, 30 points or more.

Of course, in this case, regardless of the questionnaire response score, if a negative answer to a specific question is excluded from the marketing object, or if the questionnaire response does not meet the logic criteria set by the client, . For example, if you have a negative answer to the most direct item in the selection of a marketing target, or if the answer to the postwar question is inconsistent and unreliable, or if there is a suspicion of obvious blindness or lack of logic (for example, The panel is registered as 50 housewives. When 20 age is selected in the question of age, etc.), no matter how high the questionnaire response score is, it can not be selected as the marketing target person.

The marketing information transmission unit 26 transmits predetermined marketing information to the terminal of the selected marketing target person. The transmission medium may be an electronic mail, a short message or a voice message, a direct mail, a facsimile, a prototype mail May be used, and if necessary, the client may select a desired marketing method.

Marketing information is usually a guide or a promotional material for a product or service related to a survey, but if necessary, the actual prototype of the product related to the survey, the advertising data related to the product or service, the discount coupon, Or a purchase or use coupon for the service.

3 is a flowchart illustrating an entire process of a survey and target marketing integration method using a computer system connected to a communication network interworking with a plurality of user terminals according to the present invention.

The subjects of all processes described below are all the questionnaire and marketing system according to the present invention.

First, a request for a survey and a questionnaire and a condition for selecting a panel (a questionnaire respondent) are received from the client terminal system (S1).

Thereafter, the user database is searched and a panel meeting the panel selection condition, for example, gender, age, area, royalties, etc., is selected as the subject of the questionnaire response, and information of the selected questionnaire response person, Mail address or telephone number (S2).

The contents of the questionnaire are transmitted to the terminal of the extracted questionnaire response person, and if there is a questionnaire response from the subject terminal, the questionnaire response is received and stored (S3). After the necessary number of survey response information is collected, the survey result data may be generated through analysis and statistics based on the collected survey response data, and the generated survey result data may be transmitted to the client terminal system.

Thereafter, the marketing object selection conditions transmitted from the client terminal are received (S4), the respective questionnaire responses are analyzed, and the marketing object matching the corresponding marketing object selection conditions is selected from the panel (S5).

After the marketing target person is selected, the system transmits the marketing information provided by the client to the selected marketing target person (S6). That is, it is possible to transmit marketing information in the form of e-mail and a message to a mail server or a portable terminal of a marketing target person, or to send a prototype product, a catalog, etc. to a marketing target person by mail or fax.

At this time, the marketing target person may be provided with a predetermined compensation such as discount discount, coupon, accumulation of points, and payment of game money.

Finally, the system generates a result report on the result of the marketing execution, for example, what kind of marketing has been performed to which user, and provides the result report to the client (S7).

According to the present invention having the above-described configuration, the " method of conducting survey and target marketing integration using a computer system connected to a communication network interworking with a plurality of user terminals "

A survey is conducted on the contents, goods or services that the client wants to sell or provide. At the same time, based on the results of the survey, the target person to be the target of the marketing is selected, There is an effect that can perform marketing.

Because cultural contents include a very wide area, there are various characteristics of users' preferences in each field. Therefore, cultural contents marketing is performed based on the results of user's preference and inclination analysis. Therefore, it is possible to secure differentiated competitiveness in producing, promoting and publicizing various cultural contents including movies, performances, design, visual arts and performances have. For example, it is possible to select, distribute and publicize on the basis of pre-demand predictions for movie distribution and screening works. In addition, high-demand musicians will be able to plan and publicize performances by identifying the types of performances. It is also possible to promote and promote the exhibition program for each target based on the demand for exhibition. In addition, it is possible to predict the demand for various education and workshops and customize the promotion of the target with demand, so that participation rate of education and workshop can be dramatically improved. It also facilitates the identification and promotion of customer needs for new design products.

According to the target marketing system of the present invention, a cloud funding site equipped with a target marketing system for various cultural contents (performance, exhibition, education, etc.) can be constructed to achieve differentiation. In other words, by establishing a cultural funding site for cultures and allowing users to use 'target marketing system', it can secure differentiated competitiveness in public relations.

Such a target marketing system may be expanded and improved in accordance with the demand of the customer in various fields in the future, so that it can be sold to customers in various fields.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed embodiments, but, on the contrary, And additions should be considered as falling within the scope of the claims of the present invention.

10 user terminal, 20 survey and marketing system, 30 communication network

Claims

Steps to accept a survey request:
Searching the database and selecting a panel corresponding to the survey request;
Transmitting a questionnaire content to a terminal of the selected panel, collecting and storing a questionnaire response to the questionnaire contents;
Analyzing the content of the questionnaire response and selecting a target person corresponding to the specific marketing content to be provided; And
And a target marketing step of transmitting the marketing information to a terminal of the selected target person.

The method according to claim 1,
Wherein the panel selection condition in the step of selecting the panel meeting the survey request is at least one of the gender, age, area, education level, income, and trend information of the panel.

The method according to claim 1,
The selection of the target person in the step of selecting the target person corresponding to the marketing content is performed by at least one of whether or not the questionnaire response score has reached a predetermined reference score and whether or not a positive answer has been given to the specified question item How to integrate survey and target marketing.

The method according to claim 1,
The marketing information transmitted to the terminal of the target person selected in the target marketing step may include at least one of a guide or a promotional material of the goods or services related to the survey, advertisement data related to the goods or services, discount coupons, Or more of the target market.

The method according to claim 1,
Wherein the questionnaire contents transmitted to the terminal of the panel selected in the questionnaire execution step include at least one of questionnaire items related to a specific product or service, advertisement cyan data, and advertisement data, .