KR102438057B1 - Marketing strategy provision system, marketing strategy provision method using oketing, and brand valuation program stored in recording medium - Google Patents

Abstract

A marketing strategy providing system according to an embodiment of the present invention is a marketing strategy providing system for providing a customized marketing strategy to an advertiser, a questionnaire about brand information for establishing a marketing strategy for the advertiser's brand and prepared for each industry questionnaire register to register; a questionnaire response collection unit for collecting responses to the questionnaire from the advertiser's terminal; a brand evaluation unit generating evaluation data of the brand based on the brand information collected from the response contents of the advertiser; and a strategy data providing unit that provides marketing strategy data for the brand prepared based on the brand information and the evaluation data acquired from the response content of the advertiser.

Description

Marketing strategy providing system using marketing strategy, marketing strategy providing method, and brand evaluation program stored in recording media

The present invention relates to marketing, and more particularly, to a marketing strategy providing system for providing a customized marketing strategy to an advertiser, a marketing strategy providing method, and a program stored in a recording medium.

As information and communication infrastructure such as the Internet and data communication expands, business using it is considered as the best investment item and has infinite potential.

Since the majority of customers obtain product information through this information and communication infrastructure, advertising and marketing through information and communication infrastructure is a new marketing area that can replace or supplement the existing offline media for business operators. Be in the spotlight.

1st Patent Document: Japanese Patent Publication No. 2010-517132 (2010.05.20.) 2nd Patent Document: Patent Publication No. 10-2010-0122186 (2010.11.22.) 3rd Patent Document: Patent Publication No. 10-2014-0115525 (2014.10.01.) 4th Patent Document: Japanese Patent Laid-Open No. 2002-132874 (2002.05.10.) 5th Patent Document: Patent Publication No. 10-2015-0098266 (2015.08.28.)

In the case of large corporations, since marketing specialists are resident, marketing strategies can be established by specialists for products or services sold by the company, but small individual entrepreneurs or SMEs have marketing specialists due to high costs. It is difficult to do this, and in most cases, a marketing strategy for one's own product or service is established using an external professional marketing company.

However, in order to establish a marketing strategy using an external professional company, several meetings are required to exchange information on the product/service of the marketing target with the expert of the external company, and it is difficult to proceed non-face-to-face.

In addition, in the case of establishing a marketing strategy using an external professional company, it is difficult to clearly grasp the revision contents and revision date in the process of deriving the final marketing strategy through several revisions.

In addition, there is a problem in that the establishment of a marketing strategy based on the personal knowledge and experience of a marketing expert is performed from a subjective point of view rather than an objective point of view on a product or service to be marketed.

The problem to be solved by the present invention is to solve the problems of the prior art described above, and it is possible to objectively evaluate a marketing target, to exchange opinions on the establishment of a marketing strategy through non-face-to-face, as well as to establish a strategy It is to provide a marketing strategy providing system, method, and program in which it is convenient to grasp the update content and date and time in the process, and it is easy to write a visual marketing strategy plan.

As a means for solving the above-described problems, the marketing strategy providing system according to an embodiment of the present invention is a marketing strategy providing system for providing a customized marketing strategy to advertisers, prepared by industry, and marketing for the advertiser's brand a questionnaire registration unit for registering a questionnaire on brand information for establishing a strategy; a questionnaire response collection unit for collecting responses to the questionnaire from the advertiser's terminal; a brand evaluation unit generating evaluation data of the brand based on the brand information collected from the response contents of the advertiser; and a strategy data providing unit that provides marketing strategy data for the brand prepared based on the brand information and the evaluation data acquired from the response content of the advertiser.

In one embodiment, the questionnaire, the advertiser's biography, award history, media reports, broadcast appearance and career information about the thesis; Main product/service information about the flagship product or service that you want to be highlighted through marketing; Competitor information about a competitor or target company that serves as a role model; Competitive point product or service information compared to competitors; Avoid advertisement information for unsolicited advertisements; Storytelling information including stories that triggered the advertiser to start a business among the advertiser's experiences and memorable stories during the business; And it may include a questionnaire item about merit information on the merits of the advertiser's product or service.

In one embodiment, the brand evaluation unit, a brand strategy index indicating the degree to which the brand of the advertiser has differentiation compared to other brands, a brand utilization index indicating the degree to which the existing marketing strategy of the brand is being utilized, a marketing expert's a brand preference data generation unit for generating brand preference data including a brand statistical index indicating statistics of preference for the brand, and a brand update index indicating a degree to which marketing and advertising of the brand are updated; It is easy for customers who have encountered the brand of the advertiser to access it through multiple access paths including blogs, cafes, images, videos, power links, news, places, mobile, homepages, YouTube, Twitter and Facebook about the brand. a brand navigation data generation unit that generates brand navigation data indicating a degree; a regional publicity score data generation unit for generating regional publicity score data indicating a degree of regional publicity of the brand based on a search result obtained by an advertiser searching for a plurality of target regions of the brand with a plurality of keywords; a continuous management point data generation unit for generating continuous management point data indicating a degree to which the brand's promotional activities for a plurality of media are continuously maintained; a competitor comparison analysis data generation unit that analyzes the advertiser's promotional activities of a plurality of competitors of the brand and generates competitor comparison analysis data indicating a relative degree of activity of the advertiser with respect to the competitor; an inflow statistical data generating unit for generating inflow statistical data including visitor statistics indicating the degree of inflow through the homepage and map of the advertiser regarding the brand and customer inquiry statistics through a plurality of media; and the generated brand preference data, the brand navigation data, the regional promotion score data, the continuous management score data, the competitor comparison analysis data, and the brand evaluation data including the inflow statistical data. It may include an evaluation score calculator that calculates a score.

In one embodiment, the evaluation score calculation unit, the brand preference data, the brand navigation data, the regional promotion score data, the continuous management score data, the competitor comparison analysis data, and the total score of the evaluation score of the inflow statistical data It is possible to determine the rating of the brand based on the.

In an embodiment, the marketing strategy data may include a business goal, name, flagship product and service, brand slogan, and brand strength strengthening strategy of the brand.

In an embodiment, the marketing strategy data may include, as a first step, a vision setting step of setting a final goal for the brand of an advertiser; As a second step, a goal setting step of setting a short-term goal in one month, a medium-term goal in one year, and a long-term goal in five years for the brand; As a third step, a name determination step of determining the name of the brand and the name of the detailed product/service; As a fourth step, a main product selection step of selecting a main product/service of the brand; As a fifth step, a competitor extraction step of extracting a competitor for the main product/service of the brand; As a sixth step, a positioning step of analyzing a market related to the main product/service of the brand and setting a target position of the brand; As a seventh step, a detailed strategy setting step of setting a market advantage strategy and an advantage strengthening strategy of the brand; As an eighth step, an entry barrier setting step of reviewing the introduction of a new system as an entry barrier for the brand of the advertiser, which is differentiated from the competitor's brand; As a ninth step, a story writing step of writing a story about the brand of the advertiser for use in marketing; As a tenth step, a slogan writing step of creating a marketing slogan for each of the brand and main product / service of the advertiser; As an eleventh step, a distribution step of distributing the draft marketing strategy derived in the first to tenth steps to a plurality of experts; As a twelfth step, a final marketing strategy for determining a final marketing strategy in which opinions collected from a plurality of experts on the draft marketing strategy distributed in step 11 are reflected in the draft marketing strategy derived in steps 1 to 10 confirmation phase; As a thirteenth step, an advertisement distribution step of distributing an advertisement created based on the final marketing strategy; As a 14th step, a verification advertisement material determination step of analyzing an advertisement effect of the distributed advertisement material and determining a verification advertisement material exhibiting an advertisement effect greater than or equal to a set threshold based on the analysis result of the advertisement effect; As a fifteenth step, an update step of providing an updated marketing strategy by reanalyzing the marketing strategy prepared based on the first to fourteenth steps at a predetermined period may be included.

In an embodiment, a log for the update date and time of the marketing strategy and the content of the update may be stored.

In one embodiment, it may further include a marketing strategy reflecting unit that converts the marketing strategy data into a marketing plan including a visual statistical graph, and reflects the contents of the converted marketing plan on the homepage related to the brand of the advertiser. .

As another means for solving the above problems, the marketing strategy providing method according to an embodiment of the present invention is a marketing strategy providing method performed by a marketing strategy providing system for providing a customized marketing strategy to an advertiser, a questionnaire registration step of registering a questionnaire on brand information to be created, and to establish a marketing strategy for the advertiser's brand; a questionnaire response collection step of collecting response contents to the questionnaire from the advertiser's terminal; a brand evaluation step of generating evaluation data of the brand based on the brand information collected from the response contents of the advertiser; and a strategy data providing step of providing marketing strategy data for the brand prepared based on the brand information and the evaluation data acquired from the response content of the advertiser.

As another means for solving the above problems, the program according to an embodiment of the present invention may be a program stored in a recording medium to perform the marketing strategy providing method by a computer.

According to an embodiment of the present invention, the advertiser's response to the questionnaire created by industry is collected, brand evaluation data is generated based on the collected response contents and brand information, and a marketing strategy written based on the generated evaluation data By providing the A system, method, and program for providing a marketing strategy that is easy to create may be provided.

1 illustrates a network connection structure of a marketing strategy providing system according to an embodiment of the present invention.
2 is a block diagram illustrating the configuration of a marketing strategy providing system according to an embodiment of the present invention.
3 is a block diagram illustrating a configuration of a brand evaluator according to an embodiment of the present invention.
4 is a flowchart illustrating a marketing strategy providing method by the marketing strategy providing system according to an embodiment of the present invention.
5 is a flowchart illustrating a detailed process of a brand evaluation step according to an embodiment of the present invention.

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

The terms used in the present invention have been selected as currently widely used general terms as possible while considering the functions in the present invention, but these may vary depending on the intention or precedent of a person skilled in the art, the emergence of new technology, and the like. In addition, in a specific case, there is a term arbitrarily selected by the applicant, and in this case, the meaning will be described in detail in the description of the corresponding invention. Therefore, the term used in the present invention should be defined based on the meaning of the term and the overall content of the present invention, rather than the name of a simple term.

In the entire specification, when a part "includes" a certain component, it means that other components may be further included, rather than excluding other components, unless otherwise stated. In addition, terms such as "... unit" and "module" described in the specification mean a unit that processes at least one function or operation, which may be implemented as hardware or software, or a combination of hardware and software. .

Oketing is a method of establishing a marketing strategy using 15 sequential steps invented by the inventor. Orketing is 15 steps of soul vision setting, action goal setting, statement declaration, environment setting, problem transplantation, positioning, detailed strategy, entry barrier, scenario, implication, communication distribution, final inspection, advertisement distribution, final improvement, and continuous inspection can establish a marketing strategy.

Hereinafter, with reference to the accompanying drawings, the embodiments of the present invention will be described in detail so that those skilled in the art can easily carry out the embodiments of the present invention. However, the present invention may be embodied in several different forms and is not limited to the embodiments described herein. And in order to clearly explain the present invention in the drawings, parts irrelevant to the description are omitted, and similar reference numerals are attached to similar parts throughout the specification.

1 illustrates a network connection structure of a marketing strategy providing system 100 according to an embodiment of the present invention.

Referring to FIG. 1 , the marketing strategy providing system 100 may be connected to a plurality of advertiser terminals 300A, 300B, and ??300N through a network. In addition, the marketing strategy providing system 100 may be provided with a plurality of web applications (200A, 200B, ??200N) corresponding to each advertiser.

The first advertiser terminal 300A may access the marketing strategy providing system 100 through the first web application 200A. The second advertiser terminal 300B may access the marketing strategy providing system 100 through the second web application 200B. The third advertiser terminal 300C may access the marketing strategy providing system 100 through the third web application 200B. The N-th advertiser terminal 300N may access the marketing strategy providing system 100 through the N-th web application 200N.

In the embodiment of Fig. 1, the marketing strategy providing system 100 is exemplified to include a plurality of web applications 200A, 200B, ??200N corresponding to each advertiser, but in another embodiment, the marketing strategy providing system 100 ) may be configured to have a plurality of mobile applications corresponding to each advertiser.

2 is a block diagram illustrating a configuration of a marketing strategy providing system 100 according to an embodiment of the present invention.

Referring to FIG. 2 , the marketing strategy providing system 100 includes a questionnaire registration unit 10 , a questionnaire response collection unit 20 , a brand evaluation unit 30 , a strategy data providing unit 40 , and a marketing strategy reflecting unit 50 . may include.

The questionnaire registration unit 10 may receive and register the questionnaire prepared by the expert. The questionnaire is a questionnaire about brand information for establishing a marketing strategy for the advertiser's brand. The questionnaire may be filled out differently for each industry. For example, since the brand information about the advertiser's brand is different if the industry is different, such as a hospital, hospital, law office/law firm, accounting office/accounting firm, etc., a marketing expert fills out a questionnaire suitable for each industry and registers the questionnaire (10 ) can be registered.

In one embodiment, the questionnaire includes (1) career information about the advertiser's biography, award history, media reports, broadcast appearances and thesis, (2) main product/service information about the main product or service that you want to be highlighted through marketing, (3) Competitor information about a competitor or target company serving as a role model, (4) Competitive point product or service information compared to competitors, (5) Avoid advertisement information about unwanted advertisements, (6) Among the experiences of the advertiser, the storytelling information including the story that triggered the advertiser to start the business and the memorable story during the business, (7) the advertiser's product or service merit information, etc. can

For example, when an advertiser operates a hospital and hospital industry, the questionnaire contains the director's biography (career, specialist, years of treatment, number of treatments, etc.), award history, media reports such as medical newspapers, and broadcasts on medical specialized channels. may include a questionnaire about In addition, the questionnaire may include questionnaire items about the reason for the name of the hospital and clinic, the treatment subject to be particularly emphasized, the main treatment subject, the operation for the main treatment subject, and the name of the specialized device for the main treatment.

In addition, the questionnaire may include questionnaire items about the name of another hospital that the director of the hospital thinks as a competitor, and the name of another hospital that the director of the hospital has as a role model. Here, the competitor or role model may be limited to other hospitals located geographically adjacent to the advertiser's hospital.

In addition, the questionnaire may include questionnaire items about the procedure that the director of the hospital or clinic has the most confidence, its advantages, specific procedure method, procedure sequence, treatment period, and the like. In addition, the questionnaire may include questionnaire items about the procedure that the director of the hospital wishes to increase the number of visiting patients, its advantages, specific procedure method, procedure sequence, treatment period, and the like. The questionnaire may include questionnaire items for items to avoid during advertisement (eg, price exposure, events, actual photos of the director, unwanted medical subjects, etc.).

In addition, the questionnaire may include questionnaire items about the reason that the director of the hospital and clinic chose a doctor, the reason that the director of the hospital and hospital chose the doctor, the reason that he selected the corresponding specialist, and the impressive medical experience as a doctor. The questionnaire may include questionnaire items on the merits of treatment, treatment methods, interiors, and services of hospitals and clinics.

The questionnaire response collection unit 20 may collect responses to the questionnaire from the advertiser's terminal. When the advertiser's terminal accesses the marketing strategy system 100 , the questionnaire registered in the questionnaire registration unit 10 may be displayed. When the advertiser inputs response contents to the questionnaire items described in the questionnaire through the terminal, the questionnaire response collection unit 20 may collect the response contents received through the advertiser's terminal.

The brand evaluation unit 30 may generate brand evaluation data based on brand information collected from the advertiser's response to the questionnaire. The brand evaluation unit 30 may generate brand preference data, brand navigation data, regional promotion score data, continuous management score data, competitor comparison analysis data, and inflow statistical data.

The brand preference data generated by the brand evaluation unit 30 includes a brand strategy index indicating the degree to which the advertiser's brand is differentiated from other brands, a brand utilization index indicating the degree to which the brand's existing marketing strategy is being utilized, and a marketing expert may include a brand statistical index indicating the statistics of preference regarding the brand of , and a brand update index indicating the degree to which marketing and advertising of the brand are updated.

The brand navigation data generated by the brand evaluation unit 30 allows customers who come into contact with the advertiser's brand blog, cafe, image, video, power link, news, place, mobile, homepage, YouTube, Twitter and Facebook about the brand. It may include a value indicating the degree of easiness of access through a plurality of access paths including.

The regional promotion score data generated by the brand evaluator 30 may include a value indicating the degree of regional promotion of a brand based on a search result obtained by searching for a plurality of target regions of the advertiser's brand with a plurality of keywords.

The continuous management score data generated by the brand evaluator 30 may include a value indicating the degree to which the brand's promotional activities for a plurality of media are continuously maintained.

The competitor comparison analysis data generated by the brand evaluator 30 may include a value indicating the level of relative activity of the advertiser's brand compared to the competitor by analyzing the promotional activities of a plurality of competitors of the advertiser's brand.

The inflow statistical data generated by the brand evaluator 30 may include visitor statistics indicating the degree of inflow through the homepage and map regarding the advertiser's brand and values indicating customer inquiry statistics through a plurality of media.

The strategy data providing unit 40 may provide marketing strategy data for a brand created based on brand information obtained from responses to the questionnaire of the advertiser and evaluation data calculated by the brand evaluation unit 30 . The marketing strategy data for the brand may include business goals, names, flagship products and services, brand slogans, and strategies for enhancing brand strength of the advertiser's brand.

The marketing strategy data provided by the strategy data providing unit 40 includes a vision setting stage, a goal setting stage, a name decision stage, a flagship product selection stage, a competitor extraction stage, a positioning stage, a detailed strategy setting stage, an entry barrier setting stage, and a story writing stage. It can be created by a 15-step process including a step, a slogan writing step, a distribution step, a final marketing strategy confirmation step, an advertisement distribution step, a verification advertisement material determination step and an update step.

In one embodiment, the marketing strategy data is analyzed by big data analysis using natural language processing and a deep learning machine, the questionnaire items of the questionnaire, the responses to the advertiser's questionnaire, the brand evaluation unit 30 The contents of the calculated evaluation data may be generated by morphological analysis, syntactic analysis, semantic analysis, and pragmatic analysis.

In another embodiment, big data analysis using natural language processing and marketing strategy data generated by a deep learning machine may be modified and provided by a marketing expert.

In the vision setting stage of the first stage, a final goal for the advertiser's brand may be set. In the goal setting stage of the second stage, a short-term goal after one month, a medium-term goal after one year, and a long-term goal after five years for the brand may be set. In the name determination step of the third step, the name of the brand and the name of the detailed product/service may be determined. In the flagship product selection step of the fourth step, the brand's flagship product/service may be selected. In the competitor extraction step of the fifth step, competitors for the brand's flagship product/service may be extracted.

In the positioning step of the sixth step, the target position of the brand may be set by market analysis related to the brand's flagship product/service. In the detailed strategy setting stage of the seventh stage, the brand's market dominance strategy and strength strengthening strategy may be set. In the entry barrier setting step of the eighth step, a plan for introducing a new system as an entry barrier for an advertiser's brand that is differentiated from a competitor's brand may be reviewed. In the story writing step of the ninth step, a story about an advertiser's brand for use in marketing may be written. In the slogan writing step of the tenth step, a marketing slogan for each of the advertiser's brand and main product/service may be written.

In the distribution step of the eleventh step, the draft marketing strategy derived in the first to tenth steps may be distributed to a plurality of experts. In the final marketing strategy determination step of step 12, the final marketing strategy that reflects the opinions collected from a plurality of experts on the draft marketing strategy distributed in step 11 to the draft marketing strategy derived from steps 1 to 10 will be confirmed. can In the advertisement distribution step of the thirteenth step, advertisements prepared based on the final marketing strategy may be distributed. In the verification advertisement determination step of the 14th step, an advertisement effect of the distributed advertisement is analyzed, and a verification advertisement exhibiting an advertisement effect greater than or equal to a set threshold may be determined based on the analysis result. In the update step of the fifteenth step, an updated marketing strategy may be provided by reanalyzing the marketing strategy prepared based on the first to fourteenth steps at a predetermined period.

The strategy data providing unit 40 may store a log for the update date and time of the marketing strategy and the updated content. The advertiser can easily grasp the change contents and the change date and time from the initial marketing strategy to the final marketing strategy through the update log stored by the strategy data providing unit 40 .

The marketing strategy reflection unit 50 converts the marketing strategy data provided by the strategy data providing unit 40 into a marketing plan including a visual statistical graph, and reflects the contents of the converted marketing plan on the homepage about the advertiser's brand can do. In one embodiment, when the target, strength, characteristic, start-up story, etc. of the brand are described on the homepage related to the advertiser's brand, the marketing strategy reflecting unit 50 provides the marketing provided by the strategy data providing unit 40 . It is possible to update the goals, strengths, characteristics, and founding stories of the brand included in the strategy data. The marketing strategy reflection unit 50 may apply the same text size, font, and color of the content as the existing text size, font, and color when updating the homepage.

3 is a block diagram illustrating the configuration of the brand evaluator 30 according to an embodiment of the present invention.

Referring to FIG. 3 , the brand evaluation unit 30 includes a brand preference data generation unit 21 , a brand navigation data generation unit 22 , a regional promotion score data generation unit 23 , and a continuous management score data generation unit 24 . , it may include a competitor comparison analysis data generation unit 25 , an inflow statistical data generation unit 26 , and an evaluation score calculation unit 27 .

The brand preference data generating unit 21 is provided to the brand strategy index indicating the degree to which the advertiser's brand is differentiated from other brands, the brand utilization index indicating the degree to which the brand's existing marketing strategy is being utilized, and the brand of the marketing expert. Brand preference data may be generated, including a brand statistical index indicating statistics of preference regarding the brand, and a brand update index indicating a degree to which marketing and advertising of the brand are updated.

The brand strategy index detects the competitor's brand concept from the contents of the competitor's website described in the response to the questionnaire, and determines the degree of agreement or similarity between the detected competitor's brand concept and the keywords in the advertiser's response. It can be calculated by calculating.

The brand utilization index may be calculated by detecting whether the advertiser's brand promotion activity is actively performed from the number of posts on the homepage, SNS, news, blog, etc. about the advertiser's brand. The brand statistical index may be calculated based on a preference opinion and evaluation index for an advertiser's brand from a marketing expert. As for the brand update index, the degree to which marketing and advertisements are updated may be calculated from the update cycle of the homepage, SNS, news, blog, etc. related to the advertiser's brand.

The brand navigation data generating unit 22 allows customers who come into contact with the advertiser's brand a plurality of blogs, cafes, images, videos, power links, news, places, mobiles, homepages, YouTube, Twitter and Facebook related to the brand. Brand navigation data indicating the degree of ease of access through an access path may be generated.

Brand navigation data searches the advertiser's brand for multiple access paths including blog, cafe, image, video, power link, news, place, mobile, homepage, YouTube, Twitter and Facebook, and the advertiser's brand is searched for. It can be calculated based on the number of resulting access paths.

The regional publicity score data generating unit 23 may generate regional publicity score data indicating the degree of regional promotion of the brand based on the search results obtained by searching for a plurality of target regions of the advertiser's brand with a plurality of keywords.

For example, in the case of hospitals and clinics, regional public relations score data is for a plurality of adjacent regions (a region to which an adjacent dong or an adjacent subway station belongs in the administrative district), keyword search results for the main treatment activity for the region, and the corresponding brand. It may be calculated based on whether or not a search result about the search results and how many search results appear.

The continuous management point data generation unit 24 may generate continuous management point data indicating the degree to which the brand's promotional activities for a plurality of media are continuously maintained. In one embodiment, it may be calculated based on how often an update cycle of a promotional activity for a corresponding brand is performed with respect to a plurality of media, such as a homepage, news, SNS, blog, and cafe.

The competitor comparison analysis data generating unit 25 may analyze the promotional activities of a plurality of competitors of the advertiser's brand and generate competitor comparison analysis data indicating the relative activity level of the advertiser's brand with respect to the competitor.

In an embodiment, the competitor comparative analysis data scores promotional activities such as blogs, cafes, power links, map searches, etc. of competitor names written in the response contents of the questionnaire written by the advertiser, and promotion of the advertiser's brand with respect to competitors It can be calculated by evaluating the activity as a relative value.

The inflow statistical data generating unit 26 may include visitor statistics indicating the degree of inflow through the homepage and map regarding the advertiser's brand and values indicating customer inquiry statistics through a plurality of media.

In an embodiment, the inflow statistical data may be calculated by detecting the number of visitors and impressions, the number of clicks, the number of consultations, and the like for a plurality of access paths. The inflow statistical data can be evaluated by various criteria, such as whether various counseling channels are well activated, whether communication is smooth, whether answers are quick, whether the inflow conversion is going well, and whether there is a newly introduced medium.

The evaluation score of the advertiser's brand is based on brand preference data out of 100 points, brand navigation data out of 250 points, regional promotion score data out of 350 points, and continuous management score data out of 100 points, Competitor comparative analysis data out of 100 points, inflow statistical data out of 100 points, evaluated brand preference data, brand navigation data, regional promotion score data, continuous management score data, competitor comparative analysis data and inflow statistics It can be calculated by the sum of the evaluation values of the data (out of 1000 points). In addition, in one embodiment, the evaluation score of the advertiser's brand is in the range of 900 to 1000 points, 1st grade, 800-899 points, 2nd grade, 750-799 points, 3rd grade, 700-749 points. 4 grades, 650-699 grades 5 grades, 600-649 grades 6 grades, 500-599 grades 7 grades, 400-499 grades 8 grades, 300-399 grades The evaluation grade of the advertiser's brand may be determined according to the grade to which the sum of the evaluation values belongs, with 9 grades and a range of 299 points or less as 10 grades.

The evaluation score calculation unit 27 may calculate the evaluation score of the brand by the sum of the evaluation values of the evaluated brand preference data, brand navigation data, regional promotion score data, continuous management score data, competitor comparative analysis data, and inflow statistical data. have.

In one embodiment, the evaluation score calculation unit 27 sets brand preference data out of 100 points, brand navigation data out of 250 points, regional promotion score data out of 350 points, and continuous management score data at 100 points. It can be evaluated on a full scale, competitor comparative analysis data out of 100 points, and inflow statistical data out of 100 points.

In addition, the evaluation score calculation unit 27 provides a first grade in the range of 900 to 1000 points, a second grade in the range of 800 to 899 points, a third grade in the range of 750 to 799 points, a fourth grade in the range of 700 to 749 points, The range of 650-699 points is grade 5, the range of 600-649 points is grade 6, the range of 500-599 points is grade 7, the range of 400-499 points is grade 8, the range of 300-399 points is grade 9, The evaluation grade of the advertiser's brand may be determined according to the grade to which the sum of the evaluation values belongs, with a range of 299 points or less as 10 grades.

4 is a flowchart illustrating a marketing strategy providing method by the marketing strategy providing system 100 according to an embodiment of the present invention.

Referring to FIG. 4 , the marketing strategy providing method according to an embodiment of the present invention includes a questionnaire registration step 410 , a questionnaire response collection step 420 , a brand evaluation step 430 , a strategy data provision step 440 and It may include a marketing strategy reflection step 450 .

In the questionnaire registration step 410 , the questionnaire registration unit 10 may receive and register the questionnaire prepared by the expert. The questionnaire is a questionnaire about brand information for establishing a marketing strategy for the advertiser's brand. The questionnaire may be filled out differently for each industry.

In the questionnaire response collection step 420 , the questionnaire response collection unit 20 may collect responses to the questionnaire from the advertiser's terminal. When the advertiser's terminal accesses the marketing strategy system 100, a registered questionnaire may be displayed. When the advertiser inputs response contents to the questionnaire items described in the questionnaire through the terminal, the questionnaire response collection unit 20 may collect the response contents received through the advertiser's terminal.

In the brand evaluation step 430 , the brand evaluation unit 30 may generate brand evaluation data based on brand information collected from the advertiser's response to the questionnaire. The brand evaluation unit 30 may generate brand preference data, brand navigation data, regional promotion score data, continuous management score data, competitor comparison analysis data, and inflow statistical data.

In the strategy data providing step 440 , the strategy data providing unit 40 marketing for a brand created based on the brand information obtained from the responses to the questionnaire of the advertiser and the evaluation data calculated by the brand evaluation unit 30 . Strategic data can be provided. The marketing strategy data for the brand may include business goals, names, flagship products and services, brand slogans, and strategies for enhancing brand strength of the advertiser's brand.

In the marketing strategy reflection step 450 , the marketing strategy reflection unit 50 converts the marketing strategy data provided by the strategy data providing unit 40 into a marketing plan including a visual statistical graph, and the contents of the converted marketing plan can be reflected on the website of the advertiser's brand.

5 is a flowchart illustrating a detailed process of the brand evaluation step ( S430 ) according to an embodiment of the present invention.

Referring to FIG. 5 , the brand evaluation step 430 includes a brand preference data generation step 510 , a brand navigation data generation step 520 , a regional promotion score data generation step 530 , and a continuous management score data generation step 540 . ), competitor comparison analysis data generation step 550 , inflow statistical data generation step 560 and evaluation score calculation step 570 .

In the brand preference data generation step 510, the brand preference data generation unit 21 determines the brand strategy index indicating the degree to which the advertiser's brand is differentiated from other brands, the degree to which the brand's existing marketing strategy is being utilized. Brand preference data may be generated that includes a brand utilization index indicating a brand utilization index, a brand statistics index indicating statistics of preference regarding a brand of a marketing professional, and a brand update index indicating a degree to which marketing and advertising of the brand are updated.

In the brand navigation data generation step 520 , the brand navigation data generation unit 22 allows the customer who has encountered the advertiser's brand blog, cafe, image, video, power link, news, place, mobile, homepage, YouTube about the brand. , it is possible to generate brand navigation data indicating the degree of ease of access through a plurality of access paths, including Twitter and Facebook.

In the regional promotion score data generation step 530 , the regional promotion score data generation unit 23 indicates the degree of regional promotion of the brand based on the search results obtained by searching with a plurality of keywords for a plurality of target regions of the advertiser's brand. Regional promotion score data can be generated.

In the sustainable management point data generation step 540 , the continuous management point data generation unit 24 may generate continuous management point data indicating the degree to which the brand's promotional activities for a plurality of media are continuously maintained.

In the competitor comparison analysis data generation step 550, the competitor comparison analysis data generation unit 25 analyzes the promotional activities of a plurality of competitors of the advertiser's brand, and compares competitors indicating the relative activity level of the advertiser's brand with respect to the competitor Analysis data can be generated.

In the inflow statistical data generation step 560, the inflow statistical data generation unit 26 includes visitor statistics indicating the degree of inflow through the homepage and map regarding the advertiser's brand and values indicating customer inquiry statistics through a plurality of media can do.

In the evaluation score calculation step 570, the evaluation score calculation unit 27 sums the evaluation values of the evaluated brand preference data, brand navigation data, regional promotion score data, continuous management score data, competitor comparative analysis data, and inflow statistical data The evaluation score of the brand can be calculated by The evaluation score calculation unit 27 may evaluate the evaluation score of the brand as one of a plurality of grades according to a predetermined criterion.

The steps or processes described above may be executed by a hardware component, a software component, and/or a combination of the hardware component and the software component. For example, a step or process described in the embodiments may be, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable array (FPA), a PLU It may be implemented using one or more general purpose or special purpose computers, such as a programmable logic unit, microprocessor, or any other device capable of executing and responding to instructions. The processing device may execute an operating system (OS) and one or more software applications running on the operating system. The processing device may also access, store, manipulate, process, and generate data in response to execution of the software. For convenience of understanding, although one processing device is sometimes described as being used, one of ordinary skill in the art will recognize that the processing device includes a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that may include For example, the processing device may include a plurality of processors or one processor and one controller. Other processing configurations are also possible, such as parallel processors.

Software may comprise a computer program, code, instructions, or a combination of one or more thereof, which configures a processing device to operate as desired or is independently or collectively processed You can command the device. The software and/or data may be any kind of machine, component, physical device, virtual equipment, computer storage medium or device, to be interpreted by or to provide instructions or data to the processing device. , or may be permanently or temporarily embody in a transmitted signal wave. The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored in one or more computer-readable recording media.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, etc. alone or in combination. The program instructions recorded on the medium may be specially designed and configured for the embodiment, or may be known and used by those skilled in the art. Examples of the computer-readable recording medium include magnetic media such as hard disks, floppy disks and magnetic tapes, optical media such as CD-ROMs and DVDs, and magnetic such as floppy disks. - includes magneto-optical media, and hardware devices specially configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine language codes such as those generated by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like. The hardware devices described above may be configured to operate as one or more software modules to perform the operations of the embodiments, and vice versa.

As described above, although the embodiments have been described with reference to the limited embodiments and drawings, various modifications and variations are possible by those skilled in the art from the above description. For example, the described techniques are performed in a different order than the described method, and/or the described components of the system, structure, apparatus, circuit, etc. are combined or combined in a different form than the described method, or other components Or substituted or substituted by equivalents may achieve an appropriate result.

Therefore, other implementations, other embodiments, and equivalents to the claims are also within the scope of the following claims.

Claims (10)

As a marketing strategy providing system for providing a customized marketing strategy to advertisers,
a questionnaire registration unit for registering a questionnaire for brand information created by industry, and for establishing a marketing strategy for the advertiser's brand;
a questionnaire response collection unit for collecting responses to the questionnaire from the advertiser's terminal;
a brand evaluation unit generating evaluation data of the brand based on the brand information collected from the response contents of the advertiser; and
Strategy data providing unit for providing marketing strategy data for the brand created based on the evaluation data and the brand information acquired from the response content of the advertiser
including,
The brand evaluation unit,
Brand strategy index indicating the degree to which the advertiser's brand is differentiated from other brands; a brand preference data generation unit for generating brand preference data including a statistical index, and a brand update index indicating a degree to which marketing and advertising of the brand are updated;
It is easy for customers who have encountered the brand of the advertiser to access it through multiple access paths including blogs, cafes, images, videos, power links, news, places, mobile, homepages, YouTube, Twitter and Facebook about the brand. a brand navigation data generation unit that generates brand navigation data indicating a degree;
a regional publicity score data generation unit for generating regional publicity score data indicating a degree of regional publicity of the brand based on a search result obtained by an advertiser searching for a plurality of target regions of the brand with a plurality of keywords;
a continuous management point data generation unit for generating continuous management point data indicating a degree to which the brand's promotional activities for a plurality of media are continuously maintained;
a competitor comparison analysis data generation unit that analyzes the advertiser's promotional activities of a plurality of competitors of the brand, and generates competitor comparison analysis data indicating a relative degree of activity of the advertiser with respect to the competitor;
an inflow statistical data generating unit for generating inflow statistical data including visitor statistics indicating the degree of inflow through the homepage and map of the advertiser regarding the brand and customer inquiry statistics through a plurality of media; and
The evaluation score of the brand of the advertiser based on the brand evaluation data including the generated brand preference data, the brand navigation data, the regional promotion score data, the continuous management score data, the competitor comparative analysis data, and the inflow statistical data Evaluation score calculation unit that calculates
Marketing strategy providing system that includes. According to claim 1,
The questionnaire is
Advertiser's biography, awards, press releases, broadcast appearances, and career information regarding papers;
Main product/service information about the flagship product or service that you want to be highlighted through marketing;
Competitor information about a competitor or target company that serves as a role model;
Competitive point product or service information compared to competitors;
Avoid advertisement information for unsolicited advertisements;
Storytelling information including stories that triggered the advertiser to start a business among the advertiser's experiences and memorable stories during the business; and
Advantage information about the merits of the advertiser's product or service
Marketing strategy providing system including questionnaire items about. delete According to claim 1,
The evaluation score calculation unit is, based on the total score of evaluation scores of the brand preference data, the brand navigation data, the regional promotion score data, the continuous management score data, the competitor comparative analysis data, and the inflow statistical data. A system for providing a marketing strategy that determines the rating. According to claim 1,
The marketing strategy data is a marketing strategy providing system including a business goal, name, main product and service, brand slogan, and brand strength strengthening strategy of the brand. According to claim 1,
The marketing strategy data is
As a first step, a vision setting step of setting a final goal for the brand of the advertiser;
As a second step, a goal setting step of setting a short-term goal in one month, a medium-term goal in one year, and a long-term goal in five years for the brand;
As a third step, a name determination step of determining the name of the brand and the name of the detailed product/service;
As a fourth step, a main product selection step of selecting a main product/service of the brand;
As a fifth step, a competitor extraction step of extracting a competitor for the main product/service of the brand;
As a sixth step, a positioning step of analyzing a market related to the main product/service of the brand and setting a target position of the brand;
As a seventh step, a detailed strategy setting step of setting a market advantage strategy and an advantage strengthening strategy of the brand;
As an eighth step, an entry barrier setting step of reviewing the introduction of a new system as an entry barrier for the brand of the advertiser, which is differentiated from the competitor's brand;
As a ninth step, a story writing step of writing a story about the brand of the advertiser for use in marketing;
As a tenth step, a slogan writing step of creating a marketing slogan for each of the brand and main product / service of the advertiser;
As an eleventh step, a distribution step of distributing the draft marketing strategy derived in the first to tenth steps to a plurality of experts;
As a twelfth step, a final marketing strategy for determining a final marketing strategy in which opinions collected from a plurality of experts on the draft marketing strategy distributed in step 11 are reflected in the draft marketing strategy derived in steps 1 to 10 confirmation phase;
As a thirteenth step, an advertisement distribution step of distributing an advertisement created based on the final marketing strategy;
As a 14th step, a verification advertisement material determination step of analyzing an advertisement effect of the distributed advertisement material and determining a verification advertisement material exhibiting an advertisement effect greater than or equal to a set threshold based on the analysis result of the advertisement effect;
As a fifteenth step, an update step of providing an updated marketing strategy by reanalyzing the marketing strategy prepared based on the first to fourteenth steps at a predetermined period
Marketing strategy delivery system created by a process that includes. 7. The method of claim 6,
A marketing strategy providing system in which a log of the update date and update content of the marketing strategy is stored. According to claim 1,
A marketing strategy reflecting unit that converts the marketing strategy data into a marketing plan including a visual statistical graph, and reflects the contents of the converted marketing plan on the homepage related to the brand of the advertiser
Marketing strategy providing system further comprising. As a marketing strategy providing method performed by a marketing strategy providing system for providing a customized marketing strategy to advertisers,
A questionnaire registration step of registering a questionnaire written for each industry type, brand information for establishing a marketing strategy for the advertiser's brand;
a questionnaire response collection step of collecting response contents to the questionnaire from the advertiser's terminal;
a brand evaluation step of generating evaluation data of the brand based on the brand information collected from the response contents of the advertiser; and
A strategy data providing step of providing marketing strategy data for the brand prepared based on the evaluation data and the brand information acquired from the response content of the advertiser
including,
The brand evaluation step is
Brand strategy index indicating the degree to which the advertiser's brand is differentiated from other brands; a brand preference data generation step of generating brand preference data including a statistical index, and a brand update index indicating a degree to which marketing and advertising of the brand are updated;
It is easy for customers who have encountered the brand of the advertiser to access it through multiple access paths including blogs, cafes, images, videos, power links, news, places, mobile, homepages, YouTube, Twitter and Facebook about the brand. a brand navigation data generation step of generating brand navigation data indicating a degree;
a regional publicity score data generation step of generating regional publicity score data indicating a degree of regional publicity of the brand based on a search result obtained by an advertiser searching for a plurality of target regions of the brand with a plurality of keywords;
a continuous management point data generation step of generating continuous management point data indicating a degree to which the brand's promotional activities for a plurality of media are continuously maintained;
Competitor comparative analysis data generation step of analyzing the advertiser's promotional activities of a plurality of competitors of the brand, and generating competitor comparative analysis data indicating a relative degree of activity of the advertiser with respect to the competitor;
an inflow statistical data generating step of generating inflow statistical data including visitor statistics indicating the degree of inflow through the homepage and map of the advertiser regarding the brand and customer inquiry statistics through a plurality of media; and
The evaluation score of the brand of the advertiser based on the generated brand preference data, the brand navigation data, the regional promotion score data, the continuous management score data, the competitor comparative analysis data, and the brand evaluation data including the inflow statistical data Evaluation score calculation step that calculates
A method of providing a marketing strategy that includes. A program stored in a recording medium to perform the marketing strategy providing method according to claim 9 by a computer.

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