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A Study on Sales Promotion of Distribution Channels: Focused on a Company

The purpose of this research is to search methods to improve sales of B2B small and medium companies whose utilization of information system is insufficient based on their limited data resources. The analysis was done using SPSS 18.0, and the analysis results can be summarized as follows: As a result of the clustering analysis of agencies using K-means clustering, the agencies were classified into 4 clusters. Cluster 1 showed the highest central value followed by cluster 2 with KRW 5.05 billion, cluster 3 with KRW 2.22 billion, and cluster 4 with KRW 0.13 billion. Cluster 1 has 2 agencies, cluster 2, 11 agencies, cluster 3, 17 agencies, and cluster 4, 255 agencies. Through such clustering analysis, agencies of company A were classified, common features in the sales of the agencies were investigated, strong points and weak points of agencies were identified, proper sales promotion methods that the company can provide for the agencies were suggested, and higher sales of the company through the solutions could be searched.

Abstract

1. Introduction

2. Literature Review

3. Research Method

4. Research Results

5. Conclusion

References

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