2006 | OriginalPaper | Buchkapitel
A Comparison of Target Customers in Asian Online Game Markets: Marketing Applications of a Two-Level SOM
verfasst von : Sang-Chul Lee, Jae-Young Moon, Yung-Ho Suh
Erschienen in: Artificial Neural Networks – ICANN 2006
Verlag: Springer Berlin Heidelberg
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The purpose of our research is to identify the critical variables, to implement a new methodology for Asian online game market segmentation, and to compare target customers in Asian online game markets; Korea, Japan and China. Conclusively, the critical segmentation variables and the characteristics of target customers were different among countries. Therefore, online game companies should develop diverse marketing strategies based on characteristics of their target customers.