Abstract
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.
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Lee, SC., Moon, JY., Suh, YH. (2006). A Comparison of Target Customers in Asian Online Game Markets: Marketing Applications of a Two-Level SOM. In: Kollias, S., Stafylopatis, A., Duch, W., Oja, E. (eds) Artificial Neural Networks – ICANN 2006. ICANN 2006. Lecture Notes in Computer Science, vol 4132. Springer, Berlin, Heidelberg. https://doi.org/10.1007/11840930_94
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DOI: https://doi.org/10.1007/11840930_94
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-540-38871-5
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