Basic Research For the Development of a Realtime Microarea Marketing Support System

实时微区营销支持系统开发的基础研究

基本信息

批准号：
11480092
负责人：
OKABE Atsuyuki
金额：
$ 4.93万
依托单位：
THE UNIVERSITY OF TOKYO
依托单位国家：
日本
项目类别：
Grant-in-Aid for Scientific Research (B)
财政年份：
1999
资助国家：
日本
起止时间：
1999 至 2000
项目状态：
已结题

来源：
https://kaken.nii.ac.jp/en/grant/KAKENHI-PROJECT-11480092/
关键词：
Geographical Information System Sports-Club Members Distribution of Users Area Marketing Aggegation Stayed Time User's Attribute

项目摘要

This research aims for the development of a Realtime Microarea Marketing Support System using Geographic Information Systems (GIS). With the cooperation of a membership athletic club, we used the logdata from their computerized membership management system and doorway management system for our case study.A membership athletic club differs from the general commercial facility in means that it requires a stable increase in use efficiency at any hour or day. First, we obtained data on membership enrollment and withdrawal, active members and members in suspension, also data on doorway activity by the seconds from one of the club facilities in Denencho-fu, Tokyo, during the period May to September 1999. The data was analyzed using GIS data from the 4cities and 1ward most users came from. Consulting the athletic club manager from time to time on the analysis results, the analysis was corroborated by focusing on user satisfaction.As for our accomplishment of this year, First, we started on the statistical analysis of doorway activity logdata and from this data, we confirmed that there were 3 user groups ; early morning elderly users, daytime housewife users and nighttime/holiday users coming in on their way back from work. It was clear that each group had different attribute characteristics, for example, time spent in facility and residential area. These results were presented at the Geographic Information Systems Association. The other accomplishment was, to cover the shortage in logdata, we conducted a questionnarire for a week at the same facility. The questionnaire was to collect data on where the user had been before coming in and the destination after leaving the facility. This made clear the part of the pattern of the user coming in after work which is specific to suburban facilities. Information on what the user does inside the facility has been collected by this same questionnaire but this analysis will be subject for further study.

本研究旨在利用地理信息系统（GIS）开发实时微区域营销支持系统。我们与一家会员体育俱乐部合作，利用他们的电脑化会员管理系统和门口管理系统的日志数据进行案例研究。会员体育俱乐部与一般商业设施的不同之处在于，它需要稳定提高使用效率任何时间或一天。首先，我们从 1999 年 5 月至 9 月期间，从东京田园町府的一个俱乐部设施中获取了有关会员注册和退出、活跃会员和暂停会员的数据，以及门口活动的秒数数据。使用大多数用户来自的 4 个城市和第 1 个城市的 GIS 数据进行分析。不时向运动俱乐部经理咨询分析结果，通过关注用户满意度来验证分析。对于我们今年的成绩，首先，我们开始对门口活动日志数据进行统计分析，从这些数据中，我们确认有3个用户组；清晨的老年用户、白天的家庭主妇用户以及下班回来的夜间/假日用户。很明显，每个群体都有不同的属性特征，例如在设施和居住区度过的时间。这些结果已在地理信息系统协会上公布。另一项成就是，为了弥补日志数据的短缺，我们在同一设施进行了为期一周的调查问卷。调查问卷的目的是收集用户进入设施之前去过的地方以及离开设施后的目的地的数据。这明确了郊区设施特有的下班后的用户模式。关于用户在设施内所做的事情的信息已通过同一份调查问卷收集，但该分析将有待进一步研究。