빅데이터를 활용한 항공사 이미지 분석 연구

Abstract

The study seeks to search the keywords of Air Busan, Jin Air, Asiana Airlines and Korean Air for the past three years to find out what the key words for the issues were and what words were associated with social media and Internet news The purpose of this study is to present a marketing strategy by collecting and visualizing relevant text data and analyzing the semantic system by organizing the images of each airline that consumers perceive and understanding how they are assessed and perceived. The analysis period of this study was set for three years from October 1, 2016 to September 30, 2018. In order to achieve the purpose of this research, we extracted the results from Naver and Daum, the representative websites that are most used for Internet search and news viewing in Korea. Based on the investigation of Korean Air, Asiana Airlines and its subsidiaries called the two largest mountain ranges, we want to find out whether they recognize the relationship between airlines by using the existing difference in perception between large and low-cost airlines as well as the image analysis of each airline. As a result of the analysis, Air Busan has been used for many search terms related to special prices or events at a price, and was mostly used during trips to Japan. As Asiana is searched for the search term related to Air Busan, it is recognized as an Asian or a subsidiary. Jin Air has recently become a social issue and airline customer concern regarding license cancellation, and it has been shown that it offers price-effective metro just like the Jinmarket and Special Price Air Busan where tickets can be purchased as an event of Jin Air. In addition, another feature of other airlines was the active promotion of airlines targeting those in their 20s and younger generations by operating college students supporters and the Green Wings Pro Game Group. Korean Air and Asiana have emerged as related search words in each other`s search words, with consumers recognizing them as rivals and high interest and expectations about airlines` advanced services, such as mileage and in-flight meals, rather than on a price. From these results, the consumer and public images of the four major airlines are analyzed to identify each airline's consumer perception, major marketing targets, major operating areas and to analyze its strategies with its competitors, suggesting that image improvement and customer management are necessary. In addition, the limitations of this study and the points presented for continuous research are as follows. It is regrettable that the nation's airline industry has analyzed the image of only four airlines, which is growing with the launch of new airlines. Furthermore, it is expected to be necessary to continue research to understand the marketing strategies Korea's airlines are positioning in the world market by comparing overseas airlines.