초록 열기/닫기 버튼
This study was conducted to investigate the perception of bakery consumers. By using big data analysis, we want to present the marketing strategy of bakery by investigating consumers' perception. The survey period was set for three years from february 1, 2017 to january 31, 2020. Through the Textom, the keyword ‘Bakery’ was set on Naver and Daum to collect data. And then conducted semantic network analysis, and this was visualized using big data analysis program UCINET 6. Therefore frequency analysis, key word centrality analysis, and structural isometric analysis were suggested in this study. According to the analysis results, the top five words with the highest frequency of appearance are ‘bread’, ‘bakery’, ‘Seoul’, ‘cafe’ and ‘combination’. Through a CONCOR(CONvergence of iterated CORrelation) analysis, keywords were divided into three clusters. Each cluster was named as ‘Bakery brand’, ‘Bakery trend’ and ‘Bakery characteristics’. In the result, menus and brands are the most important in the bakery industry. Therefore it is necessary to set up marketing strategies based on the results of this study.
