Technology Marketing using PCA , SOM, and STP Strategy Modeling
Technology marketing is a total processing about identifying and meeting the technological needs of human society. Most technology results exist in intellectual properties like patents. In our research, we consider patent document as a technology. So patent data are analyzed by Principal Component Analysis (PCA) and Self Organizing Map (SOM) for STP(Segmentation, Targeting, and Positioning) strategy modeling. STP is a popular approach for developing marketing strategies. We use STP strategy modeling for technology marketing. Also PCA and SOM are used to analyze patent data in STP modeling. To verify improved performance of our study, we make experiments using patent data from USPTO.
Keywords: Technology Marketing, Principal Component Analysis, Self Organizing Map, Segmentation, Targeting, Positioning
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