• Asia Marketing Journal
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• v.13 no.3
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• pp.55-77
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• 2011

This study investigate the interaction effects of bundle price discount framing and message framing on consumer's attitude of bundle component. Although each effect of bundle price discount framing and message framing has been explored individually, few attempts have been made to invest them jointly. This study tests the interaction effects of bundle price discount framing and message framing on consumer's evaluation of bundle component. Moreover, this research focuses on consumer's evaluation of individual bundle component while the existing research on bundling primarily focused on consumer's evaluation of the bundle. Prior research suggests that consumers are sensitive to the framing of prices and discounts in the presentation of the bundle offer. For example, there is considerable evidence that partitioning or consolidating the prices of a bundle can influence the attractiveness of the bundle offer. Similarly, there is evidence that an equivalent price reduction to the overall bundle, one of the individual products in the bundle, or distributed among the individual products in the bundle can alter the perceived attractiveness of the offer (e.g. Chakravarti, Krish, Paul, and Srivastava 2002; Hamilton and Srivastava 2008; Janiszewski and Cunha 2004; Johnson, Herrmann and Bauer 1999; ; Morwitz, Greenleaf, and Johnson 1998; Yadav 1994; 1995). In line with these earlier research, this research suggests that the bundle type can influence the consumer's evaluation of bundle component. There are two types of bundle - mixed-leader bundle and mixed-joint bundle. In mixed-leader bundling, the price of one of the two products is discounted when the other product is purchased at the regular price. In mixed-joint bundling, a single price is set when the two product are purchased jointly. This study supposes that the teeth whitening product is the leader product in a mixed-leader bundle. So bundle price discount framing is manipulated such as "Buy the teeth whitening product (regular price \80,000) and get 50% discount on the functional toothpaste(regular price \40,000), special set price \100,000" or "Buy the functional toothpaste and the teeth whitening product as a set and get discount for the set, special set price \60,000". Message framing is manipulated through the product claims described in an advertising bill. The positive framing presents that "Over 95% of users achieved the expected 2-3 shades of improvement in two weeks" where as the negative framing presents "less than 5% of users did not achieve the expected 2-3 shades of improvement in two weeks". This study uses hypothetical brand name of the teeth whitening product and the functional toothpaste This study is based on a 2x2 factorial design with bundle discount framing (mixed-leader bundle vs. mixed-joint bundle) and massage framing (positive vs. negative). The dependant variables are consumer's perceived quality and attitude of the teeth whitening product The data reveals that two dependant variables are correlated, so the data is analyzed with two-way MANOVA. This research explores the significant interaction effect of bundle discount framing and message framing on consumer's perceived quality and attitude of the teeth whitening product. When the message framing is positive, consumer's perceived quality and attitude of the teeth whitening product is higher in mixed-leader bundle than mixed-joint bundle condition. However, when the message framing is negative, consumer's evaluation is higher in mixed-joint bundle than mixed-leader bundle. The author explains this result by stating that consumers are less likely to use heuristics such as price-quality association and value discounting hypothesis(Raghubir 2004) in the negative message framing condition. Additionally, consumer's perceived risk of the teeth whitening product in the negative message framing condition can be more reduced by the bundle partner(e.g. the toothpaste) in mixed-joint bundle than mixed-leader bundle. Based on the results, marketing managers are advised to use different bundle type based on message framing of their product.

• Survey Research
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• v.9 no.3
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• pp.1-21
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• 2008

The housing market in Korea had mainly consisted of Maemae(purchasing market) and Chonsei(rental market). Since 1997 foreign exchange crisis, the rental housing market has experienced substantial changes in preferred rental contracts between Chonsei and monthly-rent. Even though monthly-rent has taken a substantial portion of housing rental contracts, not yet reliable monthly-rent index has been developed. Furthermore, it isn't obvious to define monthly-rent because there are many types of monthly rent structures from full-monthly-rent to monthly-rent-with-variable-deposit. This study is the basic research of developing a housing price index of monthly-rent in accordance with the existing price index of Maemae and Chonsei in Korea. This research has been carried out with the following contents: (1) Constructing the actually desirable concept of monthly-rent through examining monthly-rental market in Korea. (2) Selecting the reasonable method to investigate monthly-rental market, especially monthly-rent-with-variable -deposit. (3) Designing monthly-rental market samples and calculating the price index of monthly-rent based on 2005 Census.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2004.05a
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• pp.151-154
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• 2004

TV와 인터넷을 통한 전자상거래가 급증하면서 택배 및 배송시장이 급격하게 성장하고 있으나, 효율적이지 못한 물류체계로 물류비 부담이 높아지고 있어서 실질적인 이익은 시장증가에 미치지 못하고 있다. 현재 전자상거래의 쟁점은 소핑몰의 유형문제와 택배시스템/유통구조의 문제로서 다양한 해결책이 제시되고 있다. 본 연구는 직매입 형태로 마케팅과 직접 배송을 하는 회사를 대상으로 전자상거래의 특징인 촉진적 할인가격을 적용시키면서 기존의 중앙물류센터-지역물류센터-소비자 형태의 유통구조를 중앙물류센터-소비자로 변화시킨 지역물류센터의 일별재고량을 최소화 하는 모델을 제시하여 다단계 유통구조를 개선함으로써 회사의 이익을 증대시킬 수 있도록 하였다.

• Proceedings of the Korean Information Science Society Conference
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• 2011.06b
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• pp.470-473
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• 2011

본 논문에서는 첫째, 기존 HW/SW partitioning문제의 접근 방식 모델에서 다루지 못하였던 시간 의존적인 개발 기간, 판매 가격, 판매량, time-to-market 등의 요소들을 반영하는 multi-objective 최적화문제 형태의 새로운 "Sequential HW/SW Partitioning Optimization Framework(SPOF)"를 제시하고 둘째, 그 모델로 형식화된 NP-hard 문제를 일반적으로 해결하기위한 해법으로 SPOF의 형태에 맞게끔 변형한 chromosome과 genetic operation을 사용하는 메타휴리스틱 "Fast and Elitist Multi-objective Genetic Algorithm(NSGA-II)"을 제시한다. 실험을 통하여 NSGA-II의 최적 솔루션에의 수렴성을 보인다.

• Journal of Distribution Research
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• v.10 no.4
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• pp.1-22
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• 2005

The major objectives of this study are twofold. The first is to discover which in-store tactics influence store performance when a retailer implements category management in variety enhancer and fill-ins categories. The second is to analyze how and why specific in-store tactics achieve better or worse performance than other in-store tactics across categories. The data were collected using scanner data and direct observations in 'A' discount store which is one of the representative discount stores in Korea. The in-store tactics were measured by product assortment, temporary price discount, price and non-price promotion, and shelving. The store performance was measured by sales and gross margin return on inventory investmant(GMROI). Empirical results analyzed by multiple regression were as follows: In variety enhancer category, the significant factors affecting sales were product assortment, temporary price discount, price promotion, and shelving. Non-price promotion also influenced GMROI positively but product assortment impacted on GMROI negatively. In fill-ins category, the significant factors affecting sales and GMROI were product assortment and shelving. However, the other factors such as temporary price discount, price promotion, and non-price promotion had no significant influence on both sales and GMROI. This paper presents a number of theoretical and managerial implications of the empirical results and concludes by addressing limitations and future research directions.

• Review of KIISC
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• v.15 no.6
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• pp.68-72
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• 2005

최근 초고속 네트워크의 보급에 따른 보안 장비의 성능 요구 사항은 점점 높아가고 있다. 특히 방화벽이나 침입탐지시스템에서 패킷과 보안 정책과의 일치 여부를 고속으로 알기 위해서 TCAM과 같은 하드웨어 기술이 점차 적용되고 있다. TCAM은 메모리 저장된 엔트리 중에서 입력키와 완전히 일치된 값을 찾거나 prefix 형태로 기술된 범위 내에 입력키가 어느 범위에 속하는 지 쉽게 찾을 수 있지만, prefix로 기술되지 않는 범위에 대해서는 하나의 엔트리로 표현하기 어렵다. 이렇듯 TCAM은 고속의 검색 기능을 제공하지만 다른 메모리 소자에 비해 가격이 비싸고 전력 소모가 크기 때문에 저장 공간의 낭비 없이 non-prefix 형태의 범위로 표현할 수 있는 방법이 요구된다. 본 논문에서는 범위변환 테이블을 이용하여 non-prefix 형태의 범위에 대해서도 prefix 형태의 범위와 동일하게 하나의 엔트리로 기술함으로써 저장 공간을 효율적으로 사용하고 다양한 보안 기능을 구현할 수 있는 가능성을 제시한다.

• Proceedings of the Korean Information Science Society Conference
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• 2002.10d
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• pp.304-306
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• 2002

인터넷은 이미 생활의 한 부분이 되었으며 그 중에서 인터넷을 통한 전자상거래가 활발히 진행되고 있다. 그러나 현재의 전자상거래는 판매자가 일방적으로 제시하는 조건(가격)에 구매자는 단순히 거래를 하거나, 제시된 조건을 비교하여 보다 더 좋은 조건을 찾는 수준에 머물러 있으나 향후 전자상거래는 어느 한쪽의 일방적 제시가 아닌 서로의 이익을 최대화 할 수 있는 협상(negotiation)이 필수적이다. 본 논문은 시간제약 환경에서 다중속성을 이용한 협상 모델을 제안하며, 협상에서 고려되는 다중 속성들에 대해 각 에이전트들의 속성 값 변경과 서로의 제안 값 선택 전략을 제시하게 되고, 동일한 형태의 협상 메커니즘별로 두 에이전트간의 협상을 통해 제안한 협상 모델을 평가 한다.

• Proceedings of the Safety Management and Science Conference
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• 2006.04a
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• pp.63-67
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• 2006

도자기 산업 유통단지 선정 시 성능 특성은 구매선호도, 가격, 제품, 생산품질 등 여러가지가 있지만 모든 성능 특성을 동시에 고려하는 것은 불가능 하다. 따라서 이들 중 중요인자를 선정하고, 유통단지의 필요정도만을 특성치로 선택하여 제품에 대한 범위를 결과로 도출하고자 한다. 이로 인해서 현행의 부진한 도자기시장을 활성화할 수 있도록 판촉 방안의 문제점 및 개선 방안을 강구하고, 효율적인 유통시스템의 설계로 인한 도자기 산업 전반의 비용 절감을 모색하고자 한다. 또한 본 연구는 일반 대중들이 쉽게 접근할 수 있는 형태의 유통구조 개선에 따른 마케팅 접근방법을 제시하여 유통단지 구축으로 판매 촉진 방안을 수립하는 것이 이 연구의 목적이다.

• Spatial Information Research
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• v.7 no.1
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• pp.29-37
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• 1999

Pursuing a higher quality of life, citizens are becoming mere interested in the urban landscape surrounding therm. A well maintained landscape provides visual aesthetics for people who appreciate it. However, because of the difficulty in measuring landscape value quantitatively, establishing proper strategies for the landscape management has always been a problem For these circumstances, this study was conducted with the following purposes : estimating of openness and the other useful purposes by 3D simulation program. This study also provides information useful for builder s rational price strategy.

• Journal of Korea Technology Innovation Society
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• v.9 no.4
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• pp.740-758
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• 2006

This paper is related to the optimal pricing of Internet Backbone Services that are differentiated according to the size of the bandwidth required for applications with different quality sensitivities, Itdiscusses IBP (Internet Backbone Provider) optimal nonlinear pricing process in the presence of a congestion externality in addition to strategic behavior by users. In this scenario, the quality of service provided may reach its socially optimal level irrespective of strategic behavior by users and may be independent of the characteristics of the applications delivered over the Internet.