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고객이 인지하는 마케팅 믹스 7P활동이 브랜드 이미지와 브랜드 충성도에 미치는 영향: 소상공인(종업원 5인이하)커피전문점의 중심으로

  • 박채연;하규수
    • 한국벤처창업학회:학술대회논문집
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    • 2023.04a
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    • pp.129-133
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    • 2023
  • 소상공업은 서민 경제의 근간을 이루는 중요한 부분으로서, 일반 대중과 가까이에 있으며 경제 환경에 가장 민감하게 반응한다. 또한 수적인 측면과 고용창출의 측면에서 대기업 혹은 중소기업만큼 우리 경제에 큰 영향을 미치고 있다. 그러나 국내 소상공인의 창업과 폐업현황을 살펴보면, 전체 창업률은 2.1%, 폐업률은 2.5%, 음식점 업종의 창업률은 2.8% 페업률은 3.1%로 조사되었다. 음식점 업종은 소상고인 폐업률이 가장 높은 업종이며, 음식점 중에서도 커피전문점은 창업률 3.2% 폐업률 4.5%로 창업과 페업이 빈번하게 반복되는 취약한 구조를 보인다. 이는 진입장벽이 낮은 업종은 대규모 소비시장이 아닌 특정 지역이나 계층에 대한 소규모의 무한한 시장을 형성하고 많은 자본이나 대규모 고용의 필요성이 낮다. 따라서 구체적인 사업계획서 없이도 창업하게 되어 운영을 위한 전문성이나 자금이 부족한 경우가 빈번하다. 소상공인으로 창업을 할 경우 창업프로세스가 전문성의 유무에 문제가 없기 때문에 용이하다. 그로인해 전문성이 없는 비전문가로 창업을 하는 경우가 비일비재이다. 대기업이다. 프랜차이즈에 비해 마케팅 믹스활동이 미흡한 것이 현실이다. 이에 고객이 인지하는 마케팅 믹스활동이 브랜드이미지와 브랜드 충성도에 미치는 영향으로 소상공인커피전문점의 마케팅 믹스활동을 중심으로 조사할 예정이다. 그리하여 비자발적 창업을 준비하는 커피전문점 소상공인에 시사점을 제공하여 창업 시 유의할 점을 파악하도록 할 것 이다. 본 연구는 설문조사를 통해 데이터를 수집한다. 대상은 소상공인을 이용하는 고객과 소상공인을 대상으로 마케팅믹스 7P's가 브랜드이미지와 브랜드 충성도에 미치는 영향을 파악하고자 한다.

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벤처캐피탈의 조직특성 중 업무성과에 영향을 미치는 요인에 관한 연구: 벤처캐피탈 유형에 따른 조절효과

  • 김대희;하규수
    • 한국벤처창업학회:학술대회논문집
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    • 2023.04a
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    • pp.163-166
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    • 2023
  • 벤처캐피탈은 유망한 기술력과 우수인력을 갖춘 창업초기단계부터 성장단계의 유망 중소벤처기업에 필요한 자본을 투자하고 경영 및 기술 등을 지원하여 성장 이후 다양한 수단을 통해 투자금을 회수하여 이익을 실현하는 벤처생태계의 핵심주체로서의 역할을 하고 있다. 벤처캐피탈의 업무는 다양한 출자자(LP)를 모집하여 벤처투자조합(펀드)를 결성을 통해 성장성이 있는 중소벤처기업에 투자하고 기업의 성장함에 따라 투자금을 회수하여 출자자들에게 배분과 재투자를 하는 것이다. 벤처투자에 있어 가장 중요한 역할을 담당하고 있는 벤처캐피탈리스트의 업무는 기업발굴, 기업분석 및 평가, 투자심사, 사후관리, 투자회수 등이며 임원급 이상의 경우 펀드레이징(펀드결성)이 중요한 업무이며 투자와 회수 및 펀드결성 등의 업무성과로 연봉, 성과급, 승진 등 보상이 이루어지고 있다. 최근 급격히 성장하는 벤처투자시장에 비해 투자인력은 부족하며 이에 투자성과 제고를 위해 인력양성과 장기근속을 위한 인프라와 시스템을 갖추기 위해 벤처캐피탈은 많은 노력을 하고 있으나 다른 산업에 비해 벤처캐피탈 산업의 연구자체가 부족할 뿐만 아니라 주로 투자수익률 등 계량적인 관점에서 연구가 이루어졌다. 이에 본 연구는 벤처캐피탈리스트가 소속된 벤처캐피탈의 조직특성 중 권한위임, 직무적합성, 조직신뢰 등이 성과급 등 업무성과에 영향을 미치는 요인을 연구하고 벤처캐피탈의 유형에 따른 조절효과를 중심으로 실증적인 분석하고자 한다.

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Searching for Growth Engine: For the Firms Belonging to the Chaebol in the Korean Capital Markets (한국 재벌기업들의 성장 동력에 관한 재무적 결정요인 분석)

  • Kim, Hanjoon
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.15 no.12
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    • pp.7134-7147
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    • 2014
  • This study examined one of the contemporary issues that may be interesting to academics and practitioners regarding the driving force of the growth rate for the firms belonging to the chaebols in the Korean capital markets. With respect to the empirical results obtained from two hypothesis tests, the first hypothesis was to identify any financial determinants on the growth rate by applying both dynamic panel data and static panel data models. The debt ratios relevant to the book- and market-value showed their positive relationships with the DV of GROWTH1, along with other significant IDVs such as one-period lagged DV of GROWTH_1, SIZE1 and FOS with statistical significance. Second, by employing conditional quantile regression (CQR) analysis, the control variables, such as ROA, SMARKET, time dummy variable of F2010 and F2011, and the industry dummies of IND3 and IND10, provided evidence of their significant influences on DV of GROWTH1.

Economic Evaluation of the HAM300 Yarding Operation with Tree-Length Harvesting Method in Larix kaempferi Forest Stands (낙엽송 전간수확작업에서 HAM300을 이용한 집재작업의 작업일수 및 작업량을 고려한 경제성 분석)

  • Lee, Eunjai;Im, Sangjun;Lee, Sung-Jae;Han, Sang-Kyun
    • Journal of Korean Society of Forest Science
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    • v.109 no.1
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    • pp.72-80
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    • 2020
  • Two strategies for calculating economic feasibility are the machine rate and cash-flow methods. This study used the cash-flow method to evaluate the economic feasibility of the HAM300 yarding operation for extracting tree length logs in Larix kaempferi forest stands. In financial analysis based on 7-year cash-flow, the net present value and pay-back period method were used. We analyzed two scenarios: operating opportunities (50, 100, 150, and 200 days per year) and productivity change yield (7.5 and 10.5 ㎥/scheduled machine hour: SMH). The analysis indicated that high rates of return on extraction activity investment can be achieved when machines are used for >150 days per year. In addition, improved productivity (10.5 ㎥/SMH) increased financial feasibility compared to current productivity (7.5 ㎥/SMH) when machines were operated for 100 days per year. These results suggest that the appropriateness of HAM300 harvesting depends on the number of annual operating days and productivity.

A Study on the Trade Effects of FTAs in Busan's Manufacturing Industry (FTA가 부산지역 제조업의 무역에 미치는 영향)

  • Hwang, Young-Soon;Kim, Hong-Youl
    • International Commerce and Information Review
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    • v.14 no.4
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    • pp.517-541
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    • 2012
  • Since the Korea-Chile FTA in 2003, eight FTAs are now in force including Korea-EU and Korea-US FTA. The government anticipate that FTAs increase the GDP of Korea. Government-related research institutes officially reports the positive economic impact in Korea. However, the report does not show that how much Busan economy is affected by the FTAs. For this reason, we study the economic effects of FTAs in Busan. We compare the trade statistics before and after the time each FTA is in force. The resulting figures show that the exports and trades of Busan with the FTA nations increased significantly after the enforcement. For example, the exports to Chile increased by 273% when we compare the three-year average trade. We also construct an econometrics model to estimate the price elasticity. The estimated elasticity of exports for manufactured goods is 1.38 while that of imports is 0.83. Among the manufacturing industry, machinery has the highest price elasticity, 1.8. The average tariff for manufactured goods is 3.9% for FTA nations, while that is 5.8% for Busan. This higher price fall in Busan is offset by the lower price elasticity to make Busan's export increase be greater than Busan's import increase. Busan's export increases by 4.8% while import increases by 3.7%. So, it is expected to be added to the annual trade surplus of approximately $107million.

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A Servicism Model of the New Technology Industry Enterprise System (서비스주의 기술 산업 기업 연구)

  • Hyunsoo Kim
    • Journal of Service Research and Studies
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    • v.12 no.3
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    • pp.1-25
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    • 2022
  • This study was conducted for technology development and industrial and enterprise system design for the sustainable life of mankind. Human society is facing a crisis. As the power of mankind has increased due to the development of nuclear weapons and information and communication technologies, the risk of human society has greatly increased. The value of growth and freedom is increasing due to capitalism and democratic systems, so technological innovation is accelerating, and industries and companies are growing significantly. New technologies and industries can greatly develop human society and put it at risk. This study was conducted with the aim of redesigning technology, industry, and enterprise systems so that humans who live on Earth can be more sustainable for a longer time. It presented a practical alternative for a long-term sustainable human society. It suggested alternatives for what philosophy and methodology should be developed for the whole of humanity and in each individual national society, for developing technologies, fostering industries, and operating corporate systems. First of all, the problems of the technology development system, industrial system, and enterprise system of human society were analyzed. The characteristics and problems were analyzed in terms of sustainability of human society. The necessary and sufficient conditions for an alternative system to solve the raised problems were derived. A system that satisfies these conditions was designed and presented. The alternative system was named as a servicism system as a system based on the service philosophy. The structure, operation model, and implementation plan of the new technology industry enterprise system were presented. In the future, follow-up studies are needed to be concreted at the level of individual countries and human society as a whole.

A Study on Brand Selection Property of Preliminary Business Founder In Food Service Franchise Foundation (외식 프랜차이즈 가맹점창업 시 예비 창업자의 브랜드 선택 속성에 관한 연구)

  • Sung, Daw-kwon;Wu, Jong-phil;Lee, Hyung-gun
    • The Korean Journal of Franchise Management
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    • v.3 no.1
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    • pp.92-110
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    • 2012
  • Due to the social problems including recent economic crisis and unemployment rate increase, the demand of business foundation market has been increased and, in the meantime, on the basis of the business foundation support policy of the government including youth foundation support policy and Small & Medium Business Administration foundation planning, business foundation market has been showing steady growth trend. With this enlargement of foundation market, as the accompanied increase of franchise market is expected, it is considered that the importance of more realistic and concrete research about franchise market be larger than before. This study considered brand image, main office support, foundation cost, information search activity as the advanced variable of effect on brand selection and established the cause of effect on brand selection by improving the existing advanced research, and its result is as follows. First, according to foundation business kind, age, sex, yes or no of marriage, there is some difference III the thought about brand image and foundation possibility. Second, Second, the most important factor of franchise contract intention is economical specificity. It is difficult to consider brand image, franchise support and information search activity as the property having a big effect on preliminary founder, and it was shown that the cost for franchise management(Consistency with initial foundation cost and self-capital, promotion cost, management fund, facility/equipment reinvestment, etc.) is an important property. Specially, it was shown that consistency with initial foundation cost and self-capital is the most important factor for preliminary founder.

The Restoration and Conservation of Indigo Paper in the Late Goryeo Dynasty: Focusing on Transcription of Saddharmapundarika Sutra(The Lotus Sutra) in Silver on Indigo Paper, Volume 7 (고려말 사경의 감지(紺紙) 재현과 수리 - 이화여자대학교 소장 감지은니묘법연화경을 중심으로 -)

  • Lee, Sanghyun
    • Korean Journal of Heritage: History & Science
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    • v.54 no.1
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    • pp.52-69
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    • 2021
  • The transcriptions of Buddhist sutra in the Goryeo Dynasty are more elaborate and splendid than those of any other period and occupy a very important position in Korean bibliography. Among them, the transcriptions made on indigo paper show decorative features that represent the dignity and quality that nobles would have preferred. Particularly, during the Goryeo Dynasty, a large number of transcriptions were made on indigo paper, often in hand-scrolled and folded forms. If flexibility was not guaranteed, the hand-scrolled form caused inconvenience and damage when handling the transcription because of the structural limitations of the material that is rolled up and opened. It was possible to overcome these shortcomings by changing from the hand-scrolled to the folded form to obtain convenience and structural stability. The folded form of the transcription utilizes the same principle as the folding screen, so it is a structure that can be folded and unfolded, and it is made by connecting parts at regularly spaced intervals. No matter how small the transcription is, if it is made of thin paper, it is difficult to handle it and to maintain its shape and structure. For this reason, the folded transcription was usually made of thick paper to support the structure, and the cover was made thicker than the inner part to protect the contents. In other words, the forded form was generally manufactured to suit the characteristics of maintaining strength by making the paper thick. Because a large amount of indigo paper was needed to make this type of transcription, it is assumed that there were craftsmen who were in charge only of dark dyeing the papers. Usually, paper dyeing requires much more dye than silk dyeing, and dyeing dozens of times would be required to obtain the deep indigo color of the base of the transcription of Buddhist sutra in the Goryeo Dynasty. Unfortunately, there is no record of the Goryeo Dynasty's indigo blue paper manufacturing technique, and the craftsmen who made indigo paper no longer remain, so no one knows the exact method of making indigo paper. Recently, Hanji artisans, natural dyers, and conservators attempted to restore the Goryeo Dynasty's indigo paper, but the texture and deep colors found in the relics could not be reproduced. This study introduces the process of restoring indigo paper in the Goryeo Dynasty through collaboration between dyeing artisans, Hanji artisans, and conservators for conservation of the transcription of Buddhist sutra in the late Goryeo dynasty, yielding a suggested method of making indigo paper.

A Study of the Domestic Timber Marketing (국내재(國內材) 유통(流通)에 관(關)한 연구(硏究))

  • Yoo, Byung Il;Sung, Kyu Chul;Kim, Eui Gyeong;Kim, Sa Il
    • Journal of Korean Society of Forest Science
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    • v.71 no.1
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    • pp.1-8
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    • 1985
  • In the study, the log pricing process by region and marketing agencies was surveyed in order to analyze the domestic timber marketing situation, and to propose improvements. The results obtained show that the market channel configuration for domestic timber is simple compared with that for the agricultural products. The log felling contractor is the lead agency in the stumpage market because of the lack of market information of most forest owners. However, the log assembler, who has ample funds, seized leadership in the market channel because most felling contractors, deal only with small timber quantities, and are usually short of funds. Also the variety of log scaling methods is a serious factor confusing domestic timber marketing. Therefore, the following steps are proposed; 1) the provision of market information to forest owners, 2) the institutional control of felling contractors, 3) the establishment of cooperative log collection centers, 4) the improvement of log quality.

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SOC Project Plans and Cultural Resource Management in the North Korean Region : Suggestions for Systematic Investigation and Management of North Korean Cultural Heritage (북한지역 SOC사업 구상과 문화유산 - 북한 문화유산의 효율적인 조사·관리를 위한 제언 -)

  • Kim, Beom-Cheol
    • Korean Journal of Heritage: History & Science
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    • v.52 no.2
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    • pp.4-19
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    • 2019
  • Despite continuous volatility in ideological leanings, South Korean governments, conservative or progressive, have published a series of plans for aiding the economic development of North Korea. The Moon administration's plan is the paragon of such efforts. In addition, recent detente between the North Korean regime and the US government evokes much hope in its success. There is, hidden behind the veil of hope, apprehension about the crisis of management of cultural heritage in the North Korean region. It is believed that development policies may overwhelm efforts at conservation of cultural heritage, in particular that the hurrying of development projects would provoke insufficient and inappropriate investigation of archaeological sites., If these problems arise, responsibility for their resolution would be carried by South Korean archaeologists and governmental institutes. This paper reviews what the South Korean government has suggested for North Korea's economic recovery and examines what capability the South Korean archaeology sector has for investigating North Korean cultural heritage. It then discusses the scale of investigation needed, and what should beused as precedent in planning substantial excavations when development projects are performed in the North Korean region. Constructing a digital map system for cultural heritage of North Korea is suggested as one of the most urgent tasks precedent to substantial excavations. It is of great importance because we do not currently have any substantial information about the locations and current condition of cultural heritage sites and artifacts in the North Korean region. The mapping of Bronze Age sites in North Korea, conducted as a sort of pilot test, revealed that archaeological sites are densely distributed in several regions, especially Hwanghae-do and Pyoyang Directly-Administrated City, and that there is high potential of discovering new sites.