• Journal of Distribution Science
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• v.11 no.4
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• pp.61-72
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• 2013

Purpose - It is widely accepted that the process of developing marketing strategy is composed of three steps: market segmentation, target market selection and positioning. However, mass marketing strategy based on cost reduction through economies of scale and standardized products, can be also an effective strategic option. Many marketing scholars including Theodore Levitt emphasize the importance of applying the mass production concept to various industries including service industries. Especially, in times of economic downturn, the capability of providing consumers with low-priced, value products can be an important source of competitive advantage, as well as the ability of providing high-priced premium products. Marketers should decide whether they will implement mass marketing strategy or target marketing strategy. The present study theoretically shows that firms should understand the target customers' price elasticity as well as the firm's cost structure in order to make such a strategic decision. Research design, data, and methodology - Instead of implementing an empirical study, this study provides a theoretical(mathematical) investigation on the effect of consumers' price elasticity on a firm's optimal price level, profit, sales volume, revenue, and cost. The results are mostly deduced from derivative calculations and several graphs are utilized to represent the results on the relationships between the variables under study. Results - The analytical results suggest that it is more profitable for a firm to adopt the segment/target marketing strategy (more specifically the differentiation strategy) when the degree of consumers' heterogeneity is high and the proportion of the fixed cost in the total cost is low. On the other hand, if the degree of consumers' heterogeneity is low and the fixed cost is high, it is better to adopt the mass marketing strategy or the cost leadership strategy. The strategy of concentrating on a single target market will be effective when consumers' needs are highly heterogeneous but the fixed cost is high. Any of the three types of generic strategies proposed my Porter(1980, 1985) can be applied when both the consumers' heterogeneity and the fixed cost are low. This study also proposes the contribution-margin-based method for developing the optimal pricing strategy. Conclusions - One of the primary roles of marketers is to find a proper compromise between the two conflicting goals of maximizing customer satisfaction and minimizing cost. In order to do so, he or she should understand the characteristics of the target customers as well as the cost structure of the firm. In addition to the theoretical analyses, this study discusses several business cases and explains how superior companies find the optimal compromise position between these two goals and dominate the market. One of the radical changes recently taking place in business arena is the reduction of production and distribution costs of both physical goods and information due to the advancement and the wide diffusion of information technology. The cost reduction combined with lowered priced elasticity incurred by customized products and services, will enable many firms to adopt the mass customization strategy.

• Journal of Distribution Science
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• v.11 no.4
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• pp.81-88
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• 2013

Purpose - This paper analyzes the influence of the RMB internationalization on the KRW/dollar exchange rate using an autoregressive distributed lag model. Comparing the parameter estimators from the sample period before and after the global financial crisis, we found that the RMB/dollar exchange rate has increasingly become more influential on the KRW/dollar exchange rate. Moreover, for the past several years, the Chinese government has actively utilized the financial service FTA negotiation as a measure for the RMB internationalization. This paper simultaneously considers RMB internationalization and financial service negotiations in the Korean-Chinese FTA. The purpose of this paper is to explicitly suggest a direction for the financial service negotiations in the Korean-Chinese FTA considering the effects of RMB internationalization. Research design, data, and methodology - The research plan of this paper has two parts. First, for an empirical study, this paper uses the daily exchange rate of the U.S. dollar against the currencies of the ASEAN5, Taiwan,and Korea. By using an autoregressive distributed lag model, this paper studies the influence of the change in the RMB/dollar exchange rate on changes in the local currency/dollar exchange rate in seven economies neighboring China. Our sample periods are 06/2005 - 07/2008 and 06/2010 -02/2013. During these periods, China was under the multi-currency basket system. We exempted the period of 08/2008 - 05/2010 from the analysis because there was nearly no RMB/dollar exchange rate fluctuation during those months. Second, after analyzing the recent financial service liberalizations and deregulations in China, we recommend a direction for the financial service negotiations in the Korean-Chinese FTA. In the past several years,the main Chinese financial policy agenda has surrounded the RMB internationalization. Therefore, it is crucial to understand this in the search for strategies for the financial service negotiations in the Korean-Chinese FTA. This paper employs an existing literature survey and examines the FTA protocols in its research methodology. Results and Conclusions - After the global financial crisis, the Chinese government wanted to break away from the dollar influence and pursued independent RMB internationalization in order to continue the growth and stability of its economy. Hence, every neighboring economy of China has been strategically impacted by RMB internationalization. Nevertheless, there is little empirical study on the influence of RMB internationalization on the KRW/dollar exchange rate. This paper is one of the few studies to analyze this problem comprehensively. By using a relatively simple estimation model, we can confirm that the coefficient of the RMB/dollar exchange rate has become more significant, except in the case of Indonesia. Although Korea is not under the multi-currency basket system but under the weakly controlled floating exchange rate system, its coefficient appears as large as that of the ASEAN5. This is the basis of the currency cooperation that has grown from the expansion of trade between the two countries. These empirical results suggest that the Korean government should specifically consider the RMB internationalization in the Korean-Chinese FTA negotiations.

• Journal of Distribution Science
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• v.11 no.10
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• pp.93-105
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• 2013

Purpose - This empirical analysis determines the structured causal relations between perceived value, customer satisfaction, and repurchase intention among users of traditional markets. The results of this analysis would help merchants and market operators indevisingan appropriate strategy to successfully manage traditional markets. Research design, data, methodology - The perceived value model of traditional markets includes functional value (price), functional value (quality), emotional value, and social value. In this study, the perceived value of traditional markets is considered as an independent variable, while customer satisfaction and repurchase intention are shown as the dependent variables, where customer satisfaction is also considered as the mediating variable. The study aims to ascertain the extent of influence of the perceived value of traditional markets on customer satisfaction and repurchase intention. We use regression analysis to verify the effects. The measurement items were already deemed as reliable and valid in the previous study, but for this purpose, we made some modifications. We distributed questionnaires to 300 consumers on a national scale, and finally used 241 consumer responses among these as a sample. We analyzed the data using the SPSS 21.0 statistical program. Results - We obtained the following results. First, the order of perceived value dimensions of traditional markets that positively impact customer satisfaction is functional value (price), social value, emotional value, and functional value (quality). Second, the perceived value sometimes directly affects repurchase intention; its effect is typically strong with customer satisfaction as a parameter. The order of perceived value dimensions that positively impact repurchase intention is social value, functional value (price), emotional value, and functional value (quality). Third, the perceived value significantly influences repurchase intention, with customer satisfaction as the mediating variable. Conclusions - We should recognize the importance of perceived value in retail distribution markets, such as traditional markets. Moreover, we need to develop strategies to improve the perceived value. The practical implications of the study are as follows. First, with regards to functional value (quality; price) dimensions, we should have an appropriate assortment of high quality products that are reasonably priced. In addition, customers are satisfied with the friendly service, discounts, and other benefits provided by the merchants. Second, in terms of emotional value dimension, we need to develop differentiated events that provide fun and emotional experience to the customers. Third, in the context of social values dimension, we should strive to positively influence society to enhance social image through activities such as social services and contribution to community development. On the basis of these results, we present the implications, limitations, and future directions for the research. One of the policy implications of the study is that merchants of traditional markets must actively select customers and develop customer value. However, this study is limited in the fact that the population used for data collection is not fully representative, as the survey only covered some specific areas. Moreover, future studies could also benefit with additional research using moderating variables.

• The Journal of Industrial Distribution & Business
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• v.9 no.4
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• pp.73-82
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• 2018

Purpose - Before the economic reforms, the Chinese communication industry was poorly developed. After China's entering to WTO, the Chinese market were gradually opened, domestic companies will be faced with more and more pressures of competition from the world rival countries. As time goes on, the overseas telecommunications companies will occupy the Chinese market with the opening of China Telecommunications market to outside. So this paper focuses on problems and development methods based on the research about the present situation and development methods of communication industry(communication manufacturing industry and communication manufacturing industry) in China. Research design, data, and methodology - This study analyzed the policies of China's entering to WTO. This paper observed previous researches and made an empirical research on Chinese communication industry based on the governmental policies, strategies, books and previous papers with several kinds of clear data announced formally by China authorities. Results - Most recently, reorganization of the communication industry has brought good opportunities for the development of the communication manufacturing enterprises. This paper analyze policy changes of Chinese communication industry, the status of communication manufacturing industry and communication service industry. Finally, this study for further research analyzes the existing problems and puts forward some practicable measures to solve them. Conclusions - Looking ahead, with China's rapid economic development and steady deepening of reform and opening-up, the Chinese communication industry is faced with an even broader prospect of development. Chinese communication industry will be become the pillar one in national economy after 10 years development. Foreign communication companies accelerated investment and progresses to Chinese information and communication markets. Positive ones are more foreign investment, export increase, domestic innovation, communication industry made steep growth. But negative ones are obstacles of domestic companies' development and jobless rate increase etc. Second communication manufacturing industry made good development, but computer and TV related industry made decline in growth. Third, market sizes of internet and mobile services are growing but the size of wired communication services is downsizing gradually. To overcome them, the studies of components or parts of communication manufacturing industry are needed individually. Second China Unicom, China Telecom, China Mobile etc. are Chinese representatives. The sales volumes are very similar at the beginning, but now they are different and make big differences. So the analysis about, their differences and its impact, are needed.

• Journal of Distribution Science
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• v.10 no.11
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• pp.79-88
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• 2012

Purpose - The objective of this paper is to suggest that a company's CRM activities have an effect on customer loyalty in the Korean retail industry. Typically, Korean customers use large local marts with convenience in the absence of any other choice. Therefore, this study aims to shed light on the fact that customers do not break away from their preferred retail stores, either owing to their stringent loyalty (the lie loyalty) or difficulty in turning to alternative choices. Research design, data, methodology - By surveying a sample of 200 hyper-markets through a questionnaire, and excluding dubious and missing responses, I obtained 181 samples to be included in the empirical analysis. The survey was conducted for two weeks during October 2011. AMOS and SPSS18 statistical packages were used for conducting statistical analysis for this study. This paper was developed using the concept of customer equity on CRM, which is known to have a positive impact on customer loyalty through the satisfaction and switching-barrier parameters. The hypothesis of this paper is that customer equity is composed of relationship equity, value equity and brand equity, and that the relationship equity variable has positive effects on the value equity and brand equity amongst other types of customer equity. Moreover, customer equity influences customer loyalty through parameters including customer satisfaction and switching costs in the Korean retail industry. Results - According to the results of the analysis, it was confirmed that relationship value had a positive effect (+) on all variables, including the perceived QoS (Quality of Service), store brand images, economic value, and store convenience. It was also confirmed that the assumption that the perceived QoS (Quality of Service), economic value, and store convenience had a positive effect on customer satisfaction was shown to be statistically significant, with a p-value below 0.05. Only the store brand value variable had an effect on the switching-cost variable with respect to the causal sequence of the variables, including the perceived QoS, store brand value, economic value, and store convenience. The remaining variables did not seem to influence the switching-cost variable. On the other hand, another effect showed that customer satisfaction had a statistically significant influence on the switching-costs variable. Moreover, the customer satisfaction and switching-cost variables also had a statistical influence on customer loyalty. Conclusions - The CRM activities had an influence on various variables (including perceived QoS, perceived economic value, store brand value, and store convenience) pertaining to customer values. Customer satisfaction and switching-cost had some effects on customer loyalty as a parameter. This confirms that stringent loyalty exists with respect to customer loyalty in the retail industry. The fact that the variable had such a statistically significant influence on the switching-cost and store brand equity variables means that consumers react to the reputation of a brand, confidence about the store, and quality confidence. The implications of this study in the retail industry should be further extended to devise strategies for customer retention.

• Journal of Distribution Science
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• v.10 no.7
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• pp.5-11
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• 2012

The core objective of this research article is to investigate different challenges and opportunities in management as well as start-ups of small businesses in India. The prudence behind this research is to examine various problems in front of the small businesses and to offer vital support and cooperation to overcome those with the support of concerned institutions through consultancy and training programs. The researchers have an intention to make available the research results to the governmental agencies, concerned small business institutions and also to the educational institutions which are continually design plans, programs, policies and strategies to upgrade the managerial and technical dexterities of the small business Indian operators. After thorough revision of relevant literature on small businesses and its management, the researchers used a well structured questionnaire and in-depth personal interviews with 586small business operators selected from manufacturing, trading (retailing and wholesaling), finance, servicing/repair businesses which are located in the coastal districts of Andhra Pradesh in India. The researchers have used convenience sampling and collected data was analyzed with the support of Microsoft Excel and frequency distribution. Noticeably, majority of the small businessmen in India are facing myriad number of challenges both in management and at the time of establishment of their business operations. In particular, 72.47 percent of small businesses operators' have substantiated their strong opinion towards the challenges they are facing particularly finance, marketing and other problems while managing their businesses. The researchers also attempted to get the opinions on problems of the various categories of small businesses while starting their operations. A staggering 68percent of respondents identified the problems related to preparation of business plan, location selection, marketing and other problems like lack of proper credit facilities, skilled manpower, and other infra related problems while setting up of their businesses. On an average, 64.62 and 63.51 percent of small businesses are facing various kinds of problems both at the time of day-to-day management as well as start-up of their businesses respectively. The present research confined with the opinions of only four categories of small business operators particularly from the manufacturing, finance, trading (retailing and wholesaling), and servicing/repair which are continuing their business operations from the nine coastal districts of Andhra Pradesh in India. The present study emphatically provides concrete information required to the business community for identifying an assortment of challenges faced by different small business operators in managing and at the time of their inception. This research paper is first of its kind from this part of the world by offering extensive and credible information required for prospective entrepreneurs in facing the dynamic challenges in managing their business. Furthermore, this research presents invaluable inputs to the stakeholders like all types of governments, policy makers, practitioners, researchers, and educators' about the various impediments faced by the small business community in India.

• Cartoon and Animation Studies
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• s.43
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• pp.387-433
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• 2016

The ability to develop curriculums is a crucial factor in evaluating the expertise of a teacher who teaches culture & art education. Establishing a one-year plan for classes is an effort to create a well-designed curriculum for the year and also to foresee the big picture of classes in the corresponding year. A curriculum should not be composed of merely educational content or a series of knowledge and skills. It should be well-designed, based on principles of a coherent plan. This study examines organizational principles on which common curriculums are based on and looks at how a curriculum can be designed, especially for cartoon & animation classes, as part of Culture & Art education, and which factors should be considered in planning. In the process of forming such a curriculum, these steps should be followed: considering educational standards for cartoon animation classes; determining the learning experience, organizing the learning experience; and, lastly, evaluating the level of learning. In addition, effective teaching strategies that reflect the characteristics of a class on cartoon animation should be formulated. This study suggests actual examples of an effective annual curriculum for cartoon animation classes based on all the factors presented above.

• Ecology and Resilient Infrastructure
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• v.5 no.1
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• pp.35-44
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• 2018

Social, economic and environmental problems caused by rapid urbanization have been recently overcome by various civic participation projects. Local governance and resident - led partnership through field - based cooperative operating systems from urban regeneration to village projects are considered success factors. Among these, the village greening project which directly affects the residents and requires spontaneity requires the role and cooperation of the various participating actors due to the sharing of public space and private space. Social capital plays a key role in the sustainability and participation of the above - mentioned business as a relational capital centered on trust and participation, network and norms. Therefore, empirical research is needed. In this study, basic research was carried out to build a formation model of social capital in participation - type greening project expanding urban green space system to living area. We analyzed the elements of participation, the components of business progress, and the factors of social capital formation through literature review and in - depth interviews with participating experts. The purpose of this study is to provide basic data of social capital formation model for analyzing sustainability and activation strategies in the future.

• Journal of Plant Biotechnology
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• v.37 no.2
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• pp.220-227
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• 2010

Fatty acids in seed oil from plants are essential for human nutrients and have been used for industrial purpose. The growing demands of seed oil as food resources and feedstocks for industrial uses have attempted to modify fatty acid composition and to increase oil content in transgenic plants. However, production of unusual fatty acids in transgenic plants are limited, which is not synthesized the level same as original plants. This bottleneck was common for production of several unusual fatty acids in transgenic plants and suggests that there is different for substrate preference in oil metabolic pathway enzymes between host oil plants and original wild plants. Review of acyltransferases involved in acyl-editing and seed oil accumulation of oil plant and wild-plant producing unusual fatty acids will design strategies to maximize the production of unusual fatty acids in transgenic plants. In here, we identified eleven acyltransferase genes in castor based on sequence homology, which will be useful to increase hydroxy unusual fatty acids in transgenic plants.

• Journal of Korean Society of Coastal and Ocean Engineers
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• v.17 no.4
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• pp.259-268
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• 2005

There has been a growing interest in the elimination of anoxic layer in the Youngsan River Estuarybecause the anoxic water mass caused mainly by the inflow of fresh water from the sea wall might cause the mass reduction of benthos during summer. An ocean outfall system to discharge treated wastewater into sea water may be used as one of the effective and economical ways to eliminate the anoxic layer. The suitable ocean outfall design is generally proposed for the prediction of the buoyant jet behavior in the near field. The parameters including CTD and current data are taken into account f3r more reliable buoyant jet behavior calculation. One of the numerical models, CORMIX 1, approved by EPA is used herein for the prediction of the trajectorial variation of the cross-sectional salinity and DO concentration distribution on the calculated buoyant jet boundary according to the tidal periods. On the basis of the results, it is suggested that the single port outfall is a useful system to eliminate the anoxic layer. Proper strategies are also proposed for achieving desirable ambient conditions.