• 생태와환경
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• 제47권3호
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• pp.135-145
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• 2014

오대산 국립공원 계방산(해발고도 1,577 m) 일대의 산지삼림식생은 산지낙엽활엽수림, 산지습성림, 산지침엽수림, 아고산침엽수림, 아고산활엽수림, 식재림으로 세분되었으며, 기타식생으로 다래군락, 농경지 등이 조사되었다. 상관대분류에 의하여 구분된 각각의 산지삼림식생을 구성하고 있는 분포군락수는 산지낙엽활엽수림은 33개 군락, 산지습성림 41개 군락, 산지침엽수림 8개 군락, 아고산침엽수림 4개 군락, 아고산활엽수림 2개 군락, 식재림 6개 군락, 기타식생 4개 군락이 조사되었다. 조사된 주요 군락의 분포 비율을 보면 산지낙엽활엽수림은 신갈나무군락이 $30,909,942.967m^2$의 80.220%로 가장 높은 분포 비율로 조사되었고, 굴참나무군락이 $1,067,479.335m^2$의 2.770%를 차지하고 있으며, 계방산 일대 산지낙엽활엽수림의 65.755%는 신갈나무가 우점 또는 차우점종으로 분포하고 있다. 산지습성림은 물푸레나무-가래나무군락이 전체의 10.955%를 차지하고 있으며, 물푸레나무와 상층부의 식피율이 비슷하여 혼생군락을 이루고 있는 군락은 10개 군락으로 전체의 32.776%를 차지하고 있다. 산지침엽수림은 소나무와 이와 혼생하는 군락이 전체의 100%로서 산지침염수림은 소나무가 상층부에서 우점종으로 나타나는 군락의 양상을 나타내고 있다. 기타식생에서 아고산침엽수림은 전나무-신갈나무군락 등 총 4개 군락이 조사되었으며 오대산 국립공원 전체 식생면적의 4.980%를 차지하고 있다. 아고산 활엽수립은 사스래나무-층층나무군락 등 총 2개 군락이 조사되었으며 오대산 국립공원 전체 식생면적의 0.006%를 차지하고 있다. 식재림은 일본잎갈나무가 식재림 전체의 51.652%로 가장 많이 식재되었으며, 자작나무가 38.975%, 잣나무가 7.969%로 3개 수종이 전체의 98.565%로 대부분이 이들 3종에 의하여 식재되어졌다. 결론적으로 오대산 국립공원 계방산 일대의 산림식생은 신갈나무가 최상층부의 우점종으로 구성되어 있으며, 이들 종들과 관련된 수많은 군락들은 식생천이 및 기후적 요인들에 의하여 군락 대체가 매우 빠르게 일어날 것으로 보인다. 따라서 이 지역 일대 잠재 자연 식생의 주요종은 산지낙엽활엽수림은 신갈나무, 산지습성림은 가래나무, 들메나무, 산지낙엽활엽수림은 신갈나무, 산지습성림은 물푸레나무, 가래나무, 들메나무, 산지낙엽활엽수림과 산지습성림의 경계부 중 습도가 높은 계곡부는 층층나무, 들메나무, 사면부는 신갈나무로 대체가 빠르게 일어날 것으로 보인다. 그러나 아고산의 침염수림은 기후온난화, 인위적 교란 등에 의하여 점차적으로 낙엽 활엽수의 분포비율이 증가할 것으로 보인다.

• 간호행정학회지
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• 제6권3호
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• pp.389-404
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• 2000

This study was designed to determine the cost and measurement of nursing care hours for hospice patients hostpitalized in one university hospital. 314 inpatients in the hospice unit 11 nursing manpower were enrolled. Study was taken place in C University Hospital from 8th to 28th, Nov, 1999. Researcher and investigator did pilot study for selecting compatible hospice patient classification indicators. After modifying patient classification indicators and nursing care details for general ward, approved of content validity by specialist. Using hospice patient classification indicators and per 5 min continuing observation method, researcher and investigator recorded direct nursing care hours, indirect nursing care hours, and personnel time on hospice nursing care hours, and personnel time on hospice nursing care activities sheet. All of the patients were classified into Class I(mildly ill), Class II (moderately ill), Class III (acutely ill), and Class IV (critically ill) by patient classification system (PCS) which had been carefully developed to be suitable for the Korean hospice ward. And then the elements of the nursing care cost was investigated. Based on the data from an accounting section (Riccolo, 1988), nursing care hours per patient per day in each class and nursing care cost per patient per hour were multiplied. And then the mean of the nursing care cost per patient per day in each class was calculated. Using SAS, The number of patients in class and nursing activities in duty for nursing care hours were calculated the percent, the mean, the standard deviation respectively. According to the ANOVA and the $Scheff{\'{e}$ test, direct nursing care hours per patient per day for the each class were analyzed. The results of this study were summarized as follows : 1. Distribution of patient class : class IN(33.5%) was the largest class the rest were class II(26.1%) class III(22.6%), class I(17.8%). Nursing care requirements of the inpatients in hospice ward were greater than that of the inpatients in general ward. 2. Direct nursing care activities : Measurement ${\cdot}$ observation 41.7%, medication 16.6%, exercise ${\cdot}$ safety 12.5%, education ${\cdot}$ communication 7.2% etc. The mean hours of direct nursing care per patient per day per duty were needed ; 69.3 min for day duty, 64.7 min for evening duty, 88.2 min for night duty, 38.7 min for shift duty. The mean hours of direct nursing care of night duty was longer than that of the other duty. Direct nursing care hours per patient per day in each class were needed ; 3.1 hrs for class I, 3.9 hrs for class II, 4.7 hrs for class III, and 5.2 hrs for class IV. The mean hours of direct nursing care per patient per day without the PCS was 4.1 hours. The mean hours of direct nursing care per patient per day in class was increased significantly according to increasing nursing care requirements of the inpatients(F=49.04, p=.0001). The each class was significantly different(p<0.05). The mean hours of direct nursing care of several direct nursing care activities in each class were increased according to increasing nursing care requirements of the inpatients(p<0.05) ; class III and class IV for medication and education ${\cdot}$ communication, class I, class III and class IV for measurement ${\cdot}$ observation, class I, class II and class IV for elimination ${\cdot}$ irrigation, all of class for exercise ${\cdot}$ safety. 3. Indirect nursing care activities and personnel time : Recognization 24.2%, house keeping activity 22.7%, charting 17.2%, personnel time 11.8% etc. The mean hours of indirect nursing care and personnel time per nursing manpower was 4.7 hrs. The mean hours of indirect nursing care and personnel time per duty were 294.8 min for day duty, 212.3 min for evening duty, 387.9 min for night duty, 143.3 min for shift duty. The mean of indirect nursing care hours and personnel time of night duty was longer than that of the other duty. 4. The mean hours of indirect nursing care and personnel time per patient per day was 2.5 hrs. 5. The mean hours of nursing care per patient per day in each class were class I 5.6 hrs, class II 6.4 hrs, class III 7.2 hrs, class IV 7.7 hrs. 6. The elements of the nursing care cost were composed of 2,212 won for direct nursing care cost, 267 won for direct material cost and 307 won for indirect cost. Sum of the elements of the nursing care cost was 2,786 won. 7. The mean cost of the nursing care per patient per day in each class were 15,601.6 won for class I, 17,830.4 won for class II, 20,259.2 won for class III, 21,452.2 won for class IV. As above, using modified hospice patient classification indicators and nursing care activity details, many critical ill patients were hospitalized in the hospice unit and it reflected that the more nursing care requirements of the patients, the more direct nursing care hours. Emotional ${\cdot}$ spiritual care, pain ${\cdot}$ symptom control, terminal care, education ${\cdot}$ communication, narcotics management and delivery, attending funeral ceremony, the major nursing care activities, were also the independent hospice service. But it is not compensated by the present medical insurance system. Exercise ${\cdot}$ safety, elimination ${\cdot}$ irrigation needed more nursing care hours as equal to that of intensive care units. The present nursing management fee in the medical insurance system compensated only a part of nursing car service in hospice unit, which rewarded lower cost that that of nursing care.

• 마케팅과학연구
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• 제19권1호
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• pp.37-46
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• 2009

The Census Bureau of the Department of Commerce announced in May 2008 that U.S. retail e-commerce sales for 2006 reached $ 107 billion, up from $ 87 billion in 2005 - an increase of 22 percent. From 2001 to 2006, retail e-sales increased at an average annual growth rate of 25.4 percent. The explosive growth of E-Commerce has caused profound changes in marketing channel relationships and structures in many industries. Despite the great potential implications for both academicians and practitioners, there still exists a great deal of uncertainty about the impact of the Internet channel introduction on distribution channel management. The purpose of this study is to investigate how the ownership of the new Internet channel affects the existing channel members and consumers. To explore the above research questions, this study conducts well-controlled mathematical experiments to isolate the impact of the Internet channel by comparing before and after the Internet channel entry. The model consists of a monopolist manufacturer selling its product through a channel system including one independent physical store before the entry of an Internet store. The addition of the Internet store to this channel system results in a mixed channel comprised of two different types of channels. The new Internet store can be launched by the independent physical store such as Bestbuy. In this case, the physical retailer coordinates the two types of stores to maximize the joint profits from the two stores. The Internet store also can be introduced by an independent Internet retailer such as Amazon. In this case, a retail level competition occurs between the two types of stores. Although the manufacturer sells only one product, consumers view each product-outlet pair as a unique offering. Thus, the introduction of the Internet channel provides two product offerings for consumers. The channel structures analyzed in this study are illustrated in Fig.1. It is assumed that the manufacturer plays as a Stackelberg leader maximizing its own profits with the foresight of the independent retailer's optimal responses as typically assumed in previous analytical channel studies. As a Stackelberg follower, the independent physical retailer or independent Internet retailer maximizes its own profits, conditional on the manufacturer's wholesale price. The price competition between two the independent retailers is assumed to be a Bertrand Nash game. For simplicity, the marginal cost is set at zero, as typically assumed in this type of study. In order to explore the research questions above, this study develops a game theoretic model that possesses the following three key characteristics. First, the model explicitly captures the fact that an Internet channel and a physical store exist in two independent dimensions (one in physical space and the other in cyber space). This enables this model to demonstrate that the effect of adding an Internet store is different from that of adding another physical store. Second, the model reflects the fact that consumers are heterogeneous in their preferences for using a physical store and for using an Internet channel. Third, the model captures the vertical strategic interactions between an upstream manufacturer and a downstream retailer, making it possible to analyze the channel structure issues discussed in this paper. Although numerous previous models capture this vertical dimension of marketing channels, none simultaneously incorporates the three characteristics reflected in this model. The analysis results are summarized in Table 1. When the new Internet channel is introduced by the existing physical retailer and the retailer coordinates both types of stores to maximize the joint profits from the both stores, retail prices increase due to a combination of the coordination of the retail prices and the wider market coverage. The quantity sold does not significantly increase despite the wider market coverage, because the excessively high retail prices alleviate the market coverage effect to a degree. Interestingly, the coordinated total retail profits are lower than the combined retail profits of two competing independent retailers. This implies that when a physical retailer opens an Internet channel, the retailers could be better off managing the two channels separately rather than coordinating them, unless they have the foresight of the manufacturer's pricing behavior. It is also found that the introduction of an Internet channel affects the power balance of the channel. The retail competition is strong when an independent Internet store joins a channel with an independent physical retailer. This implies that each retailer in this structure has weak channel power. Due to intense retail competition, the manufacturer uses its channel power to increase its wholesale price to extract more profits from the total channel profit. However, the retailers cannot increase retail prices accordingly because of the intense retail level competition, leading to lower channel power. In this case, consumer welfare increases due to the wider market coverage and lower retail prices caused by the retail competition. The model employed for this study is not designed to capture all the characteristics of the Internet channel. The theoretical model in this study can also be applied for any stores that are not geographically constrained such as TV home shopping or catalog sales via mail. The reasons the model in this study is names as "Internet" are as follows: first, the most representative example of the stores that are not geographically constrained is the Internet. Second, catalog sales usually determine the target markets using the pre-specified mailing lists. In this aspect, the model used in this study is closer to the Internet than catalog sales. However, it would be a desirable future research direction to mathematically and theoretically distinguish the core differences among the stores that are not geographically constrained. The model is simplified by a set of assumptions to obtain mathematical traceability. First, this study assumes the price is the only strategic tool for competition. In the real world, however, various marketing variables can be used for competition. Therefore, a more realistic model can be designed if a model incorporates other various marketing variables such as service levels or operation costs. Second, this study assumes the market with one monopoly manufacturer. Therefore, the results from this study should be carefully interpreted considering this limitation. Future research could extend this limitation by introducing manufacturer level competition. Finally, some of the results are drawn from the assumption that the monopoly manufacturer is the Stackelberg leader. Although this is a standard assumption among game theoretic studies of this kind, we could gain deeper understanding and generalize our findings beyond this assumption if the model is analyzed by different game rules.

• 대한간호학회지
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• 제11권1호
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• pp.65-87
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• 1981

The study is aimed at exploring concept held by clinical nurses of nursing. The data were collected from 225 nurses conviniently selected from the population of nurses working in Kang Won province. Findings include. 1) Nurse's Qualification. The respondents view that specialized knowledge is more important qualification of the nurse. Than warm personality. Specifically, 92.9% of the respondents indicated specialized knowledge as the most important qualification while only 43.1％ indicated warm personality. 2) On Nursing Profession. The respondents view that nursing profession as health service oriented rather than independent profession specifically. This suggests that nursing profession is not consistentic present health care delivery system nor support nurses working independently. 3) On Clients of Nursing Care The respondents include patients, family and the community residents in the category of nursing care. Specifically, 92.0％ of the respondents view that patient is the client, while only 67.1％ of nursing student and 74.7％ of herself. This indicates the lack of the nurse's recognition toward their clients. 4) On the Priority of Nursing care. Most of the respondents view the clients physical psychological respects as important component of nursing care but not the spiritual ones. Specially, 96.0% of the respondents indicated the physical respects, 93% psychological ones, while 64.1% indicated the spiritual ones. This means the lack of comprehensive conception on nursing aimension. 5) On Nursing Care. 91.6% of the respondents indicated that nursing care is the activity decreasing pain or helping to recover illness, while only 66.2% indicated earring out the physicians medical orders. 6) On Purpose of Nursing Care. 89.8% of the respondents indicated preventing illness and than 76.6% of them decreasing 1;ai of clients. On the other hand, maintaining health has the lowest selection at the degree of 13.8%. This means the lack of nurses' recognition for maintaining health as the most important point. 7) On Knowledge Needed in Nursing Care. Most of the respondents view that the knowledge faced with the spot of nursing care is needed. Specially, 81.3% of the respondents indicated simple curing method and 75.1%, 73.3%, 71.6% each indicated child nursing, maternal nursing and controlling for the communicable disease. On the other hand, knowledge w hick has been neglected in the specialized courses of nursing education, that is, thinking line among com-w unity members, overcoming style against between stress and personal relation in each home, and administration, management have a low selection at the depree of 48.9%,41.875 and 41.3%. 8) On Nursing Idea. The highest degree of selection is that they know themselves rightly, (The mean score measuring distribution was 4.205/5) In the lowest degree,3.016/5 is that devotion is the essential element of nursing, 2.860/5 the religious problems that human beings can not settle, such as a fatal ones, 2,810/5 the nursing profession is worth trying in one's life. This means that the peculiarly essential ideas on the professional sense of value. 9) On Nursing Services. The mean score measuring distribution for the nursing services showed that the inserting of machine air way is 2.132/5, the technique and knowledge for surviving heart-lung resuscitating is 2.892/s, and the preventing air pollution 3.021/5. Specially, 41.1% of the respondents indicated the lack of the replied ratio. 10) On Nurses' Qualifications. The respondents were selected five items as the most important qualifications. Specially, 17.4% of the respondents indicated specialized knowledge, 15.3% the nurses' health, 10.6％ satisfaction for nursing profession, 9.8% the experience need, 9.2% comprehension and cooperation, while warm personality as nursing qualifications have a tendency of being lighted. 11) On the Priority of Nursing Care The respondents were selected three items as the most important component. Most of the respondents view the client's physical, spiritual: economic points as important components of nursing care. They showed each 36.8%, 27.6%, 13.8% while educational ones showed 1.8%. 12) On Purpose of Nursing Care. The respondents were selected four items as the most important purpose. Specially,29.3% of the respondents indicated curing illness for clients, 21.3% preventing illness for client 17.4% decreasing pain, 15.3% surviving. 13) On the Analysis of Important Nursing Care Ranging from 5 point to 25 point, the nurses' qualification are concentrated at the degree of 95.1%. Ranging from 3 point to 25, the priorities of nursing care are concentrated at the degree of 96.4%. Ranging from 4 point to 16, the purpose of nursing care is concentrated at the degree of 84.0%. 14) The Analysis, of General Characteristics and Facts of Nursing Concept. The correlation between the educational high level and nursing care showed significance. (P < 0.0262). The correction between the educational low level and purpose of nursing care showed significance. (P < 0.002) The correlation between nurses' working yeras and the degree of importance for the purpose of nursing care showed significance (P < 0.0155) Specially, the most affirmative answers were showed from two years to four ones. 15) On Nunes' qualification and its Degree of Importance The correlation between nurses' qualification and its degree of importance showed significance. (r = 0.2172, p< 0.001) 0.005) B. General characteristics of the subjects The mean age of the subject was 39 ; with 38.6% with in the age range of 20-29 ; 52.6% were male; 57.9％ were Schizophrenia; 35.1% were graduated from high school or high school dropouts; 56.l％ were not have any religion; 52.6% were unmarried； 47.4% were first admission; 91.2% were involuntary admission patients. C. Measurement of anxiety variables. 1. Measurement tools of affective anxiety in this study demonstrated high reliability (.854). 2. Measurement tools of somatic anxiety in this study demonstrated high reliability (.920). D. Relationship between the anxiety variables and the general characteristics. 1. Relationship between affective anxiety and general characteristics. 1) The level of female patients were higher than that of the male patient (t = 5.41, p < 0.05). 2) Frequencies of admission were related to affective anxiety, so in the first admission the anxiety level was the highest. (F = 5.50, p < 0.005). 2, Relationship between somatic anxiety and general characteristics. 1) The age range of 30-39 was found to have the highest level of the somatic anxiety. (F = 3.95, p < 0.005). 2) Frequencies of admission were related to the somatic anxiety, so .in first admission the anxiety level was the highest. (F = 9.12, p ＜ 0.005) 0. Analysis of significant anxiety symptoms for nursing intervention. 1. Seven items such as dizziness, mental integration, sweating, restlessness, anxiousness, urinary frequency and insomnia, init. accounted for 96％ of the variation within the first 24 hours after admission. 2. Seven items such as fear, paresthesias, restlessness, sweating insomnia, init., tremors and body aches and pains accounted for 84% of the variation on the 10th day after admission.

• 한국조경학회지
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• 제47권5호
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• pp.49-65
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• 2019

본 연구는 국제 식물 신품종 보호제도가 실시된 이후 나라꽃 무궁화의 국내외 개발 동향을 조사 분석하고, 향후 나라꽃 무궁화를 국내 보급 확대뿐만 아니라, 해외수출을 촉진시키고, 활용범위를 넓히기 위한 기초 자료로 이용하고자 하였다. 국내에서 개발된 무궁화 품종 중 2004년부터 2018년까지 국립종자원에서 품종보호권 번호를 획득한 품종은 총 97개였다. 국내 육성 품종 중 꽃이 특이한 품종들은 정원 내 초점식재용으로 활용이 가능하였으며, 수세가 강하고 키가 큰 교목성 품종들은 가로수 및 초점식재용으로, 가지의 배열이 조밀하고 키가 작은 왜성형은 분화 및 분재용으로 이용되었다. 국내 품종보호권을 획득한 품종들은 대부분 홑꽃이었으며, 반겹꽃 품종은 2개, 겹꽃 품종은 전혀 없었다. 꽃색의 경우, 꽃잎이 분홍으로 단심이 있는 품종이 57개로 가장 많았으며, 흰색 꽃잎에 단심이 있는 품종이 21개로 많았다. 국내 품종보호권을 획득한 품종 중 교잡육종법으로 개발된 품종이 61개로 가장 많았으며, 다음으로 종간 교배육종을 통해 육성된 품종이 23개, 방사선 처리와 돌연변이 육종으로 개발된 품종이 7개였다. 미국 특허청(USPTO)에 출원한 무궁화 품종은 미국, 영국, 네델란드에서 각각 7개로 가장 많았으며, 다음은 한국에서 4개 품종, 벨기에에서 3개 품종이 등록되어 총 34 품종이었다. 유럽공동체 식물품종사무국(CPVO)에 등록한 무궁화 품종은 프랑스에서 육성된 품종이 16개 품종으로 가장 많았으며, 다음은 네델란드에서 9개 품종, 영국에서 5개 품종, 벨기에에서 1개 품종으로 총 32 품종이었다. 미국과 캐나다에서 동시에 식물 특허 및 식물 육성자 권리를 받은 품종은 'America Irene Scott', 'Antong Two', 'CARPA', 'DVPazurri', 'Gandini Santiago', 'Gandini van Aart', 'ILVO347', 'ILVOPS', 'JWNWOOD 4', 'Notwood3', 'RWOODS5', 'SHIMCR1', 'SHIMRR38', 'SHIMRV24', 'THEISSHSSTL' 등 15 품종이었다. 국내 품종보호권과 해외 식물 특허를 동시에 취득한 품종으로 'SHIMCR1'과 'SHIMRV24'이 있었다. 미국 식물 특허와 유럽 신품종보호권을 동시에 받은 무궁화 품종은 총 14 품종이었다. 미국 식물 특허권을 획득한 무궁화 품종 중 겹꽃 품종이 18개(52.9%), 반겹꽃이 4개(11.8%), 홑꽃 품종이 12개(35.3%)로 나타나 겹꽃 품종이 많았으며, 유럽 품종보호권을 획득한 무궁화 품종에서도 겹꽃 품종이 11개(34.3%), 반겹꽃이 7개(21.9%), 홑꽃 품종이 14개(43.8%)로 나타나 미국과 같은 결과를 보였다. 향후 나라꽃 무궁화의 품종은 국내 보급 확대 및 해외 수출을 위해서는 꽃의 종류가 홑꽃에서 겹꽃 품종의 개발이 요구되어지며, 꽃색 또한 적색, 청색 등 다양해야 할 것이다. 또한 무궁화 품종의 신품종 개발 시 미국 및 유럽품종처럼 화단 지피용 및 가장 자리식재용으로 이용하기 위해 키가 작고 가지가 아래로 향하는 품종 개발이 요구되어야 할 것이다. 또한 키가 작고 마디의 길이가 짧으며 분지각도가 좁은 품종을 개발하여 분화용 및 분재용으로 개발하여 실내에서도 무궁화를 감상할 수 있도록 해야 할 것이다.

• 마케팅과학연구
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• 제18권3호
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• pp.59-88
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• 2008

Digital Convergence means integration between industry, technology, and contents, and in marketing, it usually comes with creation of new types of product and service under the base of digital technology as digitalization progress in electro-communication industries including telecommunication, home appliance, and computer industries. One can see digital convergence not only in instruments such as PC, AV appliances, cellular phone, but also in contents, network, service that are required in production, modification, distribution, re-production of information. Convergence in contents started around 1990. Convergence in network and service begins as broadcasting and telecommunication integrates and DMB(digital multimedia broadcasting), born in May, 2005 is the symbolic icon in this trend. There are some positive and negative expectations about DMB. The reason why two opposite expectations exist is that DMB does not come out from customer's need but from technology development. Therefore, customers might have hard time to interpret the real meaning of DMB. Time is quite critical to a high tech product, like DMB because another product with same function from different technology can replace the existing product within short period of time. If DMB does not positioning well to customer's mind quickly, another products like Wibro, IPTV, or HSPDA could replace it before it even spreads out. Therefore, positioning strategy is critical for success of DMB product. To make correct positioning strategy, one needs to understand how consumer interprets DMB and how consumer's interpretation can be changed via communication strategy. In this study, we try to investigate how consumer perceives a new product, like DMB and how AD strategy change consumer's perception. More specifically, the paper segment consumers into sub-groups based on their DMB perceptions and compare their characteristics in order to understand how they perceive DMB. And, expose them different printed ADs that have messages guiding consumer think DMB in specific ways, either cellular phone or personal TV. Research Question 1: Segment consumers according to perceptions about DMB and compare characteristics of segmentations. Research Question 2: Compare perceptions about DMB after AD that induces categorization of DMB in direction for each segment. If one understand and predict a direction in which consumer perceive a new product, firm can select target customers easily. We segment consumers according to their perception and analyze characteristics in order to find some variables that can influence perceptions, like prior experience, usage, or habit. And then, marketing people can use this variables to identify target customers and predict their perceptions. If one knows how customer's perception is changed via AD message, communication strategy could be constructed properly. Specially, information from segmented customers helps to develop efficient AD strategy for segment who has prior perception. Research framework consists of two measurements and one treatment, O1 X O2. First observation is for collecting information about consumer's perception and their characteristics. Based on first observation, the paper segment consumers into two groups, one group perceives DMB similar to Cellular phone and the other group perceives DMB similar to TV. And compare characteristics of two segments in order to find reason why they perceive DMB differently. Next, we expose two kinds of AD to subjects. One AD describes DMB as Cellular phone and the other Ad describes DMB as personal TV. When two ADs are exposed to subjects, consumers don't know their prior perception of DMB, in other words, which subject belongs 'similar-to-Cellular phone' segment or 'similar-to-TV' segment? However, we analyze the AD's effect differently for each segment. In research design, final observation is for investigating AD effect. Perception before AD is compared with perception after AD. Comparisons are made for each segment and for each AD. For the segment who perceives DMB similar to TV, AD that describes DMB as cellular phone could change the prior perception. And AD that describes DMB as personal TV, could enforce the prior perception. For data collection, subjects are selected from undergraduate students because they have basic knowledge about most digital equipments and have open attitude about a new product and media. Total number of subjects is 240. In order to measure perception about DMB, we use indirect measurement, comparison with other similar digital products. To select similar digital products, we pre-survey students and then finally select PDA, Car-TV, Cellular Phone, MP3 player, TV, and PSP. Quasi experiment is done at several classes under instructor's allowance. After brief introduction, prior knowledge, awareness, and usage about DMB as well as other digital instruments is asked and their similarities and perceived characteristics are measured. And then, two kinds of manipulated color-printed AD are distributed and similarities and perceived characteristics for DMB are re-measured. Finally purchase intension, AD attitude, manipulation check, and demographic variables are asked. Subjects are given small gift for participation. Stimuli are color-printed advertising. Their actual size is A4 and made after several pre-test from AD professionals and students. As results, consumers are segmented into two subgroups based on their perceptions of DMB. Similarity measure between DMB and cellular phone and similarity measure between DMB and TV are used to classify consumers. If subject whose first measure is less than the second measure, she is classified into segment A and segment A is characterized as they perceive DMB like TV. Otherwise, they are classified as segment B, who perceives DMB like cellular phone. Discriminant analysis on these groups with their characteristics of usage and attitude shows that Segment A knows much about DMB and uses a lot of digital instrument. Segment B, who thinks DMB as cellular phone doesn't know well about DMB and not familiar with other digital instruments. So, consumers with higher knowledge perceive DMB similar to TV because launching DMB advertising lead consumer think DMB as TV. Consumers with less interest on digital products don't know well about DMB AD and then think DMB as cellular phone. In order to investigate perceptions of DMB as well as other digital instruments, we apply Proxscal analysis, Multidimensional Scaling technique at SPSS statistical package. At first step, subjects are presented 21 pairs of 7 digital instruments and evaluate similarity judgments on 7 point scale. And for each segment, their similarity judgments are averaged and similarity matrix is made. Secondly, Proxscal analysis of segment A and B are done. At third stage, get similarity judgment between DMB and other digital instruments after AD exposure. Lastly, similarity judgments of group A-1, A-2, B-1, and B-2 are named as 'after DMB' and put them into matrix made at the first stage. Then apply Proxscal analysis on these matrixes and check the positional difference of DMB and after DMB. The results show that map of segment A, who perceives DMB similar as TV, shows that DMB position closer to TV than to Cellular phone as expected. Map of segment B, who perceive DMB similar as cellular phone shows that DMB position closer to Cellular phone than to TV as expected. Stress value and R-square is acceptable. And, change results after stimuli, manipulated Advertising show that AD makes DMB perception bent toward Cellular phone when Cellular phone-like AD is exposed, and that DMB positioning move towards Car-TV which is more personalized one when TV-like AD is exposed. It is true for both segment, A and B, consistently. Furthermore, the paper apply correspondence analysis to the same data and find almost the same results. The paper answers two main research questions. The first one is that perception about a new product is made mainly from prior experience. And the second one is that AD is effective in changing and enforcing perception. In addition to above, we extend perception change to purchase intention. Purchase intention is high when AD enforces original perception. AD that shows DMB like TV makes worst intention. This paper has limitations and issues to be pursed in near future. Methodologically, current methodology can't provide statistical test on the perceptual change, since classical MDS models, like Proxscal and correspondence analysis are not probability models. So, a new probability MDS model for testing hypothesis about configuration needs to be developed. Next, advertising message needs to be developed more rigorously from theoretical and managerial perspective. Also experimental procedure could be improved for more realistic data collection. For example, web-based experiment and real product stimuli and multimedia presentation could be employed. Or, one can display products together in simulated shop. In addition, demand and social desirability threats of internal validity could influence on the results. In order to handle the threats, results of the model-intended advertising and other "pseudo" advertising could be compared. Furthermore, one can try various level of innovativeness in order to check whether it make any different results (cf. Moon 2006). In addition, if one can create hypothetical product that is really innovative and new for research, it helps to make a vacant impression status and then to study how to form impression in more rigorous way.

• 마케팅과학연구
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• 제17권4호
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• pp.247-269
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• 2007

현대에 있어 동질적인 품질과 편익을 제공하는 제품을 가지고 다수의 기업들이 시장점유율 증대와 고객확보를 위하여 치열한 경쟁을 벌이고 있는 가운데 가격할인은 기업이 즐겨 사용하는 촉진수단이다. 가격할인은 단기적 매출향상, 소비자의 브랜드전환, 신제품의 시장침투 등의 목적을 달성하기 위하여 사용된다. 실제로 과거의 실증연구에 의하면 다양한 형태의 가격할인이 판매증대에 효과적이며 가격할인은 소비자의 지각가치를 증가시킨다고 하였다. 하지만 할인된 가격은 제품의 품질을 의심하게 하거나 낮게 평가하는 부정적인 효과가 있다는 사실이 밝혀졌으며, 모든 제품카테고리와 모든 구매상황에 대하여 가격할인이 소비자의 지각가치를 향상시킨다고 볼 수 없다. 이에 따라 본 연구에서는 브랜드애호도의 차이가 있는 제품을 대상으로 가격할인율에 따라 소비자의 지각가치에 어떠한 영향을 미치는지를 연구함으로서 브랜드애호도의 조절효과를 분석하였다. 브랜드애호도가 강한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 증가할 것으로 예측하였으나 분석결과 유의적인 차이가 없는 것으로 나타났는데, 이것은 브랜드애호도가 강한 경우에는 가격할인에 의한 지각희생의 감소량이 크지 않았고 브랜드 자체에 대한 신뢰도와 속성에 대한 만족도가 높기 때문에 가격인하가 브랜드선택에 큰 영향을 미치지 않았다는 것을 의미한다고 할 수 있다. 반면 브랜드애호도가 약한 제품에 대한 지각획득가치와 지각거래가치는 가격할인율이 낮을 때 보다 큰 경우에 감소한 것으로 나타났다. 이는 브랜드애호도가 약한 경우에는 제품으로부터 획득하게 되는 편익에 대한 만족도와 신뢰도가 낮은데 이러한 특성을 고려해보면 가격할인이 클 때에 제품의 품질과 편익을 더욱 평가절하하거나 심리적으로 지각희생의 크기가 증가됨에 따라 지각가치가 감소되었음을 의미한다고 할 수 있다.

• 한국병원경영학회지
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• 제10권1호
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• pp.93-114
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• 2005

The prenatal care is the preventive medical service to help the pregnant mother deliver the healthy baby. It's regular examines give some chances to check-up the healthy conditions. This thesis concentrates on the CRM system to support an effective prenatal care system and prove the effectiveness of it. As CRM is the adapted management related to the customer's own information, it is important to develop the CRM model classified by the patients characteristics. A general hospital in Busan operated the CRM system to carry out the effective prenatal care and there is an analysis to ensure the effectiveness of CRM system for the pregnant women in our maternity ward. The results can be summarized as follows: 1) According to the comparisons with the CRM system, we can conclude the system is desirable. (1) Maternal Age : In the age distribution, the prenatal visit frequency, triple marker freqency, oral GTT and targeted ultrasonography in the experimental group in 30 to 34 years old is higher on the whole. For over 35 years old group, the higher frequency comes out in the oral GTT and targeted ultrasonography and for 25 to 29 years old group the different figure shows just in the targeted ultrasonography. (2) Area of residence: There is a clear difference in all the items in Busan and near area but no sign of difference in prenatal visits and oral GTT in other residencial area. Especially in the targeted ultrasonography the higher figure shows in the experimental group located in the both areas. The targeted ultrasonography is known as the specific examination which should be examined by the specialists, on the contrary the other examinations can be operated in the small clinic. So the public information and seminars related with ultrasonography increases the check-up frequency. The clinic requests some ultrasonographical examinations to the specialists in general hospital. (3) Parity: The clear difference shows that the CRM system causes the prenatal visit frequency to become higher in experimental group. The figure is 9.7 times and 8.6 times each. This is opposite that the past study said multiparity reduced the average prenatal visits. But the result of CRM is considered as the method to help the multiparity understand the importance of the prenatal care. (4) Obstetrical history: In the experimental group of the spontaneous delivery group, the figure is higher in the prenatal visit frequency, triple marker, oral GTT and targeted ultrasonography but the Caesarean section delivery group has higher figure in targeted ultrasonography. (5) In the first check-up, the rate of targeted ultrasonography in under 16 week pregnancy, in the 16 week pregnancy to 32 week pregnancy and the over 32 week pregnancy in the experimental group is upper than the compared one. For the oral GTT, there is a difference in under 16 week pregnancy but no difference in prenatal visits and triple marker. 2) The analysis of characteristics of prenatal care through the decision tree resulted in the fact that the most important variable is the residential area. After the delivery frequency is following, the obstetrical history and maternal age are in order. It is the same result in the triple marker and oral GTT. Consequently it is the same order of important variables in CRM system. The effectiveness of CRM system is proved in this study. The CRM system is a marketing method to control and lead the customers through the segmentation of customer data. It increases the new customer aquisition, maintenance of loyal customers, augmentation of customers value, activation of potential customers and creation of life time customers. So eventually it can enlarge the customers value. The medical institution should make efforts to establish the data base enforced by the customer's information on the underlying ordinary data system to carry out the CRM system effectively. In addition, it should develop the a variety of marketing strategy in order to set up one to one marketing satisfying the needs of individual patients.

• 한국의료질향상학회지
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• 제1권2호
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• pp.44-59
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• 1994

의료소비자인 환자들은 바쁜 일상생활 때문에 야간외래진료를 원하고 있다. 이것은 환자의 편의 측면 및 서비스 개선 차원에서 병원에서는 긍정적인 검토를 해야 하나 현재의 수가 체계와 환자의 수요 및 추가 인건비를 포함한 비용면을 고려할 때 실행에는 어려운 문제점이 있다. 이에 본 저자는 환자의 요구와 병원의 경제적인 면을 모두 해결할 수 있는 교대제 근무에 의한 외래진료 제도를 개발해서 그 효과와 야간외래진료의 대안으로서의 가능성을 분석하기 위하여 본 연구를 하였다. 본 연구는 기초조사, 개입 및 효과분석으로 구성되다. 기초조사는 야간외래진료의 수요에 대한 기초조사, 병상, 의사, 직원 수에 대한 조사, 진료및 근무시간 조사, 94년 1월 시간별 환자수를 조사하고 개입(intervention)은 진료시간 변경, 시간대별 환자수를 고려한 각 부서별 근무시간 조정, 최소한 인원 증원이며 효과 분석은 시간대별 환자수, 각 부서별 시차제 근무 효과, 외래와 입원 환자수를 개입 연구 전후로 비교하고 7-8시, 18-20시의 환자수 분석, 교대제 근무에 의한 외래진료에 대해서 의사, 직원, 환자들의 의견을 설문 조사하였다. 교대제에 의한 외래진료의 진료시간은 오전반은 오전 7시에 출근하여 오후 3시까지 근무하고 오후반은 12시부터 20시까지 점심, 저녁 시간 없이 진료를 하는 제도이다. 실시 과는 내과, 일반외과, 정형외과, 산부인과이고 증원된 인원은 24명이고 진료지원 부서는 환자의 내원시간과 부서별 특성을 고려하여 탄력적으로 조정하였다. 이 제도 실시후 환자의 시간대별 분포는 비슷했으나 7-8시 18-20시의 환자 수가 약간 증가했다. 특히 야간 외래진료 시간대인 18-20시의 환자 수는 25-30명으로 1개과당 6-7명이었다. 환자수는 전년 대비 외래는 평균 13%, 입원은 10% 증가했다. 이 제도 실시에 대한 설문조사에서 의사는 100% 직원은 94.6% 환자는 86.4% 찬성했고 장점은 여유시간 활용, 진료시간 연장, 환자의 분산및 대기시간 단축, 응급환자 신속 처리 등이었으며 단점은 인력 부족으로 일이 힘들다, 전과 불실시로 인한 문제, 진료의 연속성, 점심 저녁 시간이 없다, 회진 시간이 불규칙하다 라고 하였다. 현재까지는 야간에 외래진료를 이용하는 환자가 많지 않기 때문에 초과근무수당 및 인력 투입하는 야간외래진료 보다는 교대제 근무에 의한 외래진료가 효율적인 것 같다. 이 제도의 실시는 환자의 실 외래 진료 이용 시간을 5시간 30분 증가시켰다. 이 제도의 효과를 높이기 위해서는 전과 실시가 필요하나 병원의 경제적인 여건 미비로 힘들다. 만약 정부에서 정책적으로 전과 실시때문에 발생한 손실에 대한 한시적인 보조가 있다면 이 제도의 조기 정착에 도움이 될 것이다.

• 지능정보연구
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• 제22권1호
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• pp.119-138
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• 2016

산업혁명 이후 기계로 만든 공산품이 시장의 대부분을 차지하고 있지만, 최근에는 장인의 노력, 품질에 대한 믿음, 제품의 희소성, 제품을 사용함으로써 얻는 자부심 등을 이유로 많은 소비자들이 같은 범주의 공산품보다 더 비싼 가격을 주고 핸드메이드 제품을 구매하고 있다. Etsy.com은 세계 최대 온라인 핸드메이드 플랫폼으로 2015년 4월 기업공개에서 2조원이 넘는 자금을 조달하면서 온라인 핸드메이드 플랫폼의 잠재력을 증명하였다. 그러나 실제 온라인 플랫폼 환경에서 이루어진 지능형 서비스 관련 선행연구들을 살펴보면 대부분 공산품만을 대상으로 하고 있어, 핸드메이드 제품에 대한 학술적 접근이 충분히 이뤄지지 않고 있음을 알 수 있다. 이에, 본 연구에서는 신호 이론과 온라인 플랫폼에서의 구매자-판매자 관계 특성에 대한 선행연구를 바탕으로 온라인 핸드메이드 플랫폼에 적용 가능한 핵심 특성요인인 입점 상점 특성(명성, 규모)과 입점 상점 관계특성(정보공유, 관계기간)을 도출한 후, Etsy.com 웹사이트에서 웹 하베스팅 방법으로 수집된 데이터를 이용하여 실증 분석하였다. 분석 결과, 입점 상점 특성 가운데 명성과 규모, 그리고 입점 상점 관계특성 가운데 정보공유는 입점 상점의 총 판매량에 유의한 영향을 주는 것으로 확인되었다. 또한, 입점 상점 특성 중 명성, 그리고 입점 상점 관계특성 중 관계기간은 입점 상점의 가격 프리미엄에 유의한 영향을 주는 것으로 나타났다. 본 연구의 결과로 온라인 핸드메이드 플랫폼에서 지능형 서비스 도입 및 운영을 위한 효과적인 관리 기준을 제시하고, 나아가 입점 상점이 핸드메이드 제품에 대한 판매량 증진 및 가격 프리미엄 극대화를 위한 실질적 전략 마련에 도움이 될 수 있기를 기대한다.