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A Human Resources Study of the Landscape Architecture Industry in Korea (국내 조경산업의 기술인력 현황과 수급 예측)

  • Byeon, Jae-Sang;Shin, Sang-Hyun
    • Journal of the Korean Institute of Landscape Architecture
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    • v.37 no.3
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    • pp.33-45
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    • 2009
  • In the industry of landscape architecture, in which the core of production is manpower, the management of manpower is of utmost importance. The industry of landscape architecture, however, is highly sensitive to economic shifts and policy changes; this sensitivity renders the management of manpower-maintaining the balance between supply and demand-often times difficult. Currently, this vicious circle appears to persist in the sense that the industry suffers from a lack of skilled employees, and a new body of skilled laborers from the paucity of jobs. This study, in analyzing current manpower management as well as the prospective supply and demand in the field, looks forward to the stability of the supply and demand in landscape architecture in the nation. According to this study, the number of new skilled laborers-those who have a higher credential than that of "landscape architect-engineer"-is expected to increase by 10% per year. The number of new skilled laborers being 1,137 in 2008, it can be inferred that there will be a new group of 1,251 skilled laborers in the field in 2009. Meanwhile, estimating that the number of current skilled laborers in the field of landscape architecture is 14,783, the demand for new skilled laborers remains approximately 540. The supply of 1,251 skilled laborers outnumbers the demand of 540 by nearly 230%. Hence, the educational institutions of landscape architecture must be prepared to deal with this imbalance between the excessive supply and the lesser demand of skilled laborers. The issue of the excessive supply of manpower is particularly critical, because it may well undermine the competitiveness of the industry as a whole: compared to other related industries such as architecture and civil engineering, for instance. With the customary validation of long work experience no longer in effect, the need for an engineer's license will keep on increasing. It is time that educational institutions took this issue into full account and helped their students to be better qualified and more competent.

17O Solid-State NMR Study of the Effect of Organic Ligands on Atomic Structure of Amorphous Silica Gel: Implications for Surface Structure of Silica and Its Dehydration Processes in Earth's Crust (유기 리간드와 비정질 실리카겔의 상호 작용에 대한 17O 고상핵자기공명 분광분석 연구: 실리카 표면 구조 및 지각의 탈수반응에 대한 의의)

  • Kim, Hyun Na;Lee, Sung Keun
    • Journal of the Mineralogical Society of Korea
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    • v.25 no.4
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    • pp.271-282
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    • 2012
  • We explore the effect of removal of organic ligand on the atomic configurations around oxygen in hydroxyl groups in amorphous silica gel (synthesized through hydrolysis of $SiCl_4$ in diethyl-ether) using high resolution $^{17}O$ solid state NMR spectroscopy. $^1H$ and $^{29}Si$ MAS NMR spectra for amorphous silica gel showed diverse hydrogen environments including water, hydroxyl groups (e.g., hydrogen bonded silanol, isolated silanol), and organic ligands (e.g., alkyl chain) that may interact with surface hydroxyls in the amorphous silica gel, for instance, forming silica-organic ligand complex (e.g., Si-$O{\cdots}R$). These physically and chemically adsorbed organic ligands were partly removed by ultrasonic cleaning under ethanol and distilled water for 1 hour. Whereas $^{17}O$ MAS NMR spectra with short pulse length ($0.175{\mu}s$) at 9.4 T and 14.1 T for as-synthesized amorphous silica gel showed the unresolved peak for Si-O-Si and Si-OH structures, the $^{17}O$ MAS NMR spectra with long pulse length ($2{\mu}s$) showed the additional peak at ~0 ppm. The peak at ~0 ppm may be due to Si-OH structure with very fast relaxation rate as coupled to liquid water molecules or organic ligands on the surface of amorphous silica gel. The observation of the peak at ~0 ppm in $^{17}O$ MAS NMR spectra for amorphous silica gel became more significant as the organic ligands were removed. These results indicate that the organic ligands on the surface of amorphous silica gel interact with oxygen atoms in Si-OH and provide the information about atomic structure of silanol and siloxane in amorphous silica gel. The current results could enhance the understanding of dehydration mechanism of diverse silicates, which is known as atomic scale origins of intermediate depth (approximately, 70~300 km) earthquakes in subduction zone.

A Study of Unregistered Manufacturing Plants: Their Problems and Alternative Policies (首都圈 無登錄工場 問題와 對策에 관한 硏究)

  • Hwang, Man-Ik
    • Journal of the Korean Geographical Society
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    • v.31 no.3
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    • pp.489-507
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    • 1996
  • The purpose of this study is to examine the increasing number of unregistered manufacturing plants and related problems, and to recommend alternative solutions to the problems. Data are obtained from a field survey of randomly selected small scale manufacturing plants in Seoul and its suburban cities. A total number or respondents are 533, and 416 of them are unregistered plants. The Capital Regional Planning has had a goal during last three decades to lead a balanced regional economic development by restriction manufacturing plants in the Capital Region and by encouraging them in other regions in the nation. It was 1984 when a comprehensive planning was established to achieve this goal. Sets of various regulations, by-laws and codes have been implemented to regulate manu-facturing activities in the Capital Region to achieve the goal. The region is divided into three sub-regions, and a different degree of regulations is applied to each sub-region. Only a certain types of industries are allowed in a particular sub-region. For instance, a plant manufacturing high-technology products could be allowed in the most urbanized sub-region. All manu-facturing plant in the Capital Region which has ares size of larger than 200"\;"$m^2$ is compulsory to register to the local government office. In practice, however, it is not common or sometimes almost impossible to get approval for many applicant manufacturers because of strict regulations. There have been increasing number of plants in the Capital Region during last several decades, despite the strict regulations. Many of those newly established plants are without formal registration at the local administration office. howerver. These are so called 'unregisterd' plants. Surveyed data and many government official data show that many of unregistered plants have been established in recent years. which indicate that current regulations are no longer effective. The number of unregistered plants are increasing tin the Capital Region because of many locational advantages in the region for plants, particularly those in small scale. Unregistered plants are the source of many problems, such as local water pollution or noise pollution in residential areas. There are also many administration problems, bed\cause they are not registered. The central government has attempted to cure the problems of unregistered plants. For example, the government allowed a unregistered plant to remain at present site for three ydars, if it met certain conditions in three years. However, this program was unsuccessful because many of those plants were not able to meet the concitions. Three times the government renewed the term for those which did not meet conditions since 1989, but it was afraid to be without success. There are many evidences that current policies to control manufacturing plants are not effective. The Capital Region must face mounting problems if ploicies are not reformed soon. This study suggests that the policy of the Capital Regional Planning has to be reoriented to provide more favorable policies for manufacturing plants in the Capital Region than current regulations which is aimed to restrict manufacturing activities. It is time to improve many existing problems in the region through reforms and of current regulations to foster unregistered plants. This study also proposes many smaller-area sub-divisions instead of current three large area sub-regions which is too broad to apply single kind of regulation, or codes. Flexible regulations and codes can be applied to such a small-area sub-divivisions based on location and industrial characteristics of the individual sub-divisions. It is necessary to provide decent industrial environment in the Capital Region, which is best equipped to provide many favorable industrial locational factors in the nation, thus this nation can be further prepared to compete in an inter-national market at an era of globalization in manufacturing.

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Semiological Implication of Dance Images in TV Advertisement (TV광고에 나타난 무용이미지의 기호학적 의미에 관한 연구)

  • Park, Ayoung
    • Trans-
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    • v.1
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    • pp.21-44
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    • 2016
  • Advertisement is composed with symbol and sign with messages trying to express. Especially, ad with dancer introduces goods or meaning of contents with the motion of dance. In this, contents of dance or motion of dancer contains symbol and sign, understanding how ad and dance are expressed meanings with which symbol and the symbolic meaning of dance or dancer on ad. To that end, this study is for analyzing expressed symbol with dance corresponds with the aim of ad and finding the way or attitude of how normal people accept dance by reevaluating symbolic meaning of dance itself. In this study, advertisement producer and director's related data is secured for understanding direction and intention of producer, and previous study related with the study purpose, image, and effect are analyzed for understanding image of dance as a physical sign on TV advertisement. With data from www.TVCF.co.kr. TV advertisement analysis is conducted only with four ads in 2008(Nam Kwang Eng. & Const Co., Lotte Dept. Store(premium sale/gift card), Hyundai Motor Company Santa Fe -Pilobolus) and one ad in 2011(PNS The zone Sash Italy Arena di Verona when dance was used for advertisement with the highest frequency per year. Also, based on considered important factors from repeatedly watching each advertisement, scenes where movement or motion of dancer and screen word is greatly changed are analyzed as a priority. Image analysis of dance is conducted with structure studies based on physical image(line, costume, expression) and dan image(type motion, qualitative feature, mood of dance). As a result, the symbolic dance image appeared in TV advertisement can be discussed as follows. First, symbol and sign of dance on advertisement corresponds with material objects of advertisement. For instance, on the TV advertisement where Lee Youngwoo appeared, his motion as a signifer means challenge for the future of Nam Kwang Eng. & Const Co., with fast turn, jump, assemble turning jump, and sliding. Second, physical image of dancer depending on intention of sender corresponds in general, but there are somewhat differences in image of dance. This makes people to unconsciously recognize symbolic image of dance on TV ad while they watch it at the same time. Especially, when it comes to advertisement, it exposes frequently with broadcasting of organized programs from a broadcaster, living long-time memory. It can be differ based on idea and character of each of receiver. Advertisement is a medium making people naturally adopt cultural art for ordinary people in their lives. Broadcasting public art from TV advertisement widely exposes pure art to people, which was only avaliable for minority, sublimating it as an art of public culture.

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Curricula Innovation Study for the Advancement of Allied Health Sciences Education through the Current Junior College System (전문대학(專門大學)의 학제(學制) 다양화(多樣化)를 통한 보건계(保健系) 학과(學科)의 계속교육과정(繼續敎育課程) 개발(開發)에 관한 연구(硏究))

  • Choi, Jong-Hak;Whang, Sun-Chul;Rhim, Kook-Hwan;Ham, Yong-Woon;Kim, You-Hyun
    • Journal of radiological science and technology
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    • v.19 no.1
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    • pp.95-120
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    • 1996
  • College level educational training system for the allied health manpower in the country is one of the oldest junior college education programs, and has been developed at very steady phase. Since the school years of the programs limited for 2 to 3 years by the education related law, qualification of the manpower is insufficient to meet the rapidly changing needs in the field of allied health and medicine. The system is comparable with that of developed countries where 4-year baccalaureate degree programs are basically required to be an allied health personnel. Thus, education and training background of allied health program graduates of the country confronts the barriers in competition and cooperation with the graduates of foreign countries at equal basis. Beside, junior college graduates can hardly find the way through advanced courses at 4-year colleges in their specialties except a few programs such as environmental sicience or courses in hygiene. It has long been sought to develop the education and training programs for junior college graduates. Some of them are already materilized and some show remarkable progress while some need to tackle. Wide opening of the opportunity to enroll extensive education program for the junior college graduates of allied health science majors in 4-year colleges with eventual grant of bachelor's degree for those who successfully completed the programs should soon be substantiated. The study was focused to emphasize the necessity of the extensive education and training for the junior college graduate allied health manpower, and to show possibility of the education program development in connection with the 4-year degree granting education programs. The outcome of the study can be summarized as followings. 1. A total number of graduates from eight allied health sciences related programs of junior colleges by the year of 1995 are 109,320. 2. According to the survey report analysed through questionnaires, 99.7% of respondents including administrative deans and professors of junior colleges agreed with the establishment of extensive education and training programs in junior colleges. 53.9% of administrative deans, 52.9% of professors and 47.6% of the graduates expected that it is possible to learn more about their majors, and to earn bachelor's degree through the extensive education programs. Other opinions include that the programs can provide supplementary opportunities to fortify in the area of basic life science, and development of research and technology. 3. It was also found through the survey that 91.2% of the deans, 87.8% of the professors and 68.2% of the graduates responded that the most appropriate organizations to open the extensive education and training programs for allied health manpower are junior colleges where allied health personnel are taught and trained. The majority of the respondents agreed that the acceptable number of credits offered for the previous 2-year junior college graduates are $50\sim60$, and those for the current 3-year graduates are $20\sim30$ units. 4. It was strongly suggested through the survey that baccalaureate degree should be granted for those who successfully completed the extensive courses. The suggestion was claimed by 94.1% of the deans, 89.4% of the professors and 83.4% of the graduates. 5. The model curricula for the extensive education and training programs for the allied health manpower are designed for the purpose of broad capability in practice, enrichment of knowledge and promotion of proficiency for the self access in the major areas. 6. To meet the universal standards of allied health education and training program, it is recommended that opening of the curricula for the extensive, and as well as intensive, courses within junior colleges(continuation education institute) should be materialized. The special baccalaureate degree programs within junior colleges are also recommended to accommodate the junior college graduates and to grant the degree fellowing successful completion of the courses. As a part of the education revolution in progress, the school years at junior college level should be flexible depending upon the nature of course and trend of the universe. For instance, the school years for the allied health manpower should be extended to two to four years from current two to three years.

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Professionalism raising of the escort which leads an instance analysis (사례분석을 통한 경호 전문성 제고)

  • Yu, Hyung-Chang
    • Korean Security Journal
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    • no.18
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    • pp.73-99
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    • 2009
  • There are three assassination and treatening cases in this thesis introduced as analysis data. They are shooting accidents of the U.S.A's President Reagun (1981,3.30), and the President Park Jeong Hee of South Korea(1974.8.15), assassination of the Prime Minister Lavin of Israel (1995.11.4) In March 30, 1981, there was an accident where criminal, Hinckley, fired ball cartridges right before the President Reagan got into the car to move to White House after completing the announcement of Hilton Hotel of Washington. As a result, the chest of president was shot and public information secretary and safeguard were wounded. In August, 15, pm 10:23, where the 29th 8.15 independent anniversay event was being celebrated by the people at the National theater in Jangchungdong, Seoul, the criminal Moon Sekwang fired ball cartridges, he failed to assassinate the President Park Jeong Hee of Korea, but shot the First lady Yuk Young Soo. She was wounded right part of head and died. In November 4, Saturday, pm 22:00 the Prime Minster Lavin had finished the supporting event of Middle Asia's Peace project and was taking on the car when he was killed by the criminal Amir's shooting, The accidents left very important lesson from the aspect of security analysis and it has been frequently used as a material for the education and training of safeguard organization. In Korea, as well as Presidential Security Service, national security departments have selected it as an important model for the subjects such as 'Security Analysis, 'Security Practice' and 'Security Methodology'. In the performance of security duty, security skill is the most important matter. Moreover, it has a close relationship with politics, society and culture. The purpose of this study is to analyze and reevaluate the case, which has been treated as a usual model from the aspect of security analysis, beyond its introduction. Attempted assassination of President Reagan was evaluated as a positive success example because of its rapid response of adjacent guards to evacuate Reagan, who is a guard target, within 10 seconds after the shot. When comparing it to President Kennedy Assassination of 1963, it was evaluated that guards were significantly specialized. In the study, however, it was possible to found many problems such as carelessness of guard, who is in charge of external area of event place, idle attitude for frequently used event place, confusion of wireless communication, risk of wireless security disclose, insufficient provision of compulsory record file, insufficient profiling of dangerous person and unsecured hospital and first-aid room.

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A Preliminary Study for Expending of Hospital-Based Home Health Care Coverage - Focused on Car Accident Inpatients Who has the Compensation Insurance - (병원중심 가정간호관리대상 범위 확대를 위한 기초연구(II) - 자동차보험가입 입원환자를 대상으로 -)

  • Park, Eun-Sook;Lee, Sook-Ja;Park, Young-Ju;Ryu, Ho-Sihn
    • Journal of Home Health Care Nursing
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    • v.7 no.1
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    • pp.58-72
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    • 2000
  • This study was an attempt to encourage the development of a rehabilitation delivery system and programs as a substitute service for hospitalization on the case of car accident patients, such as hospital based home health care nursing services. Various substitute services for hospitalization are required to curtail the length of stay for inpatients who were hospitalized with car accident compensation insurance. It focused on developing an estimation an early discharge day for car accident inpatients based on detailed statements of treatment for 111 inpatients who were hospitalized at the General Hospital in 1997. This study had four specific purposes as follows. First. to find out the utilization of medical services. Second, to estimate the time of early discharge and income increasing effect based on early discharge for those patients. Third, to identify the factors affecting total medical expenditure and the length of stay for those inpatients. Forth, to figure out the need of utilizing home health care nursing service for accident patients. In order to analyze the length of stay and medical expenditure for inpatients who were hospitalized due to car accidents, the authors conducted micro- and macro-analysis of medical and medical expenditure records. Micro-analysis was done by nominal group discussion of 4 expertise with the critical criteria, such as a decrease in the amount of treatment after surgery, treatments, tests, drugs and changes in the test consistency, drug methods, vital signs, start of ROM exercise, doctor's order, patient's outside visiting ability, and stable conditions. In addition to identifying variables affecting medical expenditure, and the length of stay and income effect due to early discharge day, the data was analyzed with a multiple regression analysis and linear regression analysis model by SPSS-PC for windows and Excell program. Results of this study were as follows. First. the mean length of stay was 50.3 days. whereas the mean length of stay due to early discharge was 34.3 days at the hospital. The estimation of time of early discharge depended on the length of stay. The longer the length of stay, the longer the length of time of early discharge : for instance a length of stay under 10 days was estimated as correlating to a mean length of stay of 6.6 days and early discharge of 6.5. The mean length of stay was 217.4 days and the time of early discharge was 110.1 respectively. The mean medical expenditure per day was found to be 169.085 Won and the mean medical expenditure per day showed negative linear trends according to the length of stay at the hospital. The estimation results of the income effect due to being discharged 16 days early was around 2,244,000 won per bed. However. this sum does not represent the real benefits resulting from early discharge, but rather the income increasing amount without considering medical prime cost in the general hospital. Therefore, further analysis is required on the cost containments and benefits as turn over rate per bed as the medical prime costs. The length of stay was most significant and was positive to the total medical expenditure, as expected. Surgery and patient's residential area was also an important variable in explaining medical expenditure. The level of complications was the most significant variable in explaining the length of stay. There was a high level for need a home health care nursing service which further supports early discharge for accident patients. In addition, when the patient was discharged. they needed follow up care for complications suffered during the car accident. $86.8\%$ of discharged patients responded that they needed home health services after early discharge. From these research findings, the following suggestions have been drawn. Strategies on a health care delivery system must be developed in order to focus on the consumer's needs and being planned for 21 century health policy in Korea. Community based intermediate facilities or home health care should be developed for rehabilitation services as a substitute for hospitalization in order to shorten the length of stay would be. A hospital based home health care nursing service. it would be available immediately to utilize by patients who want rehabilitation services as a substitute for hospitalization with the cooperation of car insurance companies.

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Improvement of Rotary Tine for Barley Seeder Attached to Rotary Tiller (로우터리 맥류파종기 경운날의 개량시험)

  • 김성래;김문규;김기대;허윤근
    • Journal of Biosystems Engineering
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    • v.4 no.1
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    • pp.1-23
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    • 1979
  • The use of barley seeder attached to rotary tiller in the rural area has a significant meaning not only for the solution of labor peak season, but also for the increase of land utilization efficiency. The facts that presently being used barley seeders are all based on the mechanical principles of the reverse rotation, center drive and are all using forward rotating tine, which is used to be easily and heavily worn out when it rotates reversely, raise problem of recommending them to rural area in Korea. Therefore, the main objective of the study was to develop new type of rotary tine attachable to barley seeders. To attain the objective the following approaches were applied. (1) The kinematic analysis of reverse rotating barley seeders. (2) The studies on the soil bin and artificial soil. (3) The comparative experiment on the power requirement of prototype tine. The results obtained from the studies are summarized as follow: 1. The kinematic analysis of barley seeder attached to rotary tiller: The following results were obtained from the kinematic analysis for deriving general formulae of the motion and velocity characterizing the rotary tine of barley seeders presently being used by farmers. a) The position vector (P) of edge point (P) in the rotary tine of reverse rotating, center drive was obtained by the following formula. $$P=(vt+Rcos wt)i+Rsin wt j+ \{ Rcos \theta r sin \alpha cos (wt- \beta +\theta r) +Rsin \theta r sin \alpha sin (wt-\beta + \theta r) \} lk $$ b) The velocity of edge point $(P^')$ of reverse rotating, center drive rotary tine was obtained by the following formula. $$(P^')=(V-wR sin wt)i+(w\cdot Rcoswt)j + \{ -w\cdot Rcos \theta r\cdot sin \alpha \cdot sin (wt-\beta +\theta r) + w\cdot Rsin \theta r\cdot sin \alpha \cdot cos (wt- \beta + \theta r \} k $$ c) In order to reduce the power requirement of rotary tine, the angle between holder and edge point was desired to be reduced. d) In order to reduce the power requirement, the edge point of rotary tine should be moved from the angle at the begining of cutting to center line of machine, and the additional cutting width should be also reduced. 2. The studies on the soil bin and artificial soil: In order to measure the power requirement of various cutting tines under the same physical condition of soil, the indoor experiments Viere conducted by filling soil bin with artificially made soil similar to the common paddy soil and the results were as follows: a) When the rolling frequencies$(x)$ of the artificial soil were increased, the densIty$(Y)$ was also increased as follows: $$y=1.073200 +0.070780x - 0.002263x^2 (g/cm^3)$$ b) The absolute hardness $(Y)$ of soil had following relationship with the rolling frequencies$(x)$ and were increased as the rolling frequencies were increased. $$Y=37.74 - \frac {0.64 + 0.17x-0. 0054x^2} {(3.36-0.17x + 0.0054x^2)^3} (kg/cm^3)$$ c) The density of soil had significant effect on the cohesion and angle of internal friction of soil. For instance, the soil with density of 1.6 to 1.75 had equivalent density of sandy loam soil with 29.5% of natural soil moisture content. d) The coefficient of kinetiic friction of iron plate on artificial soil was 0.31 to 0.41 and was comparable with that of the natural soil. e) When the pulling speed of soil bin was the 2nd forward speed of power tiller, the rpm of driving shaft of rotary was similar to that of power tiller, soil bin apparatus is indicating the good indoor tester. 3. The comparative experiment on the power requirement of prototype tine of reverse rotating rotary: According to the preliminary test of rotary tine developed with various degrees of angle between holder and edge pcint due to the kinematic analysis, comparative test between prototype rotary tine with $30 ^\circ $ and $10 ^\circ$ of it and presently being used rotary tine was carried out 2nd the results were as follows: a) The total cutting torque was low when the angle between holder and edge point was reduced. b) $\theta r$ (angle between holder and edge point) of rotary tine seemed to be one: of the factors maximizing the increase of torque. c) As the angle between holder and edge point ($\theta r$) of rotary tine was $30 ^\circ $ rather than $45 ^\circ $, the angle of rotation during cutting soil was reduced and the total cutting torque was accordingly reduced about 10%, and the reduction efficiency of total cutting torque was low when the angle between holder and edge point ($\theta r$) of rotary tine was $10 ^\circ $, which indicates that the proper angle between holder and edge point of rotary tine should be larger than $10 ^\circ $ and smaller than $30 ^\circ $ . From above results, it could be concluded that the use of the prototype rotary tine which reduced the angle between holder and edge point to $30 ^\circ $, insted of $45 ^\circ $, is disirable not only decreasing the power requirements, but also increasing the durabie hour of it. Also forward researches are needed, WIlich determine the optimum tilted angle of rotary brocket, and rearrangement of the rotary tine on the rotary boss.

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Methodology for Issue-related R&D Keywords Packaging Using Text Mining (텍스트 마이닝 기반의 이슈 관련 R&D 키워드 패키징 방법론)

  • Hyun, Yoonjin;Shun, William Wong Xiu;Kim, Namgyu
    • Journal of Internet Computing and Services
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    • v.16 no.2
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    • pp.57-66
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    • 2015
  • Considerable research efforts are being directed towards analyzing unstructured data such as text files and log files using commercial and noncommercial analytical tools. In particular, researchers are trying to extract meaningful knowledge through text mining in not only business but also many other areas such as politics, economics, and cultural studies. For instance, several studies have examined national pending issues by analyzing large volumes of text on various social issues. However, it is difficult to provide successful information services that can identify R&D documents on specific national pending issues. While users may specify certain keywords relating to national pending issues, they usually fail to retrieve appropriate R&D information primarily due to discrepancies between these terms and the corresponding terms actually used in the R&D documents. Thus, we need an intermediate logic to overcome these discrepancies, also to identify and package appropriate R&D information on specific national pending issues. To address this requirement, three methodologies are proposed in this study-a hybrid methodology for extracting and integrating keywords pertaining to national pending issues, a methodology for packaging R&D information that corresponds to national pending issues, and a methodology for constructing an associative issue network based on relevant R&D information. Data analysis techniques such as text mining, social network analysis, and association rules mining are utilized for establishing these methodologies. As the experiment result, the keyword enhancement rate by the proposed integration methodology reveals to be about 42.8%. For the second objective, three key analyses were conducted and a number of association rules between national pending issue keywords and R&D keywords were derived. The experiment regarding to the third objective, which is issue clustering based on R&D keywords is still in progress and expected to give tangible results in the future.

A Study on the Successful Case of Brand Renewal through American National Brand 'C' Company's Marketing Strategy (미국(美國) 내셔널브랜드 C사(社)의 마케팅전략(戰略)을 통한 브랜드리뉴얼 성공사례(成功事例) 연구(硏究))

  • Koh, Hee-Sook
    • Journal of Fashion Business
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    • v.6 no.1
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    • pp.137-154
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    • 2002
  • It's not easy to renew old brand of over 50 years history to the tastes of new consumer of our time. Most of national brands that has a history of some 20 years in Korea have strove for continuation and growth of brand to no avails, which can be taken as a good example of current situation. For instance, C company, one of the National brand of US which has a history of 51 years, has made its position secure as a fashion group and based itself on a sound foundation by establishing new marketing strategy and completing successful brand renewal in the process of strategic M&A with Italian company. Those successful marketing strategies are as follows. 1) they regarded both market and consumer oriented marketing activity as company's highest priority strategy and put great emphasis upon concentration on target market and reestablishment of brand image of business casual wear. 2) Setting up and operating planning team composed of merchandizer alone in Milano, they set the direction of plan on the basis of concentrated research on potential item in market according to thorough market research done by buying office in Korea, branch office in Hong Kong and buyer in US prior to blueprint planning for season. 3) Great emphasis was placed on business which focused on intensive presentation of basic key item for apparel career women who are main consumer group in the midium-low prices market in US and on supplementation of size and color. they named this line 'collectibles' and helped their customer develop their own clothes plan without worrying about the change of color and fabric by supporting same fabric and color throughout the year and enabled them to add variation easily by supplementing new trend item. 4) Company set black as a main color that lots of apparel career women find easy to care and to express their own image and presented them with pebble which belongs to navy and beige and added fashion color such as wine and brown etc as season goes by. They constructed basic line in order for their customers to coordinate purchased item with new one or to add them to present collection, and to achieve efficient sale by setting up strategy which allows this cross coordination and changing pattern occasionally. 5) Though basic jacket for 99$, short slim skirt for 49$ are products within midium-low prices range, in the material planning stage aiming at production of item that has both resonable function appealing to consumer and is fashionable, synthetic material had to be used as a main source due to price competitiveness. Despite this situation, considering comfortable sense of fit and refined drape of silhouette that has no sign of cheap material, whole collectible line was divided into two items, which contributed to reduction of cost. In case of material that is composed of triacetate and polyester in 70 to 30 ratio, was used up to 4 million yard, which allowed drastic curtailment of cost accompanied by concentration. In case of 'collectibles' line, using Korean material mainly, C company chose to have their product sewed in Southeast Asian countries where transportation is well developed and both productivity and quality verified by operating global production system which aiming at cutdown of cost through outsourcing production from the country where labor cost is low and getting finished product. Polarization between present consumers telling us that consumers with the mind of middle classes in the past no longer exists between consumers who seek after only fine article of highest quality and wise consumers who are sensible enough to judge bubble on correlation between price and quality. To cope with this change in new consumer mind, apparel makes changing their policy so as to produce item that has reasonable quality and falls within affordable price range anywhere in the world. and they're striving to get out of difficult situation by operating global marketing strategy which stresses separation of planning, production and sale and sensibility of fashion shared worldwide. The marketing strategy of C company can be exemplified as a successful one.