• 제목/요약/키워드: Non-financial Service

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영국의 민간경비 의무적 자격증 및 인증계약자 제도에 관한 연구 (Insights from the Compulsory Licensing and the Approved Contractor Scheme of the UK Private Security)

  • 이성기;김학경
    • 시큐리티연구
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    • 제30호
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    • pp.85-115
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    • 2012
  • 세계적으로 민간경비산업은 경제발전과 비례하여 성장해 왔다. 기존의 국가기관에 의한 치안서비스로는 다양한 경제주체와 국민들의 보다 질 좋은 경비서비스에 대한 욕구를 충족해주지 못하였기 때문이다. 따라서 현대의 민간경비업체에 의한 치안서비스는, 기본적으로 시장의 원리에 의한 자율경쟁 하에서 제공되는 서비스의 질과 가격, 그리고 고객의 수요에 따라 결정된다고 할 수 있다. 그렇지만 경비서비스의 공공재적 성격상 국가가 해당 경비업체의 자격과 서비스 질을 평가하고 관리하는 세련된 관리시스템도 필수적이다. 그러나 우리나라의 경우 민간경비산업의 비약적 성장에도 불구하고 경비서비스의 질을 담보할 수 있는 경비원 자격, 훈련 및 경비업체에 대한 국가적 관리시스템은 뒤떨어져 있다는 비판이 꾸준히 제기되어왔다. 본 논문에서는 민간경비산업에 대한 국가적 규제정책이 체계화되어 있으면서도 경비업체의 자율성을 중시, 경비서비스의 질을 높이기 위한 민 관의 협력적 체제가 잘 구축된 영국의 경비원 의무적 자격증제도 및 인증계약자 제도를 자세히 검토하고 우리나라의 경비 산업 규제정책에 주는 시사점을 살펴본다. 영국의 민간산업정책의 가장 큰 특징은 독립된 민간경비산업위원회를 두어, 민간경비 규제업무의 전문화와 품질향상 효과를 높임으로써 민간경비산업의 자율적인 발전을 이끌고 있다는 점이다. 또한 매우 구체적이고 세부적인 규정과 기준을 마련하면서도 자발적인 인증계약 제도를 도입하여, 경비업체의 재무구조의 투명성, 양질의 경비원 충원 등을 통해 경비서비스의 질을 향상시키고 있다. 뿐만 아니라 민간경비산업위원회에서 다양한 설문과 여론조사를 통해 민간경비서비스 제공자와 고객의 인식과 수요를 판단, 민간경비산업 정책에 대한 전문성을 높여가고 있다. 본 논문은 이러한 검토를 통해 우리나라에서도 경찰청 위주의 비전문적 민간경비관리시스템에서 벗어나 영국과 같은 전문적인 국가기관의 민간경비관리기관을 설치하고, 경비원 의무적 자격증제, 인증계약자제도를 도입할 것을 제안한다.

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국방분야 민간자원의 효율적 활용방안 - 정비, 보급, 수송, 교육훈련분야를 중심으로 - (Efficient Utilization of Private Resources for the National Defense - Focused on maintenance, supply, transportation, training & education -)

  • 박균용
    • 안보군사학연구
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    • 통권9호
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    • pp.313-340
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    • 2011
  • The National Defense Reformation bill of "National Defense Reformation 2020" which have been constantly disputed and reformed by the government went through various levels of complementary measures after the North Korean sinking on the Republic of Korea (ROK) Naval Vessel "Cheonan". The final outcome of this reform is also known as the 307 Plan and this was announced on the 8th March. The reformed National Defense Reformation is to reduce the number of units and military personnel under the military structure reformation. However, in order for us to undertake successful National Defense Reformation, the use of privatized civilian resources are essential. Therefore according to this theory, the ROK Ministry of National Defense (MND) have selected the usage of privatized resources as one of the main core agenda for the National Defense Reformation management procedures, and under this agenda the MND plans to further expand the usage of private Especially the MND plans to minimize the personnel resources applied in non-combat areas and in turn use these supplemented personnel with optimization. In order to do this, the MND have initiated necessary appropriate analysis over the whole national defense section by understanding various projects and acquisition requests required by each militaries and civilian research institutions. However for efficient management of privatized civilian resources, first of all, those possible efficient private resources which can achieve optimization will need to be identified, and secondly continuous systematic reinforcements will need to be made in private resource usage legislations. Furthermore, we would need to consider the possibility of labor disputes because of privatization expansion. Therefore, full legal and systematic complementary measures are required in all possible issue arising areas which can affect the combat readiness posture. There is another problem of huge increase in operational expenses as reduction of standby forces are only reducing the number of soldiers and filling these numbers with more cost expensive commissioned officers. However, to overcome this problem, we would need to reduce the number of positions available for active officers and fill these positions with military reserve personnel who previously had working experiences with the related positions (thereby guaranteeing active officers re-employment after completing active service). This would in tum maintain the standards of combat readiness posture and reduce necessary financial budgets which may newly arise. The area of maintenance, supply, transportation, training & education duties which are highly efficient when using privatized resources, will need to be transformed from military management based to civilian management based system. For maintenance, this can be processed by integrating National Maintenance Support System. In order for us to undertake this procedure, we would need to develop maintenance units which are possible to be privatized and this will in turn reduce the military personnel executing job duties, improve service quality and prevent duplicate investments etc. For supply area, we will need to establish Integrated Military Logistics Center in-connection with national and civilian logistics system. This will in turn reduce the logistics time frame as well as required personnel and equipments. In terms of transportation, we will need to further expand the renting and leasing system. This will need to be executed by integrating the National Defense Transportation Information System which will in turn reduce the required personnel and financial budgets. Finally for training and education, retired military personnel can be employed as training instructors and at the military academy, further expansion in the number of civilian professors can be employed in-connection with National Defense Reformation. In other words, more active privatized civilian resources will need to be managed and used for National Defense Reformation.

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임상병리과의 활동기준원가 관리 적용에 관한 연구 (The Study on Application of Activity-Based Costing System on the Department of Clinical Pathology)

  • 정수경;정기선;최황규;류규수
    • 한국병원경영학회지
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    • 제5권1호
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    • pp.129-155
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    • 2000
  • This empirical study, activity-based costing, a newly introduced approach that has proved to be an improvement over the conventional costing system in product or service costing, is applied at department of clinical pathology in K university hospital. The study subjects were 233 test procedures done in clinical laboratory of K university hospital. Activity analysis was done by interview, questionnaires, and time study, and the amount of resources consumed by each activity and their costs are then traced and applied to the laboratory tests. The main purpose of this study were to compare the test costs of activity-bases costing with those of conventional costing, and test fees of medical insurance, and to provide accurate cost informations for the decision makers of hospital. The major findings of this study were as belows. 1. The cost drivers for application of activity-based costing at clinical laboratory were cases of sample collection, case of specimen, cases of test, and volume-related allocation bases such as direct labor hours and total revenue of each test. 2. The profits of each clinical laboratory fields analyzed by conventional costing were different from the profits analyzed by activity-based costing, especially in the field of Urinalysis(approximately over estimated 750%). 3. The standard full costs by conventional costing were quite different from the costs computed by using activity-based costing, and the difference is most significant with the tests of long labor time. 4. From the comparison between costs computed by using activity-based costing and medical insurance fees, some test fees were significantly lower than the costs, especially in the non-automated fields. As described in this study, activity-based costing provides more accurate cost information than does conventional costing system. The former approach is especially important in the health care industry including hospitals in which planning and controlling the costs services provided are the key to maintaining a healthy financial status for the organization. Despite the contribution of activity-based costing the economic as well as technical feasibilities of implementing such a cost accounting system in an organization must be evaluated. In the development of activity-based costing systems, an activity analysis has to be conducted to identify activities that consume resources. This involves a detailed study of the organization's logistics and accounting information systems, and it is an expensive project in itself. Besides, it can be quite difficult and time consuming to identify and trace resource consumption to a specific activity. Thus the activity-based costing system should be implemented only when the decrease in cost of error far exceeds the increase in cost of measurement. By combining activity-based costing with standard costing, health care administrators can better plan and control the costs of health services provided while ensuring that the organization's bottom line is healthy.

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국민주택 공급 및 건설용역에 대한 부가가치세 영세율 적용에 관한 연구 (A Study on the Application of Zero Rate of V.A.T. to National Housing Supply and Construction Service)

  • 노기원;황욱선;이종광;김용수
    • 한국건설관리학회논문집
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    • 제11권2호
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    • pp.64-73
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    • 2010
  • 본 연구는 현행 국민주택 공급 및 건설용역에 대한 부가가치세 면세제도의 한계를 분석하고, 주택건설업체 아파트 건설현장 부가가치세 신고 사례분석을 통하여 국민주택에 대한 부가가치세 매입세액 불공제 규모를 산출하였다. 매입세액을 공제하고 건설업체의 유동성을 지원하기 위한 개선방안으로 부가가치세 영세율을 적용하는 경우 그 효과를 분석하기 위한 목적으로 수행하였다. 국민주택 면세제도가 갖고 있는 한계를 근원적으로 제거하기 위해서는 영세율 제도 도입이 필요하며, 영세율 제도 적용의 효과를 분석한 결과, 국민주택 공급 및 건설과정에서 부담한 매입세액이 공제되며, 건설원가의 6.06%에 상당하는 매입세액 공제로 건설업체의 유동성 개선과 이로 인한 차입금 규모 축소, 이자비용 감소 등으로 경영성과를 높일 수 있다. 또한 유동성 개선으로 국민주택 공급을 현재보다도 늘리려 할 것이며, 현재보다 국민주택 건축비 분양가를 최소 4.59% 인하할 수 있을 것으로 기대된다

기부금 지출과 기업 가치: 기업지배구조를 중심으로 (Donation Expenses and Corporate Value: A Focus on the Corporate Governance Structure)

  • 김수정;강신애
    • 유통과학연구
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    • 제12권8호
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    • pp.113-121
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    • 2014
  • Purpose - Recently, the number of corporations that practice environmental and social responsibility, besides engaging in traditional profit-seeking activities, has been growing steadily, as interest in Corporate Social Responsibility (CSR) is increasing. Recent research on CSR practices has identified the relationship between CSR activities and corporate value as one of the main issues in this respect. Considering that donations constitute a large proportion of a company's charitable activities, we considered the extent of donation expenses as a charitable activity in order to mitigate sample selection bias. Specifically, we analyzed the impact of donation expenses on firm value, while investigating if this impact varied in response to the level of corporate governance of firms. Research design, data, and methodology - We used non-financial firms listed on the Korean Stock Exchange, having their fiscal year end in December, and the sample period was 2006-2013. For the dependent variable, Tobin's q was used as the corporate value, and for the independent variable, donations were measured as the donation-expense-to-sales ratio. Corporate governance scores, as rated by the Korea Corporate Governance Service, were used to measure corporate governance levels because they consider the overall aspects of governance, including ownership structure, the board of directors, and the audit mechanism of individual companies. To examine the impact of donations on a company in relation to the level of corporate governance, we estimated regression models using the interaction terms of the governance dummy and donation variables. Then, we further estimated the regression models of two sub-samples that were classified according to the level of corporate governance. Similar to previous studies, the study uses variables that affect firm value, such as R&D expenditure, advertising expenses, EBITDA, debt-to-equity ratio, sales growth, company age, and company size as control variables. Results - The empirical results show that firm value significantly increased in response to an increase in donation expenses. Upon including the interaction terms of governance level dummy variables and donations, the coefficients of the interaction terms show significant positive values, while those of donation variables show significant negative values. In the strong governance sub-sample, the relationship between the donation expenses and corporate value was statistically positive (+) and significant. However, in the weak governance sub-sample, the relationship between the donation expenses and corporate value was statistically insignificant and negative (-). Conclusions - The empirical results suggest that donation expenses are significantly linked to an enhanced corporate value if firms have a good corporate governance structure. However, if the corporate governance structure is weak, the same relationship is not necessarily observed. The results of this study show that if a firm has high corporate governance, CSR practices enhance the company's reputation such that it has a positive (+) relationship with corporate value. If a firm has weak corporate governance, on the other hand, CSR practices are recognized as an agency cost and do not increase corporate value.

일반음식점 신규영업주의 위생관리지식 및 위생행정에 대한 태도 (Knowledge and Attitude toward Restaurant-Related Sanitation of New Restaurateurs)

  • 김선택;박재용;감신;한창현
    • 보건교육건강증진학회지
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    • 제15권1호
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    • pp.79-95
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    • 1998
  • The purpose of this study was to investigate the sanitation affairs of general restaurants. The questionnaire survey on the attitude and knowledge toward sanitation, the attitude for sanitary administration and the sanitary education was conducted against new 600 restaurateurs who were educated from June 20 to July 11, 1996, at the administration hall's division of Kyungsangbook-do in charge of food industry that offered regular sanitary education to new restaurateurs annually. And the visit survey on sanitary practice was also conducted over 93 restaurateurs who obtained the commercial license for food service business. The findings from the survey were as follows; In regard to food sanitation, some 87.1 to 88.3% got the right knowledge about the reason and precaution of food poisoning, food's frozen or cold-storage, and the disposal of products after expiration of validity term. But it was about 20.8% to 50.0% who knew right about major precaution, storage temperature in refrigerator, fermented milk product's storage temperature and validity term. There was therefore a necessity for education in food sanitation. 38.2% of the subjects placed an emphasis on sanitary storage of foodstuffs as the most important thing in sanitary management. 33.8% emphasized cooking sanitation. The environmental sanitation was counted as the most important thing by 19.2%, and personal sanitation of worker was counted by 8.8%. There was differences in what they thought the most important thing was, according to the respondent's educational level and cooker. 86.6% replied it necessary to improve the sanitary level. The respondents who were younger or had better educational level emphasized more the need for it. Concerning health examination, 90.2% replied it necessary. 81.4% answered the reason was because there was a potentiality Quests might be infected with contagious disease. 78.5% pointed the need for sanitary education, but respondents with higher educational level less emphasized its needs. As the reason for poor sanitation, restaurateur's poor awareness about it was most frequently pointed out, by 46.9%. Cooking sanitation was most frequently counted, by 38.5%, as the first thing to be improved. As the most critical point in sanitary education, 34.5% indicated food's sanitary Quality control 30.9% mentioned sanitary treatment of kitchen facilities and peripheral environment, and 27.1% emphasized the summary of the general food sanitation. 77.7% answered to correct immediately in case of violating the Food Hygiene Law, and 12.0% replied to correct in the same case if they would get the order from public official or administrative action would be taken. Respondents with higher educational level answered more to correct immediately. What they wanted the government office to do toward sanitary improvement was a fund aid an facilities and management which was pointed out by 38.9%, a periodical sanitary education by 26.3% and a on-the-spot guidance of sanitary officials by 22.3%. In view of the food service business's sanitary practice, the rate of wearing a sanitary clothes was 32.9% in city and 35.0% in county. The rate of hand-washing without soap or non-washing at cooking was 73.9%, 85%, respectively. The rate of personnel sanitation was 34.2% in city and 50.0% in county. These things indicated the sanitation was not well practiced. To improve the poor sanitary conditions of the food service businesses, it is recommended to offer institutional backing and financial aid from administrative office, and encourage restaurateurs to take pride in their job. and conduct the sanitary education effectively by sanitary education institution.

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치과의료기관의 치위생과정(ADPIE) 경영성과 분석 (Analysis of Business Performance in Dental Hygiene Process (ADPIE) in Dental Clinic)

  • 오진영;한경순
    • 치위생과학회지
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    • 제15권5호
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    • pp.585-593
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    • 2015
  • 본 연구는 2013년도 1월부터 2014년도 12월까지 경기도에 위치한 치과의료기관을 대상으로 치위생과정을 실시하고 있는 진료과와 실시하지 않는 진료과의 재무 및 비재무성과를 비교 분석하였다. 2013년도와 2014년도를 비교하면 환자 당 진료비는 치위생과정을 적용한 A과의 경우 216,664원, 324,810원으로 108,147원이 증가하였고, 적용하지 않은 B과는 184,655원, 225,698원으로 41,043원 증가하였다(p<0.01). 1일 내원환자 수는 A과의 경우 68.67명, 76.75명으로 8.08명이 증가하였고(p=0.01), B과는 77.83명, 80.25명으로 2.42명이 증가하였다(p>0.05). 진료동의 율은 A과에서 89.17%, 89.68%였고, B과는 60.09%, 66.98%였다(p<0.001). 재내원율은 A과에서 87.48%, 85.89%였고, B과는 44.92%, 45.55%였다(p<0.001). 정기검진환자율은 A과에서 16.01%, 19.03%였고, B과는 2.53%, 6.84%였다(p<0.001). 소개환자율은 A과에서 38.46%, 47.59%였고, B과는 29.98%, 30.77%였다(p<0.05). 대기시간은 A과에서 27.67분, 28.25분이었고, B과는 25.54분, 25.67분을 나타냈다(p>0.05). 위의 결과를 통해 치위생과정을 병행하는 진료체계는 치과의료의 질에 대한 만족도와 경영적 효용성을 높일 수 있는 수준 높은 의료 프로그램임을 확인하였다. 따라서 치과의료기관에서 환자중심의 긍정적 신뢰를 형성하고, 인적 서비스 중심의 경영전략을 수립하는 데 활용할 수 있기를 기대한다.

국민건강보험 발전방향 (Future Direction of National Health Insurance)

  • 박은철
    • 보건행정학회지
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    • 제27권4호
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    • pp.273-275
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    • 2017
  • It has been forty years since the implementation of National Health Insurance (NHI) in South Korea. Following the 1977 legislature mandating medical insurance for employees and dependents in firms with more than 500 employees, South Korea expanded its health insurance to urban residents in 1989. Resultantly, total expenses of the National Health Insurance Service (NHIS) have greatly increased from 4.5 billion won in 1977 to 50.89 trillion won in 2016. With multiple insurers merging into the NHI system in 2000, a single-payer healthcare system emerged, along with separation policy of prescribing and dispensing. Following such reform, an emerging financial crisis required injections from the National Health Promotion Fund. Forty years following the introduction of the NHI system, both praise and criticism have been drawn. In just 12 years, the NHI achieved the fastest health population coverage in the world. Current medical expenditure is not high relative to the rest of the Organization for Economic Cooperation and Development. The quality of acute care in Korea is one of the best in the world. There is no sign of delayed diagnosis and/or treatment for most diseases. However, the NHI has been under-insured, requiring high-levels of out-of-pocket money from patients and often causing catastrophic medical expenses. Furthermore, the current environmental circumstances of the NHI are threatening its sustainability. Low birth rate decline, as well as slow economic growth, will make sustainment of the current healthcare system difficult in the near future. An aging population will increase the amount of medical expenditure required, especially with the baby-boomer generation of those born between 1955 and 1965. Meanwhile, there is always the problem of unification for the Korean Peninsula, and what role the health insurance system will have to play when it occurs. In the presidential election, health insurance is a main issue; however, there is greater focus on expansion and expenditure than revenue. Many aspects of Korea's NHI system (1977) were modeled after the German (1883) and Japanese (1922) systems. Such systems were created during an era where infections disease control was most urgent and thus, in the current non-communicable disease (NCD) era, must be redesigned. The Korean system, which is already forty years old, must be redesigned completely. Although health insurance benefit expansion is necessary, financial measures, as well as moral hazard control measures, must also be considered. Ultimately, there are three aspects that we must consider when attempting redesign of the system. First, the health security system must be reformed. NHI and Medical Aid must be amalgamated into one system for increased effectiveness and efficiency of the system. Within the single insurer system of the NHI must be an internal market for maximum efficiency. The NHIS must be separated into regions so that regional organizers have greater responsibility over their actions. Although insurance must continue to be imposed nationally, risk-adjustment must be distributed regionally and assessed by different regional systems. Second, as a solution for the decreasing flow of insurance revenue, low premium level must be increased to an appropriate level. Likewise, the national reserve fund (No. 36, National Health Insurance Act) must be enlarged for re-unification preparation. Third, there must be revolutionary reform of benefit package. The current system built a focus on communicable diseases which is inappropriate in this NCD era. Medical benefits must not be one-time events but provide chronic disease management. Chronic care models, accountable care organization, patient-centered medical homes, and other systems that introduce various benefit packages for beneficiaries must be implemented. The reimbursement system of medical costs should be introduced to various systems for different types of care, as is the case with part C (Medicare Advantage Program) of America's Medicare system that substitutes part A and part B. Pay for performance must be expanded so that there is not only improvement in quality of care but also medical costs. Moreover, beneficiaries of the NHI system must be aware of the amount of their expenditure through a deductible payment system so that spending can be profiled and monitored. The Moon Jae-in Government has announced its plans to expand the NHI system; however, it is important that a discussion forum is created so that more accurate analysis of the NHI, its environments, and current status of health care system, can take place for reforming NHI.

가족계획(家族計劃) 및 모자보건사업(母子保健事業)의 효율적 통합방안(統合方案)에 관한 연구(硏究)(서산군(瑞山郡)) -기초조사보고(基礎調査報告)- (The Seosan County Family Planning/Maternal & Child Health Service Research Project, Korea -Project Design and Findings of the Baseline Survey-)

  • 방숙;조태호;이상주;한성현;임경주;안문영
    • Journal of Preventive Medicine and Public Health
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    • 제16권1호
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    • pp.163-192
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    • 1983
  • In order to facilitate the Korean government's efforts in integrating family planning and maternal & child health at the primary health care level (or township level), the Soon Chun Hyang College of Medicine, with the financial and technical assistance of WHO, has under-taken a service research project. The project has employed a quasi-experimental study design introducing interventions tat provide crucial factors lacking in the ongoing government programs such as midwives and qualified referral physicians. The study is being conducted in three locations, one control area and two study areas. Before introducing trained Nurse/Midewives into the study areas, a baseline prevalence survey was undertaken from 15 July 1981 to 10 August 1981 in selelcted townships of Seosan County. In this sample survey of bath the study and control areas, 2,484 eligible women (97% reponse rate) were interviewed to obtain benchmark data on basic evaluation indicators related to family planning and maternal and child health. The salients results were summarized as follows.: 1. CONTACT RATES WITH HEALTH WORKERS; During the year preceding the survey, 12% of women were visited by government health workers. The primary reason for such visits by health workers was family planning (45% of the visits). About 34% of the women visited the health centers during the year. The primary reason for visiting health centers was immunizations for their children (45% of the visits). 3. FAMILY PLANNING USE RATE; The baseline data showed little difference between women in the study area and the control area on contraceptive use. Approximately 59% were currently using some methods. However, among those current users, almost half were practicing less effective methods of birth control such as rhythm or withdrawal. Among other methods, the tubectomy was the most popular (16%), while use of the IUD, oral pill and condom together reached only 14%. 3. PRENATAL CARE RATE; About 75% of the women reported no prenatal care for their last births (the youngest child of each women), Additionally, among women received prenatal care, over half had only one visit. 4. ATTENDANCE AT DELIVERY; Most of the women surveyed (over 80%) were attended by a non-medical person during their last delivery. These figures are somewhat comparable to the national figure of 84% for remote areas. 5. POSTNATAL CARE; The proportion of women reporting postnatal care was only 4.5%, and postnatal care was not received by the majority of women surveyed. 6. CHILD HEALTH CARE: In contrast to the low rate of maternity care for women themselves, most women reported obtaining immunization care for their children. About 75% of the women obtained Polio and/or DPT, 58% BCG, and 44% Measles vaccine for their children. However, in terms of illness care, while 35% of the women stated that their youngest child had been sick during the month preceding the survey, only 28% of these women took their child to the clinic for treatment. 7. COMPLICATIONS OF PREGNANCY AND DELIVERY AND ABNORMALITIES IN THE NEWBORN; Among all last deliveries, 18% of the women had pregnancy complications and 9% of the women had complications during delivery About 5% of the women reported abnormality in their most recent newborn. 8. REPRODUCTION EFFICIENCY; PERINATAL MORTALITY AND INFANT MORTALITY Based on data from the pregnancy history in this survey, reproduction efficiency was estimated. Out of the 11,154 pregnancies reported by all women surveyed, foetal loss was 21% (almost 16% were induced abortions) and infant deaths before reaching one year old were 3.1%. The reproduction efficiency was, therefore, reduced to 76%. In terms of perinatal and infant mortality rates, the former was 40.2 per 1,000 total births and the latter was 39.3 per 1,000 live births. Both rates described J shaped relationships with age of mothers and parity, and they were also correlated with birth interval and mother's education. In summary, this baseline survey data indicated a need for (1) improving contraceptive practices with more effective methods to prevent unwanted pregnancies and (2) providing better services for maternal and child care to protect wanted pregancies. In the Korean rural setting. the author believes that the latter is more important as the value of each child has increased as a result of the family planning campaign for the past two decades. This calls for more effective integration of Family Planning and MCH programmes to meet the needs of the family in each stage of the child bearing and rearing period with deploying more qualified personnel than the current government program personnel.

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오운선수작위엄고대언인영득금패(奥运选手作为广告代言人赢得金牌), 비새중화비새후적고표개격상양(比赛中和比赛后的股票价格上扬) (Olympic Advertisers Win Gold, Experience Stock Price Gains During and After the Games)

  • Tomovick, Chuck;Yelkur, Rama
    • 마케팅과학연구
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    • 제20권1호
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    • pp.80-88
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    • 2010
  • 相当多的调查目的是为了证明股东资产值和一些市场战略之间的关系. 之前的研究包括关于股票价格表现和广告之间的关系, 顾客服务学, 新产品介绍, 研究与开发, 名人转让, 品牌感知, 品牌价值评估, 公司名称变化, 以及运动相关的赞助者地位. 另一个据调查可以对股东资产值产生影响的因素是内含特殊体育事件的电视广告, 例如超级杯. 调查指出以超级杯为题材做了广告的公司股票价值都有所提升. 报告给出广告投资和股东价值提升之间的关系, 作为既普通又特殊的事件, 令人吃惊的是调查关注的奥林匹克运动会的相关广告投资以及之后的效果对股东价值的影响效果较小. 然而调查结果显示奥林匹克运动会的主办地却备受关注, 另外所受关注的是赛事的电视广播进行期间广告的财政稳固. 著名的包括Peters (2008), Pfanner (2008), Saini (2008), and KellerFay Group (2009). 这篇论文提出了有关在2000, 2004以及2008年夏季奥林匹克运动会期间在美国国家广播中进行过电视广告宣传的客户的研究.以下为所验证的五个假设: 假设一: 2008, 2004和2000年在美国电视广播中播放奥运广告的公司股票价格在同期比斯坦普500股票价格指数表现要好. 假设二: 奥运相关股票价格比斯坦普500股票价格指数在整个广告播放期间都表现的更好, 播放期间是指从奥运开始前的周一到当年年底. 假设三: 奥运相关股票价格比斯坦普500股票价格指数长期都表现的更好, 长期是指从奥运开始前的周一第二年的年中. 假设四: 在没有奥运会的期间, 奥运相关股票价格和斯坦普500股票价格指数间没有明显差异. 假设五: 在美国电视广播中播放奥运广告的公司的当年年报比其他非奥运年份要好. 本研究记录在过去三届奥运会期间做广告公司的股票价格(北京奥运, 雅典好运, 悉尼奥运). 我们通过Google和电视网络(例如NBC)来确定这些广告. NBC在过去的三届奥运会获得了在美国转播权. 我们使用互联网来确定这些做过广告的品牌的母公司. 股票价格是通过使用Yahoo财经频道来获得的. 本文所使用的所有的信息都是被公开的信息. 总共有117个奥运广告在2008, 2004和2000年在美国播放. 细节可以从图例1中获得. 结果表明这些奥运相关股票在奥运期间以及奥运前期比斯坦普500股票价格指数表现要好. 相同的结果也可以在奥运开始以后到当年年底, 以及之后半年的记录中获得. 价格压力, 信号理论, 高收视率, 以及企业的刺激战略都对这一个结果有着贡献. 论文最后为广告商和研究者提出了建议并对以后的研究提出了方向.