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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.

Avifauna and Management of Breeding Season in Taeanhaean National Park (태안해안국립공원의 번식기 조류상과 관리)

  • Paik, In-Hwan;Jin, Seon-Deok;Yu, Jae-Pyoung;Paek, Woon-Kee
    • Korean Journal of Environment and Ecology
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    • v.24 no.2
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    • pp.139-146
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    • 2010
  • The survey was done in order to find what kinds of birds visit Taeanhaean National Park during breeding season, where we fixed up 10 coastal areas and islands within the National Park. Three groups concurrently performed the field research from 5th to 9th of July in 2009. Total 58 species and 7,323 individuals were recorded in Taeanhaean National Park. 48 species including 6,187 individuals were observed in coastal areas and 33 species including 1,136 individuals in island areas. The most dominant species in the National Park are Larus crassirostris which accounts for 60% of the birds inhabiting there, and they seem to have been bred in the islands near the National Park. The birds observed only around the coastal areas include Anas poecilorhyncha, Fulica atra, Egretta intermedia and the others which consist of 25 species and amount to 318 individuals, and the birds found exclusively in island areas include Phalacrocorax filamentosus, Apus pacificus¸ Locustella pleskei and other birds, which consist of 10 species and the number of those individuals observed was 308. The inhabited islands areas such as Gauido were characterized by high ratio of waterbird population, which seems to be correlated with the factors such as the extent of island, the richness of water resources, and the diversity of habitats. Based on the data collected during the research and other data from the previous observations, the kinds of dominant species remain nearly unchanged. And in spite of the oil spill accident in 2007, the increase in the number of waterbirds compared to 2004 may be the evidence that the area is recovering from the environmental pollution. At present, the tidal power plants are being built or scheduled to be built and large-scale reclamation is also under way. What is worse, those areas are seeing the increase of pension construction, which is likely to be the potential cause of damage and disturbance against some key habitats for the waterbirds. Therefore, it is a major priority that we build the bird information system to efficiently manage the knowledge-based asset collected from bird-watching groups and to better monitor the areas that need enhanced database through which the National Park can be appropriately administered.

A Study on Food Involvement and Dietary Behavior of Middle School Students in Naju Area (나주지역 중학생의 식생활 관여도와 식행동 연구)

  • Yoo, Sun-Jeong;Jung, Lan-Hee
    • Journal of Korean Home Economics Education Association
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    • v.20 no.1
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    • pp.63-83
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    • 2008
  • The purpose of this study was to investigate food involvement, dietary behavior and relationship according to the levels of nutrition knowledge. Data in this research was obtained by using the questionnaire which was given out to 528 subjects(boys 182, girls 346) in Naju city area. The awareness of dietary behavior of middle school students put the first priority on breakfast from among 3 meals a day, and they selected 'taste' as the most important criterion. The majority and above of subjects responded that they had ever delivered food at least more than 1 or 2 times a week. This research found that middle school students are tends to regard themselves as being rather close to obesity or fatness. Subjects were also aware that they have some problems with a unbalanced eating habbit and irregular timing of having meals, and more than 40% of the subjects responded that they obtain the most of information about food & dietary behavior through television. Significant difference was found in the food involvement with related variables such as sex, grade, the academic background of mother, self-perception of weight, the way of weight control, perception of problems requiring improvement. Dietary behavior related with variables showed significant difference. Variables are grade, perception of meal importance, selecting standard of food, method of weight control, improvement of eating habits. Dietary behavior is found highly relative with food involvement. Dietary behavior is found highly relative with food involvement. In conclusion, suggestions that could bring motivation to improvement is more essential to the nutrition education rather than knowledge oriented education.

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The Main Contents, Comment and Future Task for the Space Laws in Korea (한국에 있어 우주법의 주요내용, 논평과 장래의 과제)

  • Kim, Doo-Hwan
    • The Korean Journal of Air & Space Law and Policy
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    • v.24 no.1
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    • pp.119-152
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    • 2009
  • Korea now has a rapidly expanding and developing space programme with exploration aspirations. The government is giving priority to the aerospace industry and, to put it on a better footing, enacted an Aerospace Industry Development Promotion Act in I987, a Space Development Promotion Act in 2005 and a Space Compensation for Damage Act in 2007. I would like to describe briefly the legislative history, main contents and comment for these three space acts including especially launch licensing, registration of space objects, use of satellite information, astronaut rescue, liability for compensation, third party liability insurance and establishment of committee and plans to assist the Korean space effort. Furthermore author proposed to legislate a new draft for the establishment of a Korean Aerospace Development Agency (KADA: tentative title) to create a similar body to Japan Aerospace Exploration Agency (JAXA), British National Space Centre (BNSC) of UK, French Centre National d'Etudes Spatiales (CNES), German Aerospace Center (DLR), Swedish Space Corporation (SSC), China Aerospace Science and Industry Corporation (CASIC), Indian Space Research Organization (ISRO) as well as the Korean Space Agency (KSA: Tentative title) to create a similar body to Canadian Space Agency, European Space Agency, Russian Space Agency, Italian Space Agency, Israel Space Agency, Indian Department of Space, National Aeronautics and Space Administration (NASA) of USA, China National Space Administration in order to develope efficiently space industry. If the Korean government will be establish the Korean Space Agency as an governmental organization in future, it is necessary to revise the contents of the Government Organization Act. It is desirable and necessary for us to establish an Asian Space Agency (ASA), in order to develop our space industry and to promote research cooperation among Asian countries, based on oriental idea and creative powers.

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Study on the Selecting of Suitable Sites for Integrated Riparian Eco-belts Connecting Dam Floodplains and Riparian Zone - Case Study of Daecheong Reservoir in Geum-river Basin - (댐 홍수터와 수변구역을 연계한 통합형 수변생태벨트 적지 선정방안 연구 - 금강 수계 대청호 사례 연구 -)

  • Bahn, Gwonsoo;Cho, Myeonghyeon;Kang, Jeonkyeong;Kim, Leehyung
    • Journal of Wetlands Research
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    • v.23 no.4
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    • pp.327-341
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    • 2021
  • The riparian eco-belt is an efficient technique that can reduce non-point pollution sources in the basin and improve ecological connectivity and health. In Korea, a legal system for the construction and management of riparian eco-belts is in operation. However, it is currently excluded that rivers and floodplains in dam reservoir that are advantageous for buffer functions such as control of non-point pollutants and ecological habitats. Accordingly, this study presented and analyzed a plan to select a site for an integrated riparian ecol-belt that comprehensively evaluates the water quality and ecosystem characteristics of each dam floodplain and riparian zone for the Daecheong Dam basin in Geum River watershed. First, the Daecheong Dam basin was divided into 138 sub-basin with GIS, and the riparian zone adjacent to the dam floodplain was analyzed. Sixteen evaluation factors related to the ecosystem and water quality impact that affect the selection of integrated riparian eco-belt were decided, and weights for the importance of each factor were set through AHP analysis. The priority of site suitability was derived by conducting an integrated evaluation by applying weights to sub-basin by floodplains and riparian zone factors. In order to determine whether the sites derived through GIS site analysis are sutiable for actual implementation, five sites were inspected according to three factors: land use, pollution sources, and ecological connectivity. As a result, it was confirmed that all sites were appropriate to apply integrated riparian ecol-belt. It is judged that the riparian eco-belt site analysis technique proposed through this study can be applied as a useful tool when establishing an integrated riparian zone management policy in the future. However, it might be necessary to experiment various evaluation factors and weights for each item according to the characteristics and issues of each dam. Additional research need to be conducted on elaborated conservation and restoration strategies considering the Green-Blue Network aspect, evaluation of ecosystem services, and interconnection between related laws and policy and its improvements.

A Study on the Establishment and Operation of a Regulatory Response Framework in connection with the Regulatory Strength of the Licensing Policy for New Medical Devices -Focusing on the Application of FMEA- (의료기기 신제품의 인허가정책 규제강도에 연계한 규제대응 프레임워크 수립 및 운영에 관한 연구 - FMEA 적용을 중심으로 -)

  • Kim, Gyosu;Ru, Gyuha;Kim, Yeonhee
    • Journal of Technology Innovation
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    • v.28 no.4
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    • pp.1-26
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    • 2020
  • Due to the spread of Corona 19 around the world, Infectious Disease Medicine and New Medical Devices such as Diagnostic Agent are being rapidly developed and launched, and for the fast supply and demand of these, each country has eased import regulations or has implemented policies for fast approval(NIDS, 2020). On the other hand, New Developed Medical Devices that are not related to New Infectious Diseases, they are still entering the market through strict licensing and licensing regulations, such as delay and cancellation in the test inspection process, etc. Therefore, This Study specialized in the government-managed laws encountered when New Medical Devices enter the market, derive Factors influencing the Strength of Regulations, analyzes the Strength of Regulations, and proposes a Regulatory Response Framework. The Research Method was conducted by Literature Research, was applied by Failure Mode and Effects Analysis(FMEA) Method, Expert Interview(1st): Idea Collection, Expert Interview(2nd): Validation, and Priority through the Application Process of FMEA Method. A Method of Quantifying the Intensity of Regulation was proposed by multiplying the Impact of the Influencing Factors for each stage of regulation and the Burden Impact for each type of Regulatory Affairs to find the Importance of the Regulatory Factors and multiplying the Severity of the Regulatory Impact. The Implications are that major overseas countries and the Korean government are actively responding with Special Regulatory Policies and Mitigation Policies for fast licensing of New Developed Medical Devices in accordance with Corona 19. It is expected that the direction for improvement of regulations and measures to respond to regulations will be implemented so that a more proactive and preemptive response to the regulatory process of the licensing policy for New Devices can be achieved.

A Study on the Institutional Conditions and Problems for the Transition of North Korean Economic System (북한 경제체제전환을 위한 제도적 조건과 문제점에 관한 연구)

  • Kang, Chae-Yeon;Kwak, In-ok
    • International Area Studies Review
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    • v.22 no.2
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    • pp.163-186
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    • 2018
  • The purpose of this study is to analyze the institutional conditions and problems for the transition to the North Korean economic system. As a research method, we first analyzed the legislative processes of 4th stage market reform policies (liberalization, privatization, privatization, and corporation) by major economic transition countries. And we found out the difference with North Korea. Based on this, it analyzed the process of institutionalization of North Korea's 4th stage economic reform policies (7.1 measures, comprehensive market policies, Currency reform, 6.28 policy). According to research, There are three important conditions that can not compare the changes of the North Korean market economy with those of the transition economies. First, the internal and external conditions and environment for the transition of the economic system and the role of the state and civil society are very different. Second, the means and objectives of the policy decision process and the implementation process are different. Third, it differs absolutely in terms of the nature and effectiveness of the nation's political and economic policies. Fourth, the priority, contents, and legislation process of economic policies for economic reform differ considerably from those of North Korea. Especially, when discussing the possibility of transition to the 'Chinese model', it is accompanied a considerable risk. It is because the purpose of market entry of control power in North Korea and their survival network are quite unique. In addition, China's domestic market size, population size, and type of control are quite different from North Korea. A necessary and sufficient condition for the transition of the North Korean economic system is the relaxation of physical control mechanisms and institutions in the market area. Next, it is necessary to make a legitimate institutionalization as well as an entire survey on the illegal ownership market. Based on this, it is necessary to gradually change the dependence of the domestic market on China to South Korea. In other words, this is a paradigm shift in the semi-controlled power exclusion, post-automation and domestic market.

Estimation of Food Commodity Intakes from the Korea National Health and Nutrition Examination Survey Databases: With Priority Given to Intake of Perilla Leaf (국민건강영양조사 자료를 이용한 식품 섭취량 산출 방법 개발: 들깻잎 섭취량을 중심으로)

  • Kim, Seung Won;Jung, Junho;Lee, Joong-Keun;Woo, Hee Dong;Im, Moo-Hyeog;Park, Young Sig;Ko, Sanghoon
    • Food Engineering Progress
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    • v.14 no.4
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    • pp.307-315
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    • 2010
  • The safety and security of food supply should be one of the primary responsibilities of any government. Estimation of nation's food commodity intakes is important to control the potential risks in food systems since food hazards are often associated with quality and safety of food commodities. The food intake databases provided by Korea National Health and Nutrition Examination Survey (KNHANES) are good resources to estimate the demographic data of intakes of various food commodities. A limitation of the KNHANES databases, however, is that the food intakes surveyed are not based on commodities but ingredients and their mixtures. In this study, reasonable calculation strategies were applied to convert the food intakes of the ingredients mixtures from the KNHANES into food commodity intakes. For example, Perilla leaf consumed with meat, raw fish, and etc. in Korean diets was used to estimate its Korean intakes and develop algorithms for demographic analysis. Koreans have consumed raw, blanched, steamed, and canned perilla leaf products. The average daily intakes of the perilla leaf were analyzed demographically, for examples, the intakes by gender, age, and etc. The average daily intakes of total perilla leaf were 2.03${\pm}$0.27 g in 1998, 2.11${\pm}$0.26 g in 2001, 2.29${\pm}$0.27 g in 2005, 2.75${\pm}$0.35 g in 2007, and 2.27${\pm}$0.20 g in 2008. Generally, people equal to or over 20 years of age have shown higher perilla leaf intakes than people below 20. This study would be contributed to the estimation of intakes of possible chemical contaminants such as residual pesticides and subsequent analysis for their potential risk.

Trends in QA/QC of Phytoplankton Data for Marine Ecosystem Monitoring (해양생태계 모니터링을 위한 식물플랑크톤 자료의 정도 관리 동향)

  • YIH, WONHO;PARK, JONG WOO;SEONG, KYEONG AH;PARK, JONG-GYU;YOO, YEONG DU;KIM, HYUNG SEOP
    • The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
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    • v.26 no.3
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    • pp.220-237
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    • 2021
  • Since the functional importance of marine phytoplankton was firstly advocated from early 1880s massive data on the species composition and abundance were produced by classical microscopic observation and the advanced auto-imaging technologies. Recently, pigment composition resulted from direct chemical analysis of phytoplankton samples or indirect remote sensing could be used for the group-specific quantification, which leads us to more diversified data production methods and for more improved spatiotemporal accessibilities to the target data-gathering points. In quite a few cases of many long-term marine ecosystem monitoring programs the phytoplankton species composition and abundance was included as a basic monitoring item. The phytoplankton data could be utilized as a crucial evidence for the long-term change in phytoplankton community structure and ecological functioning at the monitoring stations. Usability of the phytoplankton data sometimes is restricted by the differences in data producers throughout the whole monitoring period. Methods for sample treatments, analyses, and species identification of the phytoplankton species could be inconsistent among the different data producers and the monitoring years. In-depth study to determine the precise quantitative values of the phytoplankton species composition and abundance might be begun by Victor Hensen in late 1880s. International discussion on the quality assurance of the marine phytoplankton data began in 1969 by the SCOR Working Group 33 of ICSU. Final report of the Working group in 1974 (UNESCO Technical Papers in Marine Science 18) was later revised and published as the UNESCO Monographs on oceanographic methodology 6. The BEQUALM project, the former body of IPI (International Phytoplankton Intercomparison) for marine phytoplankton data QA/QC under ISO standard, was initiated in late 1990. The IPI is promoting international collaboration for all the participating countries to apply the QA/QC standard established from the 20 years long experience and practices. In Korea, however, such a QA/QC standard for marine phytoplankton species composition and abundance data is not well established by law, whereas that for marine chemical data from measurements and analysis has been already set up and managed. The first priority might be to establish a QA/QC standard system for species composition and abundance data of marine phytoplankton, then to be extended to other functional groups at the higher consumer level of marine food webs.

A Research on Buncheong Jar with dragon and cloud patterns(龍樽) in the early the Joseon Dynasty with priority given to Buncheongsagisanggamunryongmunho, National treasures (조선 초기 용준(龍樽), 분청사기 상감 운룡문 호의 특징과 성격)

  • OH, Youngin
    • Korean Journal of Heritage: History & Science
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    • v.55 no.1
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    • pp.85-110
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    • 2022
  • This study investigates the production and use, development of Buncheongsagisang-gamunryongmunho, focusing on Buncheong Jar with dragon and cloud patterns(龍樽) in the early the Joseon Dynasty. The Buncheong Jar with dragon and cloud patterns(龍樽) which is the size of a large bottle as high as 50cm is a form of stability to have gorgeous decorativeness with the inlaid and stamped pattern. The Buncheongsagisanggamunryongmunho is the Buncheong Jar with dragon and cloud patterns(龍樽) used for Flower Vessels(花樽) at Royal Ritual in King Sejong(世宗) era. In the 1420s and 1430s, made in Premium ceramic factory of Sangju-mok, it is Blue and white porcelain in reference to dragon and cloud patterns in the Yuan and Ming Dynasties in aspects of shapes and patterns, to the inlaid Celadon in the period of Late Goryeo Dynasty in aspects of patterns, and to Joseon porcelain in aspects of shapes and decoration techniques. The Joseon Royal family found out the appropriateness of the founding of the dynasty and the base for the system of civilization from Ming dynasty, to follow Ming dynasty by choosing white porcelains as the King's vessel. Jars passed down from Emperor Ming served as a standard for Royal Ritual Jars, to use Blue and White Porcelain Jar with dragon and cloud patterns as Flower Vessels(花樽) and Liquor Vessels(酒樽) for ages. Consequently, the Buncheong Jar with dragon and cloud patterns(龍樽) as Royal Ritual Jar had been used till 1430's when Blue and white porcelain Jar with dragon and cloud patterns(靑花雲龍白磁酒海) was passed down from Emperor Ming, Xuande Emperor(宣德帝), only to lose its Meaning and Use as the Royal Jar with dragon and cloud patterns(龍樽) during the early Joseon Period gradually.