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Optimal Incentives for Customer Satisfaction in Multi-channel Setting (멀티채널에서의 고객만족제고 인센티브 연구)

  • Kim, Hyun-Sik
    • Journal of Distribution Research
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    • v.15 no.1
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    • pp.25-47
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    • 2010
  • CS is one of the major concerns of managers in the world because it is well known to be a key medium construct for firms' superior outcome. One of the major agents for CS management is retailers. Firms try to manage not only employees but also retailers to promote CS behaviors. And so diverse incentives are used to promote their CS behaviors under diverse channel setting such as multi-channel. However in spite of the rising needs there has been scarce studies on the optimal incentive structure for a manufacturer to offer competing retailers at the multi-channel. In this paper, we try to find better way for a manufacturer to promote the competing retailers' CS behaviors. We investigated how to promote the retailers' CS behavior via game-theoretic modeling. Especially, we focus on the possible incentive, CS bonus type reward introduced in the studies of Hauser, Simester, and Wernerfelt(1994) and Chu and Desai(1995). We build up a multi stage complete information game and derive a subgame perfect equilibrium using backward induction. Stages of the game are as following. (Stage 1) Manufacturer sets wholesale price(w) and CS bonus($\eta$). (Stage 2) Both retailers in competition set CS effort level($e_i$) and retail price($p_i$) simultaneously. (Stage 3) Consumers make purchasing decisions based on the manufacturer's initial reputation and retailers' CS efforts.

    Structure of the Model We investigated four issues about the topic as following: (1) How much total incentive is adequate for a firm of a specific level of reputation to promote retailers' CS behavior under multi-channel setting ?, (2) How much total incentive is adequate under diverse level of complimentary externalities between the retailers' CS efforts to promote retailers' CS behavior?, (3) How much total incentive is adequate under diverse level of cost to make CS efforts to promote retailers' CS behavior?, (4) How much total incentive is adequate under diverse level of competition between retailers to promote retailers' CS behavior? Our findings are as following. (1) The higher reputation has the manufacturer, the higher incentives for retailers at multi-channel are required in the equilibrium.
    shows the increasing pattern of optimal incentive level along the manufacturer's reputation level(a) under some parameter conditions(b=1/2;c=0;$\beta$=1/2). (2) The bigger complimentary externalities exists between the retailers' CS efforts, the higher incentives are required in the equilibrium.
    shows the increasing pattern of optimal incentive level along the complimentary externalities level($\beta$) under some parameter conditions(a=1;b=1/2;c=0). (3) The higher is the retailers' cost, the lower incentives are required in the equilibrium.
    shows the decreasing pattern of optimal incentive level along the cost level(c) under some parameter conditions(a=1;b=1/2;$\beta$=1/2). (4) The more competitive gets those two retailers, the higher incentives for retailers at multi-channel are required in the equilibrium.
    shows the increasing pattern of optimal incentive level along the competition level(b) under some parameter conditions(c=0;a=1;$\beta$=1/2). One of the major contribution points of this study is the fact that this study is the first to investigate the optimal CS incentive system under multi-channel setting.

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How to Reflect Sustainable Development, exemplified by the Equator Principles, in Overseas Investment (해외투자(海外投資)와 지속가능발전 원칙 - 프로젝트 파이낸스의 적도원칙(赤道原則)을 중심으로 -)

  • Park, Whon-Il
    • THE INTERNATIONAL COMMERCE & LAW REVIEW
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    • v.31
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    • pp.27-56
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    • 2006
  • Today's financial institutions usually take environmental issues seriously into consideration as they could not evade lender liability in an increasing number of cases. On the international scene, a brand-new concept of the "Equator Principles" in the New Millenium has driven more and more international banks to adopt these Principles in project financing. Sustainable development has been a key word in understanding new trends of the governments, financial institutions, corporations and civic groups in the 21st century. The Equator Principles are a set of voluntary environmental and social guidelines for sustainable finance. These Principles commit bank officers to avoid financial support to projects that fail to meet these guidelines. The Principles were conceived in 2002 on an initiative of the International Finance Corporation(IFC), and launched in June 2003. Since then, dozens of major banks, accounting for up to 80 percent of project loan market, have adopted the Principles. Accordingly, the Principles have become the de facto standard for all banks and investors on how to deal with potential social and environmental issues of projects to be financed. Compliance with the Equator Principles facilitates for endorsing banks to participate in the syndicated loan and help them to manage the risks associated with large-scale projects. The Equator Principles call for financial institutions to provide loans to projects under the following circumstances: - The risk of the project is categorized in accordance with internal guidelines based upon the environmental and social screening criteria of the IFC. - For Category A and B projects, borrowers or sponsors are required to conduct a Social and Environmental Assessment, the preparation of which must meet certain requirements and satisfactorily address key social and environmental issues. - The Social and Environmental Assessment report should address baseline social and environmental conditions, requirements under host country laws and regulations, sustainable development, and, as appropriate, IFC's Environmental, Health and Safety Guidelines, etc. - Based on the Social and Environmental Assessment, Equator banks then make agreements with borrowers on how they mitigate, monitor and manage the risks through a Social and Environmental Management System. Compliance with the plan is included in the covenant clause of loan agreements. If the borrower doesn't comply with the agreed terms, the bank will take corrective actions. The Equator Principles are not a mere declaration of cautious banks but a full commitment of lenders. A violation of the Principles in the process of project financing, which led to an unexpected damage to the affected community, would not give rise to any specific legal remedies other than ordinary lawsuits. So it is more effective for banks to ensure consistent implementation of the Principles and to have them take responsible measures to solve social and environmental issues. Public interests have recently mounted up with respect to environmental issues on the occasion of the Supreme Court's decision (2006Du330) on the fiercely debated reclamation project at Saemangeum. The majority Justices said that the expected environmental damages like probable pollution of water and soil were not believed so serious and that the Administration should continue to implement the project seeking ways to make it more environment friendly. In this case, though the Category A Saemangeum Project was carried out by a government agency, the Supreme Court behaved itself as a signal giver to approve or stop the environment-related project like an Equator bank in project financing. At present, there is no Equator bank in Korea in contrast to three big banks in Japan. Also Korean contractors, which are aggressively bidding for Category A-type projects in South East Asia and Mideast, might find themselves in a disadvantageous position because they are generally ignorant of the environmental assessment associated with project financing. In this regard, Korean banks and overseas project contractors should care for the revised Equator Principles and the latest developments in project financing more seriously. It's because its scope has expanded to the capital cost of US$10 million or more across all industry sectors regardless of developing countries or not. It should be noted that, for a Korean bank, being an Equator bank is more or less burdensome in a short-term period, but it must be conducive to minimizing risks and building up good reputation in the long run.

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A Study on processing of medicinal on medical books of before Han(漢)dynasty (한대(漢代) 이전의 의적(醫籍)을 통한 '포제(炮制)'의 연구)

  • Kim, Sung-Cheol;Ha, Hong-Ki;Kim, Ki-Wook
    • Journal of Korean Medical classics
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    • v.24 no.4
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    • pp.157-174
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    • 2011
  • We derived following result by organizing research about processing of medicinal of before Han(漢) dynesty. The human being intake of natural substance for the purpose of treatment was what happened later than the use of natural substance as food. According to the record of by the early years of Shang(商) dynasty, we can assume that we cooked food with water and fire. The reason why there is no appearance of common production that can be included under the name of 'Tang Ye(湯液)' in the medical record discovered from Ma Wang Dui(馬王堆) is because 'Tang Ye' was yet developed. However, as the presentation of format of medicine process, there was gradual formation of medicinal fluid concept. There are quite of records on major details of cloth manufacture like washing and selection, grinding, processing of medicine from the recordings of "Wu Shi Er Bing Fang(五十二病方)", "Yang Sheng Fang(養生方)", "Za Liao Fang(雜療方)" discovered at Ma Wang Dui. It used words like 'Ze(擇)', 'Qu(去)' for the selection and 'Jiu(酒)', 'Zhuo(濯)' for the wash as a process method before cloth manufacture. When filter the processed medicine, it used words like 'Zhuo(捉)', 'Suo(索)', 'Jun(浚)' and used 'Yin Gan(陰乾)', 'Bao(暴)', 'Yang(暘)' for dry. The 'cutting(切削)' that crushes the medicine used different names based on the properties of medicines. The most frequent crush is 'Ye(冶)' and it means the powered medicine after dry. There was thermal process of mild fire(微火) and heating of 'Wen(溫)'. There are many states of medicine seen from the medical record discovered at Ma Wang Dui so they can be said as original medicine. 藥末劑 is relatively commercialized type then. Here, it includes later 湯劑 but there was no name such as 'decoction(湯)' or 'decoction of medical ingredients(湯液)'. Also, 'Fu Ju(㕮咀)' is the transformation of what was 'Fu Qie(父且)' at "Ja Liao Fang" of medical books of Ma Wang Dui with time flow. The original meaning of 'Fu Qie(父且)' is 'Fu Zu(斧俎)' and it means the crushing medicine with axe. The most important thing among the medical books of Han dynasty is "Shen Nong Ben Cao Jing(神農本草經)" and "Shang Han Za Bing Lun(傷寒雜病論)" of Zhang Zhong Jing(張仲景). "Shen Nong Ben Cao Jing" mentioned the dry method of medicine, collection and process production time, cooked and uncooked use of medicine and there are several types of medicine. Other than those, it mentioned 'Seven methods of combining herbs(七情合和)' to address cautions for combining medicines. Therefore, the 'processing of medicinal' in east Han dynasty period entered the theoretical step. However, there is only little recording on cloth manufacture of detailed medicine. From the "Shang Han Za Bing Lun" of Zhang Zhong Jing, the development in the way of 'processing of medicinal' reveled the cloth manufacture for each medicine. This tradition is continued until today and so it presents the development of purpose of 'processing of medicinal' is to greatly present the effect of medicine and to reduce the side-effect.

A Study on Estimating Optimal Tonnage of Coastal Cargo Vessels in Korea (우리나라 연안화물선의 적정선복량 추정에 관한 연구)

  • 이청환;이철영
    • Journal of the Korean Institute of Navigation
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    • v.13 no.1
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    • pp.21-53
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    • 1989
  • In the past twenty years, there has been a rapid increase in the volume of traffic in Korea due to the Korean great growth of the Korean economy. Since transformation provides an infrastructure vital to economic growth, it becomes more and more an integral part of the Korea economy. The importance of coastal shipping stands out in particular, not only because of the expansion limit on the road network, but also because of saturation in the capacity of rail transportation. In spite of this increase and its importance, coastal shipping is falling behind partly because it is givenless emphasis than ocean-going shipping and other inland transportation systems and partly because of overcompetition due to excessive ship tonnage. Therefore, estimating and planning optimum ship tonnage is the first take to develop Korean coastal shipping. This paper aims to estimate the optimum coastal ship tonnage by computer simulation and finally to draw up plans for the ship tonnage balance according to supply and demand. The estimation of the optimum ship tonnage is peformed by the method of Origin -Destimation and time series analysis. The result are as follows : (1) The optimum ship tonnage in 1987 was 358, 680 DWT, which is 54% of the current ship tonnage (481 ships, 662, 664DWT) that is equal to the optimum ship tonnage in 1998. this overcapacity result is in excessive competition and financial difficulties in Korea coastal shipping. (2) The excessive ship tonnage can be broken down into ship types as follows : oil carrier 250, 926 DWT(350%), cement carrier 9, 977 DWT(119%), iron material/machinery carrier 25, 665 DWT(117%), general cargo carrier 17, 416DWT(112%). (3) the current total ship crew of 5, 079 is more than the verified optimally efficient figure of 3, 808 by 1271. (4) From the viewpoint of management strategy, it is necessary that excessive ship tonnage be reduced and uneconomic outdated vessels be broken up. And its found that the diversion into economically efficient fleets is urgently required in order to meet increasing annual rate in the amounts of cargo(23, 877DWT). (5) The plans for the ship tonnage balance according to supply and demand are as follows 1) The establishment of a legislative system for the arrangement of ship tonnage. This would involve; (a) The announcement of an optimum tonnage which guides the licensing of cargo vessels and ship tonnage supply. (b) The establishment of an organization that substantially arrangement tonnage in Korea coastal shipping. 2) The announcement of an optimum ship tonnage both per year and short-term that guides current tonnage supply plans. 3) The settlement of elastic tariffs resulting in the protect6ion of coastal shipping's share from other tonnage supply plans. 4) The settlement of elastic tariffs resulting in the protection of coastal shipping's share from other transportation systems. 4) Restriction of ocean-going vessels from participating in coastal shipping routes. 5) Business rationalization of coastal shipping company which reduces uneconomic outdated vessels and boosts the national economy. If we are to achieve these ends, the followings are prerequisites; I) Because many non-licensed vessels are actually operating and threatening the safe voyage of the others in Korea coastal routes, it is necessary that those ind of vessels be controlled and punished by the authorities. II) The supply of ship tonnage in Korean coastal routes should be predently monitored because most of the coastal vessels are to small to be diverted into ocean-going routes in case of excessive supply. III) Every ship type which is engaged in coastal shipping should be specialized according to the characteristics of its routes as soon possible.

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Potential of River Bottom and Bank Erosion for River Restoration after Dam Slit in the Mountain Stream

  • Kang, Ji-Hyun;So, Kazama
    • Proceedings of the Korea Water Resources Association Conference
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    • 2011.05a
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    • pp.46-46
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    • 2011
  • Severe sediment erosion during floods occur disaster and economic losses, but general sediment erosion is basic mechanism to move sediment from upstream to downstream river. In addition, it is important process to change river form. Check dam, which is constructed in mountain stream, play a vital role such as control of sudden debris flow, but it has negative aspects to river ecosystem. Now a day, check dam of open type is an alternative plan to recover river biological diversity and ecosystem through sediment transport while maintaining the function of disaster control. The purpose of this paper is to verify sediment erosion progress of river bottom and bank as first step for river restoration after dam slit by cross-sectional shear stress and critical shear stress. Study area is upstream reach of slit check dam in mountain stream, named Wasada, in Japan. The check dam was slit with two passages in August, 2010. The transects were surveyed for four upstream cross-sections, 7.4 m, 34 m, 86 m, and 150 m distance from dam in October 2010. Sediment size was surveyed at river bottom and bank. Sediment of cobble size was found at the wetted bottom, and small size particles of sand to medium gravel composed river bank. Discharge was $2.5\;m^3/s$ and bottom slope was 0.027 m/m. Excess shear stress (${\tau}_{ex}$) was calculated for hydraulic erosion by subtracting the values of critical shear stress (${\tau}_{c}$) from the value of shear stress (${\tau}$) at river bottom and bank (${\tau}_{ex}=\tau-{\tau}_c$). Shear stress of river bottom (${\tau}_{bottom}$) was calculated using the cross-sectional shear stress, and bank shear stress (${\tau}_{bank}$) was calculated from the method of Flintham and Carling (1988). $${\tau}_{bank}={\tau}^*SF_{bank}((B+P_{bed})/(2^*P_{bank}))$$ where $SF_{bank}=1.77(P_{bed}/p_{bank}+1.5)^{-1.4}$, B is the water surface width, $P_{bed}$ and $P_{bank}$ are wetted parameter of the bed and bank. Estimated values for ${\tau}_{bottom}$ for a flow of $2.5\;m^3/s$ were lower as 25.0 (7.5 m cross-section), 25.7 (34 m), 21.3 (86 m) and 19.8 (150 m), in N/$m^2$, than critical shear stress (${\tau}_c=62.1\;N/m^2$) with cobble of 64 mm. The values were insufficient to erode cobble sediment. In contrast, even if the values of ${\tau}_{bank}$ were lower than the values for ${\tau}_{bottom}$ as 18.7 (7.5 m), 19.3 (34 m), 16.1 (86 m) and 14.7 (150 m), in N/$m^2$, excess shear stresses were calculated at the three cross-sections of 7.5 m, 34 m, and 86 m distances compare with ${\tau}_c$ is 15.5 N/$m^2$ of 16mm gravel. Bank shear stresses were sufficient for erosion of the medium gravel to sand. Therefore there is potential to erode lateral bank than downward erosion in a flow of $2.5\;m^3/s$. Undercutting of the wetted bank can causes bank scour or collapse, therefore this channel has potential to become wider at the same time. This research is about a potential of sediment erosion, and the result could not verify with real data. Therefore it need next step for verification. In addition an erosion mechanism for river restoration is not simple because discharge distribution is variable by snow-melting or rainy season, and a function for disaster control will recover by big precipitation event. Therefore it needs to consider the relationship between continuous discharge change and sediment erosion.

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Vegetation Strucure of Hwangjeong Wetland around Geumho River (금호강 황정 습지의 식생 구조)

  • Lee, Pal-Hong;Kim, Cheol-Soo;Kim, Tae-Geun;Oh, Kyung-hwan
    • Journal of Wetlands Research
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    • v.7 no.4
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    • pp.67-80
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    • 2005
  • Vegetation structure of the vascular plants was investigated from April 2003 to August 2003 in Hwangjeong wetland around Geumho River, Yeongcheon-si, Gyeongsangbuk-do, Korea. Actual vegetation of Hwangjeong wetland largely can be classified by the floristic composition and the physiognomy into 12 communities; Ambrosia artemisiifolia var. elatior, Humulus japonicus, Miscanthus sacchariflorus, Phragmites japonica, Zizania latifolia-Miscanthus sacchariflorus, Zizania latifolia-Nymphoides peltata, Miscanthus sacchariflorus-Phragmites japonica, Phragmites communis-Phragmites japonica, Phragmites japonica-Salix gracilistyla, Salix koreensis-Salix glandulosa, Salix nipponica-Salix koreensis, and Phragmites japonica-Zizania latifolia. Among them, the distribution area of the Phragmites japonica community was the largest as 49.46 ha(11.03%). The dominant vegetation type was Phragmites japonica community and Ambrosia artemisiifolia var. elatior community based on the phytosociological method, and Phragmites japonica community was classified into two subcommunities; Nymphoides peltata subcommunity and Salix glandulosa subcommunity. Differential species of Phragmites japonica community were Phragmites japonica, Miscanthus sacchariflorus, Persicaria thunbergii, Oenanthe javanica, Leersia oryzoides var. japonica, and Rorippa indica; differential species of Ambrosia artemisiifolia var. elatior community were Ambrosia artemisiifolia var. elatior, Setaria glauca, Commelina communis, Cyperus orthostachyus, Digitaria sanguinalis, Xanthium strumarium, Erigeron annuus, Erigeron canadensis, Kummerowia striata, Trifolium repens, and Medicago sativa; differential species of Nymphoides peltata subcommunity were Nymphoides peltata, Zizania latifolia, Scirpus tabernaemontani, and Eleocharis mamillata var. cyclocarpa; differential species of Salix glandulosa subcommunity were Salix glandulosa, Salix koreensis, and Salix gracilistyla. It was expected that Hwangjeong wetland is worthy of conservation contributed purifying water pollution, giving habitats of many lifes, and providing beautiful scenes of Geumho River.

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Classification System of Wetland Ecosystem and Its Application (습지생태계 분류체계의 검토 및 적용방안 연구)

  • Chun, Seung Hoon;Lee, Byung Hee;Lee, Sang Don;Lee, Yong Tae
    • Journal of Wetlands Research
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    • v.6 no.3
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    • pp.55-70
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    • 2004
  • The wetland ecosystem is a complex products of various erosion force, accumulation as water flows, hydrogeomorphic units, seasonal changes, the amount of rainfalls, and other essential element. There is no single, correct, ecologically sound definition for wetlands because of the diversity of wetlands and the demarcation between dry and wet environments occurs along a continuum, but wetland plays various ecosystem functions. Despite comprehensive integration through classification and impact factors there is still lacking in systematic management of wetlands. Classification system developed by the USFWS(1979) is hierarchical progresses from systems and subsystems at general levels to classes, subclasses, dominance types, and habitat modifiers. Systems and subsystems are delineated according to major physical attributes such as tidal flushing, ocean-derived salts, and the energy of flowing water or waves. Classes and subclasses describe the type of substrate and habitat or the physiognomy of the vegetation or faunal assemblage. Wetland classes are divided into physical types and biotic types. For the wise management of wetlands in Korea, this study was carried out to examine methodology of USFWS classification system and discuss its application for Korean wetland hydrogeomorphic units already known. Seven wetland types were chosen as study sites in Korea divided into some different types based on USFWS system. Three wetland types belonging to palustrine system showed no difference between Wangdungjae wetland and Mujechi wetland, but Youngnup of Mt. Daeam was different from the former two types at the level of dominant types. This fact means that setting of classification system for management of wetland is needed. Although we may never know much about the wetland resources that have been lost, there are opportunities to conserve the riches that remain. Extensive inventory of all wetland types and documentation of their ecosystem functions are vital. Unique and vulnerable examples in particular need to be identified and protected. Furthermore, a framework with which to demonstrate wetland characteristics and relationships is needed that is sufficiently detailed to achieve the identification of the integrity and salient features of an enormous range of wetland types.

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Evaluating Functional Efficiency of Existing Forest Roads (개설효과(開設效果)에 의(依)한 임도(林道)의 유형구분(類型區分) - 기설임도(旣設林道)의 분석(分析)을 중심(中心)으로 -)

  • Jeon, Kyung Soo;Lee, Jong Lak;Ryu, Taek Kyu
    • Journal of Korean Society of Forest Science
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    • v.83 no.2
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    • pp.211-220
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    • 1994
  • The critical need of forest road for enchanting the additional values of various forest products, in addition, giving more recreational opportunity to citizen, has been recognized. In this study the present author aimed to ascertain the most effective construction working plan of forest road being tit to Korean geographic condition. To execute this research program, four locations in national forest of Kangweon-do district and other four locations in private forest in Chollabuk-do district both where forest roads have previously been constructed were selected to analyze the effectiveness basing upon the various factors separately or in combination. The results are summarized as follows ; 1. The investment efficiency in forest road construction showed to increase in the area where terrain factors and district social factors rate is high, and to decrease in the area where forest status factors and forest road structure factors rate is high. So in future the Forest Resource Development Model of forest road should take more importance particularly on those area having terrain factor ratio is low. The extractable value of constructed forest road based on forest status factors rate is expected to increase in case of high considerably. 2. To construct of forest road for increasing multiple use of forests, forest road should be construct with priority on area where obtained total score by evaluation factors is high. And these evaluation factors should take possible determine the position of forest road construction. 3. The following five types of forest road basing upon function performance are suggested with regard to the place where road is constructed. (1) Forest Utilization Model ; where forest status factors and forest road structure factors rate are over 60%. (2) Forest Resource Development Model ; where terrain factors, forest status factors, forest road structure factors and district social factors rate are less than 60%. (3) Community Development Model ; where terrain factors, forest road structure factors and district social factors rate are over 60% but forest status factors rate are less than 60%. (4) Recreation and Health Model ; where terrain factors, forest status factors, forest road structure factors and district social factors rate are over 60%. (5) Multiple Use Model ; where both forest status factors and district social factors rate are over 60%.

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The Infertility Characteristics of Patients in the Obstetrics and Gynecology Specialized Hospital and Effect of Pregnancy on the Type of Assisted Reproductive Technology (산부인과 전문병원 내원환자의 난임 특성과 보조생식술 유형이 임신에 미치는 영향)

  • Kim, Yun-Jeong;Hwang, Byung-Deog
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.17 no.8
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    • pp.318-326
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    • 2016
  • This study was conducted to identify characteristics observed by staff during infertility treatment, and to analyze the relationship between the result of the treatment according to the ART infertility characteristics. In cooperation with an Obstetrics and Gynecology Hospital in Ulsan, data were collected from 344 people receiving infertility treatment from 2012-1013 and evaluated by cross-analysis, logistic regression analysis, and the ${\chi}^2$ test. Age 30 subjects (72.1%), no disease (70.9%), and no birth children (77.0%) were most common among patients. Causes of infertility factor is the higher the age, followed by uterine factors, ovarian factors were the lower the age.Were assisted reproduction are IUI (51.5%), IVF (23.0%), IUI + IVF (25.6%), assisted reproduction were age (p<.013) infertility period (p<.014), abortion Experience (p<.008) it was not statistically significant. ART pregnancies result was 34.9%, IUI was 49.2%, IVF was 50.8%. The average number of successful IVF treatment was 1.64, while it was 1.36 for IVF. IVF is 0.28 times lower than the IUI. Thus, low in order to increase the success rate of pregnancy according to the assisted reproduction age, nanim period is short, and if you do not have birth children choose artificial fertilization, and high age, IVF If there are nanim period is longer and birth child treatment and you must choose. This study analyzed all subjects who underwent fertility treatment to have research significance. However, it is difficult to generalize, locally called Sun City limits. If this one based on regional and national follow-up study of infertility therapist made it will help to prepare the way of effective treatment for infertility causes.

Dietitians' Customer Orientation at Contract Foodservice Management Company (위탁급식전문업체 영양사의 고객지향성 분석)

  • Shin, Seo-Young;Kim, Hee-Yeon;Choi, Mi-Kyung;Yang, Il-Sun
    • Journal of the Korean Society of Food Science and Nutrition
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    • v.35 no.6
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    • pp.801-808
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    • 2006
  • The purposes of this study were to measure customer orientation of dietitians engaged in contract foodservice management companies, and to examine the impacts of personal characteristics and organizational characteristics on the customer orientation of dietitians. The questionnaires developed for this study were distributed to 230 dietitians of contract foodservice management companies, including 4 major companies, in Seoul and Gyeonggi areas. A total of 187 (81.3%) questionnaires were used for analysis, and statistical analyses were conducted using SPSS (Win 11.5) for descriptive analysis, correlation analysis, t-test and ANOVA. The average customer orientation score of the dietitians was 3.77 (SD=0.40) and it seemed that most respondents evaluated themselves as customer-oriented. Further analyses revealed significant differences in customer orientation among different position (p<0.05) and payroll (p<0.01) groups.'Type of menu' also affected the customer orientation (p<0.01). Overall, it is needed to design efficient training programs that improve service skills and customer orientation of dietitians, and the understandings on variables affecting customer orientation would help it.