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Utilization Pattern and Percept ion and Attitude of Rural Residents towards Primary Health Post (관할지역 주민의 보건진료소에 대한 태도와 이용양상)

  • Park, Chun-Na;Park, Jae-Yong;Han, Chang-Hyun
    • Journal of agricultural medicine and community health
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    • v.26 no.2
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    • pp.79-96
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    • 2001
  • In order to ascertain the utilization patterns and Perception and attitudes of Primary Health Post(PHP) by rural residents in farm areas, a survey was conducted of 753 households(1,803 persons) in 24 PHPs in Sangju-si, Gyeongsangbuk- do, from December 10, 2000 to January 15, 2001. The morbidly rate of acute illnesses for last two weeks for all households was 29.6%, and the rate of use of medical facilities to treat acute illness was 98.3%. The morbidly rate was highest between the ages of 60 and 69, with a rate of 35.4%. The higher their ages and the lower their educational levels were, the higher the morbidly rate was. The morbidly rate of chronic illnesses for one year for all households was 19.2%, and the rate of use of medical facilities to treat chronic illness was 92.8%. The elderly over 70 years old had the highest morbidly rate of 37.2%. The higher their ages and the lower their educational levels were, the higher the chronic illnesses rate was. For the rate of use of medical facilities to treat acute diseases, the use of PHPs was 89.5%, accounting for the majority of the time. However, for chronic diseases, hospitals and clinics were used more often, with a rate of 48.9%, compared to the use of PHPs, 40.2%. Their previous experiences on the use of PHPs one year before the survey showed that 94.8% used PHPs, 72.2% just visited them, not for the purpose of getting any medical assistance, and 73.3% received health education from PHPs. 98.5% remembered the locations of PHPs, 98.6% thought that PHPs were helpful for their health management, and 84.3% said that PHPs were playing great roles in development of their communities. 97.4% said that they found PHPs necessary. They understood the main job of PHPs as in the order of disease treatment, vaccination and health counseling. The work that they mostly wanted PHPs to do was health counseling and health management, which 31.6% answered. 88.9% said the examination fee was not expensive, 98.4% said CHPs were kind, and 97.0% said they were satisfied with the services at PHPs. Complaints about PHPs included a lack of a variety of medications, said by 42.9%, and poor facilities, by 15.8%. According to the above results, it is concluded that local residents on survey were frequently using PHPs due to their geographical and economical conditions. Also, the residents appeared to be satisfied with the services at PHPs, and they had a high demand for public health service as well as disease treatment. Considering the complaints about medications and medical facilities and equipment, active supports are required to manage PHPs in a way it can provide desirable services to the residents in remote villages through the readjustment of PHPs' functions, reinforcement of facilities and equipment and enhancement of CHPs ' training.

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A research on Hyang-Yack-Ku-Keup-Bang(鄕藥救急方) (Restoration and Medico-Historic Investigation) (향약구급방(鄕藥救急方)에 대(對)한 고증(考證))

  • Sheen, Yeong-Il
    • Korean Journal of Oriental Medicine
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    • v.2 no.1
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    • pp.71-83
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    • 1996
  • Hyang-Yack-Ku-Keup-Bang(鄕藥救急方) is our own, medical work written about the middle of the time of Korea Dynasty. I restored and researched this book because it needed to be illuminated about its medico-historic value and then I came to some conclusions as follows. 1. Hyang-Yack-Ku-Keup-Bang was published in Dae-jang-do-kam(大藏都監) of Kanghaw island(江華島) about the middle of Korea Dynasty. Choi Ja-ha(崔自河) republished it on original publication ground in Euiheung(義興) of Kyungsang-Province(慶尙道) in July, Taejong's(太宗) 17th year of Chosen Dynasty (A.D.1417) and this book was published again in Chungcheng Province(忠淸道) in Sejong's(世宗) 9th year(A.D.1427). The book published in Taejong's days was in the possession of books department of Kung-nae-cheng(宮內廳) in Japan and was the oldest medical book of existing ones. 2. Bang-Jung-Hyang-Yack-Mock-Cho-Bu(方中鄕藥目草部) of this book was originally intended to be adjusted in each division with the title of Bang-Jung-Hyang-Yack-Mock(方中鄕藥目). But Herb part(草部) only followed editing progress of Jeung-Lew-Bon-Cho(證類本草), the rest is not divided into each part and is together arranged at the below of Herb part with the title of Bang-Jung-Hyang-Yack-Mock-Cho-Bu. The Korean inscriptions on some drugstuffs in this book are different between Native Name(鄕名) of three volumes of provisions and general-spoken(俗云) of Bang-Jung-Hyang-Yack-Mock-Cho-Bu. In this, it is estimated that the publishing time and editor of tile volume of provisions and Bang-Jung-Hyang-Yack-Mock-Cho-Bu are different. I think Choi Ja-ha compiled this behind three volumes of provisions when he published. 3. This book picked some prescriptions which consisted of obtainable drugs with ease in Korea in the books of Chell-Keum-Yo-Bang(千金要方), Oi-Dae-Bi-Yo(外臺秘要), Tae-Peong-Sung-Hye-Bang(太平聖惠方), Ju-Hu-Bang(?後方), Kyung-Hum-Yang- Bang(經驗良方) Bo-Je-Bon-Sa-Bang(普濟本事方) Bi-Ye-Baik-Yo-Bang(備預百要方) and so on and got together our own prescriptions. On the whole Bi-Ye-Baik-Yo-Bang was a chief referrence book, On this, other books referred to and corrected. 4. In provisions quoted from Hyang-Yack-Jip-Sung-Bang(鄕藥集成方), there are seven provisions; leg-paralysis part, coughing part, headache part, obstetrics part, etc. don't show in this book. This is why Choi Ja-ha published only certain texts on Dae-jang-do-kam edition his own posession. So we can think the existing edition has a little misses compared with original edition. 5. This book recorded only names of drugstuffs in animal drug department like fowls, crab, goldbug, earthworm, etc. and didn't tell us ways of taking those. This is effect of Buddhist culture on medicine. This is efforts to practice 'Don't murder';one of Five Prohibition of Buddhism. 6. Beacause this book was published at the time, when our originative medicine would be set forth. This followed the Chinese ways in Theory, Treatment, Prescription and used 'Hyang Yack' in Medication out of theory of Korean medicine, which was a transitional form. So this is all important material which tell us aspects of development of 'Hyang Yack' the middle of Korea Dynasty.and this is also the beginning of originative, medical works like Dong-Eui-Bo-Kam(東醫寶鑑), Dong-Eui-Su-Bo-Won(東醫壽世保元). 7. There are few contents based on 'Byen-Jeung-Lon-Chi(辨證論治)'in this book. So we can see this book is not for doctors who study medical thoughts but for general public who suffer from diseases resulted from war. Because this book was written for a first-aid treatmeant, this is an index of medical service for the people those days. And this is also an useful datum for first-aid medicine or military medicine in these modern days. 8. Nowadays, parts of learned world of Korean medicine disregard essential theories and want to explain Korean medicine only by the theories or the methods of Western medicine. Moreover they don't adopt Chinese and Japanese theorys & thoughts about Oriental medicine in our own style and just view in there level. What was worse, there is a growing tendency for them to indulge in a trimming policy of scholarship and to take others' ideas. I think these trends to ignore our own medical thoughts involving growth of 'Hyang Yack' in the middle of Korea Dynasty, Dong-Eui-Bo-Kam and Dong-Eui-Su-Se-Bo-Won. So we, as researchers of Korean medicine, must get out of this tendency, and take over brilliant tradition and try to develop originative Korean medicine.

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A Study on the Characteristic of Treatment and Dental Caries Occurrence after the Insurance Benefit about the Pit and Fissure Sealing (치면열구전색술에 대한 보험급여 이후 진료특성 및 치아우식 발생에 관한 연구)

  • Sung, Soon-Im;Lee, Chong Hyung;Park, Arma;Kim, Kwang-Hwan
    • Journal of the Korea Academia-Industrial cooperation Society
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    • v.17 no.8
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    • pp.654-661
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    • 2016
  • This study was conducted to investigate treatment tendency and dental caries occurrence after receiving insurance coverage for pit and fissure sealing. Data were obtained from statements for insurance payments received by the Daejeon branch health insurance review and assessment service from December 2009 until December 31 2014. As to the Pit and Fissure Sealing current state by year, there was most a lot of the number of examinee and the treatment number of teeth in 2010. The per capita average treatment number of teeth was highest (3.39) in 2013. As to the result that it analyze the first molar Pit and Fissure Sealing in 2010 according to the general feature, man was high than the woman, it showed up by age in the age of 7 most highly, and the summer was the highest among by season. The upper jaw left first molar was the most common location, although the upper jaw on the right side first molar, lower jaw right side first molar, and lower jaw left first molar were also affected. In 2010, the procedure was conducted more in the upper jaw right side first molar and enforces the recharge since 2011 to 2014, men were treated more than women, the recharge which is the most abundant in the age of 7 was performed by age, and the procedure was performed more during summer than in other seasons. It is forecasted that at August, 2015 most high demand shows according to the result that it predicts the tooth treatment number until December 2015 based upon the treatment number of teeth from December 2009 until November 2014 and be reduced in comparison with the year 2014. Thus, tooth brushing alone is not sufficient to prevent dental caries. Indeed, conducting pit and fissure sealing in infants and toddlers, as well as elementary middle and high school oral health centers is expected to be effective at preventing dental caries.

Comparison of Traits Related to Dry Matter Production and Grain Yield among Rice Cultivars Released in Different Years (보급연대가 다른 벼 품종들의 건물생산 및 수량 관련 형질 비교 연구)

  • Bum Yong;Lee Kyu-Jong;Lee Byun-Woo
    • Korean Journal of Agricultural and Forest Meteorology
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    • v.8 no.3
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    • pp.183-189
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    • 2006
  • Six japonica and three Tongil type cultivars that were released in different years and planted to a large area during different periods were grown at the experimental farm of Seoul National University in 2001 and compared for traits related to dry matter production and grain yield. The varieties chosen were Jodongji released in 1896, Paldal in 1944, Jinheung in 1962, Nagdong and Tongil (Tonsil type) in 1971, Milyang#23 (Tongil type) in 1976, Hwasung in 1986, Ilpum in 1991, and Dasan (Tonsil type) in 1996. The more recent cultivars tended to have lower canopy light extinction coefficients (K). The K value was 0.601 in the oldest cultivar, Jodongji, and decreased below 0.5 in the cultivars released since 1971. Radiation use efficiency (RUE) was significantly different among cultivars before heading stage, showing no consistent tendency with the year of release and not significantly different after heading. Leaf area duration (LAD) was significantly different among varieties, and LAD values tended to be higher in the more recent cultivars. In particular, this tendency was more obscure in Tongil type cultivars. LAD of whole growth period had a significantly positive correlation with dry matter yield at harvest $(r=0.776^*)$. Dry matters measured at heading and harvest tended to be higher in recently released cultivars, but not significantly. The grain yield of Jodongji was the lowest but there was no significant difference among the other varieties in japonica, while higher yield occurred in the more recent Tongil type. Grain yield was correlated with grain number per square meter, and the more recent Tongil type cultivars had the greater grain number per square meter, In conclusion, not only the dry matter and grain yield but also related traits except K value showed no clear changes when compared with the year of their release in japonica cultivars. However, the increased grain yield in the more recent Tonsil type cultivars might have resulted from the enhanced LAD that lead to the higher dry matter production and in turn to the enlarged sink size.

Effect of Cattle Manure Application on Mineral Contents of Glazing Pasture (방목 초지에서 우분퇴비 시용이 목초의 무기성분 함량에 미치는 영향)

  • Hwang, Kyung-Jun;Park, Hyung-Soo;Park, Nam-Geon;Jeong, Ha-Yeon;Ko, Moon-Suck;Kim, Moon-Chul;Song, Sang-Teak;Kim, Dae-Woon
    • Journal of The Korean Society of Grassland and Forage Science
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    • v.29 no.1
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    • pp.37-42
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    • 2009
  • This experiment was conducted to investigate the effect of cattle manure application on macro contents change in pasture. The treatment consisted of T1: 100% chemical fertilizer (CF 100%), T2: 50% CF+50% cattle manure (CM), T3: 25% CF+75% CM, T4: 100% CM 100%, T5: 100% CM(1st year (yr.) +100% CF (2nd yr.)+100% CM (3rd yr.), T6: 100% CM (1st yr.)+100% CF (2nd yr.)+100% CF (3rd yr.). The highest substitution effect of chemical fertilizer with cattle manure indicated by the highest yield of 11,169 kg/ha was obtained from the application of 100% CM (1 yr.) + 100% CF (2 yr.). The forage yield of plots applied with 100% CM (1 yr.) + 100% CF(2 yr.) was only 4% more than the yield of plots applied with 100% CM. It was only 3% less than the yield of plots applied with 100% CF. In this study, cattle manure application recorded slightly lower forage dry matter (DM) yield than 100% CF application but they were statistically comparable on the third year of production. The all treatments have narrow range of P, K, Ca, Mg and Na contents $0.25{\sim}0.32%,\;3.08{\sim}3.71%,\;0.42{\sim}0.55%,\;0.21{\sim}0.38%$ and $0.08{\sim}0.15%$.

Fish Community Characteristics and Habitat Aspects of Endangered Species Pseudopungtungia tenuicorpa and Acheilognathus signifer in the Hwayangcheon Stream, Hangang River of Songnisan National Park, Korea (속리산국립공원 화양천의 어류군집 특성 및 멸종위기종 가는돌고기 Pseudopungtungia tenuicorpa와 묵납자루 Acheilognathus signifer의 서식양상)

  • Ko, Myeong-Hun;Han, Mee-Sook;Myung, Ra-Yeon;Yun, Hyeong-Jin
    • Korean Journal of Ichthyology
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    • v.31 no.4
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    • pp.222-234
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    • 2019
  • Fish community characteristics and habitat aspects of endangered species, Pseudopungtungia tenuicorpa and Acheilognathus signifer were investigated in the Hwayangcheon Stream of Songnisan National Park, a tributary of the Hangang River, Korea from April to October 2018. During this period, there were 29 species of 8 families collected from 11 survey stations using kick nets, cast nets long bag set nets. The dominant and subdominant species were Zacco koreanus (38.81%) and Rhynchocypris oxycephalus (16.64%), respectively. The next most abundant species were Z. platypus (14.28%), Pungtungia herzi (6.92%), Hemibarbus longirostris (4.52%), Pseudogobio esocinus (3.51%), A. signifer (2.31%) and P. tenuicorpa (1.90%). Among the fish collected, 18 species (62.1%) were Korean endemic species. Endangered species were A. signifer, P. tenuicorpa and Gobiobotia brevibarba. From upstream to downstream, the dominance index has gradually decreased, but number of species and individuals, diversity and evenness has gradually increased. Also, river health (index of biological integrity) is assessed as good (St. 1~8) and very good (St. 9~11). Fish communities were divided into four sections by the similarity index based on species and their numbers, i.e., upper section (St. 1~2, 4~5), upper-middle section (St. 3, 6), middle section (St. 7~9) and lower section (St. 10~11). Endangered species, Pseudopungtungia tenuicorpa inhabited in mostly lower section (St. 10~11) with rock and boulder bottoms, and age groups in April estimated from total length indicated that the 44~61 mm group is 1 year old, the 66~81 mm group is 2 years old, the 88~99 mm group is 3 years old, and the 104~107 mm group is more than 4 years old. Also, endangered species, A. signifer inhabited in middle-lower section (St. 7~11) with boulder and cobble bottoms and slow velocity, which the place inhabited by water plants. Meanwhile, their age structure in April estimated from total length indicated that the 30~43 mm group is 1 year old, the 48~58 mm group is 2 years old, the 62~77 mm group is 3 years old, and the 84~100 mm group is more than 4 years old. The sex ratio of female (47) to male (42) was 1 : 0.89.

The Effects of e-Business on Business Performance - In the home-shopping industry - (e-비즈니스가 경영성과에 미치는 영향 -홈쇼핑을 중심으로-)

  • Kim, Sae-Jung;Ahn, Seon-Sook
    • Management & Information Systems Review
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    • v.22
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    • pp.137-165
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    • 2007
  • It seems high time to increase productivity by adopting e-business to overcome challenges posed by both external factors including the appreciation of Korean won, oil hikes and fierce global competition and domestic issues represented by disparities between large corporations and small and medium enterprises (SMEs), Seoul metropolitan and local cities, and export and domestic demand all of which weaken future growth engines in the Korean economy. The demands of the globalization era are for innovative changes in businessprocess and industrial structure aiming for creating new values. To this end, e-business is expected to play a core role in the sophistication of the Korean economy through new values and innovation. In order to examine business performance in e-business-adopting industries, this study analyzed the home shopping industry by closely looking into the financial ratios including the ratio of net profit to sales, the ratio of operation income to sales, the ratio of gross cost to sales cost, the ratio of gross cost to selling, general and administrative (SG&A) expense, and return of investment (ROI). This study, for best outcome, referred to corporate financial statements as a main resource to calculate financial ratios by utilizing Data Analysis, Retrieval and Transfer System (DART) of the Financial Supervisory Service, one of the Korea's financial supervisory authorities. First of all, the result of the trend analysis on the ratio of net profit to sales is as following. CJ Home Shopping has registered a remarkable increase in its ratio of net profit rate to sales since 2002 while its competitors find it hard to catch up with CJ's stunning performances. This is partly due to the efficient management compared to CJ's value of capital. Such significance, if the current trend continues, will make the front-runner assume the largest market share. On the other hand, GS Home Shopping, despite its best organized system and largest value of capital among others, lacks efficiency in management. Second of all, the result of the trend analysis on the ratio of operation income to sales is as following. Both CJ Home Shopping and GS Home Shopping have, until 2004, recorded similar growth trend. However, while CJ Home Shopping's operating income continued to increase in 2005, GS Home Shopping observed its operating income declining which resulted in the increasing income gap with CJ Home Shopping. While CJ Home Shopping with the largest market share in home shopping industryis engaged in aggressive marketing, GS Home Shopping due to its stability-driven management strategies falls behind CJ again in the ratio of operation income to sales in spite of its favorable management environment including its large capital. Companies in the Group B were established in the same year of 2001. NS Home Shopping was the first in the Group B to shift its loss to profit. Woori Home Shopping has continued to post operating loss for three consecutive years and finally was sold to Lotte Group in 2007, but since then, has registered a continuing increase in net income on sales. Third of all, the result of the trend analysis on the ratio of gross cost to sales cost is as following. Since home shopping falls into sales business, its cost of sales is much lower than that of other types of business such as manufacturing industry. Since 2002 in gross costs including cost of sales, SG&A expense, and non-operating expense, cost of sales turned out to have remarkably decreased. Group B has also posted a notable decline in the same sector since 2002. Fourth of all, the result of the trend analysis on the ratio of gross cost to SG&A expense is as following. Due to its unique characteristics, the home shopping industry usually posts ahigh ratio of SG&A expense. However, more than 80% of SG&A expense means the result of lax management and at the same time, a sharp lower net income on sales than other industries. Last but not least, the result of the trend analysis on ROI is as following. As for CJ Home Shopping, the curve of ROI looks similar to that of its investment on fixed assets. As it turned out, the company's ratio of fixed assets to operating income skyrocketed in 2004 and 2005. As far as GS Home Shopping is concerned, its fixed assets are not as much as that of CJ Home Shopping. Consequently, competition in the home shopping industry, at the moment, is among CJ, GS, Hyundai, NS and Woori Home Shoppings, and all of them need to more thoroughly manage their costs. In order for the late-comers of Group B and other home shopping companies to advance further, the current lax management should be reformed particularly on their SG&A expense sector. Provided that the total sales volume in the Internet shopping sector is projected to grow over 20 trillion won by the year 2010, it is concluded that all the participants in the home shopping industry should put strategies on efficient management on costs and expenses as their top priority rather than increase revenues, if they hope to grow even further after 2007.

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A Study on the Performance Evaluation of G2B Procurement Process Innovation by Using MAS: Korea G2B KONEPS Case (멀티에이전트시스템(MAS)을 이용한 G2B 조달 프로세스 혁신의 효과평가에 관한 연구 : 나라장터 G2B사례)

  • Seo, Won-Jun;Lee, Dae-Cheor;Lim, Gyoo-Gun
    • Journal of Intelligence and Information Systems
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    • v.18 no.2
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    • pp.157-175
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    • 2012
  • It is difficult to evaluate the performance of process innovation of e-procurement which has large scale and complex processes. The existing evaluation methods for measuring the effects of process innovation have been mainly done with statistically quantitative methods by analyzing operational data or with qualitative methods by conducting surveys and interviews. However, these methods have some limitations to evaluate the effects because the performance evaluation of e-procurement process innovation should consider the interactions among participants who are active either directly or indirectly through the processes. This study considers the e-procurement process as a complex system and develops a simulation model based on MAS(Multi-Agent System) to evaluate the effects of e-procurement process innovation. Multi-agent based simulation allows observing interaction patterns of objects in virtual world through relationship among objects and their behavioral mechanism. Agent-based simulation is suitable especially for complex business problems. In this study, we used Netlogo Version 4.1.3 as a MAS simulation tool which was developed in Northwestern University. To do this, we developed a interaction model of agents in MAS environment. We defined process agents and task agents, and assigned their behavioral characteristics. The developed simulation model was applied to G2B system (KONEPS: Korea ON-line E-Procurement System) of Public Procurement Service (PPS) in Korea and used to evaluate the innovation effects of the G2B system. KONEPS is a successfully established e-procurement system started in the year 2002. KONEPS is a representative e-Procurement system which integrates characteristics of e-commerce into government for business procurement activities. KONEPS deserves the international recognition considering the annual transaction volume of 56 billion dollars, daily exchanges of electronic documents, users consisted of 121,000 suppliers and 37,000 public organizations, and the 4.5 billion dollars of cost saving. For the simulation, we analyzed the e-procurement of process of KONEPS into eight sub processes such as 'process 1: search products and acquisition of proposal', 'process 2 : review the methods of contracts and item features', 'process 3 : a notice of bid', 'process 4 : registration and confirmation of qualification', 'process 5 : bidding', 'process 6 : a screening test', 'process 7 : contracts', and 'process 8 : invoice and payment'. For the parameter settings of the agents behavior, we collected some data from the transactional database of PPS and some information by conducting a survey. The used data for the simulation are 'participants (government organizations, local government organizations and public institutions)', 'the number of bidding per year', 'the number of total contracts', 'the number of shopping mall transactions', 'the rate of contracts between bidding and shopping mall', 'the successful bidding ratio', and the estimated time for each process. The comparison was done for the difference of time consumption between 'before the innovation (As-was)' and 'after the innovation (As-is).' The results showed that there were productivity improvements in every eight sub processes. The decrease ratio of 'average number of task processing' was 92.7% and the decrease ratio of 'average time of task processing' was 95.4% in entire processes when we use G2B system comparing to the conventional method. Also, this study found that the process innovation effect will be enhanced if the task process related to the 'contract' can be improved. This study shows the usability and possibility of using MAS in process innovation evaluation and its modeling.

A Study on the Model Development and Empirical Application for Measuring and Verifying Value Chain Efficiency of Domestic Seaport Investment (국내항만투자의 가치사슬효율성 측정 및 검증을 위한 모형개발 및 실증적 적용에 관한 연구)

  • Park, Ro-Kyung
    • Journal of Korea Port Economic Association
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    • v.25 no.3
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    • pp.139-164
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    • 2009
  • The purpose of this paper is to investigate the value chain efficiency of Korean port investment by using the newly developed multi-year and multi-stage value chain efficiency model of DEA(Data Envelopment Analysis). Inputs[port investment amount, cargo handling capacity, and berthing capacity], and outputs[cargo handling amount, number of ship calls, revenue, and score of customer service satisfaction] are used during 14 years(1994-2007) for 20 Korean seaports by using two kinds of DEA models. Empirical main results are as follows: First, Model 1 shows that the ranking order of multi-stage value chain efficiency is Stage 2, Stage 3-1, Stage 1, and Stage 3-2. And according to the value chain average efficiency scores, ranking order is stages 2, 1, 3-1, and 3-2. In Model 2, 3(Incheon, Mogpo, and Jeju) out of 9 ports show the ranking order of Stages 2, 3-2, 3-1, and 1. And value chain average efficiency scores rank in order of Stages 2, 3-2, 3-1, and 1. Second, the difference among the value chain efficiency scores of each stage comes from the efficiency deterioration of all ports except Stages 2 and 1 in Model 1. In Model 2, value chain efficiency scores among the Stages 3-1, 3-2 compared to Stage 1 were deteriorated. The main policy implication based on the findings of this study is that the manager of port investment and management of Ministry of Land, Transport and Maritime Affairs in Korea should introduce the multi-year, multi-stage value chain efficiency method for deciding the port investment amount and evaluating the effect of port investment after considering the empirical results of this paper carefully.

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Real-time CRM Strategy of Big Data and Smart Offering System: KB Kookmin Card Case (KB국민카드의 빅데이터를 활용한 실시간 CRM 전략: 스마트 오퍼링 시스템)

  • Choi, Jaewon;Sohn, Bongjin;Lim, Hyuna
    • Journal of Intelligence and Information Systems
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    • v.25 no.2
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    • pp.1-23
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    • 2019
  • Big data refers to data that is difficult to store, manage, and analyze by existing software. As the lifestyle changes of consumers increase the size and types of needs that consumers desire, they are investing a lot of time and money to understand the needs of consumers. Companies in various industries utilize Big Data to improve their products and services to meet their needs, analyze unstructured data, and respond to real-time responses to products and services. The financial industry operates a decision support system that uses financial data to develop financial products and manage customer risks. The use of big data by financial institutions can effectively create added value of the value chain, and it is possible to develop a more advanced customer relationship management strategy. Financial institutions can utilize the purchase data and unstructured data generated by the credit card, and it becomes possible to confirm and satisfy the customer's desire. CRM has a granular process that can be measured in real time as it grows with information knowledge systems. With the development of information service and CRM, the platform has change and it has become possible to meet consumer needs in various environments. Recently, as the needs of consumers have diversified, more companies are providing systematic marketing services using data mining and advanced CRM (Customer Relationship Management) techniques. KB Kookmin Card, which started as a credit card business in 1980, introduced early stabilization of processes and computer systems, and actively participated in introducing new technologies and systems. In 2011, the bank and credit card companies separated, leading the 'Hye-dam Card' and 'One Card' markets, which were deviated from the existing concept. In 2017, the total use of domestic credit cards and check cards grew by 5.6% year-on-year to 886 trillion won. In 2018, we received a long-term rating of AA + as a result of our credit card evaluation. We confirmed that our credit rating was at the top of the list through effective marketing strategies and services. At present, Kookmin Card emphasizes strategies to meet the individual needs of customers and to maximize the lifetime value of consumers by utilizing payment data of customers. KB Kookmin Card combines internal and external big data and conducts marketing in real time or builds a system for monitoring. KB Kookmin Card has built a marketing system that detects realtime behavior using big data such as visiting the homepage and purchasing history by using the customer card information. It is designed to enable customers to capture action events in real time and execute marketing by utilizing the stores, locations, amounts, usage pattern, etc. of the card transactions. We have created more than 280 different scenarios based on the customer's life cycle and are conducting marketing plans to accommodate various customer groups in real time. We operate a smart offering system, which is a highly efficient marketing management system that detects customers' card usage, customer behavior, and location information in real time, and provides further refinement services by combining with various apps. This study aims to identify the traditional CRM to the current CRM strategy through the process of changing the CRM strategy. Finally, I will confirm the current CRM strategy through KB Kookmin card's big data utilization strategy and marketing activities and propose a marketing plan for KB Kookmin card's future CRM strategy. KB Kookmin Card should invest in securing ICT technology and human resources, which are becoming more sophisticated for the success and continuous growth of smart offering system. It is necessary to establish a strategy for securing profit from a long-term perspective and systematically proceed. Especially, in the current situation where privacy violation and personal information leakage issues are being addressed, efforts should be made to induce customers' recognition of marketing using customer information and to form corporate image emphasizing security.