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CHANGES IN WATER USE AND MANAGEMENT OVER TIME AND SIGNIFICANCE FOR AUSTRALIA AND SOUTH-EAST ASIA

  • Knight, Michael J.
    • Proceedings of the Korean Society of Soil and Groundwater Environment Conference
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    • 1997.11a
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    • pp.3-31
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    • 1997
  • Water has always played a significant role in the lives of people. In urbanised Rome, with its million people. sophisticated supply systems developed and then fled with the empire. only to be rediscovered later But it was the industrial Revolution commencing in the eighteenth century that ushered in major paradigm shifts In use and altitudes towards water. Rapid and concentrated urbanisation brought problems of expanded demands for drinking supplies, waste management and disease. The strategy of using water from local streams, springs and village wells collapsed under the onslaughts of rising urban demands and pollution due to poor waste disposal practices. Expanding travel (railways. and steamships) aided the spread of disease. In England. public health crises peaks, related to water-borne typhoid and the three major cholera outbreaks occurred in the late eighteenth and early nineteenth century respectively. Technological, engineering and institutional responses were successful in solving the public health problem. it is generally accepted that the putting of water into pipe networks both for a clean drinking supply, as well as using it as a transport medium for removal of human and other wastes, played a significant role in towering death rates due to waterborne diseases such as cholera and typhoid towards the end of the nineteenth century. Today, similar principles apply. A recent World Bank report Indicates that there can be upto 76% reduction in illness when major water and sanitation improvements occur in developing countries. Water management, technology and thinking in Australia were relatively stable in the twentieth century up to the mid to late 1970s. Groundwater sources were investigated and developed for towns and agriculture. Dams were built, and pipe networks extended both for supply and waste water management. The management paradigms in Australia were essentially extensions of European strategies with the minor adaptions due to climate and hydrogeology. During the 1970s and 1980s in Australia, it was realised increasingly that a knowledge of groundwater and hydrogeological processes were critical to pollution prevention, the development of sound waste management and the problems of salinity. Many millions of dollars have been both saved and generated as a consequence. This is especially in relation to domestic waste management and the disposal of aluminium refinery waste in New South Wales. Major institutional changes in public sector water management are occurring in Australia. Upheveals and change have now reached ail states in Australia with various approaches being followed. Market thinking, corporatisation, privatisation, internationalisation, downsizing and environmental pressures are all playing their role in this paradigm shift. One casualty of this turmoil is the progressive erosion of the public sector skillbase and this may become a serious issue should a public health crisis occur such as a water borne disease. Such crises have arisen over recent times. A complete rethink of the urban water cycle is going on right now in Australia both at the State and Federal level. We are on the threshold of significant change in how we use and manage water, both as a supply and a waste transporter in Urban environments especially. Substantial replacement of the pipe system will be needed in 25 to 30 years time and this will cost billions of dollars. The competition for water between imgation needs and environmental requirements in Australia and overseas will continue to be an issue in rural areas. This will be especially heightened by the rising demand for irrigation produced food as the world's population grows. Rapid urbanisation and industrialisation in the emerging S.E Asian countries are currently producing considerable demands for water management skills and Infrastructure development. This trend e expected to grow. There are also severe water shortages in the Middle East to such an extent that wars may be fought over water issues. Environmental public health crises and shortages will help drive the trends.

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Regional Characteristics of Global Warming: Linear Projection for the Timing of Unprecedented Climate (지구온난화의 지역적 특성: 전례 없는 기후 시기에 대한 선형 전망)

  • SHIN, HO-JEONG;JANG, CHAN JOO
    • The Sea:JOURNAL OF THE KOREAN SOCIETY OF OCEANOGRAPHY
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    • v.21 no.2
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    • pp.49-57
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    • 2016
  • Even if an external forcing that will drive a climate change is given uniformly over the globe, the corresponding climate change and the feedbacks by the climate system differ by region. Thus the detection of global warming signal has been made on a regional scale as well as on a global average against the internal variabilities and other noises involved in the climate change. The purpose of this study is to estimate a timing of unprecedented climate due to global warming and to analyze the regional differences in the estimated results. For this purpose, unlike previous studies that used climate simulation data, we used an observational dataset to estimate a magnitude of internal variability and a future temperature change. We calculated a linear trend in surface temperature using a historical temperature record from 1880 to 2014 and a magnitude of internal variability as the largest temperature displacement from the linear trend. A timing of unprecedented climate was defined as the first year when a predicted minimum temperature exceeds the maximum temperature record in a historical data and remains as such since then. Presumed that the linear trend and the maximum displacement will be maintained in the future, an unprecedented climate over the land would come within 200 years from now in the western area of Africa, the low latitudes including India and the southern part of Arabian Peninsula in Eurasia, the high latitudes including Greenland and the mid-western part of Canada in North America, the low latitudes including Amazon in South America, the areas surrounding the Ross Sea in Antarctica, and parts of East Asia including Korean Peninsula. On the other hand, an unprecedented climate would come later after 400 years in the high latitudes of Eurasia including the northern Europe, the middle and southern parts of North America including the U.S.A. and Mexico. For the ocean, an unprecedented climate would come within 200 years over the Indian Ocean, the middle latitudes of the North Atlantic and the South Atlantic, parts of the Southern Ocean, the Antarctic Ross Sea, and parts of the Arctic Sea. In the meantime, an unprecedented climate would come even after thousands of years over some other regions of ocean including the eastern tropical Pacific and the North Pacific middle latitudes where an internal variability is large. In summary, spatial pattern in timing of unprecedented climate are different for each continent. For the ocean, it is highly affected by large internal variability except for the high-latitude regions with a significant warming trend. As such, a timing of an unprecedented climate would not be uniform over the globe but considerably different by region. Our results suggest that it is necessary to consider an internal variability as well as a regional warming rate when planning a climate change mitigation and adaption policy.

Vietnamese Immigrants and Buddhism in Southern Louisiana: Ingredients for 'Melting Pot' or for Cultural Diversity? (남부루이지애나의 베트남 移民集團과 佛敎: 鎔鑛爐 속의 成分? 혹은 文化的 多樣性의 成分?)

  • Lee, Young-Min
    • Journal of the Korean Geographical Society
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    • v.31 no.4
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    • pp.685-698
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    • 1996
  • Southern Louisiana has one of the largest Vitnamese refrgee neighborhoods after the mid-1970s. It is impressive that one of their adaptive strategies comes from their religious lives which are centered on either Catholicism or Buddhism. The Buddhism community, especially, exhibits an exotic symbolic system of value and attitude, and thus contributes to cultural diversity in the adopted country. The landscape of the Buddhist temple is a visible symbol to them that the host socirty accepts their maintenance of their own cultural identity and that they are also an integral part of American society. Their making-place and being-in-place procedures, although their culture is being transformed in the original shape, put an emphasis on interaction with the host xociety. These procedures have been facilitated by consolidating their identity as a minority group as well as by interacting with the host society. The on-going influx of foreign immigrant groups seems not to drive them to assimilate into the melting-pot society, but to contribute to contribute to the increase in the cultural diversity of the United States.

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A Methodology for Extracting Shopping-Related Keywords by Analyzing Internet Navigation Patterns (인터넷 검색기록 분석을 통한 쇼핑의도 포함 키워드 자동 추출 기법)

  • Kim, Mingyu;Kim, Namgyu;Jung, Inhwan
    • Journal of Intelligence and Information Systems
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    • v.20 no.2
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    • pp.123-136
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    • 2014
  • Recently, online shopping has further developed as the use of the Internet and a variety of smart mobile devices becomes more prevalent. The increase in the scale of such shopping has led to the creation of many Internet shopping malls. Consequently, there is a tendency for increasingly fierce competition among online retailers, and as a result, many Internet shopping malls are making significant attempts to attract online users to their sites. One such attempt is keyword marketing, whereby a retail site pays a fee to expose its link to potential customers when they insert a specific keyword on an Internet portal site. The price related to each keyword is generally estimated by the keyword's frequency of appearance. However, it is widely accepted that the price of keywords cannot be based solely on their frequency because many keywords may appear frequently but have little relationship to shopping. This implies that it is unreasonable for an online shopping mall to spend a great deal on some keywords simply because people frequently use them. Therefore, from the perspective of shopping malls, a specialized process is required to extract meaningful keywords. Further, the demand for automating this extraction process is increasing because of the drive to improve online sales performance. In this study, we propose a methodology that can automatically extract only shopping-related keywords from the entire set of search keywords used on portal sites. We define a shopping-related keyword as a keyword that is used directly before shopping behaviors. In other words, only search keywords that direct the search results page to shopping-related pages are extracted from among the entire set of search keywords. A comparison is then made between the extracted keywords' rankings and the rankings of the entire set of search keywords. Two types of data are used in our study's experiment: web browsing history from July 1, 2012 to June 30, 2013, and site information. The experimental dataset was from a web site ranking site, and the biggest portal site in Korea. The original sample dataset contains 150 million transaction logs. First, portal sites are selected, and search keywords in those sites are extracted. Search keywords can be easily extracted by simple parsing. The extracted keywords are ranked according to their frequency. The experiment uses approximately 3.9 million search results from Korea's largest search portal site. As a result, a total of 344,822 search keywords were extracted. Next, by using web browsing history and site information, the shopping-related keywords were taken from the entire set of search keywords. As a result, we obtained 4,709 shopping-related keywords. For performance evaluation, we compared the hit ratios of all the search keywords with the shopping-related keywords. To achieve this, we extracted 80,298 search keywords from several Internet shopping malls and then chose the top 1,000 keywords as a set of true shopping keywords. We measured precision, recall, and F-scores of the entire amount of keywords and the shopping-related keywords. The F-Score was formulated by calculating the harmonic mean of precision and recall. The precision, recall, and F-score of shopping-related keywords derived by the proposed methodology were revealed to be higher than those of the entire number of keywords. This study proposes a scheme that is able to obtain shopping-related keywords in a relatively simple manner. We could easily extract shopping-related keywords simply by examining transactions whose next visit is a shopping mall. The resultant shopping-related keyword set is expected to be a useful asset for many shopping malls that participate in keyword marketing. Moreover, the proposed methodology can be easily applied to the construction of special area-related keywords as well as shopping-related ones.

Nammyeong Jo-Sik's Practical Social Reformism (남명 조식의 현실적 사회개혁론 - 경(敬)·의(義)를 중심으로 -)

  • Lee, mi rim
    • The Journal of Korean Philosophical History
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    • no.39
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    • pp.29-52
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    • 2013
  • Philosophy of respect righteousness advocated by Nammyung points to what first needs to be done to drive social changes. It is consistent with the Confucianism, which views the world from within oneself. After all, developing a proper view of the society starts from looking at oneself in the right perspective. The view that personal cultivation can develop into cultivation and eventually reform of the entire society is also present in Confucius' belief that one can only be at peace after disciplining oneself and observe good manners only after perseverance. Also, one can lead the world in peace only after disciplining one's body and mind. In other words, it suggests that individuals and the community where they belong to are not independent from one another. Rather, individuals gather to create a society and righteous individuals are the basis for righteous society. These principles of social system in Confucianism can be understood as a mutual or layered division and integration. The society is not conflicted with individuals or the nation but rather perceived as moral communities to co-exist. Hence, power of execution observed in the philosophy of respect and righteousness by Nammyung is identical to power of execution applied to the society. The power of execution shows up as 'the execution of righteousness' in Nammyung's philosophy of respect and righteousness. It is also demonstrated in the acts by Nammyung's disciples when the nation was at crisis. This is what differentiates Nammyung's new-Confucianism in Joseon Dynasty from Toegye or Yulgok as he tried to deliver 'the execution of righteousness.' It does not mean that neo-Confucian scholars did not emphasize the importance of execution, but Nammyung, in particular, warned how deceitful ideological or inner-directed thinking can be since they fail to come up with concrete solutions to social issues. In summary, Nammyung's moral discipline and training based on respect and righteousness cannot be evaluated in a state of vacuum separate from social and historical aspects but under the context of enlightening virtue and social execution. This can draw the conclusion that Nammyung's execution of respect and righteousness is in the starting point of the realistic 'theory of social reform' for creating a better world.

A Study on the Utilization of Naval Personnel According to Characteristics of New Generations: Discussion from the Perspective of Generation Z, a Newly Emerging Generation (신세대의 특성에 따른 해군 인력 활용의 과제 - 또 다른 신세대, Z세대 관점에서의 고찰)

  • Min, Seung-Un;Kim, Seong-Yeol
    • Maritime Security
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    • v.4 no.1
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    • pp.57-82
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    • 2022
  • The objective of this treatise is to explore the limitations of the current navy manpower utilization system and the ways to improve it from the perspective of Generation Z. As Generation Z, following Millennials, has finally come of age, this new group is constituting a gradually greater proportion of military personnel. Due to the typical characteristics of naval operations, the harmony between Millennials and Generation Z, which is differentiated from Generation X in view of dispositions and traits, is one of the essential issues to be discussed. Generally, in a naval vessel, there are numerous pieces of equipment necessary to carry out a wide range of missions and a large number of crew members who operate them with consistent levels of fighting power. This is all while members are living together within the narrow space throughout the 24 hours of each day. Under such particular circumstances, any inter-generational conflicts may have a disruptive effect on the successful accomplishment of naval missions. Currently, new generations of military personnel are facing social difficulties in different aspects compared with the previous generations, and also have different viewpoints on the military. In this regard, in order to foster true harmony between generations, it is considered necessary to take a closer look at the inter-generational differences from their respective standpoints and to examine whether the military organization has taken adequate steps to respond to such changes. Accordingly, Chapters 1 and 2 cover the environments in which Millennials and Generation Z were raised during their childhood to young adulthood, which are distinct from those of older generations, their viewpoints formed based on such backgrounds, and the need to resolve various conflicts between generations. In Chapter 3, the current actions taken by overseas military powers to enhance the coexistence with Generation MZ are analyzed to find the significant implications they had. Chapter 4 examines the operation environments specific to the navy; identifies the potential barriers to achieving harmony between generations by assessing the current status of personnel utilization in the Korean navy in terms of the seaman, petty officer, and the officer, as well as policy; and outlines the solutions to drive harmony. Finally, Chapter 5 emphasizes the need to establish a genuine empathy between generations based on the understanding of unique inter-generational characteristics. This section also discusses the importance of addressing difficulties in utilizing technology-centered naval manpower, and forecasts a scenario of a naval organization that resolves the problem of utilizing naval personnel and the inter-generational conflicts in the future.

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Improvement of the Efficacy Test Methods for Hand Sanitizers (Gel, Liquid, and Wipes): Emerging Trends from in vivo/ex vivo Test Strategies for Application in the Hand Microbiome (손소독제(겔형, 액제형, 와이프형)의 효능 평가법 개선: 평가 전략 연구 사례 및 손 균총 정보 활용 등 최근 동향)

  • Yun O;Ji Seop Son;Han Sol Park;Young Hoon Lee;Jin Song Shin;Da som Park;Eun NamGung;Tae Jin Cho
    • Journal of Food Hygiene and Safety
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    • v.38 no.1
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    • pp.1-11
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    • 2023
  • Skin sanitizers are effective in killing or removing pathogenic microbial contaminants from the skin of food handlers, and the progressive growth of consumer interest in personal hygiene tends to drive product diversification. This review covers the advances in the application of efficacy tests for hand sanitizers to suggest future perspectives to establish an assessment system that is optimized to each product type (gel, liquid, and wipes). Previous research on the in vivo simulative test of actual consumer use has adopted diverse experimental conditions regardless of the product type. This highlights the importance of establishing optimal test protocols specialized for the compositional characteristics of sanitizers through the comparative analysis of test methods. Although the operational conditions of the mechanical actions associated with wiping can affect the efficacy of the removal and/or the inactivation of target microorganisms from the skin's surface, currently there is a lack of standardized use patterns for the exposure of hand sanitizing wipes to skin. Thus, major determinants affecting the results from each step of the overall assessment procedures [pre-treatment - exposure of sanitizers - microbial recovery] should be identified to modify current protocols and develop novel test methods. The ex vivo test, designed to overcome the limited reproducibility of in vivo human trials, is also expected to replicate the environment for the contact of sanitizers targeting skin microorganisms. Recent progress in the area of skin microbiome research revealed distinct microbial characteristics and distribution patterns after the application of sanitizers on hands to establish the test methods with the perspectives on the antimicrobial effects at the community level. The future perspectives presented in this study on the improvement of efficacy test methods for hand sanitizers can also contribute to public health and food safety through the commercialization of effective sanitizer products.

Evaluation of Standardized Uptake Value and Metabolic Tumor Volume between Reconstructed data and Re-sliced data in PET Study (PET 검사 시 Reconstructed data와 Re-sliced data의 표준섭취계수와 Metabolic Tumor Volume의 비교 평가)

  • Do, Yong Ho;Lee, Hong Jae;Kim, Jin Eui
    • The Korean Journal of Nuclear Medicine Technology
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    • v.20 no.2
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    • pp.3-8
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    • 2016
  • Purpose SUV is one of the parameters that assist diagnosis in origin, metastasis and staging of cancer. Specially, it is important to compare SUV before and after chemo or radiation therapy to find out effectiveness of treatment. Storing PET data which has no quantitative change is needed for SUV comparison. However, there is a possibility to loss the data in external hard drive or MINIpacs that are managed by department of nuclear medicine. The aim of this study is to evaluate SUV and metabolic tumor volume (MTV) among reconstructed data (R-D) in workstation, R-D and re-sliced data (S-D) in PACS. Materials and Methods Data of 20 patients (aged $60.5{\pm}8.3y$) underwent $^{18}F-FDG$ PET (Biograph truepoint 40, mCT 40, mCT 64, mMR, Siemens) study were analysed. $SUV_{max}$, $SUV_{peak}$ and MTV were measured in liver, aorta and tumor after sending R-D in workstation, R-D and S-D in PACS to syngo.via software. Results R-D of workstation and PACS showed the same value as mean $SUV_{max}$ in liver, aorta and tumor were $2.95{\pm}0.59$, $2.35{\pm}0.61$, $10.36{\pm}6.15$ and $SUV_{peak}$ were $2.70{\pm}0.51$, $2.07{\pm}0.43$, $7.67{\pm}3.73$(p>0.05) respectively. Mean $SUV_{max}$ of S-D in PACS were decreased by 5.18%, 7.22%, 12.11% and $SUV_{peak}$ 2.61%, 3.63%, 10.07%(p<0.05). Correlation between R-D and S-D were $SUV_{max}$ 0.99, 0.96, 0.99 and $SUV_{peak}$ 0.99, 0.99, 0.99. And 2SD in balnd-altman analysis were $SUV_{max}$ 0.125, 0.290, 1.864 and $SUV_{peak}$ 0.053, 0.103, 0.826. MTV of R-D in workstation and PACS show the same value as $14.21{\pm}12.72cm^3$(p>0.05). MTV in PACS was decreased by 0.12% compared to R-D(p>0.05). Correlation and 2SD between R-D and S-D were 0.99 and 2.243. Conclusion $SUV_{max}$, $SUV_{peak}$, MTV showed the same value in both of R-D in workstation and PACS. However, there was statistically difference in $SUV_{max}$, $SUV_{peak}$ of S-D compare to R-D despite of high correlation. It is possible to analyse reliable pre and post SUV if storing R-D in main hospital PACS system.

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Regional Development And Dam Construction in Korea (한국의 지역개발과 댐건설)

  • 안경모
    • Water for future
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    • v.9 no.1
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    • pp.38-42
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    • 1976
  • Because of differences in thoughts and ideology, our country, Korea has been deprived of national unity for some thirty years of time and tide. To achieve peaceful unification, the cultivation of national strength is of paramount importance. This national strength is also essential if Korea is to take rightful place in the international societies and to have the confidence of these societies. However, national strength can never be achieved in a short time. The fundamental elements in economic development that are directly conducive to the cultivation of national strength can be said to lie in -a stable political system, -exertion of powerful leadership, -cultivation of a spirit of diligence, self-help and cooperation, -modernization of human brain power, and -establishment of a scientific and well planned economic policy and strong enforcement of this policy. Our country, Korea, has attained brilliant economic development in the past 15 years under the strong leadership of president Park Chung Hee. However, there are still many problems to be solved. A few of them are: -housing and home problems, -increasing demand for employment, -increasing demand for staple food and -the need to improve international balance of payment. Solution of the above mentioned problems requires step by step scientific development of each sector and region of our contry. As a spearhead project in regional development, the Saemaul Campaign or new village movement can be cited. The campaign is now spreading throughout the country like a grass fire. However, such campaigns need considerable encouragement and support and the means for the desired development must be provided if the regional and sectoral development program is to sucdceed. The construction of large multipurpose dams in major river basin plays significant role in all aspects of national, regional and sectoral development. It ensures that the water resource, for which there is no substitute, is retained and utilized for irrigation of agricultural areas, production of power for industry, provision of water for domestic and industrial uses and control of river water. Water is the very essence of life and we must conserve and utilize what we have for the betterment of our peoples and their heir. The regional and social impact of construction of a large dam is enormous. It is intended to, and does, dras tically improve the "without-project" socio-economic conditions. A good example of this is the Soyanggang multipurpose dam. This project will significantly contribute to our national strength by utilizing the stored water for the benefit of human life and relief of flood and drought damages. Annual average precipitation in Korea is 1160mm, a comparatively abundant amount. The catchment areas of the Han River, Keum River, and Youngsan River are $62,755\textrm{km}^2$, accounting for 64% of the national total. Approximately 62% of the national population inhabits in this area, and 67% of the national gross product comes from the area. The annual population growth rate of the country is currently estimated at 1.7%, and every year the population growth in urban area increases at a rising rate. The population of Seoul, Pusan, and Taegu, the three major cities in Korea, is equal to one third of our national total. According to the census conducted on October 1, 1975, the population in the urban areas has increased by 384,000, whereas that in rural areas has decreased by 59,000,000 in the past five years. The composition of population between urban and rural areas varied from 41%~59% in 1959 to 48%~52% in 1975. To mitigate this treand towards concentration of population in urban areas, employment opportunities must be provided in regional and rural areas. However, heavy and chemical industries, which mitigate production and employment problems at the same time, must have abundant water and energy. Also increase in staple food production cannot be attained without water. At this point in time, when water demand is rapidly growing, it is essential for the country to provide as much a reservoir capacity as possible to capture the monsoon rainfall, which concentarated in the rainy seaon from June to Septesmber, and conserve the water for year round use. The floods, which at one time we called "the devil" have now become a source of immense benefit to Korea. Let me explain the topographic condition in Korea. In northern and eastern areas we have high mountains and rugged country. Our rivers originate in these mountains and flow in a general southerly or westerly direction throught ancient plains. These plains were formed by progressive deposition of sediments from the mountains and provide our country with large areas of fertile land, emminently suited to settlement and irrigated agricultural development. It is, therefore, quite natural that these areas should become the polar point for our regional development program. Hower, we are fortunate in that we have an additional area or areas, which can be used for agricultural production and settlement of our peoples, particularly those peoples who may be displaced by the formation of our reservoirs. I am speaking of the tidelands along the western and southern coasts. The other day the Ministry of Agriculture and Fishery informed the public of a tideland reclamation of which 400,000 hectares will be used for growing rice as part of our national food self-sufficiency programme. Now, again, we arrive at the need for water, as without it we cannot realize this ambitious programme. And again we need those dams to provide it. As I mentioned before, dams not only provide us with essential water for agriculture, domestic and industrial use, but provide us with electrical energy, as it is generally extremely economical to use the water being release for the former purposes to drive turbines and generators. At the present time we have 13 hydro-electric power plants with an installed capacity of 711,000 kilowatts equal to 16% of our national total. There are about 110 potential dams ites in the country, which could yield about 2,300,000 kilowatts of hydro-electric power. There are about 54 sites suitable for pumped storage which could produce a further 38,600,000 kilowatts of power. All available if we carefully develop our water resources. To summarize, water resource development is essential to the regional development program and the welfare of our people, it must proceed hand-in-hand with other aspects of regional development such as land impovement, high way extension, development of our forests, erosion control, and develop ment of heavy and chemical industries. Through the successful implementation of such an integrated regional development program, we can look forward to a period of national strength, and due recognition of our country by the worlds societies.

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A Study on Profitability of the Allianced Discount Program with Credit Cards and Loyalty Cards in Food & Beverage Industry (제휴카드 할인프로그램이 외식업의 수익성에 미치는 영향)

  • Shin, Young Sik;Cha, Kyoung Cheon
    • Asia Marketing Journal
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    • v.12 no.4
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    • pp.55-78
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    • 2011
  • Recently strategic alliance between business firms has become prevalent to overcome increasing competitive threats and to supplement resource limitation of individual firms. As one of allianced sales promotion activities, a new type of discount program, so called "Alliance Card Discount", is introduced with the partnership of credit cards and loyalty cards. The program mainly pursues short-term sales growth by larger discount scheme while spends less through cost share among alliance partners. Thus this program can be regarded as cost efficient discount promotion. But because there is no solid evidence that it can really deliver profitable sales growth, an empirical study for its effects on sales and profit should be conducted. This study has two basic research questions concerning the effects of allianced discount program ; 1)the possibility of sales increase 2) the profitability of the discount driven sales. In F&B industry, sales increase mainly comes from increased guest count. Especially in family restaurants, to increase the number of guests we need to enlarge the size of visitor group (number of visitors for one group) because customers visit by group in a special occasion. And because they pay the bill by group(table), the increase of sales per table is a key measure for sales improvement. The past researches for price & discount sensitivity and reference discount rate explain that price sensitive consumers have narrow reference discount zone and make rational purchase decision. Differently from all time discount scheme of regular sales promotions, the alliance card discount program only provides the right to get discount like discount coupon. And because it is usually once a month opportunity given by the past month usage level, customers tend to perceive alliance card discount as a rare chance to get. So that we can expect customers try to maximize the discount effect when they use the limited discount opportunity. Considering group visiting practice and low visit frequency of family restaurants, the way to maximize discount effect should be the increase the size of visit group. And their sensitivity to discount and rational consumption behavior defer the additional spending for ordering high price menu, even though they get considerable amount of savings from the discount. From the analysis of sales data paid by alliance discount cards for four months, we found the below. 1) The relation between discount rate and number of guest per table is positive : 25% discount results one additional guest 2) The relation between discount rate and the spending per guest is negative. 3) However, total profit amount per table is increased when discount rate is increased. 4) Reward point accumulation & redemption did not show any significant relationship with the increase of number of guests. These results suggest that the allianced discount program substantially contributes to sales increase and profit improvement by increasing the number of guests per table. Though the spending per guest is decreased by discount rate increase, the total amount of profit per table is improved. It seems the incremental profit by increased guest count offsets the profit decrease. Additional intriguing finding is the point reward system does not have any significant impact on the increase of number of guest, even if the point accumulation & redemption of loyalty program are usually regarded as another saving offers by customers. In sum, because it is proved that allianced discount program with credit cards and loyalty cards is effective to both sales drive and profit increase, the alliance card program could be recommended as strategically buyable program.

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