• The Journal of the Korea Contents Association
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• v.10 no.11
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• pp.352-362
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• 2010

This research aims to analyze business strategies of professional sports marketing companies which have properties of sports organizations in Korea, with a view to investigating into the nature of the business of the agencies and the characteristics of business models and to considering what kinds of suggestions such characteristics have for the development of professional sports marketing agencies in Korea. Professional sports marketing agencies do not simply acquire their property rights or act as a proxy in getting the property rights but also multiply opportunities for their business while acting as a proxy and developing extension commodities so as to maximize their profit, which is a core capability of sport businesses. Sports marketing businesses in Korea are characterized by dual structure: advertisement companies specializing in BTL (Below The Line)-centered promotion business, and sports marketing agencies specializing in the business focused on sports contents. This structure serves as an obstruction for Korean sports marketing agencies to build up their capabilities to maximize opportunities and extension.

• The Journal of Sustainable Design and Educational Environment Research
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• v.15 no.3
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• pp.1-14
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• 2016

School facilities are in 2000, diversification, mechanized and 'green' change rapidly. School facilities Maintenance, however, maintains a simple maintenance practices in the past. Fortunately, in 2005, from BTL maintenance practices in the private sector has introduced changes in business with the advent of school facilities continues. Thus, facilities maintenance practices that are dotted throughout the country, human resources, dear, detailed by the managing body by operations, facilities maintenance to restructuring the system. Effective the presentation of Improvement is needed.

• Journal of the Korean Institute of Educational Facilities
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• v.16 no.1
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• pp.33-41
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• 2009

The purpose of this study is to provide a basis for calculation of school operation fees for normal functioning of the school facilities, and facility maintenance and repair cost through their life spans, considering remodeling of the facilities and changes of their functions. This study analyzes maintenance and repair records during the three years from 2003 to 2005 in primary, middle and high schools in Incheon Metropolitan city and also the facility management and operation expenditure of the same schools in the city during the year of 2005, and presents quantified unit cost of each item according to the area, the age of the facilities, and the number of classroom, student, and lessons given. The calculation can be a basis for both BTL school facility managers and the general school facility mangers to budget school facility maintenance cost appropriately and the quantity of energy, water, electricity, and telephone fees calculated here can be a criteria for the managers to check the normal maintenance of their facility.

• Korean Journal of Construction Engineering and Management
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• v.12 no.2
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• pp.32-40
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• 2011

The PPPs(public private partnerships) which was introduced in the later part of the 1990s has grown since 2005, with the beginning of BTL(Build Transfer Lease) type which retrieves the investment by receiving the lease payment from the government. As application areas and scale of the PPPs have been further expanded, it is expected the demand on special purpose facilities will be increased. We do know only successful foreign practices of the PPPs but have rarely consider the failure cases. Therefore, this paper derives implications by analyzing the case of National physical laboratory project which is known as a typical failure case of UK's PFI. We find that from the perspective of governance, the reasons leading to the failure of business are an insufficient of technical rationality, unsettled social relationships and inefficient risk management. Based on the case study, this study shows how to improve management system for special purpose PPPs business in Korea.

• Korean Journal of Construction Engineering and Management
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• v.9 no.6
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• pp.216-224
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• 2008

Recently, most developed countries use the evaluation system about Life Cycle Cost(LCC), and KOREA is beginning to introduce the system to reduce construction expenses. And the introduction of "Technical Proposal Type Bid", which is a new procurement method of Korea government, has made needs for the price-valuation way to evaluate facilities LCC. These days, LCC has been being evaluated by BTL and turnkey project in KOREA, which is suffering from difficulties in evaluating it, because evaluation elements and standards are vague. In addition, LCC evaluation in public construction business except BTL and turnkey is not carried out. Therefore, this paper is to develop a new evaluation index to evaluate LCC both systematically and objectively. The results of this paper are as followings. (1) Necessity and problem analysis of LCC evaluation index, (2) LCC evaluation index deduction from the technical report and question analysis, (3) Application and evaluation method suggestion to practice.

• Journal of the Korean Institute of Educational Facilities
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• v.24 no.6
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• pp.19-26
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• 2017

The aim of this study is to suggest an improvement of BTL in Educational Facilities applying the concept of n-BPPP(non-Benefits Public-Private Partnerships). The research is based on four of ninety-nine completed projects of Mixed-use Educational Facilities since 2001. Ninety-nine projects are analyzed and categorized to the typology of architectural program. The architectural programs planned are uniform in function, such as gym, swimming pool, library, info-center, parking etc. The public parking is a main program in the BTL projects, where district offices are involved as partner. The difference between BTL and n-BPPP for educational facilities is the business units. The n-BPPP concerns in regional or district units in order to expand public infrastructure facilities based on the network of schools and local community. And the fund for n-BPPP does not come from the government but from the investors. The economic interest is to reinvest on the maintenance of the facilities. The benefits of n-BPPP will be not only for the Governments in terms of social welfare budgets but also for local residents and students in terms of a variety of high-quality public services. The concept of n-BPPP can be an alternative way for the Mixed-use Educational Facilities.

• Journal of Korean Society of Industrial and Systems Engineering
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• v.35 no.3
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• pp.192-203
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• 2012

As a leading nation of ubiquitous technology, South Korea has been promoting u-City pilot projects throughout the country. According to 'Fundamental Construction Law of u-City,' u-City projects are classified into old-town and new-town types. However, most projects have focused only on the new-town type. Pushing forward large-scale land development projects, Korea Land and Housing Corporation (LH Co.) under Ministry of Land Transport and Maritime Affairs (MLTM) has gained a development profit out of the u-City infrastructure and then donated the infrastructure to a local government without making any plan for operations. In the process of u-City pilot projects, old-towns have been relatively ignored and various of unexpected problems have emerged. Building the u-City of an old-town is not easy due to many constraints such as huge initial investment, long validity and verification procedures, lack of useful services for citizens, lack of professional outsourcing methods for business promotion, high operating costs of the integrated control center, inadequate law related, insufficient institutional requirements and so on. This paper introduces a case study on u-City development for an old-town, Ansan City, as a private investment project. The case will help boost u-City projects for old-towns by solving their problems and providing an effective operational mechanism. As the first BTL (Build-Transfer-Lease) project for constructing u-City, 'Broadband Information Network Development Project' of Ansan City will provide a reference model of expanding u-City projects for other cities.

• Journal of Korean Society of Water and Wastewater
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• v.25 no.6
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• pp.869-875
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• 2011

Ministry of Environment has been promoting BTL business of the sewer rehabilitation which continues from 2005 up to now. Sewer rehabilitation is classified into three parts : wastewater pipe rehabilitation, rainwater pipe rehabilitation and drainage equipment rehabilitation. Drainage equipment rehabilitation is that drainage pipe connects wastewater pipe directly without water-purifier. In the drainage equipment construction, it is inevitable to have the damage of ground structures(wall, gate and U drain, etc) when an open excavation method is used. Therefore it is necessary to develop non-excavation method to connect drainage pipe and wastewater pipe like jacking method to avoid the damage of ground structure. This paper has conducted an analysis of the non-excavation method using a boring machine attached to backhoe, which is issued the verification certificate of environmental technology according to the Development of and Support for Environmental Technology Act, article.7. The index set in this analysis was sectionalized to the condition of construction, the grade of drainage pipe, the size of excavated hole, the amount of waste cement concrete and asphalt concrete and the benefit effect compared to open excavation method.

• Asia Marketing Journal
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• v.14 no.3
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• pp.169-184
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• 2012

All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.

• Proceedings of the KAIS Fall Conference
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• 2009.12a
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• pp.398-401
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• 2009

민간 주도형 사회간접자본 (social overhead capital :SOC) 사업은 BOT(build-operate-transfer)를 비롯하여 대상 프로젝트의 정부 정책 등의 여러 환경의 변경에 따라 다양하게 변형되어 적용되어 BTL(build-lease-transfer), BOO (build-own-operate)등의 여러 기법들을 사용된다. 민간 SOC 사업은 프로 젝트의 규모와 장기에 걸친 공사의 불확실성 때문에 프로젝트의 경제성 분석을 하는 것은 복잡하다. 일반적으로 사용하고 있는 현금흐름 할인모형(discount cash flow model; DCF)은 미래의 불확실성 변수들을 적절히 반영하지 못한다는 한계점을 가지고 있지만 현실적으로 많이 쓰이고 있는 방식이다. 본 논문은 옵션기반모형에 근거한, BOT-옵션가치평가(BOT-OV)모형을 국내 민간 SOC 사업의 경제성 분석을 위해 적용한다. BOT-OV모형을 적용하는 것이 기존 순현재가치(net present value; NPV)방식을 통하여 프로젝트 가치 평가 할 때보다 더 정밀한 경제적 타당성 평가를 할 수 있다는 것을 확인하여 기존의 NPV 평가방식의 방법을 대체할 수 있는 가능성을 확인하는데 의의가 있다고 할 수 있다.