• Strategy21
• /
• 통권34호
• /
• pp.128-148
• /
• 2014

In south Korea, the so-called 'conservative-liberal' rivalry over the assessment of the government's North Korean policies is seen to be impeding the road to right policy choices. For example, the liberals accused former President Lee Myung-bak's hardline policy of provoking Pyongyang and leading to a deterioration of inter-Korean relations, while the conservatives appreciated it for helping nurture mutually beneficial inter-Korean relations in the longer term by compelling North Korea to observe international norms. However, such debate over the vices and virtues of Seoul's North Korea policies is hardly meaningful as the measuring sticks used by the liberals and the conservatives are entirely different matters. The two major goals South Korea must pursue with its North Korean policies should be 'peaceful management of division' and 'change in North Korea'. The former is related to maintaining stability within South Korea and promoting co-prosperity with North Korea. For this, the nation needs to engage, encompass and assist the Pyongyang regime. The second goal is also necessary since South Korea, as a divided nation, must seek a unified Korea under the system of democracy and market economies by bringing change in North Korea. For this, South Korea needs powerful leverages with which it can persuade and coerce the North. This means that the nation is destined to simultaneously chase the above-mentioned two goals, while also both recognizing and negating the legitimacy of the North Korean regime. This situation necessitates Seoul to apply flexibility in reconciling with Pyongyang while applying firm principles to sever the vicious circle involving the North's military provocations. The May 25 Measures, which banned trade and economic cooperation with the North except those related to humanitarian assistance, were taken as sanctions against Pyongyang for sinking the South Korean corvette Chonan in March 2010. The Measures were taken by the Seoul government immediately after a multinational investigation team discovered evidence confirming that the South Korean naval ship had been torpedoed by a midget North Korean submarine. Naturally, the May 24 Measures have since then become a major stumbling block in inter-Korean exchange, prompting opposition politicians and concerned entrepreneurs to demand Seoul to unilaterally lift the Measures. Given the significant damages the Measures have inflicted on inter-Korean economic relations, removing them remains as homework for both Koreas. However, the Measures pertains to the 'principles on national security' the Seoul government must adhere to under all circumstances. This is why North Korea's apology and promises not to repeat similar provocations must come first. For now, South Korea has no alternative but to let North Korea solve the problems it has created. South Korea's role is to help the North do so.

• 벤처혁신연구
• /
• 제6권4호
• /
• pp.83-97
• /
• 2023

라이브커머스 시장의 성장은 스마트폰만 있으면 언제, 어디서나, 편리하고 간단하게 라이브커머스를 시작할 수 있다. 스마트폰 서비스 이용은 지속적인 커뮤니케이션을 제공하며, 심리적 애착을 느끼면서 이용하게 되고, 더 나아가 심리적 애착과 소비자 자신과의 자아일치, 자아정체성까지 연결된다. 본 연구는 라이브커머스를 이용하는 소비자의 동기와 지각에 초점을 두고 살펴보고자 한다. 즉, 소비자의 개인적, 심리적 특성으로 조절초점성향과 자아효능감(self-efficacy)의 조절효과를 통해 서비스애착과의 관계를 살펴보려 한다. 다시 말해, 소비자의 동기와 목표에 따라 소비자의 행동 방향을 결정하게 되는 조절초점(regulatory focus)성향이 라이브커머스의 서비스애착에 영향을 미치고. 주어진 상황이나 과업에서 원하는 결과를 위해 스스로 계획하고 실행하여 목표를 달성할 수 있다는 개인적인 자신감 및 확신과 신념인 자아효능감(self-efficacy)이 이러한 관계를 조절할 것으로 본다. 분석결과, 예방초점을 높게 지각하는 소비자들은 부정적인 결과를 회피하고, 안전과 의무를 추구하는 경향이 강할수록, 개인적인 자신감과 신념인 자아효능감이 상쇄시켜 라이브커머스의 서비스에 대한 애착을 더 강하게 형성시켰다. 라이브커머스 서비스 이용 시, 정보획득에 대해 유익하다고 지각할수록, 자신의 신념인 자아효능감이 높아지므로 안전추구성향과 부정적 결과를 회피하려는 예방초점성향의 소비자들에게 인지적 경험뿐 아니라 감정적 경험인 서비스애착이 강하게 형성되는 것이다. 본 연구를 통해 라이브커머스의 서비스 이용에 대한 소비자의 심리적 행동을 이해하고, 이를 기반으로 라이브커머스에 진입하려는 기업 및 소상공인들에게 운영전략 및 관리에 도움이 되리라 본다.

• 지능정보연구
• /
• 제29권4호
• /
• pp.375-393
• /
• 2023

다품종 소량 생산 품목의 수요 증가와 전자상거래 시장의 발달로 인하여 소량화물(Less than Container Load, LCL)의 수출입 비중이 확대되고 있다. 이에 따라 국제물류주선업에서 소량화물을 다루는 업체의 비중이 늘어나고 있다. 화물 크기의 다양성과 이해당사자의 이익 구조가 맞물려, 컨테이너의 공간 효율성을 최대화할 수 있는 화물 적재 방법론이 중요해지고 있다. 그러나, 화물 적재 계획을 미리 수립하여 컨테이너 조작장(Container Freight Station, CFS)에 전달하는 현 상황의 특성상, 산업현장에서 확인 가능한 변수들을 적재 계획에 반영할 수 없다는 한계가 있다. 따라서, 본 연구에서는 산업현장에서 적재 계획의 수정이 용이한 화물 적재 방법론을 제시한다. 화물의 특성에 따른 불용 공간과 컨테이너 내부 현황을 고려할 수 있도록 하여 산업 현장의 요구사항을 반영하고, 3차원 공간을 2차원 평면 레이어로 조작하여 적재 계획을 수립하여 시간 복잡도를 줄임으로써 산업현장의 활용성을 높였다. 본 연구에서 제시하는 방법론을 통해 화물 적재 계획 품질의 일관성을 높이고, 적재 계획 수립 자동화에 기여를 할 수 있다.

• 한국건축시공학회지
• /
• 제24권1호
• /
• pp.109-120
• /
• 2024

성공적인 방수 시공을 위해서는 건축에 사용되는 방수재료의 재질적 성능뿐만 아니라 시공 품질을 확보하는 것이 매우 중요하다. 건설경기 침체에 따른 장기적인 원가절감 정책으로 인해 대부분의 건설사에서는 명확한 품질관리 기준이 없는 고급 방수 자재보다는 일반 저가의 방수 자재를 사용하고 있으며, 건설에 대한 명확한 교육 없이 건설 활동에만 의미를 두고 건설을 진행하고 있다. 또한, 복합적으로 적용되는 방수공법은 시공공법이 복잡하여 시공 품질이 부족하고 방수 불량으로 누수가 발생하는 상황에 놓여있으며, 성공적인 방수공사를 위해서는 품질관리 방안(설계, 자재, 시공)을 검토하고, 파생되는 문제점을 개선하여 안정적인 방수공사가 이루어질 수 있도록 하는 것이 필요하다. 건축물의 누수방지 효과를 기대하기 위해서는 먼저 설계단계에서 건축물의 각 부분과 환경에 적합한 자재를 선정하여야 하며, 선정된 자재는 한국산업규격(KS)의 모든 항목을 만족하여야 한다. 둘째, 방수시고의 품질을 확보하기 위해서는 작업자의 성실한 시공이 요구된다. 본 논문에서는 자재 선정 후 품질관리 대책으로 "방수 설계 검토", "시공자 교육", "현장실사", "비평(수정/보완)"에관한 현장점검 체크리스트를 제시하여 현장에서 안전 및 고품질의 방수공사확보를 위한 개선방안을 제시하였습니다.

• 풍력에너지저널
• /
• 제15권1호
• /
• pp.5-10
• /
• 2024

Offshore wind power generation has significant advantages, including enhanced energy security and job creation. However, despite these benefits, South Korea has not fully utilized its potential in this sector. In contrast, offshore wind power industry development in Europe has been driven by government leadership. Drawing from this experience, South Korea also needs to relax regulations, strengthen necessary infrastructure, and enhance financial support systems to activate the offshore wind power industry. For this, sustained government leadership is absolutely essential. Without addressing the capacity issues in the power grid, we cannot expect offshore wind power generation to succeed. To address grid issues, we propose the enactment of a special law called the "Special Act on Grid Expansion." Considering KEPCO's financial situation, private investment should be encouraged for grid construction. The role of developers is crucial for the successful development and operation of offshore wind power. They manage risks throughout various stages, from site acquisition to construction and operation, which have a significant impact on the success or failure of projects. Since domestic developers currently lack experience in offshore wind power, a cooperative strategy that leverages the experience and technology of advanced countries is necessary. Energy issues should be recognized as important tasks beyond mere political ideologies, as they are crucial for the survival of the nation and its development. It is essential to form a public consensus and implement ways for residents to coexist with offshore wind power, along with the conservation of marine ecosystems and effective communication with stakeholders. Expansion of the offshore wind power industry requires support in various areas, including financial and tax incentives, technology research investment, and workforce development. In particular, achieving carbon neutrality by 2050 necessitates the activation of offshore wind power alongside efforts by major corporations to transition to renewable energy. South Korea, surrounded by the sea, holds significant offshore wind power potential, and it is our responsibility to harness it as a sustainable energy source for future generations. To activate the offshore wind power market, we need to provide financial and tax support, develop infrastructure and research, and foster a skilled workforce. As major corporations transition to renewable energy to achieve carbon neutrality by 2050, offshore wind power must play a significant role. It is our responsibility to fully utilize South Korea's potential and make offshore wind power a new driver of growth.

• 한국잡초학회지
• /
• 제13권4호
• /
• pp.210-233
• /
• 1993

The herbicide has become indispensable as much as nitrogen fertilizer in Korean agriculture from 1970 onwards. It is estimated that in 1991 more than 40 herbicides were registered for rice crop and treated to an area 1.41 times the rice acreage ; more than 30 herbicides were registered for field crops and treated to 89% of the crop area ; the treatment acreage of 3 non-selective foliar-applied herbicides reached 2,555 thousand hectares. During the last 25 years herbicides have benefited the Korean farmers substantially in labor, cost and time of farming. Any herbicide which causes crop injury in ordinary uses is not allowed to register in most country. Herbicides, however, can cause crop injury more or less when they are misused, abused or used under adverse environments. The herbicide use more than 100% of crop acreage means an increased probability of which herbicides are used wrong or under adverse situation. This is true as evidenced by that about 25% of farmers have experienced the herbicide caused crop injury more than once during last 10 years on authors' nationwide surveys in 1992 and 1993 ; one-half of the injury incidences were with crop yield loss greater than 10%. Crop injury caused by herbicide had not occurred to a serious extent in the 1960s when the herbicides fewer than 5 were used by farmers to the field less than 12% of total acreage. Farmers ascribed about 53% of the herbicidal injury incidences at their fields to their misuses such as overdose, careless or improper application, off-time application or wrong choice of the herbicide, etc. While 47% of the incidences were mainly due to adverse natural conditions. Such misuses can be reduced to a minimum through enhanced education/extension services for right uses and, although undesirable, increased farmers' experiences of phytotoxicity. The most difficult primary problem arises from lack of countermeasures for farmers to cope with various adverse environmental conditions. At present almost all the herbicides have"Do not use!" instructions on label to avoid crop injury under adverse environments. These "Do not use!" situations Include sandy, highly percolating, or infertile soils, cool water gushing paddy, poorly draining paddy, terraced paddy, too wet or dry soils, days of abnormally cool or high air temperature, etc. Meanwhile, the cultivated lands are under poor conditions : the average organic matter content ranges 2.5 to 2.8% in paddy soil and 2.0 to 2.6% in upland soil ; the canon exchange capacity ranges 8 to 12 m.e. ; approximately 43% of paddy and 56% of upland are of sandy to sandy gravel soil ; only 42% of paddy and 16% of upland fields are on flat land. The present situation would mean that about 40 to 50% of soil applied herbicides are used on the field where the label instructs "Do not use!". Yet no positive effort has been made for 25 years long by government or companies to develop countermeasures. It is a really sophisticated social problem. In the 1960s and 1970s a subside program to incoporate hillside red clayish soil into sandy paddy as well as campaign for increased application of compost to the field had been operating. Yet majority of the sandy soils remains sandy and the program and campaign had been stopped. With regard to this sandy soil problem the authors have developed a method of "split application of a herbicide onto sandy soil field". A model case study has been carried out with success and is introduced with key procedure in this paper. Climate is variable in its nature. Among the climatic components sudden fall or rise in temperature is hardly avoidable for a crop plant. Our spring air temperature fluctuates so much ; for example, the daily mean air temperature of Inchon city varied from 6.31 to $16.81^{\circ}C$ on April 20, early seeding time of crops, within${\times}$2Sd range of 30 year records. Seeding early in season means an increased liability to phytotoxicity, and this will be more evident in direct water-seeding of rice. About 20% of farmers depend on the cold underground-water pumped for rice irrigation. If the well is deep over 70m, the fresh water may be about $10^{\circ}C$ cold. The water should be warmed to about $20^{\circ}C$ before irrigation. This is not so practiced well by farmers. In addition to the forementioned adverse conditions there exist many other aspects to be amended. Among them the worst for liquid spray type herbicides is almost total lacking in proper knowledge of nozzle types and concern with even spray by the administrative, rural extension officers, company and farmers. Even not available in the market are the nozzles and sprayers appropriate for herbicides spray. Most people perceive all the pesticide sprayers same and concern much with the speed and easiness of spray, not with correct spray. There exist many points to be improved to minimize herbicidal phytotoxicity in Korea and many ways to achieve the goal. First of all it is suggested that 1) the present evaluation of a new herbicide at standard and double doses in registration trials is to be an evaluation for standard, double and triple doses to exploit the response slope in making decision for approval and recommendation of different dose for different situation on label, 2) the government is to recognize the facts and nature of the present problem to correct the present misperceptions and to develop an appropriate national program for improvement of soil conditions, spray equipment, extention manpower and services, 3) the researchers are to enhance researches on the countermeasures and 4) the herbicide makers/dealers are to correct their misperceptions and policy for sales, to develop database on the detailed use conditions of consumer one by one and to serve the consumers with direct counsel based on the database.

• 미술이론과 현장
• /
• 제13호
• /
• pp.73-95
• /
• 2012

In terms of element and process, art today has already been fully systemized, yet tends to become even more systemized. All phases of creation and exhibition, appreciation and education, promotion and marketing are planned, adjusted, and decided within the order of a globalized, networked system. Each phase is executed, depending on the system of management and control and diverse means corresponding to the system. From the step of education, artists are guided to determine their styles and not be motivated by their desire to become star artists or running counter to mainstream tendency and fashion. In the process of planning an exhibition, the level of artist awareness is considered more significant than work quality. It is impossible to avoid such systems and institutions today. No one can escape or be freed from the influence of such system. This discussion addresses a serious distortion in the selection system as part of the system connotatively called "art museum system," especially to evaluate artistic achievement and aesthetic quality. Called "studio system" or "art star system," the system distinguishes successful minority from failed absolute majority and justifies the results, deciding discriminative compensations. The discussion begins from work by Hunter Jonakin and Dan Perjovschi. The key point of this discussion is not their art worlds but the shared truth referred by the two as the collusive "art market" and "art star system." Through works based on their experiences, the two artists refer to these systems which restrict and confine them. Jonakin's Jeff Koons Must Die! is avideo game conveying a critical comment on authoritative operation of the museum system and star system. In this work, participants, whether viewer or artist, are destined to lose: the game is unwinnable. Players take the role of a person locked in a museum where artist Jeff Koons' retrospective is held. The player can either look around and quietly observe the works, which causes a game-over, or he can blow the classical paintings to pieces and cause the artist Koons to come out and reprimand the player, also resulting in a game-over. Like Jonakin, Dan Perjovschi's some drawings also focuses on the status of the artist shrunken by the system. Most artists are ruined in a process of competition to survive within the museum system. As John Burger properly pointed out, out of the art systems today, public collections (art museums) and private collections have become "something unbearable." The system justifies the selection system of art stars and its frame of reference, disregarding the problem of producing numerable victims in its process. What should be underlined above all else is that the present selection system seriously shrinks art's creative function and its function of generating meaning. In this situation, art might fall to the level of entertainment, accessible to more people and compromising with popularity. This discussion is based on assumption and consciousness on the matter that this situation might cause catastrophic results for not only explicit victims of the system but also winners, or ones defined as winners. The system of art is probably possible only by desire or distortion stemmed from such desire. The system can be flourished only under the economic system of avarice: quantitatively expanding economy, abundant style, resort economy in Venice and Miami, and luxurious shopping malls with up-to-date facilities. The catastrophe here is ongoing, not a sudden emergence, and dynamic, leading the system itself to a devastating end.

• Journal of Dairy Science and Biotechnology
• /
• 제34권4호
• /
• pp.255-262
• /
• 2016

국내 낙농업의 위기를 타개하기 위한 방편의 하나로 6차산업형 낙농이 대두되었다. 낙농업의 6차산업화란 우유 생산과 목장형 유가공, 제품 판매와 체험/관광 등을 목장에서 수행함으로써 부가가치를 창출 취득하는 것이며, 이에 따른 인력과 시간 등의 어려움을 해결하기 위해 AMS의 도입에 관한 관심도 증가하고 있다. 이에 본 연구에서는 6차산업형 낙농목장의 애로사항과 AMS 관련 사항을 조사함으로써 이에 대한 개선 방안과 정보를 제공하기 위한 목적으로 수행되었다. 총 91개 6차산업화 목장에 대해 우편 및 방문 면담에 의한 조사를 통해 목장 현황, 6차산업과 관련된 농가들의 인식, 문제점, 요구사항 들과 AMS 도입 여부 및 관련 사항을 조사하였으며, 회수된 16개 설문지를 분석에 이용하였다. 연구 결과 6차산업화 목장의 규모와 형태는 다양하였으며, 발효유와 신선치즈를 주로 생산하였고, 소비자들이 방문하여 구매하는 형태가 가장 많았다. 6차산업형 목장에 대한 정부정책에 관해서는 부정적인 평가가 더 많았으며, 목장형 유가공을 통한 원유적체 해소에 관해서는 긍정적인 반응과 기대가 있었다. 조사 대상 농가들은 '과도한 규제', '판로확보 및 홍보', '자금 부족' 등의 어려움을 가장 크게 느끼고 있었으며, 이에 따라 대기업 수준의 규제보다는 목장형 유가공에 적합한 별도의 규제와 법, 제도를 갖추고 이에 따른 지원과 판로 개척 및 홍보에 대한 지원이 필요할 것으로 판단된다. 조사대상 중 AMS를 도입한 농가는 18.75%였고, CMS 농가 중 향후 AMS의 도입을 긍정적으로 검토하고 있는 농가는 38.46%로 나타났다. 도입 이유로는 인력과 시간 문제 해결, 관람 및 홍보 효과, 후계 문제 등으로 답한 반면, 도입에 부정적인 이유로는 유성분 및 유질 문제와 비용, A/S 등의 문제로 답하였다. 본 연구결과를 종합하면, 빠른 속도로 국내 우유자급률이 하락하고 있는 현 상황에서 정부 당국에서 낙농산업의 활성화를 달성하기 위해서는 현재와 같은 과도한 규제를 완화하고, 구체적이고 실효적인 지원책을 통해서만이 낙농의 6차산업화를 효과적으로 유도할 수 있을 것으로 판단되며, 우군 내 유용한 정보 수집과 기술 향상, 그리고 인력과 시간문제의 해결을 위해 잠재력이 높은 낙농목장을 대상으로 AMS 도입을 위한 지원책도 마련할 가치가 있을 것으로 사료된다.

• 벤처창업연구
• /
• 제17권3호
• /
• pp.135-145
• /
• 2022

여러 산업 중에서도 항공업계는 코로나 19사태의 직접적인 영향을 받음에 따라 화물운송 확대와 같은 다양한 생존전략을 적극적으로 수립하고 있다. 항공화물운송은 타 운송과 구분되는 특성으로 인하여 시장규모가 지속적으로 성장하고 있으며 항공물류 서비스기업의 창업도 활발하다. 본 연구의 목적은 항공물류 서비스 기업의 경영성과를 제고하기 위한 방안을 모색하는 것이다. 특히 코로나19 여파로 개인주의·이기주의가 심화됨에 따라 포스트 코로나 시대에는 유통채널 내에서 신뢰 및 호혜 개념이 중요해질 것으로 추론할 수 있어 이를 중심으로 연구를 진행하였다. 본 연구의 구성은 다음과 같다. 첫째, 항공물류 유통채널의 중심구성원인 항공물류 서비스기업의 업무프로세스를 살펴보고 운송기업과의 신뢰구축에 있어서 하위차원을 규명하여 영향을 알아본다. 둘째, 신뢰가 항공물류 서비스기업의 다양한 경영성과에 미치는 영향을 분석한다. 셋째, 항공물류 서비스기업의 지각된 호혜에 따라서 신뢰 하위차원의 영향력이 달라지는지를 분석한다. 더불어 지각된 호혜가 코로나 전후로 변화되었는지 알아본다, 특히 본 연구는 기존연구에서 구분되었던 신뢰(trust)와 몰입(commitment) 개념을 이론적으로 통합함으로써 연구모형의 간결성(parsimony)과 실용가능성(practicality)을 제고하고자 한다. 본 연구에서는 설문조사를 통해 항공물류 서비스기업 212개 업체로부터 자료를 수집하고, SPSS 24.0을 사용하여 신뢰도 분석, 요인분석 및 회귀분석 등의 방법으로 연구가설을 검정하였다. 분석결과, 항공물류 서비스기업과 운송기업 간의 신뢰에 있어서 하위차원인 신용과 호의는 통계적으로 유의한 정(+)의 영향을 미치고 있었고, 항공물류 서비스기업의 지각된 호혜는 이러한 영향력에 정(+)의 조절효과를 미치고 있었다. 신뢰구축에 있어서는 객관적 개념인 신용이 주관적 개념인 호의보다 더 큰 영향력을 미치고 있었다. 항공물류 서비스기업의 다양한 경영성과에 운송기업 간 신뢰는 통계적으로 유의한 정(+)의 영향을 미치고 있었는데, 신뢰의 영향력은 만족, 효율성, 효과성, 적응성의 순이었다. 운송기업과 화주기업에 대한 항공물류 서비스기업의 지각된 호혜를 코로나사태 전후로 비교한 결과, 항공물류 프로세스에서 운송기업이 주도권을 쥐고 있음을 발견하였다. 본 연구는 포스트코로나 시대에서 기존기업들과 치열하게 경쟁하며 양호한 경영성과를 산출하여야 하는 항공물류 서비스 창업기업의 경영과 관련하여 학문적, 실무적으로 유용한 시사점을 제시하고 있다.

• 유통과학연구
• /
• 제8권3호
• /
• pp.49-56
• /
• 2010

At the initial stage of Internet advertising, banner advertising came into fashion. As the Internet developed into a central part of daily lives and the competition in the on-line advertising market was getting fierce, there was not enough space for banner advertising, which rushed to portal sites only. All these factors was responsible for an upsurge in advertising prices. Consequently, the high-cost and low-efficiency problems with banner advertising were raised, which led to an emergence of keyword advertising as a new type of Internet advertising to replace its predecessor. In the beginning of 2000s, when Internet advertising came to be activated, display advertisement including banner advertising dominated the Net. However, display advertising showed signs of gradual decline, and registered minus growth in the year 2009, whereas keyword advertising showed rapid growth and started to outdo display advertising as of the year 2005. Keyword advertising refers to the advertising technique that exposes relevant advertisements on the top of research sites when one searches for a keyword. Instead of exposing advertisements to unspecified individuals like banner advertising, keyword advertising, or targeted advertising technique, shows advertisements only when customers search for a desired keyword so that only highly prospective customers are given a chance to see them. In this context, it is also referred to as search advertising. It is regarded as more aggressive advertising with a high hit rate than previous advertising in that, instead of the seller discovering customers and running an advertisement for them like TV, radios or banner advertising, it exposes advertisements to visiting customers. Keyword advertising makes it possible for a company to seek publicity on line simply by making use of a single word and to achieve a maximum of efficiency at a minimum cost. The strong point of keyword advertising is that customers are allowed to directly contact the products in question through its more efficient advertising when compared to the advertisements of mass media such as TV and radio, etc. The weak point of keyword advertising is that a company should have its advertisement registered on each and every portal site and finds it hard to exercise substantial supervision over its advertisement, there being a possibility of its advertising expenses exceeding its profits. Keyword advertising severs as the most appropriate methods of advertising for the sales and publicity of small and medium enterprises which are in need of a maximum of advertising effect at a low advertising cost. At present, keyword advertising is divided into CPC advertising and CPM advertising. The former is known as the most efficient technique, which is also referred to as advertising based on the meter rate system; A company is supposed to pay for the number of clicks on a searched keyword which users have searched. This is representatively adopted by Overture, Google's Adwords, Naver's Clickchoice, and Daum's Clicks, etc. CPM advertising is dependent upon the flat rate payment system, making a company pay for its advertisement on the basis of the number of exposure, not on the basis of the number of clicks. This method fixes a price for advertisement on the basis of 1,000-time exposure, and is mainly adopted by Naver's Timechoice, Daum's Speciallink, and Nate's Speedup, etc, At present, the CPC method is most frequently adopted. The weak point of the CPC method is that advertising cost can rise through constant clicks from the same IP. If a company makes good use of strategies for maximizing the strong points of keyword advertising and complementing its weak points, it is highly likely to turn its visitors into prospective customers. Accordingly, an advertiser should make an analysis of customers' behavior and approach them in a variety of ways, trying hard to find out what they want. With this in mind, her or she has to put multiple keywords into use when running for ads. When he or she first runs an ad, he or she should first give priority to which keyword to select. The advertiser should consider how many individuals using a search engine will click the keyword in question and how much money he or she has to pay for the advertisement. As the popular keywords that the users of search engines are frequently using are expensive in terms of a unit cost per click, the advertisers without much money for advertising at the initial phrase should pay attention to detailed keywords suitable to their budget. Detailed keywords are also referred to as peripheral keywords or extension keywords, which can be called a combination of major keywords. Most keywords are in the form of texts. The biggest strong point of text-based advertising is that it looks like search results, causing little antipathy to it. But it fails to attract much attention because of the fact that most keyword advertising is in the form of texts. Image-embedded advertising is easy to notice due to images, but it is exposed on the lower part of a web page and regarded as an advertisement, which leads to a low click through rate. However, its strong point is that its prices are lower than those of text-based advertising. If a company owns a logo or a product that is easy enough for people to recognize, the company is well advised to make good use of image-embedded advertising so as to attract Internet users' attention. Advertisers should make an analysis of their logos and examine customers' responses based on the events of sites in question and the composition of products as a vehicle for monitoring their behavior in detail. Besides, keyword advertising allows them to analyze the advertising effects of exposed keywords through the analysis of logos. The logo analysis refers to a close analysis of the current situation of a site by making an analysis of information about visitors on the basis of the analysis of the number of visitors and page view, and that of cookie values. It is in the log files generated through each Web server that a user's IP, used pages, the time when he or she uses it, and cookie values are stored. The log files contain a huge amount of data. As it is almost impossible to make a direct analysis of these log files, one is supposed to make an analysis of them by using solutions for a log analysis. The generic information that can be extracted from tools for each logo analysis includes the number of viewing the total pages, the number of average page view per day, the number of basic page view, the number of page view per visit, the total number of hits, the number of average hits per day, the number of hits per visit, the number of visits, the number of average visits per day, the net number of visitors, average visitors per day, one-time visitors, visitors who have come more than twice, and average using hours, etc. These sites are deemed to be useful for utilizing data for the analysis of the situation and current status of rival companies as well as benchmarking. As keyword advertising exposes advertisements exclusively on search-result pages, competition among advertisers attempting to preoccupy popular keywords is very fierce. Some portal sites keep on giving priority to the existing advertisers, whereas others provide chances to purchase keywords in question to all the advertisers after the advertising contract is over. If an advertiser tries to rely on keywords sensitive to seasons and timeliness in case of sites providing priority to the established advertisers, he or she may as well make a purchase of a vacant place for advertising lest he or she should miss appropriate timing for advertising. However, Naver doesn't provide priority to the existing advertisers as far as all the keyword advertisements are concerned. In this case, one can preoccupy keywords if he or she enters into a contract after confirming the contract period for advertising. This study is designed to take a look at marketing for keyword advertising and to present effective strategies for keyword advertising marketing. At present, the Korean CPC advertising market is virtually monopolized by Overture. Its strong points are that Overture is based on the CPC charging model and that advertisements are registered on the top of the most representative portal sites in Korea. These advantages serve as the most appropriate medium for small and medium enterprises to use. However, the CPC method of Overture has its weak points, too. That is, the CPC method is not the only perfect advertising model among the search advertisements in the on-line market. So it is absolutely necessary that small and medium enterprises including independent shopping malls should complement the weaknesses of the CPC method and make good use of strategies for maximizing its strengths so as to increase their sales and to create a point of contact with customers.