• Asia Marketing Journal
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• v.15 no.2
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• pp.29-47
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• 2013

Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer manufacturer, and propose an approach to test the feasibility of this new marketing channel in the Chinese rural market. We measure the effectiveness of Hongfu's new marketing channel from two perspectives: i) from customers' perspective through direct responses of farmers, which showed that a new channel can increase the convenience and lower the purchasing costs for the farmers, and ii) from the company's perspective, by calculating the incremental profit of the company using the expansion factor (T/Q) method, which suggested that the execution of Hongfu's strategy to expand a new marketing channel will result in an increase in profits. The results of this study contribute to the development of a methodology to test the feasibility of a new direct marketing channel in the emerging markets such as the Chinese rural market. Traditional and indirect distribution channels in emerging markets are generally not very efficient and difficult to change. Especially, in emerging markets, like the Chinese rural market, the methods of testing channel feasibility must be different from that of developed markets. Considering market situations, market experiments can be more effective then systematic market surveys in testing channel feasibility in emerging markets. This study implies that managers must learn to cope with a transition from the traditional marketing channels in emerging markets. With the development in farmers' understanding of marketing concept, the transition from traditional marketing channel is unavoidable for all firms. Farmers in China are generally very conservative, however, their buying behaviors are changing. Therefore, fertilizer companies should try to adjust in accordance with farmers' demand characteristics that the efforts to meet the economic needs of farmers with new marketing channels as well as trust building are critical in the near future.

• Journal of Korean Society of Rural Planning
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• v.23 no.4
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• pp.1-13
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• 2017

베트남 북부 산악지형에 거주하는 소수 부족민들의 생계개선이 베트남 정부의 정책적인 지원 사업에도 불구하고 현재까지 뚜렷한 성과를 내지 못하는 것으로 알려져 왔다. 특히 지속가능한 개발 및 인적자원개발을 목표로 하고 있는 베트남 경제사회개발정책(2011~2020)의 하위전략인 신농촌 개발정책(New Rural Development)에 의한 사업들이 적절히 수행되고 있는지 의문이 대두되었다. 한편, 베트남 라오까이성 행복프로그램은 한국 코이카 재원으로 새마을운동 경험과 정신을 바탕으로 설계되었으며 심각한 빈곤상태에 있는 성내 8개 소수부족민 마을에 마을특성과 주민 의견이 반영된 개발계획을 수립하고 계획실행의 주체인 마을주민들과 현장 공무원에게 다양한 훈련 사업들을 제공하였다. 본 연구는 생계개선에 대한 이론 고찰과 함께 한국 및 베트남의 농촌개발 경험사례 분석을 바탕으로 프로그램의 다양한 역량강화 사업들이 8개 소수부족 주민들의 의식변화와 생계자산 향상에 어떠한 영향을 끼쳤는지 알아보았다. 본 연구결과는 프로그램에서 제공한 다양한 역량강화 훈련들이 주민의식의 긍정적인 변화와 소수 부족민들의 생계자산에 대하여 상당한 만족도를 가져왔는바, 신농촌 개발정책은 직접자재 위주의 지원을 줄이는 대신 주민들의 자신감 고취를 위한 주민의식 교육과 주민들의 생계활동 능력향상을 위한 다양한 훈련 사업을 확대해야 함을 보여준다.

• Journal of the Korean association of regional geographers
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• v.23 no.1
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• pp.89-105
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• 2017

This research was conducted to analyse how a community building around empowerment changes the resident's cognition depending on level of their participation. 'Livable hope community building project' in Gonju-Shi, Chungcheongnam-Do was chosen as an example case. As a result of analyzing influence of residents' participation on their cognition changes, the residents with higher level of participation had bigger changes in cognition in terms of individual and relational aspects. In detail, the residents with one time of participation in livable hope community building activity showed a change in cognition in a way that they realized the reality of the rural area and felt the necessity of community building to overcome this. The residents with more than 3 times of participation had cognitional change on current status of village where they are living in. Lastly, the greatest cognitional changes in all perspectives occurred among the residents with more than 5 times of participation. They had a firm cognition that the participation and cooperation of the residents are important to make community building successful. Conclusively, community building around empowerment influences recovery of rural community as it changes cognition of residents and acts as a mediator for resident unity. Therefore, it is expected will bring new changes to rural area, help recover rural community, and affect improvement of rural competitiveness.

• Journal of Korean Society of Rural Planning
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• v.22 no.4
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• pp.183-194
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• 2016

Rural house came into the rapid change through the process of modernization and Saemaul movement in the past. This change continue to the current era, there is a such exotic forms and indiscriminate development of new house and Saemaul housing and existing conventional farmhouse in rural area. Such a phenomenon, ultimately creating disharmony in traditional environment of rural. In this respect, reflecting the location characteristics of the region which is based on the regional characteristics and unique model of rural housing, it is absolutely required for the development of rural housing customized to fit the diversity of modern. With that background, the purpose of the research is to try and find out the changes in rural houses and the transforming characteristics. To achieve this research purpose, this research selected a specialized magazine for architecture. Then, it identified contents which has specific keyword. lastly, it analyze type and contents of house in rural area from selected article. This process make up the rural housing for effective utilization. The result showed that the type of economic activity and residents information directly show the character of the members who located in the new homes after retuning to farming. The polarization of structure was clearly visible by the building time. And, propensity to western-style of major components was very high such as shape and form of housing. However, it was found to prefer to reflect traditional aesthetics in the components of the housing partially. Therefore, more research is needed to reflect of the results of a survey. Also, analyzing the characteristic of rural house's element and suggesting ways to take advantage in order to present suitable element of modern rural house.

• Journal of the Korean Institute of Rural Architecture
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• v.16 no.1
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• pp.79-86
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• 2014

As the seeking of environmental condition, the environmental friendly village has became important to planning and designing with neighbor communities. Our village was inferior to new order and identity is weakened, environmental maintenance. According to the situation the purpose of this paper is derived the plan point of environmental elements to be good for living in urban countryside villages. The primary research was to be planning directions and improvements through the present situation investigation. The results of this study are as follows. Through the two case study-village ; Yeochan-ri, Unjeong-dong in Gangwon province, environmental elements are classified such as superior 5parts and 17points in order to happiness of neighbor community. There are summarized a historical & traditional part, building, street/park/furniture, living and vision of village. Specially residents appealed to inconvenience by infringement of a large building in a small dwelling village. The data of this paper is effective in specialists carry out the planning and evaluation indicators regarding rural village. Finally regional experts by a rural field and local residents are necessary collaboration at the planning and maintenance of residential settlement through the pleasant participation.

• Journal of the Korean housing association
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• v.16 no.4
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• pp.17-28
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• 2005

The purpose of this study was to find out the residents' needs fur rural houses and to suggest the policy directions for developing Korean rural viewscape houses. The subjects were 386 houses and residents. They were selected according to accessibility, area characteristics, administrative district, and village types. The data were collected by using the interview and observation method based on the questionnaire. By analyzing the residents' needs for rural houses, the following conclusions were derived: 1) In order to preserve the rural characteristic, the government should lead to establish the yard space and the exterior design factors such as wall material and color, and the shape, material, and color of roof. 2) At the same time, the government should provide the residents with the subsidy for house improvement, so that they can build the desirabe size of house and the aged remodel their houses. 3) The contemporary design model of rural Han-ok should be developed and built. 4) The new rural house model improving roof design should be developed, because present houses with slab roofs and skirt roofs spoil the harmony with the rural natural environment. 5) The direction of rural houses for viewscape was defined as to satisfy residents' needs for convenient housing lift and to harmony visual and physical factors - building form, material and color - involving Korean rural housing culture.

• Journal of The Korean Society of Agricultural Engineers
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• v.61 no.2
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• pp.51-61
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• 2019

In this study, interest in rural life of good natural environment rather than busy life is increasing as human life is extended by scientific and medical technology and society has improved. The reckless development of rural villages has caused social problems as the natural environment has been damaged, failing to function as a pleasant home. To address these problems, the government has implemented a rural village development project, but if the site is selected incorrectly, the residents may not be recruited, or applicants may lose their status, or the portion of the infrastructure building fee may increase. In order to prepare objective and clear assessment methods for the target site not to cause such problems, a layering analysis method (AHP: Analytic Method) was used to identify the current status of the rural village formation project, draw assessment items, and determine the importance of each item.

• Journal of the Korean Institute of Rural Architecture
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• v.13 no.1
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• pp.37-44
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• 2011

The maintenance works for brick-structured buildings are a new field in Korea, and practical cases are yet inadequate so that such works may cause adverse effects of damaging the buildings after all. Therefore, this study has extracted a preservation technology believed to be most desirable in minimizing the damage to the original state of the buildings and preserving the value as the cultural assets through maintenance work details from 1986 to 2010 regarding brick-structured buildings designated as cultural properties. Firstly, a brick replacement method of using the brick used at the time of construction is efficient in replacement and repair of brick material for preserving value of cultural assets and minimizing damage of the original form. Secondly, use of lime mortar through material analysis is effective in repair of masonry joint and mortar but it is not used often due to high experimental cost. Finally, reinforcement of structure using a form for a building with severe damage is most efficient when considering additional problems. However, damage on the original form of a building can be minimized and value of a building can be preserved only when consideration on sufficient case analysis, materials to be used, and conditions of a building is supported.

• Journal of Korean Society of Rural Planning
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• v.21 no.4
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• pp.187-196
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• 2015

Among the factors of living environment, the one that is the most closely related with our living is the building. It is one of the biggest reasons for energy consumption as it forms 36% of the total energy consumption. Technologies equipped with excellent energy performance can hardly be applied to rural areas that are relatively poorer. Still, 89.8% rural residents are living in detached houses, and backward houses increase their financial burden and result in reduced insulation performance. Accordingly, this study is going to review the latest research written after 2000 dealing with rural houses and their insulation. The purpose of this study is to analyze the factors of insulation and how to improve insulation performance, conduct field research to find out how to apply low energy technologies applicable to houses with the subjects of experimental houses, the passive houses located in Jecheon City, Hongcheon Saldun zero energy houses, and energy independence villages, and find out how to perform follow-up research on insulation for rural houses. According to the findings, the latest research on insulation for rural houses is mostly focused on walls as well as windows and doors. Also, as ways to improve insulation performance, it suggests us to use high performance insulators, introduce new regeneration energy technology, and secure hermeticity. In addition, through field research, this author could find out low energy technologies applicable to houses such as solar energy facilities and heat recovery systems. Advanced research on insulation for rural houses has been focused on how to use materials or new regeneration energy, so follow-up research will have to consider the types of farming area or the residents' mode of living.

• Journal of architectural history
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• v.29 no.3
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• pp.15-24
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• 2020

As China enters the 21st century, China is strengthening its position as a world power in an international position. However, there are still problems with Three Agricultural(Agricultural, Rural, Farmer) and unbalanced urban and rural villages. China, as one of the largest and most populous nations, values the development of three farms. Strategies such as "The Construction Of New Socialist Countryside" were a policy to solve rural problems, But they were not enough to achieve breakthrough results. In order to achieve more effective results, the Central Committee of THE STATE COUNCIL proposed The Document No.1 of "Opinion on the Implementation of The Rural Revitalization Strategy" in February 4, 2018 and published "The Rural Revitalization Strategy (2018-2022 )". The Yanbian region, which is the subject of this study, is the home of Korean-Chinese tribes and the Korean autonomous region. As a minority of Chinese ethnic minorities, the Korean-Chinese has their own unique culture, and Yanbian has distinct regional characteristics. As The Rural Revitalization Strategy was raised, Villages is showing positive change in accordance with policy implementation in Yanbian. This study analyzed the current status of policy implementation of The Rural Revitalization Strategy in Yanbian area and analyzed the policy contents and performances based on the of Yanbian Daily News. Based on the results of the analysis, I would like to help in suggesting a more rational development direction and building the villages.