• 유통과학연구
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• 제8권3호
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• pp.49-56
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• 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.

• 한국방재안전학회논문집
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• 제9권2호
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• pp.63-75
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• 2016

안전한 수돗물 공급을 위해 정수처리장부터 최종 단계인 수도꼭지까지 일정 수준 이상의 잔류염소농도가 유지되어야 한다. 하지만 국내 문헌에 따르면 상수공급의 전체 과정 중에 30-60%의 잔류염소가 소실되고, 이에 대한 주요 원인으로 정수처리 과정에서 염소 사용량 감소 추세, 급수배관 내에서 염소분해 손실, 여름철의 높은 온도에 의한 잔류염소 분해 속도 증가, 급수배관의 노후화에 따른 잔류염소 손실, 저수조 내 저장 시 잔류염소 감소 발생 등이 파악되었다. 이러한 이유로 저수조를 거치는 급수 방식의 경우 최종 수도꼭지의 잔류염소 농도가 기준치보다 낮아질 개연성이 높고, 용량과 체류시간을 단순히 고려하는 기존의 저수조 설계 방식으로 인해서 수돗물 공급의 안전성에 대한 우려가 존재한다. 이의 개선 방안 도출을 위해서 본 연구에서는 저수조 내 잔류염소 감소에 관여하는 주요 기작들인 수체 내 잔류염소 분해, 벽체 표면 흡착, 그리고 증발에 의한 물질전달을 수학적으로 묘사하는 공식들과 계수 값들을 문헌을 통해서 획득하고, 일반적 저수조 조건에서 모델 시뮬레이션을 수행하였다. 그 결과 저수조에 유입되는 수돗물 내 유기물 농도, 수돗물이 저수조에 유입되는 수리학적조건(난류 정도), 그리고 저수조 벽체 표면 재질의 흡착능 등이 저수조 내 잔류염소 감소에 주요 영향 인자들임을 알 수 있었다. 본 연구에서 획득된 결과들은 잔류염소 감소를 최소화하여 안전한 수돗물 공급을 가능하게 하는 새로운 저수조 설계기법이나 기술 개발에 유용하게 활용될 것이다.

• KDI Journal of Economic Policy
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• 제12권1호
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• pp.31-68
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• 1990

경제력집중(經濟力集中)은 경제적(經濟的) 자원(資源)과 수단(手段)의 상당부분이 소수의 경독주체(經瀆主體)에 집중되어 이들이 자원배분(資源配分)의 흐름에 큰 영향을 미칠 수 있는 상태를 말한다. 그러므로 경제력집중(經濟力集中)은 본질상 자유시장기구(自由市場機構)의 생리와는 부합하지 않지만 자본주의(資本主義)의 역사로 볼 때 그것이 바로 자유경쟁(自由競爭)의 소산이라는 측면도 있다는 점이 문제가 된다. 구미(歐美)와 일본(日本) 등에 있어서 자본주의체제(資本主義體制)의 진화궤적(進化軌跡)은 이 문제가 어떻게 전개되는가에 따라 결정되어 왔다. 우리나라에서의 경제역집중(經濟力集中)은 다수의 독(獨) 과점적(寡占的) 대기업(大企業)들이 소유관계(所有關係)로 결합되어 있는 기업집단(企業集團) 즉 소위 재벌(財閥)의 문제로 집약될 수 있다. 우리나라의 기업집단(企業集團)의 성장은 시장기구(市場機構)의 작동결과에 기인한 면도 있지만 고도경제성장기(高度經濟成長期)의 정부정책(政府政策)에 의하여 촉진된 것도 부인할 수 없다. 기업집단(企業集團)에 의한 경제력집중(經濟力集中)은 과거 우리나라의 정치(政治) 경제(經濟) 사회(社會)가 거쳐온 진화과정(進化過程)을 집약적으로 나타내는 것 이다. 그러므로 우리나라에서 민주주의(民主主義)와 자본주의(資本主義)의 이념(理念)과 질서(秩序)에 대한 국민적(國民的) 합의(合意)를 모색하려는 현시점에서 경제력집중(經濟力集中)을 객관적으로 인식하여 효율(效率)과 형평(衡平)을 조화하는 적절한 대응방향을 모색 하는 것은 매우 긴요한 과제이다.