• Title/Summary/Keyword: logistics management

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An exploratory study on Social Network Services in the context of Web 2.0 period (웹 2.0 시대의 SNS(Social Network Service)에 관한 고찰)

  • Lee, Seok-Yong;Jung, Lee-Sang
    • Management & Information Systems Review
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    • v.29 no.4
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    • pp.143-167
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    • 2010
  • Diverse research topics relating to Social Network Services (SNS) such as, social affective factors in relationships among internet users, social capital value of SNS, comparing attributes why users are intending to participate in SNS, user's lifestyle and their preferences, and the exploratory seeking potential of SNS as a social capital need to be focused on. However, these researches that have been undertaken only consider facts at a particular period of the changing computing environment. In accordance with this indispensability, the integrated view on what technical, social and business characteristics and attributes need to be acknowledged. The purpose of this study is to analyze the evolving attributes and characteristics of SNS from Web 1.0 to Mobile web 2.0 through the Web 2.0 and Mobile 1.0 period. Based on the relevant literature, the attributes that drive the changing technological, social and business aspects of SNS have been developed and analyzed. This exploratory study analyzed major attributes and relationships between SNS and users by changing the paradigms which represented each period. It classified and chronicled each period by representing paradigms and deducted the attributes by considering three aspects such as technological, social and business administration. The major findings of this study are, firstly, the web based computing environment has been changed into the platform attribute for users in the aspect of technology. Users can only read, listen and view information through the web site in the early stages, but now it is possible that users can create, modify and distribute all kinds of information. Secondly, the few knowledge producers of web services have been changed into a collective intelligence by groups of people in the aspect of society. Information authority has been distributed and there is no limit to its spread. Many businesses recognized the potential of the SNS and they are considering how to utilize these advantages toward channel of promotion and marketing. Thirdly, the conventional marketing channel has been changed into oral transmission by using SNS. The market of innovative mobile technology such as smart phones, which provide convenience and access-ability toward customers, has been enlarged. New opportunities to build friendly relationship between business and customers as a new marketing chance have been created. Finally, the role of the consumer has been changed into the leading role of a prosumer. Users can create, modify and distribute information, and are performing the dual role of customer and producer.

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A research on the introducing the waterproof corrugated cardboard box for the efficient shipment of chinese cabbages and radishes: Focusing on Garak-dong wholesale market as the center

  • Lee, Rae-Hyup;Sun, Il-Suck
    • Asian Journal of Business Environment
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    • v.2 no.1
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    • pp.25-34
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    • 2012
  • It is possible to use pallet for forwarding as chinese cabbages and radishes are general large-scale trading items at the agricultural wholesale market though, however, most of these are forwarded as it have packed in net bags or in P·E bags. Thus, it is still hard for palletizing. The type of packing the product in the net bag makes it difficult for palletizing. It is not a stable shape enough and easily collapsed for pallet loading. Because of this collapsibility, the corrugated cardboard box is being used to enhance forwarding efficiency, but the existing corrugated cardboard box could be crushed easily by moist what is from the agricultural product's property and it also could be squashed by the mass of the loaded box layers on itself. In contrary, the functional waterproof corrugated cardboard box is not collapsed through palletizing and it is efficient for product management with it's ventilation function in respond to pre-cooling effect. Furthermore, because it has various functional shapes as the open type, the partition type and so on, it is effective for maintaining freshness of the product and standardizing the distribution of agricultural product. It is well-known that it is possible to introduce this box to cargo-works of agricultural product. Consequently, the recognition of main distributors about the pallet distribution of the chinese cabbage and the radish was apprehended in this study for activating mechanization of loading and unloading. The survey was conducted to the main distributors such as the forwarder, the auction dealer and the commission merchant with Garak-dong wholesale market as the center. The appropriate packing materials and problems of the existing method for loading and unloading were derived through the survey. Especially, it was focused on analyzing the difference of recognition between the subject groups for the way of using waterproof cardboard corrugated box to deal with the difficult product for packing in normal corrugated box because of the box's absorption of moist from the agricultural product like a chinese cabbage and a radish. Total In the cases of the forwarders and the commission merchants, the net was highly responded as 45%, 74% from each groups for the best packing material for mechanization of distribution and the waterproof corrugated cardboard box was responded as 20%, 22% from each groups as much preferable than multi-stage wooden box. However, for the radish, the waterproof corrugated cardboard box was the best material as 56%, and the auction trader group supported it for 80%. So, the using the waterproof corrugated cardboard box for mechanization of distribution was negative for the chinese cabbage, but it was positive for the radish. The average was 2.42, the standard deviation was 1.24. The negative response(about 55%) was prevailing more than positive response(about 23%). It could be analyzed that even there was the positive recognition for using the waterproof corrugated cardboard box for the radish though the preference for low price of net bag in the chinese cabbage forwarding procedure. Still now, it seems that is a burden for using the waterproof corrugated cardboard box with high price. In the analysis on the recognition differences about using the waterproof corrugated cardboard box for the chinese cabbages and the radish between the forwarders and the commission merchants, generally the negative recognition was prevailing, but the forwarders(2.696) were more positive for using the waterproof corrugated cardboard box than the commission merchants(2.145).

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A Study on the Linkage and Development of the BRM Based National Tasks and the Policy Information Contents (BRM기반 국정과제와 정책정보콘텐츠 연계 및 구축방안에 관한 연구)

  • Younghee, Noh;Inho, Chang;Hyojung, Sim;Woojung, Kwak
    • Journal of the Korean Society for information Management
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    • v.39 no.4
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    • pp.191-213
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    • 2022
  • With a view to providing a high-quality policy information service beyond the existing national task service of the national policy information portal (POINT) of the National Library of Korea Sejong, it would be necessary to effectively provide the policy data needed for the implementation of the new national tasks. Accordingly, in this study, an attempt has been made to find a way to connect and develop the BRM-based national tasks and the policy information contents. Towards this end, first, the types of national tasks and the contents of each field and area of the government function's classification system were analyzed, with a focus placed on the 120 national tasks of the new administration. Furthermore, by comparing and analyzing the national tasks of the previous administration and the current information, the contents ought to be reflected for the development of contents related to the national tasks identified. Second, the method for linking and collecting the policy information was sought based on the analysis of the current status of policy information and the national information portal. As a result of the study, first, examining the 1st stage BRM of the national tasks, it turned out that there were 21 tasks for social welfare, 14 for unification and diplomacy, 17 for small and medium-sized businesses in industry and trade, 12 for general public administration, 8 for the economy, taxation and finance, 6 for culture, sports and tourism, science and technology, and education each, 5 for communication, public order and safety each, 4 for health, transportation and logistics, and environment each, 3 for agriculture and forestry, 2 for national defense and regional development each, and 1 for maritime and fisheries each, among others. As for the new administration, it is apparent that science technology and IT are important, and hence, it is necessary to consider such when developing the information services for the core national tasks. Second, to link the database with external organizations, it would be necessary to form a linked operation council, link and collect the information on the national tasks, and link and provide the national task-related information for the POINTs.

Evaluation of the Utilization Potential of High-Resolution Optical Satellite Images in Port Ship Management: A Case Study on Berth Utilization in Busan New Port (고해상도 광학 위성영상의 항만선박관리 활용 가능성 평가: 부산 신항의 선석 활용을 대상으로)

  • Hyunsoo Kim ;Soyeong Jang ;Tae-Ho Kim
    • Korean Journal of Remote Sensing
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    • v.39 no.5_4
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    • pp.1173-1183
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    • 2023
  • Over the past 20 years, Korea's overall import and export cargo volume has increased at an average annual rate of approximately 5.3%. About 99% of the cargo is still being transported by sea. Due to recent increases in maritime cargo volume, congestion in maritime logistics has become challenging due to factors such as the COVID-19 pandemic and conflicts. Continuous monitoring of ports has become crucial. Various ground observation systems and Automatic Identification System (AIS) data have been utilized for monitoring ports and conducting numerous preliminary studies for the efficient operation of container terminals and cargo volume prediction. However, small and developing countries' ports face difficulties in monitoring due to environmental issues and aging infrastructure compared to large ports. Recently, with the increasing utility of artificial satellites, preliminary studies have been conducted using satellite imagery for continuous maritime cargo data collection and establishing ocean monitoring systems in vast and hard-to-reach areas. This study aims to visually detect ships docked at berths in the Busan New Port using high-resolution satellite imagery and quantitatively evaluate berth utilization rates. By utilizing high-resolution satellite imagery from Compact Advanced Satellite 500-1 (CAS500-1), Korea Multi-Purpose satellite-3 (KOMPSAT-3), PlanetScope, and Sentinel-2A, ships docked within the port berths were visually detected. The berth utilization rate was calculated using the total number of ships that could be docked at the berths. The results showed variations in berth utilization rates on June 2, 2022, with values of 0.67, 0.7, and 0.59, indicating fluctuations based on the time of satellite image capture. On June 3, 2022, the value remained at 0.7, signifying a consistent berth utilization rate despite changes in ship types. A higher berth utilization rate indicates active operations at the berth. This information can assist in basic planning for new ship operation schedules, as congested berths can lead to longer waiting times for ships in anchorages, potentially resulting in increased freight rates. The duration of operations at berths can vary from several hours to several days. The results of calculating changes in ships at berths based on differences in satellite image capture times, even with a time difference of 4 minutes and 49 seconds, demonstrated variations in ship presence. With short observation intervals and the utilization of high-resolution satellite imagery, continuous monitoring within ports can be achieved. Additionally, utilizing satellite imagery to monitor changes in ships at berths in minute increments could prove useful for small and developing country ports where harbor management is not well-established, offering valuable insights and solutions.

A Study on the Effects of the Characteristics of Franchise Business Members on Affiliate Outcomes (업종별 프랜차이즈 선택결정요인이 가맹점 성과의 만족도와 성공·실패에 미치는 영향연구)

  • Jang, Jae-Nam;Kang, Chang-Dong;Ahn, Sung-Sik
    • Journal of Distribution Science
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    • v.9 no.2
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    • pp.49-59
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    • 2011
  • A franchise can be said to be the main method of distribution and marketing. It appears to be the future of the retail industry and is one of the world's fastest growing businesses sectors, as many policy reports and research results have acknowledged. Korea's franchise industry began in the 1970s, spread out into many areas (including food services, retail, and the service industry), and has grown by over 10% each year ever since. The industry's influence on the national economy becomes ever greater. Although the size of the franchise industry is expected to grow as it spreads and as the government expands its support, it has not yet attracted much academic interest. Research has so far been very fragmented. The main interest has been the relationship and conflicts between the head offices and the affiliates. No study has yet occurred on whether the concepts of satisfaction and intent to conclude a contract directly affect the success or failure of the affiliates. Few studies have empirically inquired into the demographic characteristics and abilities of the affiliates that significantly affect their results. Domestic franchise industries must prepare to leap from quantitative to qualitative growth. Most important is the need for affiliate headquarters and affiliates to build confidence between them. A friendly and reliable relationship between affiliate headquarters and affiliates will eliminate distrust from the franchise and maintain a healthy franchise system. This study suggests that current and prospective heads of affiliation should concentrate not on attracting affiliates but on investment and techniques of affiliate support. They should work on the reinforcement of brand power, the appropriate affiliate business environment, systematic education/training, taking burdens off the affiliate business persons, consolidating the relationship with the affiliate business persons, marketing mix factors (e.g. products, price conditions, logistics and shipping services, promotion, supervising and supervisor, operation procedures/processes, and material evidence); these all greatly affect the success or failure of the affiliate business. Supporting the affiliates is an important factor that enhances their results and satisfaction and consequently increases the positive recommendations to others and the ratio of recurrent conclusions of contracts, which ultimately generate the growth of the franchises. In addition, it is suggested that prospective franchise founders should make every effort to choose a good head office since the characteristics of the head office greatly influence the success of the affiliates. This study is significant in that it grasps the characteristics of the head office of affiliation and of the affiliates that influence affiliate results in ways not yet academically attempted.

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Development of Agent-based Platform for Coordinated Scheduling in Global Supply Chain (글로벌 공급사슬에서 경쟁협력 스케줄링을 위한 에이전트 기반 플랫폼 구축)

  • Lee, Jung-Seung;Choi, Seong-Woo
    • Journal of Intelligence and Information Systems
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    • v.17 no.4
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    • pp.213-226
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    • 2011
  • In global supply chain, the scheduling problems of large products such as ships, airplanes, space shuttles, assembled constructions, and/or automobiles are complicated by nature. New scheduling systems are often developed in order to reduce inherent computational complexity. As a result, a problem can be decomposed into small sub-problems, problems that contain independently small scheduling systems integrating into the initial problem. As one of the authors experienced, DAS (Daewoo Shipbuilding Scheduling System) has adopted a two-layered hierarchical architecture. In the hierarchical architecture, individual scheduling systems composed of a high-level dock scheduler, DAS-ERECT and low-level assembly plant schedulers, DAS-PBS, DAS-3DS, DAS-NPS, and DAS-A7 try to search the best schedules under their own constraints. Moreover, the steep growth of communication technology and logistics enables it to introduce distributed multi-nation production plants by which different parts are produced by designated plants. Therefore vertical and lateral coordination among decomposed scheduling systems is necessary. No standard coordination mechanism of multiple scheduling systems exists, even though there are various scheduling systems existing in the area of scheduling research. Previous research regarding the coordination mechanism has mainly focused on external conversation without capacity model. Prior research has heavily focuses on agent-based coordination in the area of agent research. Yet, no scheduling domain has been developed. Previous research regarding the agent-based scheduling has paid its ample attention to internal coordination of scheduling process, a process that has not been efficient. In this study, we suggest a general framework for agent-based coordination of multiple scheduling systems in global supply chain. The purpose of this study was to design a standard coordination mechanism. To do so, we first define an individual scheduling agent responsible for their own plants and a meta-level coordination agent involved with each individual scheduling agent. We then suggest variables and values describing the individual scheduling agent and meta-level coordination agent. These variables and values are represented by Backus-Naur Form. Second, we suggest scheduling agent communication protocols for each scheduling agent topology classified into the system architectures, existence or nonexistence of coordinator, and directions of coordination. If there was a coordinating agent, an individual scheduling agent could communicate with another individual agent indirectly through the coordinator. On the other hand, if there was not any coordinating agent existing, an individual scheduling agent should communicate with another individual agent directly. To apply agent communication language specifically to the scheduling coordination domain, we had to additionally define an inner language, a language that suitably expresses scheduling coordination. A scheduling agent communication language is devised for the communication among agents independent of domain. We adopt three message layers which are ACL layer, scheduling coordination layer, and industry-specific layer. The ACL layer is a domain independent outer language layer. The scheduling coordination layer has terms necessary for scheduling coordination. The industry-specific layer expresses the industry specification. Third, in order to improve the efficiency of communication among scheduling agents and avoid possible infinite loops, we suggest a look-ahead load balancing model which supports to monitor participating agents and to analyze the status of the agents. To build the look-ahead load balancing model, the status of participating agents should be monitored. Most of all, the amount of sharing information should be considered. If complete information is collected, updating and maintenance cost of sharing information will be increasing although the frequency of communication will be decreasing. Therefore the level of detail and updating period of sharing information should be decided contingently. By means of this standard coordination mechanism, we can easily model coordination processes of multiple scheduling systems into supply chain. Finally, we apply this mechanism to shipbuilding domain and develop a prototype system which consists of a dock-scheduling agent, four assembly- plant-scheduling agents, and a meta-level coordination agent. A series of experiments using the real world data are used to empirically examine this mechanism. The results of this study show that the effect of agent-based platform on coordinated scheduling is evident in terms of the number of tardy jobs, tardiness, and makespan.

A Study on the Continuous Usage Intention Factors of O2O Service (O2O 서비스의 지속사용의도에 미치는 영향요인 연구)

  • Sung Yong Jung;Jin Soo Kim
    • Information Systems Review
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    • v.20 no.4
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    • pp.1-23
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    • 2018
  • A smart phone has been widely spread around world and makes people enjoy online shopping in any time and any place. Recently it also changes the distribution environment. O2O (Online-to-Offline) service becomes new normal due to its convenience of ease shopping of product and services. O2O service market shows steady and steep growth, It is reported that, however, 80% of the businesses has been discontinued within the first year because of unstable business models, customer dissatisfaction and distrust of service. Therefore, it is very important research issue to find out influential factors promoting continuous usage intention of O2O service. Previous study shows that it only considers online characteristics and lack of analysis about offline characteristics and social impact factors. The purpose of this paper is to find out continuous usage intention factors of O2O services by literature review, case analysis, and empirical test. A comprehensive research model and related hypothesis are developed and tested by using a structural equation, Survey was carried out among users who have used O2O service including payment service for at least once. Finally 611 samples are selected out of total 813 surveys. The result shows that the model is theoretically proved and 12 out of 17 hypotheses are accepted. The contribution of this paper is that it provides a new theoretical research model about continuous usage intention factors as well as practical guidelines about promoting continuous usage and growth strategies of O2O service.

Seeking a Better Place: Sustainability in the CPG Industry (추심경호적지방(追寻更好的地方): 유포장적소비품적산업적가지속발전(有包装的消费品的产业的可持续发展))

  • Rapert, Molly Inhofe;Newman, Christopher;Park, Seong-Yeon;Lee, Eun-Mi
    • Journal of Global Scholars of Marketing Science
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    • v.20 no.2
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    • pp.199-207
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    • 2010
  • For us, there is virtually no distinction between being a responsible citizen and a successful business... they are one and the same for Wal-Mart today." ~ Lee Scott, al-Mart CEO after the 2005 Katrina disaster; cited in Green to Gold (Esty and Winston 2006). Lee Scott's statement signaled a new era in sustainability as manufacturers and retailers around the globe watched the world's largest mass merchandiser confirm its intentions with respect to sustainability. For decades, the environmental movement has grown, slowly bleeding over into the corporate world. Companies have been born, products have been created, academic journals have been launched, and government initiatives have been undertaken - all in the pursuit of sustainability (Peattie and Crane 2005). While progress has been admittedly slower than some may desire, the emergence and entrance of environmentally concerned mass merchandisers has done much to help with sustainable efforts. To better understand this movement, we incorporate the perspectives of both executives and consumers involved in the consumer packaged goods (CPG) industry. This research relies on three underlying themes: (1) Conceptual and anecdotal evidence suggests that companies undertake sustainability initiatives for a plethora of reasons, (2) The number of sustainability initiatives continues to increase in the consumer packaged goods industries, and (3) That it is, therefore, necessary to explore the role that sustainability plays in the minds of consumers. In light of these themes, surveys were administered to and completed by 143 college students and 101 business executives to assess a number of variables in regards to sustainability including willingness-to-pay, behavioral intentions, attitudes, willingness-to-pay, and preferences. Survey results indicate that the top three reasons why executives believe sustainability to be important include (1) the opportunity for profitability, (2) the fulfillment of an obligation to the environment, and (3) a responsibility to customers and shareholders. College students identified the top three reasons as (1) a responsibility to the environment, (2) an indebtedness to future generations, and (3) an effective management of resources. While the rationale for supporting sustainability efforts differed between college students and executives, the executives and consumers reported similar responses for the majority of the remaining sustainability issues. Furthermore, when we asked consumers to assess the importance of six key issues (healthcare, economy, education, crime, government spending, and environment) previously identified as important to consumers by Gallup Poll, protecting the environment only ranked fourth out of the six (Carlson 2005). While all six of these issues were identified as important, the top three that emerged as most important were (1) improvements in education, (2) the economy, and (3) health care. As the pursuit and incorporation of sustainability continues to evolve, so too will the expected outcomes. New definitions of performance that reflect the social/business benefits as well as the lengthened implementation period are relevant and warranted (Ehrenfeld 2005; Hitchcock and Willard 2006). We identified three primary categories of outcomes based on a literature review of both anecdotal and conceptual expectations of sustainability: (1) improvements in constituent satisfaction, (2) differentiation opportunities, and (3) financial rewards. Within each of these categories, several specific outcomes were identified resulting in eleven different outcomes arising from sustainability initiatives. Our survey results indicate that the top five most likely outcomes for companies that pursue sustainability are: (1) green consumers will be more satisfied, (2) company image will be better, (3) corporate responsibility will be enhanced, (4) energy costs will be reduced, and (5) products will be more innovative. Additionally, to better understand the interesting intersection between the environmental "identity" of a consumer and the willingness to manifest that identity with marketplace purchases, we extended prior research developed by Experian Research (2008). Accordingly, respondents were categorized as one of four types of green consumers (Behavioral Greens, Think Greens, Potential Greens, or True Browns) to garner a better understanding of the green consumer in addition to assisting with a more effective interpretation of results. We assessed these consumers' willingness to engage in eco-friendly behavior by evaluating three options: (1) shopping at retailers that support environmental initiatives, (2) paying more for products that protect the environment, and (3) paying higher taxes so the government can support environmental initiatives. Think Greens expressed the greatest willingness to change, followed by Behavioral Greens, Potential Greens, and True Browns. These differences were all significant at p<.01. Further Conclusions and Implications We have undertaken a descriptive study which seeks to enhance our understanding of the strategic domain of sustainability. Specifically, this research fills a gap in the literature by comparing and contrasting the sustainability views of business executives and consumers with specific regard to preferences, intentions, willingness-to-pay, behavior, and attitudes. For practitioners, much can be gained from a strategic standpoint. In addition to the many results already reported, respondents also reported than willing to pay more for products that protect the environment. Other specific results indicate that female respondents consistently communicate a stronger willingness than males to pay more for these products and to shop at eco-friendly retailers. Knowing this additional information, practitioners can now have a more specific market in which to target and communicate their sustainability efforts. While this research is only an initial step towards understanding similarities and differences among practitioners and consumers regarding sustainability, it presents original findings that contribute to both practice and research. Future research should be directed toward examining other variables affecting this relationship, as well as other specific industries.

Adaptive RFID anti-collision scheme using collision information and m-bit identification (충돌 정보와 m-bit인식을 이용한 적응형 RFID 충돌 방지 기법)

  • Lee, Je-Yul;Shin, Jongmin;Yang, Dongmin
    • Journal of Internet Computing and Services
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    • v.14 no.5
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    • pp.1-10
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    • 2013
  • RFID(Radio Frequency Identification) system is non-contact identification technology. A basic RFID system consists of a reader, and a set of tags. RFID tags can be divided into active and passive tags. Active tags with power source allows their own operation execution and passive tags are small and low-cost. So passive tags are more suitable for distribution industry than active tags. A reader processes the information receiving from tags. RFID system achieves a fast identification of multiple tags using radio frequency. RFID systems has been applied into a variety of fields such as distribution, logistics, transportation, inventory management, access control, finance and etc. To encourage the introduction of RFID systems, several problems (price, size, power consumption, security) should be resolved. In this paper, we proposed an algorithm to significantly alleviate the collision problem caused by simultaneous responses of multiple tags. In the RFID systems, in anti-collision schemes, there are three methods: probabilistic, deterministic, and hybrid. In this paper, we introduce ALOHA-based protocol as a probabilistic method, and Tree-based protocol as a deterministic one. In Aloha-based protocols, time is divided into multiple slots. Tags randomly select their own IDs and transmit it. But Aloha-based protocol cannot guarantee that all tags are identified because they are probabilistic methods. In contrast, Tree-based protocols guarantee that a reader identifies all tags within the transmission range of the reader. In Tree-based protocols, a reader sends a query, and tags respond it with their own IDs. When a reader sends a query and two or more tags respond, a collision occurs. Then the reader makes and sends a new query. Frequent collisions make the identification performance degrade. Therefore, to identify tags quickly, it is necessary to reduce collisions efficiently. Each RFID tag has an ID of 96bit EPC(Electronic Product Code). The tags in a company or manufacturer have similar tag IDs with the same prefix. Unnecessary collisions occur while identifying multiple tags using Query Tree protocol. It results in growth of query-responses and idle time, which the identification time significantly increases. To solve this problem, Collision Tree protocol and M-ary Query Tree protocol have been proposed. However, in Collision Tree protocol and Query Tree protocol, only one bit is identified during one query-response. And, when similar tag IDs exist, M-ary Query Tree Protocol generates unnecessary query-responses. In this paper, we propose Adaptive M-ary Query Tree protocol that improves the identification performance using m-bit recognition, collision information of tag IDs, and prediction technique. We compare our proposed scheme with other Tree-based protocols under the same conditions. We show that our proposed scheme outperforms others in terms of identification time and identification efficiency.

Intelligent Brand Positioning Visualization System Based on Web Search Traffic Information : Focusing on Tablet PC (웹검색 트래픽 정보를 활용한 지능형 브랜드 포지셔닝 시스템 : 태블릿 PC 사례를 중심으로)

  • Jun, Seung-Pyo;Park, Do-Hyung
    • Journal of Intelligence and Information Systems
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    • v.19 no.3
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    • pp.93-111
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    • 2013
  • As Internet and information technology (IT) continues to develop and evolve, the issue of big data has emerged at the foreground of scholarly and industrial attention. Big data is generally defined as data that exceed the range that can be collected, stored, managed and analyzed by existing conventional information systems and it also refers to the new technologies designed to effectively extract values from such data. With the widespread dissemination of IT systems, continual efforts have been made in various fields of industry such as R&D, manufacturing, and finance to collect and analyze immense quantities of data in order to extract meaningful information and to use this information to solve various problems. Since IT has converged with various industries in many aspects, digital data are now being generated at a remarkably accelerating rate while developments in state-of-the-art technology have led to continual enhancements in system performance. The types of big data that are currently receiving the most attention include information available within companies, such as information on consumer characteristics, information on purchase records, logistics information and log information indicating the usage of products and services by consumers, as well as information accumulated outside companies, such as information on the web search traffic of online users, social network information, and patent information. Among these various types of big data, web searches performed by online users constitute one of the most effective and important sources of information for marketing purposes because consumers search for information on the internet in order to make efficient and rational choices. Recently, Google has provided public access to its information on the web search traffic of online users through a service named Google Trends. Research that uses this web search traffic information to analyze the information search behavior of online users is now receiving much attention in academia and in fields of industry. Studies using web search traffic information can be broadly classified into two fields. The first field consists of empirical demonstrations that show how web search information can be used to forecast social phenomena, the purchasing power of consumers, the outcomes of political elections, etc. The other field focuses on using web search traffic information to observe consumer behavior, identifying the attributes of a product that consumers regard as important or tracking changes on consumers' expectations, for example, but relatively less research has been completed in this field. In particular, to the extent of our knowledge, hardly any studies related to brands have yet attempted to use web search traffic information to analyze the factors that influence consumers' purchasing activities. This study aims to demonstrate that consumers' web search traffic information can be used to derive the relations among brands and the relations between an individual brand and product attributes. When consumers input their search words on the web, they may use a single keyword for the search, but they also often input multiple keywords to seek related information (this is referred to as simultaneous searching). A consumer performs a simultaneous search either to simultaneously compare two product brands to obtain information on their similarities and differences, or to acquire more in-depth information about a specific attribute in a specific brand. Web search traffic information shows that the quantity of simultaneous searches using certain keywords increases when the relation is closer in the consumer's mind and it will be possible to derive the relations between each of the keywords by collecting this relational data and subjecting it to network analysis. Accordingly, this study proposes a method of analyzing how brands are positioned by consumers and what relationships exist between product attributes and an individual brand, using simultaneous search traffic information. It also presents case studies demonstrating the actual application of this method, with a focus on tablets, belonging to innovative product groups.