• Title/Summary/Keyword: space efficiency

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A Efficacy of One-Stop Service in the Outpatient Clinic at the University Medical Center (3차 의료기관 외래진료에 있어 One stop service 도입의 효과)

  • Lee, Suk-Yeon;Chang, Sung-Goo
    • Korea Journal of Hospital Management
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    • v.6 no.2
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    • pp.70-85
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    • 2001
  • This study has been conducted, on the reservation of specific examinations during seven months starting from June 1999 and ending December as the Group I for these of one stop service and as the Group II for those of existing direct reservation made by patients or patrons, to understand the differences between the two groups. The survey was extended to the patients visiting specific departments of K hospital with sample sizes of 154 for the Group I and 155 for the Group II. The findings of the survey are as follows: First, as the general characteristics of the sample, male patients account for 67% of the total and female patients 33%, with the former twice as large as the latter. The average age of the patients is 51, indicating relatively high level. By the geographical area of residence, metropolitan area is 80.7% and the other area 19.3%, showing most of the patients are from metropolitan area. The general characteristics do not have statistical significance between the Group I and the Group II(p>0.05). Second, regarding the ratio by the number of examinations, the Group I shows 37.0% for one examination and 63.0% for two examinations, while the Group IT indicates 30.3% for one examination and 69.7% for two examinations. The populations by the number of examinations do not have statistical difference between the two Groups(p>0.05). Third, regarding the time required for the reservation of examinations by the number of examinations, the Group I shows 9.8 minutes for one examination and 19.8 minutes for two examinations, with the average of 16.1 minutes. The Group IT indicates 19 minutes for one examinations and 25.7 minutes for two examinations, with the average of 23.7 minutes. Though the time required for the reservation by the number of examinations do not have statistical significance, the time required for the Group I was shortened. Fourth, regarding the time required for the reservation of examinations by the age range of patients, the Group I shows 21.7 minutes for 70-79 years of age, 17.5 minutes for 60-00 years of age, and 15.2 minutes for 30-39 years of age. The Group II indicates 27.2 minutes for 70-79 years of age, 26.3 minutes for 60-69 years of age, 24.4 minutes for 50-59 years of age, and 22.4 minutes for 30-39 years of age. The time required for the reservation gets longer as the age range moves up, and has statistical significance (p<0.05). Fifth, regarding the ratio by the range of time of required for reservation, the Group I shows 41.6% for 11-20 minutes, and 38.3% for 1-10 minutes, while the Group II indicates 43.9% for 11-20 minutes, 29% for 21-30 minutes, and 14.2% for 31-40 minutes. Statistical significance is revealed (p=0.001). Sixth, concerning the length of movement course by the number of examinations, the Group I shows 37 meters regardless of the number of examinations. The Group II indicates an average of 188 meters for one examination and 189 meters for two examinations, with the difference 151 meters between the Groups, and representing statistical significance (p=0.001). Based on the above findings. one-stop service contributes to the reduction of both the time and the movement course and therefore is considered to be beneficial to the patients, and the improve the efficiency of the hospitals in terms of the space and the time.

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Comparative Assessment on Indicating Factor for Biomineralization by Bacillus Species (Bacillus종의 생광물화에 미치는 영향 인자의 비교 평가)

  • Seok, Hee-Jeong;Kim, Chang-Gyun
    • Journal of Korean Society of Environmental Engineers
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    • v.35 no.3
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    • pp.179-191
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    • 2013
  • This study was conducted to comparatively assess quantitative indicating factor for biomineralization characterizing $CO_2$ mineralization on three type of minerals (i.e., $CaCl_2$, $MgCl_2$, $CaCl_2-MgCl_2$) in an aqueous solution amended with Bacillus pasteurii or indigenous microorganisms for a S landfill cover soil. For given three types of minerals, $NH_4{^+}$ (urease activity) was released at the highest of 88 mg/L for $MgCl_2$, then 85 mg/L for $CaCl_2$, and the lowest of 42 mg/L for $CaCl_2-MgCl_2$. $CO_2$ gas in the head space was completely removed after 12, 12, and 24 hr for $CaCl_2$, $MgCl_2$ and $CaCl_2-MgCl_2$, respectively. $Ca^{2+}$ concentration in $CaCl_2$ solution was the quickest and the greatest decreased 92% for 12 hr whereas that in $CaCl_2-MgCl_2$ solution was lower at 85% for 36 hr. $Mg^{2+}$ concentration in $MgCl_2$ was more efficiently decreased at 46% for 48 hr than that of $CaCl_2-MgCl_2$ solution of 38.5% for 72 hr. Regardless of types of minerals or their concentration, pH was changed from 5.5 to 9 by biomineralization being progressed. Microbial activity ($OD_{600}$) was also changed from 0 to 0.6. SEM images indicated that spheroidal and trapezoid shape crystal were formed, which were identified as of $CaCO_3$ (Calcite) and $MgCO_3$ (Magnesite) by X-ray diffraction. In the long run, $NH_4{^+}$ (urease activity), $CO_2$ gas, $OD_{600}$, pH, $Ca^{2+}$ and $Mg^{2+}$ would be suitable for reasonable indicating factor in order to assess the degree of biomineralization efficiency.

VKOSPI Forecasting and Option Trading Application Using SVM (SVM을 이용한 VKOSPI 일 중 변화 예측과 실제 옵션 매매에의 적용)

  • Ra, Yun Seon;Choi, Heung Sik;Kim, Sun Woong
    • Journal of Intelligence and Information Systems
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    • v.22 no.4
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    • pp.177-192
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    • 2016
  • Machine learning is a field of artificial intelligence. It refers to an area of computer science related to providing machines the ability to perform their own data analysis, decision making and forecasting. For example, one of the representative machine learning models is artificial neural network, which is a statistical learning algorithm inspired by the neural network structure of biology. In addition, there are other machine learning models such as decision tree model, naive bayes model and SVM(support vector machine) model. Among the machine learning models, we use SVM model in this study because it is mainly used for classification and regression analysis that fits well to our study. The core principle of SVM is to find a reasonable hyperplane that distinguishes different group in the data space. Given information about the data in any two groups, the SVM model judges to which group the new data belongs based on the hyperplane obtained from the given data set. Thus, the more the amount of meaningful data, the better the machine learning ability. In recent years, many financial experts have focused on machine learning, seeing the possibility of combining with machine learning and the financial field where vast amounts of financial data exist. Machine learning techniques have been proved to be powerful in describing the non-stationary and chaotic stock price dynamics. A lot of researches have been successfully conducted on forecasting of stock prices using machine learning algorithms. Recently, financial companies have begun to provide Robo-Advisor service, a compound word of Robot and Advisor, which can perform various financial tasks through advanced algorithms using rapidly changing huge amount of data. Robo-Adviser's main task is to advise the investors about the investor's personal investment propensity and to provide the service to manage the portfolio automatically. In this study, we propose a method of forecasting the Korean volatility index, VKOSPI, using the SVM model, which is one of the machine learning methods, and applying it to real option trading to increase the trading performance. VKOSPI is a measure of the future volatility of the KOSPI 200 index based on KOSPI 200 index option prices. VKOSPI is similar to the VIX index, which is based on S&P 500 option price in the United States. The Korea Exchange(KRX) calculates and announce the real-time VKOSPI index. VKOSPI is the same as the usual volatility and affects the option prices. The direction of VKOSPI and option prices show positive relation regardless of the option type (call and put options with various striking prices). If the volatility increases, all of the call and put option premium increases because the probability of the option's exercise possibility increases. The investor can know the rising value of the option price with respect to the volatility rising value in real time through Vega, a Black-Scholes's measurement index of an option's sensitivity to changes in the volatility. Therefore, accurate forecasting of VKOSPI movements is one of the important factors that can generate profit in option trading. In this study, we verified through real option data that the accurate forecast of VKOSPI is able to make a big profit in real option trading. To the best of our knowledge, there have been no studies on the idea of predicting the direction of VKOSPI based on machine learning and introducing the idea of applying it to actual option trading. In this study predicted daily VKOSPI changes through SVM model and then made intraday option strangle position, which gives profit as option prices reduce, only when VKOSPI is expected to decline during daytime. We analyzed the results and tested whether it is applicable to real option trading based on SVM's prediction. The results showed the prediction accuracy of VKOSPI was 57.83% on average, and the number of position entry times was 43.2 times, which is less than half of the benchmark (100 times). A small number of trading is an indicator of trading efficiency. In addition, the experiment proved that the trading performance was significantly higher than the benchmark.

A Comparison of Samplers for Aquatic Macroinvertebrate in Rice Paddies: Aquatic Net, Quadrat and Core (논에 서식하는 수서 대형무척추동물의 채집기 비교: 채집망과 방형구 및 core)

  • Kang, Hyun-Kyung;Chung, Keun
    • Korean journal of applied entomology
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    • v.49 no.4
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    • pp.313-324
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    • 2010
  • With growing interest in biodiversity in rice paddies, efficient sampling methods for quantitative evaluation of aquatic macroinvertebrates are needed because of their important role in rice paddies' food webs. For this reason, we sought a proper sampling method through comparing data collected by using aquatic net, quadrat, and core in rice paddies located in Chuncheon-si, Kangwon-do, Hongseong-gun, and Chungcheongnam-do. Because the frame of the net was rectangular and had a flat bottom, the area, sampledwith the aquatic net, was calculated by multiplying the net width by the sweeping length, All samples were taken from the space between the rows of rice plants. Twenty four taxa of macro invertebrates were collected in Chuncheon and 28 taxa in Hongseong. In Chuncheon, the number of taxa was similar among three sampling methods (17-18 taxa), but the number of individuals was different (aquatic net, $1,317/m^2$; quadrat, $1,368/m^2$; core, $1,810/m^2$. In Hongseong, the number of taxa sampled by aquatic net was the highest (aquatic net, 25 taxa; quadrat, 21 taxa; core, 16 taxa), but the core was the highest in the number of individuals (aquatic net, $1,586/m^2$; quadrat, $2,595/m^2$; core, $3,704/m^2$. The efficiency of samplers differed among taxa. Most of aquatic insect taxa were more abundant in the aquatic net, while those living on or in the paddy substratum such as Oligochaeta and Chironomidae were collected more in the quadrat sampler. To collect quantitative data for aquatic insects as well as to produce inventory of rare taxa, we suggest, based on samplers used in this study, to take quantitative samples of 6 replications from each of the edge and inner zones of a rice paddy by using an aquatic net, and to take qualitative samples both from sides of levees and the inner zone of rice paddy by using an aquatic net.

A Study on the Integrated Utilization of Nationally-Supported Research Vessels Using Cost-Benefit Analysis (비용-편익 분석을 통한 국가 해양 연구·조사선의 최적 통합활용 방안 연구)

  • Park, Cheong Kee;Park, Se Hun;Park, Seong Wook;Lee, Gun Chang
    • Journal of the Korean Society of Marine Environment & Safety
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    • v.23 no.6
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    • pp.719-730
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    • 2017
  • Recently, oceanic research has been carried out investigating global scientific interests and the territorial management of national marine jurisdictional waters, including exclusive economic zones (EEZ) and the open seas. To meet the needs of ocean researchers pursuing these - objectives, acquiring advanced research infrastructure, including research vessels, large facilities, and equipment, is a top priority in ocean science. However, ocean science is a similar to space science, and securing resources and state-of-the-art technology can be expensive. Faced with these challenges, our study focused on establishing a strategy for the efficient operation and management of research vessels, attempting to establish benchmarks from foreign examples that can be adapted to suit the target context. The results of this study provide ways to identify operating systems that could increase the efficiency of joint-use research vessels. The different systems examined in this study included a joint-use committee-based management system (JCMS, Type 1), private enterprise entrusted operating system (PEOS, Type 2), institutional investment operating system (IIOS, Type 3), and commissioned executive operating system (CEOS, Type 4). The efficiencies of JCMS, PEOS, IIOS and CEOS were 9.17, 5.82, 11.2 and -1.72 %, respectively. Given the total costs involved, the most affordable operating system was IIOS. JCMS was the most cost-effective system based on a quantitative cost-benefit analysis, but IIOS also had an acceptable cost-benefit balance. An operational committee would be required and regulations and guidelines shoulde be established to employ, JCMS, while a strategy to yield independent revenue would be needed to utilize an IIOS system.

A Relative Study of 3D Digital Record Results on Buried Cultural Properties (매장문화재 자료에 대한 3D 디지털 기록 결과 비교연구)

  • KIM, Soohyun;LEE, Seungyeon;LEE, Jeongwon;AHN, Hyoungki
    • Korean Journal of Heritage: History & Science
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    • v.55 no.1
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    • pp.175-198
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    • 2022
  • With the development of technology, the methods of digitally converting various forms of analog information have become common. As a result, the concept of recording, building, and reproducing data in a virtual space, such as digital heritage and digital reconstruction, has been actively used in the preservation and research of various cultural heritages. However, there are few existing research results that suggest optimal scanners for small and medium-sized relics. In addition, scanner prices are not cheap for researchers to use, so there are not many related studies. The 3D scanner specifications have a great influence on the quality of the 3D model. In particular, since the state of light reflected on the surface of the object varies depending on the type of light source used in the scanner, using a scanner suitable for the characteristics of the object is the way to increase the efficiency of the work. Therefore, this paper conducted a study on nine small and medium-sized buried cultural properties of various materials, including earthenware and porcelain, by period, to examine the differences in quality of the four types of 3D scanners. As a result of the study, optical scanners and small and medium-sized object scanners were the most suitable digital records of the small and medium-sized relics. Optical scanners are excellent in both mesh and texture but have the disadvantage of being very expensive and not portable. The handheld method had the advantage of excellent portability and speed. When considering the results compared to the price, the small and medium-sized object scanner was the best. It was the photo room measurement that was able to obtain the 3D model at the lowest cost. 3D scanning technology can be largely used to produce digital drawings of relics, restore and duplicate cultural properties, and build databases. This study is meaningful in that it contributed to the use of scanners most suitable for buried cultural properties by material and period for the active use of 3D scanning technology in cultural heritage.

NOx Reduction Characteristics of Ship Power Generator Engine SCR Catalysts according to Cell Density Difference (선박 발전기관용 SCR 촉매의 셀 밀도차에 따른 NOx 저감 특성)

  • Kyung-Sun Lim;Myeong-Hwan Im
    • Journal of the Korean Society of Marine Environment & Safety
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    • v.28 no.7
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    • pp.1209-1215
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    • 2022
  • The selective catalytic reduction (SCR) is known as a very efficient method to reduce nitrogen oxides (NOx) and the catalyst performs reduction from nitrogen oxides (NOx) to nitrogen (N2) and water vapor (H2O). The catalyst, which is one of the factors determining the performance of the nitrogen oxide (NOx) ruduction method, is known to increase catalyst efficiency as cell density increases. In this study, the reduction characteristics of nitrogen oxides (NOx) under various engine loads investigated. A 100CPSI(60Cell) catalysts was studied through a laboratory-sized simulating device that can simulate the exhaust gas conditions from the power generation engine installed in the training ship SEGERO. The effect of 100CPSI(60Cell) cell density was compared with that of 25.8CPSI(30Cell) cell density that already had NOx reduction data from the SCR manufacturing. The experimental catalysts were honeycomb type and its compositions and materials of V2O5-WO3-TiO2 were retained, with only change on cell density. As a result, the NOx concentration reduction rate from 100CPSI(60Cell) catalyst was 88.5%, and IMO specific NOx emission was 0.99g/kwh satisfying the IMO Tier III NOx emission requirement. The NOx concentration reduction rate from 25.8CPSI(30Cell) was 78%, and IMO specific NOx emission was 2.00g/kwh. Comparing the NOx concentration reduction rate and emission of 100CPSI(60Cell) and 25.8CPSI(30Cell) catalysts, notably, the NOx concentration reduction rate of 100CPSI(60Cell) catalyst was 10.5% higher and its IMO specific NOx emission was about twice less than that of the 25.8CPSI(30Cell) catalysts. Therefore, an efficient NOx reduction effect can be expected by increasing the cell density of catalysts. In other words, effects to production cost reduction, efficient arrangement of engine room and cargo space can be estimated from the reduced catalyst volume.

Importance-Satisfaction Analysis of Users of Gochang Jayeonmadang Project (고창 자연마당 조성사업 이용자의 중요도·만족도 분석)

  • Jin Pyo Hong;Yun Jin Shim;Jung Won Sung;Kyeong Cheol Lee;Hyeong keun Kweon;Hui Jae Yun
    • Journal of Practical Agriculture & Fisheries Research
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    • v.25 no.1
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    • pp.5-13
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    • 2023
  • This study was conducted to identify items that should be considered in order to increase user satisfaction in the Jayeonmadang project by analyzing the importance and satisfaction targeting Gochang Jayeonmadang users. As a result of analysis on the importance and satisfaction of Gochang Jayeonmadang users focusing on 20 items in 6 fields, Overall, it was analyzed that they were not satisfied as they were important. In order to increase user satisfaction of Gochang Jayeonmadang, maintenance such as 'cleanliness and hygiene', 'water quality', 'vegetation growth', and 'facility management' should be carefully reflected from the planning and design stage, and careful attention should be paid even after the project. In addition, emphasis should be placed on enhancing the user convenience, such as 'accessibility', 'space layout and utilization efficiency', and 'convenience of route'. And, when promoting the Jayeonmadang project, the purpose of the project should be actively promoted to local residents to raise the residents' awareness of the importance of biodiversity in the city.

Distribution of Agalmatolite Mines in South Korea and Their Utilization (한국의 납석 광산 분포 현황 및 활용 방안)

  • Seong-Seung Kang;Taeyoo Na;Jeongdu Noh
    • The Journal of Engineering Geology
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    • v.33 no.4
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    • pp.543-553
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    • 2023
  • The current status of domestic a agalmatolite mines in South Korea was investigated with a view to establishing a stable supply of agalmatolite and managing its demand. Most mined agalmatolite deposits were formed through hydrothermal alteration of Mesozoic volcanic rocks. The physical characteristics of pyrophyllite, the main constituent mineral of agalmatolite, are as follows: specific gravity 2.65~2.90, hardness 1~2, density 1.60~1.80 g/cm3, refractoriness ≥29, and color white, gray, grayish white, grayish green, yellow, or yellowish green. Among the chemical components of domestic agalmatolite, SiO2 and Al2O3 contents are respectively 58.2~67.2 and 23.1~28.8 wt.% for pyrophyllite, 49.2~72.6 and 16.5~31.0 wt.% for pyrophyllite + dickite, 45.1 and 23.3 wt.% for pyrophyllite + illite, 43.1~82.3 and 11.4~35.8 wt.% for illite, and 37.6~69.0 and 19.6~35.3 wt.% for dickite. Domestic agalmatolite mines are concentrated mainly in the southwest and southeast of the Korean Peninsula, with some occurring in the northeast. Twenty-one mines currently produce agalmatolite in South Korea, with reserves in the order of Jeonnam (45.6%) > Chungbuk (30.8%) > Gyeongnam (13.0%) > Gangwon (4.8%), and Gyeongbuk (4.8%). The top 10 agalmatolite-producing mines are in the order of the Central Resources Mine (37.9%) > Wando Mine (25.6%) > Naju Ceramic Mine (13.4%) > Cheongseok-Sajiwon Mine (5.4%) > Gyeongju Mine (5.0%) > Baekam Mine (5.0%) > Minkyung-Nohwado Mine (3.3%) > Bugok Mine (2.3%) > Jinhae Pylphin Mine (2.2%) > Bohae Mine. Agalmatolite has low thermal conductivity, thermal expansion, thermal deformation, and expansion coefficients, low bulk density, high heat and corrosion resistance, and high sterilization and insecticidal efficiency. Accordingly, it is used in fields such as refractory, ceramic, cement additive, sterilization, and insecticide manufacturing and in filling materials. Its scope of use is expanding to high-tech industries, such as water treatment ceramic membranes, diesel exhaust gas-reduction ceramic filters, glass fibers, and LCD panels.

A Study on the Meaning and Strategy of Keyword Advertising Marketing

  • Park, Nam Goo
    • Journal of Distribution Science
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    • v.8 no.3
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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.

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