The information products dramatically reduce the production costs of vertically differentiated products. Information products are also more likely to be affected by network externalities. Thus the proliferation of digital products is increasing the interests in network externality and vertical product differentiation. In step with this trend, the impact of network externalities on price competition in vertically differentiated markets has been continuously studied. Existing studies related to this topic have assumed that network externalities increase consumers' willingness to pay per unit quality. The results show that higher quality products are affected more by network externality. However, network externality is essentially a concept affected by the size of the consumer, not a concept associated with quality. In this work, unlike previous studies, we present a new market model that reflects the essential definition of network externality. Based on the proposed market model, we derive both simultaneous and sequential Nash equilibria and analyze them numerically. The main results obtained from the analysis can be summarized as follows. First, network externalities primarily increase the demand for low-quality products and have a secondary impact on the demand for high-quality products. Second, the larger the quality difference between products, the more profitable they are. It also has been shown that sequential pricing methods are more advantageous in terms of revenue than simultaneous pricing method.

본 연구는 국내 유튜브 채널에 업로드된 실용음악 미디 작·편곡 강의 콘텐츠의 전체적인 흐름 및 구성요소를 파악하여 발전방안을 제시했다. 연구 방법은 실용음악 미디 작·편곡 강의 콘텐츠를 제공하는 국내 유튜브 채널 중 여섯 개를 선정하여, 916개의 실용음악 미디 작·편곡 강의 콘텐츠를 비교·분석하였다. 분석 기준은 교수자의 출연 여부, 학습 목표 제시 여부, 강의 영상의 길이, 자막 활용 여부, 기타 미디어 자료 활용 여부, 보충자료 제공 여부, 상호작용의 여부, 관리의 여부 총 여덟 가지이다. 이를 통해 실용음악 미디 작·편곡 강의 콘텐츠를 제공하는 국내 유튜브 채널의 현황 연구 자료를 제시했고, 그로부터 시사점을 도출하여 향후 제작될 유튜브 실용음악 미디 작·편곡 강의 콘텐츠의 발전방안을 다음과 같이 제시하였다. 첫째, ‘강의 콘텐츠 내 교수자의 출연 여부와 상관없이 질적인 강의 콘텐츠 제공이 필요하다.’ 둘째, ‘함축적 주제어를 통한 명확한 학습 목표 및 주제 제시가 필요하다.’ 셋째, ‘학습자의 학습 효율성 및 집중도를 고려한 강의 콘텐츠 길이가 중요한 요소가 될 수 있다.’ 넷째, ‘교수 내용을 시각적으로 보충하기 위해 적극적인 자막 활용이 필요하다.’ 다섯째, ‘학습자의 학습 효율을 높이기 위해 다양한 미디어 자료의 활용이 필요하다.’ 여섯째, ‘교수자와 학습자 사이의 거리를 가깝게 하기 위한 적극적인 상호작용이 필요하다.’ 일곱째, ‘학습자의 학습성과를 높이기 위한 보충자료의 제공이 필요하다.’ 마지막으로 여덟째, ‘채널에 대한 지속적인 콘텐츠 업로드 및 관리가 중요하다.’ 유튜브 기반 실용음악 미디 작·편곡 강의 콘텐츠에 관한 연구가 부족한 상황에서, 본 연구에서 도출된 결과를 참고하고 적용한다면 추후 제작될 콘텐츠의 개선에 도움이 될 수 있으며 더욱 유용한 학습 자료로 활용될 수 있다는 가능성을 제시하였다.

Aftermarket refers to a market in which a company sells complementary goods, replacements of parts, and upgrade or maintenance services to consumers after selling them main durable goods. Intuitively, consumers who purchase main durable goods become major potential customers in subsequent aftermarket. Thus the existence of the aftermarket has a significant impact on pricing of the main durable goods as well as the aftermarket products. In this study, we analyze the effect of aftermarket on the pricing strategy for a company selling both main durable goods and aftermarket products. To do this we first divided the market into markets where the aftermarket products are indispensable and optional. Based on the proposed market types, the profit maximizing solutions are derived using two-period model, and the impacts of consumers’ undervaluation of aftermarket product prices on pricing strategy are analyzed. The results can be summarized as follows : (1) Regardless of the market type, the total profits were found to be inversely proportional to the consumer’s awareness accuracy of product prices in the aftermarket. This is in line with marketing efforts that sales companies have made intuitively to make consumers underestimate the cost of the aftermarket. (2) If aftermarket product is indispensable, only revenue from the aftermarket is sought. On the other hand, if aftermarket product is optional, revenue from the main durable good as well as the aftermarket product will be sought simultaneously. (3) Moreover, when aftermarket product is optional, the lower the awareness accuracy of consumers, the higher the price and profit of the main durable goods, while the lower the price and profit of the aftermarket products. This is contrary to the intuition that the lower the consumer's valuation of the costs of aftermarket, the more advantageous it would be to rely on aftermarket products rather than on main durable goods.

It is a general phenomenon for manufacturers to provide vertically differentiated product line for more profit through improved market coverage. For such manufacturers, the compatibility between vertically differentiated products is an important decision issue. Some manufacturers provide full compatibility between high and low version products, whereas some provide only downward compatibility for the purpose of recommending high version product. In this study, the two representative compatibility strategies, full or downward, between vertically differentiated products produced by a single manufacturer are analyzed, especially under network externality and in the viewpoint of profit maximization. To do this we used a market model which captures the basic essence of vertical differentiation and network externality. Based on the proposed market model, the profit maximizing solutions are derived and numerically analyzed. The results can be summarized as follows : (1) Regardless of compatibility strategy, under network externality, vertical differentiation is always advantageous in terms of profit. (2) The full compatibility strategy is shown to be the most advantageous in terms of profit. In addition, it is necessary to make quality difference between differentiated products as wide as possible to maximize profit. (3) To gradually drive low version product out of the market and shift the weight pendulum of market to high version product, it is shown that the downward compatibility strategy is essential. Unlike intuition, however, it is also shown that in order to drive low version product out of market, it is necessary to raise the quality of the low version product rather than to lower it.

Network externalities are essentially dynamic in that the value consumers feel about a product is affected by the size of the existing customer base that uses that product. However, existing studies on network externalities analyzed the effects of network externalities in a static way, not dynamic. In this study, unlike previous studies, the impact of network externalities on price competition in a vertically differentiated market is dynamically analyzed. To this end, a two-period duopoly game model was used to reflect the dynamic aspects of network externalities. Based on the game model, the Nash equilibria for price, sales volume, and revenue were derived and numerically analyzed. The results can be summarized as follows. First, if high-end product has strong market power, the high-end product vendor takes almost all benefits of the network externality. Second, when high-end product has strong market power, the low-end product will take over most of the initial sales volume increase. Third, when market power of high-end product is not strong, it can be seen that the effects of network externalities on the high and low-end products are generally proportional to the difference in quality. Lastly, if there exists a strong network externality, it is shown that the presence of low-end product can be more profitable for high-end product vendor. In other words, high-end product vendor has incentive to disclose some technologies for the market entrance of low-end product, even if it has exclusive rights to the technologies. In that case, however, it is shown that the difference in quality should be maintained significantly.

The proliferation of information technologies made it possible to produce information products of different versions at much lower cost comparing to traditional physical products. Thus it is common for information product manufacturers to consider vertically differentiated product line for more profit through improved market coverage. Another salient characteristic of most information product is network externality. Existing researches dealing with vertical differentiation and network externality usually assumed oligopolistic market where vertically differentiated products are provided by competing companies, respectively. Moreover, they analyzed the essentially dynamic characteristic of network externality statically. In this study, different from the previous researches, the vertical differentiation strategy of a monopolistic company under network externality is dynamically analyzed. We used a two-period model to accommodate the dynamic feature of network externality. Based on the two-period model, the profit maximizing solutions are analyzed. The results showed that a monopolistic company has no incentive to differentiate products vertically when the network externality is absent. On the contrary, when the network externality exists, the monopolistic company can derive more profit by vertically differentiating the product line. It is also shown that, for more profit, the monopolistic company should keep the quality difference between the high quality product and the low quality product as greater as possible.

Network externality can be defined as the effect that one user of a good or service has on the value of that product to other people. When a network externality is present, the value of a product or service is dependent on the number of others using it. There exist asymmetries in network externalities between the online and traditional offline marketing channels. Technological capabilities such as interactivity and real-time communications enable the creation of virtual communities. These user communities generate significant direct as well as indirect network externalities by creating added value through user ratings, reviews and feedback, which contributes to eliminate consumers’ concern for buying products without the experience of ‘touch and feel’. The offline channel offers much less scope for such community building, and consequently, almost no possibility for the creation of network externality. In this study, we analyze the effect of network externality on the competition between online and conventional offline marketing channels using game theory. To do this, we first set up a two-period game model to represent the competition between online and offline marketing channels under network externalities. Numerical analysis of the Nash equilibrium solutions of the game showed that the pricing strategies of online and offline channels heavily depend not only on the strength of network externality but on the relative efficiency of online channel. When the relative efficiency of online channel is high, the online channel can greatly benefit by the network externality. On the other hand, if the relative efficiency of online channel is low, the online channel may not benefit at all by the network externality.

The proliferation of the Internet and related technologies has led to a new form of distribution channels, namely online retailers. The conventional offline and the new online retailers have different transaction costs perceived by the consumers in the following perspectives: the accessibility to the product information, the traffic cost and the opportunity cost for the time to visit the store, the delivery time and the possibility of ‘touch and feel’ to test the quality of the product. In particular, the online retailers have lower distribution cost structure in that they do not have physical stores, which results in lower selling price. Thus they continuously offer price competition against offline retailers using the lower selling cost as competitive weapon. Moreover the emergence of the social commerce is likely to intensify the competition between the online and offline retailers. To survive in this fierce competition, the offline retailers are trying to defend their business interests by sticking to offline transaction in anticipation of increased customer loyalty, customer’s preference for ‘touch and feel’ style shopping, and others. Despite of these efforts, customers who touch and feel a product in an offline store but purchase the product through an online retailer are increasing. To protect such customers, recently, some of the offline retailers began to provide the mobile discount service (MDS) which enables the offline customers to purchase a product at a discounted price through the mobile applications. In business competitions, the price discount strategy is usually considered to secure more market share at the cost of lower profit. In this study, however, we analyze the effect of MDS as a weapon for securing more profit. To do this, we set up a game model between the online and offline retailers which incorporates the effect of the MDS. By numerically analyzing the Nash equilibrium of the game, some managerial implications for using the MDS for more profit are discussed.

The proliferation of the Internet and communication technologies and applications, besides the conventional retailers, has led to a new form of distribution channel, namely home sopping through the telephone, TV, catalog or the Internet. The conventional and new distribution channels have different transaction costs perceived by the consumers in the following perspectives: the accessibility to the product information, the traffic cost and the opportunity cost for the time to visit the store, the possibility of ‘touch and feel’ to test the quality of the product, the delivery time and the concern for the security for the personal information. Difference in the transaction costs between the distribution channels results in the different selling prices even for the same product. Moreover, distribution channels with different selling prices necessarily result in different business surpluses. In this paper, we study the multilateral bargaining strategy of a manufacturer who sells a product through multiple distribution channels with different transaction costs. We first derive the Nash equilibrium solutions for both simultaneous and sequential bargaining games. The numerical analyses for the Nash equilibrium solutions show that the optimal bargaining strategy of the manufacturer heavily depends not only on the degree of competition between the distribution channels but on the difference of the business surpluses of the distribution channels. First, it is shown that there can be four types of locally optimal bargaining strategies if we assume the market powers of the manufacturer over the distribution channels can be different. It is also shown that, among the four local optimal bargaining strategies, simultaneous bargaining with the distribution channels is the most preferred bargaining strategy for the manufacturer.

In this paper, we study the bargaining strategy of a distributor who sells vertically differentiated, i.e. high and low brand products. We derive and analyze the equilibrium solutions for both simultaneous and sequential bargaining games among the distributor, the high brand product manufacturer and the low brand product manufacturer. The result shows that the optimal bargaining strategy for the distributor heavily depends on the relative quality and price level of the low brand product comparing to those of the high brand product. It is also shown that, for more bargaining profit, the distributor has strong motivation to prefer a low brand product which has lower quality level per unit price.

In this paper, we study the bargaining strategy of a manufacturer who sells a product through the online and offline distribution channels. To do this, we derive and analyze the equilibrium solutions for both simultaneous and sequential bargaining games. The result shows that the optimal bargaining strategy heavily depends on the size of the online distribution channel’s loyal customers and the difference between the retail prices of the online and the offline distribution channels. It is also shown that, in some cases, the online distribution channel has incentive to downsize its loyal customers and its retail price for a better bargaining outcome.

Recently, the increasing power of distributors has given them the opportunity of introducing private brand (PB) products. Based on the game theory, this study analyzes the decision making of a distributor regarding the optimal pricing and quality strategi

The proliferation of the internet and electronic commerce has given the manufacturers the opportunity of direct marketing. This study analyzes the decision of manufacturers regarding whether to sell the products through independent sales company or to sel

Through reinvestigations of early years of King Young-Joe provincial castles, Jeonju Eupsung, this study seeks to broaden the understanding of castle construction of the later period of Chosun Dynasty. Jeonju Eupsung was established by reform-minded king and his loyalist Cho, Hyun Myung. Their new conceptual framework for reconstruction of Jeonju Eupsung was affected by Yoo, Hyung Won, a realist scholar of 17th century. It is obvious that adopted new administrative systems of financing, building and maintaining of Jeonju Eupsung were based on the his theories of castle. This study demonstrates that Jeonju Eupsung built by Cho, Hyun Myung, during the early years of King Young-Joe were based on those new concepts and systems of the new age. The study shows that the designer of this castle had in mind efficient construction design and execution and effective defense of provincial towns located on flat ground. And, the study explains how those original designer sought higher productivity through greater localization of securing resources and more detailed and improved organization of construction responsibilities. In short, this study seeks to prove that the provincial castles of the early 18th century reflected the new thinking on practicality that was spreading throughout the society of Chosun Dynasty at the time.

본 논문에서는 OFDM 방식의 문제점으로 지적되고 있는 송신단에서의 PAR 특성을 고려하여 고속 적응형 PTS 기법과 SLM 기법을 결합한 SLM-PTS 결합기법을 제안하였다. 또한, PAR 저감기법을 적용한 시스템을 평가하기 위하여 ETD-Turbo 부호를 사용한 COFDM 시스템을 구성한 후 성능을 평가하였다. 분석 결과 제안된 SLM-PTS 기법이 연산량을 경감시키며 전반적으로 우수한 PAR 저감성능을 보임을 알 수 있었다. 특히 Combine 3의 경우 10-5 BER을 기준으로 약 3.7~3.9 dB 정토의 개선된 PAR 성능을 보였다. 또한, 터보부호를 사용한 경우 전반적으로 우수한 PAR 성능을 보임을 알 수 있었고, ETD-Turbo 부호를 적응한 경우 추가적으로 약 0.5 dB 정도의 성능 개선효과가 있음을 알 수 있었다.

본 논문에서는 OFDM 시스템의 문제점으로 지적되고 있는 송신단의 피크전력 대 평균전력비(Peak to average Power Rate; PAR) 을 고려하여 부호화된 OFDM (Coded OFDM) 시스템을 설계하고 PAR 저감기법을 사용하여 BER (Bit Error Rate)과 SNR (Signal to Noise Ratio) 특성을 평가하였다. 변조방식에 따른 성능 평가를 위하여 M-ary PSK와 M-ary QAM 방식을 비교하였고, 그 결과 16-PSK와 16-QAM 의 성능이 우수하게 나타났다. 또한 16-QAM이 16-PSK 방식보다 10-3의 오차범위에서 2 dB 더 우수한 성능을 보였으며, Peak Power Clipping 기법에서는 약 5dB 정도 우수한 성능을 보였다.

무선 다중경로 채널에서 데이터를 고속으로 전송할 경우, 신호는 페이딩, 심볼간 간섭 등의 영향으로 높은 에러율을 갖게 된다. 그러므로 현재 개발된 DSRC(dedicated short-range communication) 시스템의 변복조 방식은 1 Mbps이상의 데이터 서비스가 어려울 것으로 예상되므로 새로운 채널등화 기법 및 개선된 변복조 방식이 요구된다. OFDM(orthogonal frequency division multiplexing) 방식은 보호간격의 삽입을 통하여 ISI를 방지할 수 있으므로 고속 데이터 전송에 적합하다. 그러나 보호기간이 OFDM 방식에서의 각각의 심볼주기에 사용되는 채널지연 확산보다 길어지므로 채널활용의 효율성에서 상당한 손실이 야기된다. 그러므로 등화기를 고속의 데이터 전송율과 긴 채널 지연확산 조건을 가지는 ITS(intelligent transport system)에 적용하기 위해서는 ISI(inter symbol interference)를 제거할 필요가 있다. 본 논문에서는 OFDM-DSRC 시스템을 위한 채널 등화기를 설계하였으며, 다중경로 페이딩 환경에서 컴퓨터 시뮬레이션을 통해 그 성능을 분석하였다.

디지털 TV 방송은 기존 아날로그 방송에 비해 해상도나 음질 등이 매우 뛰어나고 홈쇼핑, 홈뱅킹, 인터넷 검색, 재택근무 및 VOD(video on demand) 등의 멀티미디어 기능을 제공할 수 있는 등 많은 장전을 가지고 있다. 따라서 본 논문에서는 디지털 TV 서비스 전에 본질적인 지역적 전파환경의 분석이 필요하며, ETRI 모델을 적용하여 부산지역에 대한 전파모델을 적용하여 그 제한성을 분석하고자 한다. 따라서 본 논문에서는 디지털 TV 신호가 고품질을 유지할 수 있도록 하기 위하여 산악지역과 고층빌딩이 많은 부산지역의 전계강도를 측정하였다. 본 논문에서는 TV 전파모델을 기준으로 전반적으로 기준모델에 대한 시뮬레이션 결과보다. 낮은 결과를 갖지만 분포 패턴은 비슷하게 나타남을 알 수 있었다. 이론치와 실측치를 비교한 결과 평탄한 지형에 대해서는 비슷한 결과를 가지지만 도심 밀집지역 및 산악 지형에 대해서는 상당한 차이를 가지는 것으로 나타났다. 따라서 ETRI 전파모델 및 자유공간에 대한 전파전파의 이론적 모델링이 부산 지역에 대해서는 적합하지 않는 것으로 판단되었다.

본 논문은 EUROFIX 시스템에 적용하기 위한 Reed-Solomon 코딩에 대해서 다룬다. EUROFIX는 최근에 위성시스템의 비상수단으로서 인식되는 LORAN-C 시스템을 이용하여 DGNSS(Differential Global Navigation Satellite Systems) 정보를 전송하는 통합위치결정 시스템으로서, LORAN-C 신호 펄스열들의 펄스 위치 변조에 의한 LORAN-C 전송을 통해서 데이터 통신을 한다. 또한 통신 시스템에서 처리되는 광대한 양의 데이터에 대한 오류론 제어하기 위한 수단으로 오류 정정 부호나 정정 알고리즘이 대두되었으며, 실제로 중요한 적용요소가 되고 있다. 이에 따라 본 논문에서는 EUROFIX 정보전송의 부호화과정에서의 오류정정을 위해서 유한체 푸리에 변환을 이용한 Reed-Solomon 코드의 부호화 및 복호화에 대해서 연구하였다. 시뮬레이션을 통해서, EUROFIX 정보전송의 오류정정에 효과적인 것을 알 수 있었다.