This study examines the effects of the public’s perception of emergency medical service (EMS) on the public health system’s brand equity and the moderating effect of governance on this relationship using Keller’s customer-based brand equity model. It uses four EMS functions: rescue/first-aid and transfer activities; disaster prevention, preparation, and response activities; educational activities in urgent situations; and medical treatment in emergency rooms to examine the effects of them on brand meaning of the public health system. Our findings are important for understanding the public as customers of the public health system and devising and/ or adapting healthcare policies and marketing strategies to develop brand equity and increase customers’ loyalty to the public health system.

U-City의 본격적인 운영 단계에 접어들게 됨에 따라 구축된 자산을 활용한 다양한 수익모델 구축의 필요성이 대두되고 있다. 본 연구에서는 공공성을 목적으로 구축된 U-City 인프라를 기반 으로 수익을 유발시킬 수 있는 비즈니스 모델을 설계할 수 있는 프레임웍을 제시하고 있다. 본 프레임웍은 U-City 수익모델의 도출을 위한 단계적 프로세스, 관점 중심적 사업 아이템 도출 방법, 판매 방식, 운영 조직구조 등을 중심으로 구성된다. 이와 같은 U-City 수익 모델 프레임웍은 유연한 서비스 모델 정의를 통한 수익창출로 장기적인 U-City 운영비 조달 방안을 제시할 뿐만 아 니라 도시수출의 경쟁력을 확보하는데 기여할 것으로 기대된다.

The budget for public buildings is expected to increase to their maintenance, and the systematic maintenance and sufficient budget are recognized as the important factors for building maintenance. In Korea, buildings are not systematically maintained due to the lack of manpower, expertise and basis of maintenance budget estimates. Compared with Australia where the facility maintenance is optimized through asset management, Korea has only passive maintenance systems that focus on regulations. The introduction of the systematic asset management is required to ensure the advanced building maintenance in Korea. In this study, the asset management processes for social infrastructure facilities in and out of Korea were analyzed, and the asset management framework for public buildings were established. The asset management procedure consisted of ordinary asset management procedure, selective asset value assessment. The framework in this study was developed focusing on the asset management task for public buildings and presented the detailed contents of each step. The application of this framework to the actual work will enable the systematic management of building’s value and performance, and the efficient appropriation of the maintenance budget.