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권수미(Soo-Mi Kwon) 한국옥외광고학회 2010 OOH광고학연구 Vol.7 No.3
본 논문은 소비자들의 주유소 이용실태 및 정유사에 대한 만족도 평가를 위주로 했던 기존 연구들로부터 한 걸음 나아가 신용카드 제도를 비롯한 광범위한 SP활동에 대한 체계적 분석틀을 적용하려 했다. 본 고에서는 광고업계의 일반적 관행에 따라 SP의 개념을 BTL경로를 통한 다양한 촉진수단의 의미로 통일하였다. 연구를 위해 소비자에 대한 정유사와 주유소의 판촉활동을 각각 가격유인과 비가격 유인으로 구분하였다. 사례분석을 위한 자료의 범위는 정유사별 홈페이지와 온라인상의 연속간행물 기사 및 주유소 관련 블로그 등이었다. 연구결과 정유사 판촉활동의 많은 부분은 주로 보너스카드나 제휴 신용카드 형태로 운영되며 이들은 할인 및 적립 위주의 가격유인에 집중되어 있었다. 비가격 판촉활동은 이벤트, 상품권, 유외사업, 우수종업원 선발 또는 판촉수단 전체에 관여되는 고객데이터베이스 구축으로 분류된다. 정유사 판촉활동의 마케팅적 함의는 첫째, 이들이 가격 유인을 쓰면서도 적립금 형태를 유지하여 비용을 최소화하는 점, 비가격 유인은 온/오프 회원가입 및 관련활동을 유도하는 단기 전략의 일환인 점, 마지막으로 유외사업 등은 매출확대나 기존 고객을 계열사 고객으로 전환하는 방편이라는 점이다. 주유소에서 가격 유인은 즉시할인 및 적립식 카드로 정유사와 유사하다. 그러나 그 보상은 정유사에 비해 탄력적·즉각적이다. 우선 개인정보제공, 회원가입 등의 절차가 필요한 정유사 카드에 비해 주유소의 가격할인 진입장벽은 거의 없다. 또한 정유사는 소수의 즉시할인카드 대신 사후 적립카드를 장려하나 주유소는 충성도 낮은 고객 특성에 적응하기 위해 즉시할인 전략에 의존한다. 비가격 판촉활동은 세차, 타업체와의 제휴판촉, 기념일 이벤트, 경품, 부가 서비스 외에 택배나 차량용품 판매 등 소규모 유외 사업, 고객데이터베이스 구축, 여성·화물차주 등 특정 고객을 표적화한 편의제공, 종업원관리, POP광고, 택배 등 소규모 유외사업이 있다. 본 논문은 주유소의 대소비자 판촉 활동을 생산자와 유통업자 및 가격과 비가격이라는 체계를 통해 규정한 시험적 연구이다. 이를 통해 향후 주유소 이외의 시장에 대해서도 같은 분석틀을 적용한 의미 있는 연구가 진행될 수 있을 것이며 이 연구에서 다루지 않은 부분으로서 정유사가 유통사에 대해 제공하는 판촉 프로그램에 대한 연구로도 이어질 수 있을 것이다. This study was to analyze oil companies and gas stations' present various sales promotion campaigns toward consumers including credit card system by framework of categories. Most previous studies on this subject have focused on how consumers choose gas station or how comfortable they are with the services. For that reason, sales promotion campaigns of oil companies and gas stations were respectively divided in price and non price incentives. In the scopes of materials used to identify many cases, there were websites that oil companies' run, online periodicals and blogs related with gas station management. The result presents that price incentives of oil companies' sales promotions considerably be given in the form of bonus cards and credit cards which offer benefits such as discount or deposit. On the other hand, non price incentives of oil companies include event, gift card, fusion services or business expanded beyond oil, best employee selection and building customer databases. Oil companies' sales promotions imply that firstly, they minimize cost of price incentives, focusing on deposit than on discount, secondly, non price incentives are mainly short term strategies to recruit online and offline member and to encourage them participating in special events or activities, lastly, fusion services or business are ways to expand sales or to lead customers to affiliates. Gas stations' price incentives, which are similar to oil companies' are also instant discount and their own deposit cards. The compensations are, however, more flexible and immediate. There are no barriers to benefit of gas stations' discount while oil companies demand personal informations and membership when issuing bonus cards or credit cards. Gas stations often depend on immediate discount strategy for adaptation to customers who have poor brand loyalty. Non-price incentives of gas stations include car washing, promotion tie up with other business, anniversary event, gift, additional services or small scale fusion business expanded beyond oil, building customer databases, special accomodations toward market segment like women or truck owners, employee management and POP. This study is to investigate oil companies and gas stations' sales promotions within two framework of producer-retailer and price-non price incentives. Future researchers could carry out meaningful studies applying same framework to the other market fields. Besides, they could scrutinize sales promotion programs from oil producer to retailer, too.
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Phospholipase D Is Not Involved in Rho A-Mediated Activation of Stress Fiber Formation
Ha, Kwon-Soo,Kim, Seung-Il,Kim, Jae-Hong,Shin, Incheol,Leem, Sun-Hee,Kweon, Soo-Mi 東亞大學校附設遺傳工學硏究所 1999 遺傳工學硏究 Vol.- No.6
In order to investigate the role of a small GTP-binding protein RhoA in lysophosphatidic acid (LPA)-induced stress fiber formation. C3 ADP-ribosyltransferase was prepared by expressing in E. coli and then applied to Rat-2 fibroblasts. C3 transferase isolated from E.coli was as effective as the toxin from Clostridium botulinum in ADP-ribosylation of RhoA. Incubation of the cells with C3 transferase for 2 days induced ADP-ribosylation of RhoA by a dose-dependent manner, with a sub-maximal induction at 25 ug/ml. As expected, LPA-induced stress fiber formation was completely blocked by pre-incubation with C3 transferase for 2 days. However, exogenously added C3 transferase had no significant effect on the formation of phosphatidylethanol by LPA. These results suggested that phospholipase D was not activated by RhoA in the LPA-induced stress fiber formation.
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Shin, Incheol,Lee, Zee-Won,Kweon, Soo-Mi,Leem, Sun-Hee,Kim, Jae-Hong,Kim, Byung-Chul,Ha, Kwon-Soo 東亞大學校附設遺傳工學硏究所 1999 遺傳工學硏究 Vol.- No.6
We have investigated possible roles of RhoA and H₂O₂ in the elevation of intracellular Ca²+[Ca²+]i) by phosphatidic acid (PA) in Rat-2 fibroblasts. PA induced a transient elevation of [Ca²+]i in nthe presence or absence of EGTA. Lysophosphatidic acid (LPA) also increased [Ca²+]i, but the sustained Ca²+ response was inhibited by EGTA. LPA stimulated the production of inositol phosphates, but PA did not. In the presence of EGTA, preincubation with LPA completely blocked the subsequent elevation of [Ca²+]i by PA, but not vice versa. PA stimulated the translocation of RhoA to the particulate fraction as did LPA. Scrape loading of C3 transferase inhibited the transient Ca²+ response to PA, but not to LPA, suggesting an essential role of RhoA in the elevation of [Ca²+]i by PA, H₂O₂ also induced a transient increase of [Ca²+]i as did PA. H₂O₂ scavengers, catalase and N-acetyl-L-cysteine, completely blocked the rise of [Ca²+]i stimulated by PA, but not by LPA. Furthermore, preincubation with PA blocked the subsequent Ca²+ response to H₂O₂, and the incubation with H₂O₂ also blocked the PA-induced rise of [Ca²+]i. Thus, it was suggested that PA stimulated Ca²+ release from PA-sensitive, but not inositol 1,4,5-trisphosphate-sensitive,Ca²+? stores by the activation of RhoA and intracellular H₂O₂.
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