대학 홍보에서 마케팅 PR 활용에 관한 연구 -마케팅 PR전략의 실천방안을 중심으로-

최석현,김우희,Choi, Seok-Hyun,Kim, Woo-Hee 대한경영정보학회 2007 경영과 정보연구 Vol.21 No.-

The purpose of this study is to analyze the case on the strategic MPR that has rapidly growing for years. And the Brand, which was at first used to be distinguished from many other products or services, is going through its gradually expanded definition, not merely for the highlight of the distinctions. This study was performed to review the literature on concept and meaning of Marketing Public Relations(MPR) which was used for IMC planning and to identify formation, development, and functional characteristics of MPR. MPR is a series of public communication act in order to gain credibility on their products and services with consumers and prospects from consumer-oriented viewpoint. The subject of the study are Colleges or Universities who try hard to work their various and strategic PR communication. The results of this research indicates that maximization of the integrated effect between marketing and public relations shall be achieved in planning MPR strategy. The meaning of this study is to verify the significance and need of the Colleges or Universities' specialized characteristics in strategic MPR activities. It is expected that this research will provide meaningful suggestions to PR and marketing practitioners.

토마토 품종 및 부위별과 토마토 가공제품의 ascorbic acid, lycopene, ${\beta}$-carotene과 ${\alpha}$-carotene 함량 비교

최석현,김동호,김동석,Choi, Suk-Hyun,Kim, Dong-Ho,Kim, Dong-Seok 한국조리학회 2011 한국조리학회지 Vol.17 No.4

우수한 영양성분과 생리활성 물질을 함유하고 있는 토마토에 대해서 품종별 완숙 토마토의 부위 와 토마토 가공제품에 대하여 ascorbic acid, lycopene, ${\beta}$-carotene과 ${\alpha}$-carotene의 함량 차이 를 조사한 결과 토마토의 품종에 따른 ascorbic acid 함량 수준의 차이가 존재하며, 부위별에서는 pulp보다 jelly가 월등히 높은 함량 수준을 나타내었다. 토마토 가공제품의 ascorbic acid의 함량은 토마토 주스 제품들이 타 제품들보다는 ascorbic acid 함량 수준이 높았지만, 가공 시 토마토 이외에 첨가되는 다양한 첨가제의 영향에 따른 것으로 ascorbic acid 함량 수준에 따라 제품을 평가하기에는 다소 무리가 있었다. 품종별 lycopene의 함량은 품종별 pulp와 jelly 부위 간의 lycopene의 함량 수준은 일정한 차이가 존재하지 않음을 알 수 있었다. 대부분의 품종의 부위별 ${\beta}$-carotene의 함량 수준의 큰 차이를 나타내지 않았지만, 여용 품종은 pulp 부위 보다 jelly 부위가 2.7배 높은 함량 수준을 나타내었다. 품종별 ${\alpha}$-carotene의 함량은 pulp와 jelly 부위 모두 가장 높은 함량 수준을 나타내었으며, yellow carol 품종의 경 우 lycopene, ${\beta}$-carotene 함량의 경우 부위별과 상관없이 가장 낮은 함량 수준을 나타내었으며, ${\alpha}$-carotene의 경우는 pulp 및 jelly 부위 모두 검출되지 않았다. 토마토 가공제품별 lycopene, ${\beta}$-carotene, ${\alpha}$-carotene의 함량 수준은 전제적으로 유의성 있는 차이를 보였는데 이는 토마토 가공제품은 토마토의 가공 형태 및 첨가제로서의 역할에 따른 lycopene, ${\beta}$-carotene, ${\alpha}$-carotene의 함량 수준의 차이가 존재함을 알 수 있었다. 본 연구를 통하여 우수한 특성을 가진 토마토의 다양한 형태로의 섭취, 즉 국내에서 생육형태로만 섭취되어지고 있는 토마토에 대하여 다양한 토마토 가공제품과 함께 사용하여 영양적으로 우수한 다양한 조리법을 개발하는데 도움이 되고자 한다. For tomatoes containing valuable nutrients and biological active substances, this study examined differences in the ascorbic acid, lycopene, ${\beta}$-carotene, and ${\alpha}$-carotene contents in processed tomato products according to tomato cultivar and the part of fully ripened tomatoes. According to the results, the ascorbic acid content was different among tomato cultivars, and it was far higher in jelly than in pulp among the parts of tomatoes. The ascorbic acid content in processed tomato products was higher in tomato juice than in other types of tomato products, but the difference was mainly from various additives used in addition to tomatoes; therefore, it was somewhat unreasonable to compare the ascorbic acid content among the products. It was found that the lycopene content was not significantly different between pulp and jelly in each cultivar. In most of the cultivars, the ${\beta}$-carotene content was not significantly different according to the parts, but in cultivar yeoyong, the content was 2.7 times higher in jelly than in pulp. The ${\alpha}$-carotene content was highest in both pulp and jelly for all the cultivar, and the lycopene and ${\beta}$-carotene contents were lowest regardless of parts for cultivar Yellow Carol. ${\alpha}$ carotene was not detected in either pulp or jelly. The lycopene, ${\beta}$-carotene, and ${\alpha}$-carotene contents showed significant difference among processed tomato products, and the difference came mainly from the type of processing and additives. Tomatoes have superior characteristics, but they are usually consumed uncooked in Korea. Thus, this study aimed to contribute to the various forms of consumption of tomatoes, that is, the development of various nutritionally excellent cooking methods using processed tomato products.

휠 베어링 내구 수명과 하중 조건에서의 측정된 스트레인의 상관도 비교

최석현(Seok-Hyun, Choi),김용민(Yong-Min, Kim) 한국자동차공학회 2012 한국자동차공학회 학술대회 및 전시회 Vol.2012 No.11

Wheel bearings on passenger and commercial cars are one component to have lives similar to the lives of light bulbs and human. Specifically rolling contact fatigue lives are probabilistic in nature. To validate durability performance during the development process of wheel bearings most of endurance test is performed on a test rigs prior to vehicle test due to cost and time. But the durability of the same model of bearing is affected by diversity such as structural concept, loading system, and vibrating characteristics of test rig itself. This paper shows the development of the instrumented device that can measure strain on the wheel bearing and the relation between durability of wheel bearing and measured strain under the same loading condition on two test rigs. The first result shows the different endurance performance and strain, but after the adjustment loading condition two test rigs have the equivalent severity.

수전달 진동평가량의 랜덤오차 저감을 위한 공구 핸들에서의 진동과 작용력의 동시 측정

최석현(Choi, Seok-Hyun),장한기(Jang, Han-Kee),박태원(Park, Tae-Won) 한국소음진동공학회 2005 한국소음진동공학회 논문집 Vol.15 No.4

To increase accurateness and reliability of the evaluation of power tool vibration transmitted to an operator, it is necessary to measure the grip and feed forces during the measurement of hand-transmitted vibration. In the study a system was invented to measure the vibration and the grip and/or feed force, which consists of a measurement handle and a PC with a data acquisition system and the corresponding software. Strain gauges and an accelerometer were mounted on the handle surface for the simultaneous measurement of the forces and the vibration. The program in the system makes it possible to monitor the grip and feed force during the tool operation so that the operator keeps the applying forces within the pre-determined range. Investigating the vibration total values, frequency-weighted root-mean-square accelerations at the handle, obtained in repetition for each power tool with control of the grip and feed force showed more consistency than those measured without force control. By using the system the experimenter can reduce random error of the measured vibration.

지자체 슬로건 내용과 메시지 유형에 관한 연구

최석현(Choi Seok Hyun) 한국해양관광학회 2008 해양관광학연구 Vol.1 No.1

The internet is widely used in Korea today and that various Korean Local Governments have also created home pages and the internet profusely because of the presumed impact of the communication network on public opinion. To be effective, a bland slogan should be consistent with the purpose of the marketing tool. Therefore, if there is drastic change in a campaign’s purpose, it is usually wise to change the slogan also. It is useful to classify slogans according to their specific purpose. This study was attempted to analyze theoretically the factors about bland slogan and to investigate empirically the Korean Local Governments home page initial display. In order to achieve this goals, I surveyed against 246 Local Governments in Korea. At the results, I find a few results as follows. The result of this study showed that Vision presentation & Friendly to environment in Local Governments have more significant message types than Competitive advantage, Change & Improve pursuit, Welfare pursuit, Affective Response, Globalization message types, etc. And, “Hope, Dream & Future, Better Life, Happy” in order uses as key words. After analyzing this study, I found that bland slogans which is in Local Governments are to play very important role in tourism destination marketing as public relations tool, but some slogans proved to be inappropriate its use.

국내 지자체 홈페이지의 초기화면에 나타난 메시지 유형에 관한 연구

최석현(Choi Seok-Hyun) 부산울산경남언론학회 2005 지역과 커뮤니케이션 Vol.9 No.1

전문대학 교수학습지원센터의 운영 전략 사례 연구

최석현(Choi seok-hyun) 한국콘텐츠학회 2018 한국콘텐츠학회 종합학술대회 논문집 Vol.2018 No.5

지역大學 이미지 향상을 위한 효율적 弘報 방안 硏究 - 부산 지역 대학을 중심으로 -

최석현(Choi Seok-Hyun) 동서언론학회 2005 동서언론 Vol.9 No.-

본 연구는 적자생존의 경쟁적 대학 환경하에서 대학 발전을 위한 방안중의 하나가 대학의 홍보활동이라고 보고, 부산 지역의 각 대학들이 진행하고 있는 홍보활동 현황은 어떠하고 문제점은 무엇인가, 이를 해결하기 위한 개선과 발전방안은 무엇인가를 파악하여 대학의 이미지 제고와 실천적 대학홍보 발전방안을 제시하는데 그 목적을 두었다.<br/> 따라서 본 연구는 그 동안의 경험적 연구와 이론적 차원의 논의들을 검토하는 작업을 통해 급격한 환경변화에 따라 대학홍보의 전략 또한 새롭게 수립되어야 한다는 시대적 당위성을 바탕으로 대학이 새롭게 관심을 기울여야 하는 홍보 전략은 무엇인지, 그리고 새로운 전략을 포함해 대학 홍보전략들의 활용에 따라 대학이 얻을 수 있는 효용 가치는 무엇인지를 분석하여 그에 대한 실천적 대안을 제시하였다.<br/> 연구 결과를 요약하면, 대학의 이미지 제고와 홍보 강화를 위해서 대학경영 차원에서는 대학 마케팅을 통한 발전 이미지를 강조하는 것이며, 조직 활용 차원에서는 내부 구성원의 원활한 쌍방향 커뮤니케이션을 통해 전교적으로 홍보 활동을 전개해야 한다. 마지막으로 미디어 활용 차원에서는 새로운 매체인 인터넷의 활용도를 극대화시키고 이에 따른 다양한 컨텐츠 개발을 통한 대학 이미지 차별성이 부각되어야 할 것이다. 대학홍보는 이들 차원의 유기적인 연결을 통한 종합적인 홍보시스템 모텔이 필요하다는 결론에 도달했다.<br/> 본 연구 결과는 신입생 모집에 어려움을 겪고 있는 대학 교육 현실을 구성원 전체가 인식하고 차별화된 대학 홍보를 한 차원 끌어 올려 대학의 이미지 제고와 홍보 전략 방안이 장기적 대안으로 제시되어 대학의 경쟁력을 높일 수 있도록 기여할 수 있을 것이다. The aim of this paper is ,on the assumption that PR is one of the most important ways for colleges to survive, to understand the problems PR activities University and/ or college of Busan are facing and find the way to solve and improve them by investigating them.<br/> It means that new educational environment requires new PR strategies and it is to be investigated that what the new strategies are Universities have to pay attention to ,and what the benefit they would expect by doing so.<br/> To study ways of improving the image of universities and performing effective PR activities, first, I inquired into the general principles of PR by referring to the literature and then analyzed the PR activities universities are conducting and the matters they are facing.<br/> The conclusions of the study is that three parts are related to the university PR for university image improvements and effective PR activities ,and there must be comprehensive PR system the parts work in coordination<br/> Three parts are as follows; University administration part, Using organization part, The mass media. <br/> This study is to be provide the base for the long-term alternative university PR plan. Lately Universities are have been facing many challenges to change and diversity. There are domestic matters such as reduction of applicants, renovation of educational program and environment and structural reform, and challenges from outside they have to react actively such as opening educational market and international standardization of high education University have to mediate and adjust the desires and complications among the persons concerned and put together its education and research abilities on the base of various PR strategies. It should play an leading part for regional innovation as well as make an effort to survive and strengthen its own competitiveness. Now the members' understanding and cooperation is necessary than any other time. And there is PR in the center of all those activities.<br/> This study would help all the members to understand the situation that the universities have difficulty in receiving applications and to strengthen their competitiveness with entirely different university PR strategies.

PR실무자의 PR직업윤리에 관한 연구

최석현(Choi seok-hyun) 한국콘텐츠학회 2009 한국콘텐츠학회 종합학술대회 논문집 Vol.7 No.1

우리나라의 경우 PR의 다양한 업무 영역(마케팅 커뮤니케이션, 중역의 연설 훈련, 조사와 평가, 위기관리, 언론 분석, 지역사회 관계 관리, 이벤트 관리, 공공관계관리, 종업원커뮤니케이션, CI작업, 주주와 재정관계 관리 등) 중 특히 퍼블리시티(publicity)에 가장 많은 비중을 두고 있다. 주요 조직체들의 홍보 부서의 일반적 대내외 업무 중 가장 중요한 업무는 보도 자료 작성과 언론에 보도된 기사 스크랩 정리 및 분석과 같은 대 언론 업무이다. 이는 대부분의 조직체들이 대 언론 관계 즉, 퍼블리시티라는 전통적인 홍보업무에 많은 비중을 두고 있음을 말해주고 있는 것이다. 그런데 이러한 퍼블리시티 업무를 흔히 ‘언론플레이’ 라는 부정적인 뒤앙스로 받아들이는 경향이 있다. 따라서, 본 연구에서는 PR 실무자들이 PR 현장에서 경험하게 되는 다양한 차원의 윤리 문제들 중에서 직업윤리와 언론 윤리에 관한 인식에 관하여 살펴봄으로서 PR 실무자들의 윤리 의식 함양에 도움을 주고자 한다. Media relations is one of the most important areas of PR in Korea. And PR business ethics is the cause of misunderstandings and complications in PR media relationship. Therefore, PR practitioners' perception about PR business ethics is important part. Along with the rapidly developing PR industry, the ethical aspects of PR are gradually being taken seriously in executing PR projects and activities, PR practitioners have the social responsibility to preserve media clean in media relations because they primarily keep various information of organizations. In order to guarantee peoples right to know and the free flow and the free flow of information, the PR ethics must be closely examined.

슬로건에 사용된 주제어의 유형과 사례 분석

최석현(Choi seok-hyun) 한국콘텐츠학회 2012 한국콘텐츠학회 종합학술대회 논문집 Vol.2012 No.5