삼중시기 나선형 CT를 이용한 간경변증 환자에서의 결절성 간세포암의 조영증강양상

김영화,윤종필,김형환,이상진,이혜경,김일영,장유진 순천향의학연구소 1996 Journal of Soonchunhyang Medical Science Vol.2 No.2

We evaluated the contrast enhancement pattern of nodular hepatocelluar carcinoma in liver cirrhosis patients by using three phase spiral CT. We anlayzed 34 nodular hepatocelluar carcinonmas in 11 patients with liver cirrhosis. Three phase spiral CT were obtained at 30(arterial phase), 60(portal phase), 180seconds(delayed phase) after initiation of contrast injection in the rate of 3ml/sec. Nodules are classified according to size, as group A(below 1cm, n=11), group B(1 - 3cm, n=15), group C(above 3cm, n=8). Enhancement pattern of the nodule was analyzed comparing to normal liver parenchyme in each phase., as total high, central high, peripheral high, iso, low, mixed density. We also analyzed the detection rate of the nodules. As a whole the nodules show high density in arterial phase(76%), high density in portal phase(47%) and low density in delayed phase(56%). In group A, the nodules show high(100%) in arterial phase, iso(54%) or high (46%) in portal phase, iso(82%) in delayed phase. In group B, the nodules show high(100%) in arterial phase, high(74%) in portal phase, mixed (60%) in delayed phase. In group C, the nodules show mixed density in all three phase. The most common enhancement pattern in each group was high(arterial phase) - iso(portal phase) - low (delayed phase) in group A(6/11, 54%), high - high - low in group B (5/15, 33%), mixed - mixed - mixed in group C(5/8, 63%). The detection rate of the nodule was highest in arterial phase, and the usefulness of arterial phase comparing to portal or delayed phase was higher in smaller size. In conclusion, hepatocelluar carcinomas show different enhancement pattern according to the size on three phase spiral CT, and this may be helpful in diagnosis of them.

Increase of Profits through More Effective Pricing Process

Pil Hwa, Yoo 한국마케팅학회 2007 ASIA MARKETING JOURNAL Vol.1 No.2

Case study : Successful Business Model in the Music Industry: SK Telecom MelOn

( Pil Hwa Yoo ),( Suke Kyu Lee ),( Kyoung Sik Kim ) 한국마케팅학회 2006 Korean Journal of Marketing Vol.1 No.1

A Conceptual Framework for the Analysis of a Firm`s Competitive Strength

유필화(Pil Hwa Yoo) 한국마케팅학회 1992 마케팅연구 Vol.7 No.1

투자자 마케팅을 위한 투자자집단 세분화와 광고효과에 관한 연구

유필화(Pil Hwa Yoo),이화연(Hwa Yeon Lee) 한국마케팅학회 2006 마케팅연구 Vol.21 No.3

한국시장에서의 묶음가격 사례연구 실행동기를 중심으로

유필화 ( Pil Hwa Yoo ),원정임 ( Jung Im Won ) 한국소비자학회 2001 소비자학연구 Vol.12 No.1

We often observe the phenomenon of price bundling, where several products/services are bundled together as a package and sold at a special price. Price bundling is used widely for diverse products and services from consumer to industrial goods, from durable to non-durable goods. Despite the prevalence of price bundling in practice, our understanding of the managerial motivation of the firms for using it is limited. We also do not really know much about how it is actually implemented. This paper addresses the issues raised above. Specifically, this paper aims to attain the following objectives. - To identify the motivations, effects of price bundling. and the factors to be considered in using it via a comprehensive literature review. - To gain an understanding of how price bundling is actually implemented based on the analyses of actual cases. - To analyze the relationship between the theory and practice of price bundling. Through the literature review, we identified the seven motivations of price bundling as well as the five factors a firm should consider in using it. Relating these factors to the actual cases, we found out that the Korean firms choose mostly the price bundling forms which are theoretically justifiable but they don`t have a good understanding of the theoretical base of those forms.

기업의 내부고객에 대한 세분화전략과 제품정책의 결정에 관한 연구

유필화(Pil Hwa Yoo),권혁종(Hyeok Jong Kwon) 한국경영학회 1996 經營學硏究 Vol.25 No.2

In today`s business world, few companies can maintain their competitive advantage through their technological competence alone. Therefore, many companies attempt to improve their competitiveness through motivating their employees, whom we call here internal customers. Particularly in service industry, the role of employees for customer satisfaction and competitive advantage is very important. In one word the system to meet the needs of internal customers should be put in place in order for them to be able to provide high quality service to external customers. This paper applies the basic principals of marketing to what we call internal marketing, i. e., marketing geared toward internal customers. Specifically the paper deals with how a company can differentiate the compensation packages to employees based on segmentation with a view to enhancing their total satisfaction level. Based on the questionnaires filled out by 190 people who work at several leading advertising agencies in Korea, we obtained the following findings. 1. The most important component of a compensation package is education and training program provided by the company. 2. The total utility for employees goes up when the compensation package is differentiated depending upon the segment to which each employee belongs. 3. The utility level for employees goes up most if they are segment based on their preference. Thus advertising companies should expand their training program and provide preference-based compensation packages to their employees. In addition, companies can consider the relative importance of compensation components in developing the compensation policy.

독일에서의 마케팅 과학의 발전과정

유필화(Pil Hwa Yoo) 한국마케팅학회 1991 마케팅연구 Vol.6 No.1

교보생명 신창재 회장의 리더십, 경영철학, 그리고 실적

유필화(Pil Hwa Yoo) 한국경영학회 2015 Korea Business Review Vol.19 No.4

서울대학교 의과대학 교수로 있던 신창재는 2000년에 위기에 처해 있던 교보생명의 대표이사 회장으로 취임한다. 경영의 문외한이었던 그는 뛰어난 변화경영 능력을 발휘하였는데, 그 과정에서 그는 위기감 조성, 강력한 변화추진 구심체 구축, 비전 및 전략 개발, 비전 및 전략 커뮤니케이션, 권한 이양 및 장애물 제거, 단기적 성공사례 만들기, 여러 성공사례의 통합 및 혁신 가속화, 새로운 제도를 기업문화로 정착이라는 여덟 단계를 밟았다. 그는 또 엄청난 시간과 노력을 들여 임직원들과 소통하였으며, 이렇게 열린 커뮤니케이션을 통한 조직원들과의 공감대 형성이 그의 리더십 확립과 변화경영의 성공에 크게 이바지했다. 그는 또 진정한 의미의 고객중심경영을 실천하고 있으며, 그것은 신계약 중심이 아닌 보장유지서비스 중심의 보험문화 제창이라는 형태로 나타나고 있다. 그는 또한 수익성 위주경영을 하였으며, 늘 회사를 가장 위하는 결정을 해왔다. 끝으로 신창재 회장은 고객, 임직원, 재무설계사, 투자자, 국가라는 모든 이해관계자들과의 균형 성장이 회사의 지속가능한 성장을 위해 꼭 필요하다고 보고 있다. 이 가운데 어느 하나가 희생되거나 또는 이해관계자들이 균형적으로 성장하지 못한다면, 단기적으로는 회사가 유지되겠지만 지속적으로 성장하지는 못할 것이라고 그는 생각한다. ‘이해관계자 경영’은 교보생명이 앞으로도 대내외의 환경 변화속에서 생존과 번영을 지속하기 위한 핵심 전략이자 신창재 회장의 경영 철학의 정수라고 생각된다. 이러한 신창재 회장의 갖가지 노력의 결과 교보생명은 경영의 모든 중요한 지표에서 우수한 성적을 올리는 초우량회사가 되었다. In 2000, Dr. Chang-Jae Shin, a professor at the Medical School of Seoul National University was inaugurated as the CEO of Kyobo Life. At that time, Kyobo was in a deep crisis. However, he has turned out to be a master of change management. In facilitating the change process of Kyobo, he has gone through the following eight stages. 1) Creation of crisis situation, 2) Building a strong organization responsible for the change management, 3) Development of vision and strategy, 4) Communication of vision and strategy, 5) Authority delegation and elimination of barriers, 6) Development of quick success cases, 7) Integration of various success cases and acceleration of innovation, 8) Incorporation of new systems into corporate culture. In addition, he has spent an enormous amount of time and energy to communicate with the employees, which has contributed considerably to the establishment of his leadership and the success of change management. He has practiced customer-oriented management in a true sense of the word, which now takes the form of emphasis on service for retained customers. In the past, Kyobo and all other Korean insurance companies have focused on attracting new customers. Furthermore, Dr. Shin has focused on profit-oriented management rather than sales-oriented management. His decisions have been always consistently in the best interest of Kyobo, sometimes at the expense of his personal interests. Finally, Dr. Shin has been making utmost efforts to balance the interests of stakeholders like customers, employees, sales people, investors and the national state. It is his firm belief that promoting the interests of some of these groups at the expense of other groups will not make the companies sustainable in the long run. Thanks to all these efforts on the part of Dr. Shin, Kyobo has now become one of the most respected and profitable companies in Korea.

가격탄력성을 이용한 세분시장의 가격차별화 전략

유필화(Pil Hwa Yoo),박유식(Yoo Sik Park) 한국마케팅학회 2002 마케팅연구 Vol.17 No.2

이 연구는 해운서비스를 중심으로 시장세분화 방법에 따른 세분시장별 가격탄력성과 이익차이를 분석하여 세분화 방법에 따른 가격차별화 전략을 논의하였다. 구체적으로 여기에서는 해운소비자(하주)들을 구매량, 속성의 중요성, 그리고 컨조인트 부분계수에 의해 세분화하고 각 세분시장의 가격탄력성과 이익을 측정하여 비교하였다. 분석결과 가격탄력성의 범위는 수량에 의한 사전적인 세분화보다 속성의 중요성과 부분가치 계수에 의한 세분화에서 더 넓게 나타나 고객을 세분화하는데 더 효과적이며, 가격차별화를 실행하는데 더 유용한 세분화 방법임을 제안하였다. 또한 시장세분화에 의한 가격차별화로부터 얻을 수 있는 총이익의 크기를 계산하여 비교한 결과 수량에 의한 세분화를 제외하고 단일가격을 책정하는 경우보다 모두 높게 나타났다. 세분화에 의한 가격차별화의 이익은 단일가격을 책정할 때에 비해 수량에 의한 세분화인 경우 오히려 감소하였으며(-2%), 속성의 중요도에 의한 세분화인 경우 28%, 그리고 부분가치 계수에 의한 세분화인 경우 6% 증가하는 것으로 나타났다. 이를 통하여 가격차별화를 위해서는 이익극대화에 적합한 세분화 방법이 적용되어야 하며, 적합하지 않은 세분화 방법은 가격차별의 이익을 창출할 수 없다는 것을 제안하였다 Although the importance of price discrimination is well documented, the attempts to examine the optimal price discrimination strategy have been relatively rare. In this paper, we discussed the optimal segmentation methods for price discrimination to maximize firm`s profit. In this article, price elasticity and profit were compared to evaluate the optimal price discrimination strategy by market segmentation. In survey, data were collected from 168 shippers by conjoint measurement, and then individual price response functions were calculated using logit choice model. Also respondents were segmented by three different types of segmentation rules(individual shipping volumes, the importance of attributes, and conjoint coefficients). The survey results as follow: First, the ranges of price elasticity by attribute importances and conjoint coefficients were broader than prior segmentation(purchase volume) rule. This result suggest that quantity is not sufficient tool for price discrimination in any industry(ex: shipping industry). Also we compared total profits from three types of segmentation rules. The best segmentation rule is an attribute importance rule which brings 28% more profit than indiscrimination strategy(using uniform price) among three segmentation rules.