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Some Characteristics of Haemolymph Yolk Protein in Pieris rapae L.
Yeu, Jeong-Wha,Ko, Young-Gyu,Kim, Hak-Ryul 한국곤충학회 1988 Korean journal of entomology Vol.18 No.1
배추흰나비 (Pieris rapae L.)의 혈림프 난황단백질의 물리화학적 특성을 조사하고 탄수화물의 정성분석을 실시하였다. 혈림프 난황단백질은 전기영동상에서 상단부위에 major band로 존재하며 용기의 암, 수 혈림프에도 모두 존재하였다. 이 단백질의 분자양은 360,000 dalton이었고, pI값은 6.0으로 약산성을 띠었는데 이는 한 종류의 구성소단위로 이루어진 tetramer로 존재하였으며 구성소단위의 분자량은 95,000 dalton으로 측정되었다. 또한 화학적 구성분을 조사한 결과 탄수화물, 지질, 소등이 결합된 복합단백질임이 확인되었으며, conjugated된 탄수화물을 정성분석 한 결과, Mannose가 10.5%, $\alpha$-Glucose가 24.1%, $\beta$-Glucose가 25.7%를 차지했으며, Lactose, Maltose등의 이당류는 1% 미만으로 존재하였다. Physicochemical property and carbohydrate were investigated from haemolymph yolk protein of Pieris rapae L. Haemolymph yolk protein (HYP) appears as major band in upper part of gel and is present in the both male and female haemolymph of pupae. Native molecular weight of HYP was estimated to be 360,000 dalton and its pI value was determined to be pH 6.0. This protein is tetramer composed of one type of subunit which has molecular weight of 95,000 dalton. Haemolymph yolk protein was confirmed to be conjugated protein containing carbohydrate, lipid, and phosphorus. Analysis of carbohydrate conjugated in HYP shows that carbohydrate of HYP is comprised of 10.5% mannose, 24.1% ${\alpha}$-glucose, 25.7% ${\beta}$-glucose but less than 1% disaccharides such as lactose and maltose.
Effects of Product Number and Brand Breadth on the Evaluations of an Extended Product
Yeu, Minsun,Yuk, Hyeyeon,Kim, Boha,Yoo, Jung-Hyun,Cho, Seong Wan,Yeo, Junsang,Park, Chan Su Korean Marketing Association 2013 ASIA MARKETING JOURNAL Vol.15 No.3
This paper was motivated by two gaps in the extant literature on brand portfolio planning. First, research has shown that, as the number of products connected to a brand increases, the extended product receives more favorable evaluations. However, this result was obtained by comparing two brands with different number of products while controlling the brands' breadths. Hence one may question if the above result would hold when the brand is narrow as well as broad. Second, the literature has investigated the effect of brand breadth on the perceived fit and evaluations of an extended product within a relatively limited range ("narrow vs. broad") and not considered the case of a "very broad" brand. To address these gaps, we propose two hypotheses: 1) the effects of the number of products associated with a brand on the perceived fit and evaluations of a moderately far brand extension are moderated by the brand's breadth (H1); and 2) the relationship between a brand's breadth and a moderately far extension's perceived fit and evaluations looks like an inverse-U shape (H2). Study 1 was conducted to test H1. Study 1 employed a 2 × 2 within-subjects design in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow or broad). We measured brand breadth as the perceived similarity among products associated with a brand. Participants provided the perceived fit and evaluations of an extended product. Study 2 was conducted to test H2 as well as to replicate Study 1 in a more general setting and with different products. It employed a 2 × 3 within-subjects design, in which the first factor was the number of products (small (2) or large (5)), and the second factor was brand breadth (narrow, broad, or very broad). The results from two experiments support both hypotheses. This paper contributes to the literature on brand extensions in two ways. First, it broadens our understanding of the effects of product number and brand breadth on extended product evaluations by considering the two factors jointly. Second, we believe this study to be the first to present evidence that brand breadth can exert an inverted U-shape effect on the perceived fit and evaluations of an extended product. The results also offer implications for marketers. First, marketers should heed the finding that adding similar products to a narrow brand does not help the brand's extension launch. Second, the finding that the relationship between brand breadth and extended product evaluations might not be linear provides practical implications. While a narrow brand should not keep launching close extensions, nor should a broad brand continue producing far extensions to broaden its breadth. A firm with a broad corporate or family brand might want to consider introducing a new brand instead of adding dissimilar products under the brand umbrella.
New Product Marketing Strategy: The Case of Binggrae's 'a Café la'
Yeu, Minsun,Lee, Doo-Hee,Kim, Sang Yong,Yoo, Shijin Korean Marketing Association 2012 ASIA MARKETING JOURNAL Vol.14 No.3
All firms require new stimulus to spurt growth. Therefore it is necessary to successfully develop new products and to employ appropriate marketing practices for the new products to enter and settle in the market. Binggrae, a Korean company that specializes in dairy and processed dairy products, introduced a ready-to-drink (RTD) coffee product, 'a Café la' to expand its business into the coffee market in 2008. Binggrae was a latecomer in the RTD coffee market but a Café la has shown an impressive average sales growth rate of 115% as of 2011 since the launch. Moreover, it is a steady bestselling coffee brand among the Polyethylene terephthalate (PET)bottle category. Binggrae found potential and opportunity in the growing coffee market and made efforts to develop a new product that can be differentiated from the existing products. The result was PET bottle coffee, which was more portable and convenient to drink than coffee products offered in cups or cans. PET bottle coffee is produced through the patented Aseptic Filing System, thus the original coffee flavor stays fresh when combined with milk and has a longer shelf life than coffee products in cups. Moreover, as the taste of coffee consumers has become more sophisticated, Binggrae developed a premium product by differentiating the product processing method and by using higher-quality Arabica beans. After launching the new product, the company also employed a well-designed communication strategy. First, Binggrae was able to confirm the level of market demand and market potential for the product by employing BTL (Below the Line) marketing strategies through the consumers' word-of-mouth. Afterwards, the company invested its resources for a full-scale ATL (Above the Line) marketing campaign. Later a Café la's TV commercial effectively portrayed the product's characteristics, and succeeded in raising consumer awareness of the product. As a result, a Café la has become the bestselling brand in the PET bottle coffee market. The successful new product marketing strategy of Binggrae'sa Café la offers many valuable implications for companies planning to launch new products in the future.
Present and Future Vision of Surveying and Geospatial Information System in Korea
YEU, Bock-Mo,SOHN, Duck-Jae Korean Society of Surveying 2004 Korean journal of geomatics Vol.3 No.2
Surveying and GIS have increasingly contributed to improve the quality of humane life through the development of its technology. While the surveying professions are now experiencing the crisis of identity. In this paper, we aim to study the concepts and presence of newly used terminologies, present state and future vision of surveying and GIS in Korea. To cope with various surveying consumers for expanding the market and their demands, enhancement of educational system, complement of laws legal system, construction of cooperative system in business are basically required.