제주도의 수산물 수출에 관한 조사연구

현학순 제주대학 기업경영연구소 1970 經營論集 Vol.1 No.1

廣告의 機能에 관한 硏究

玄鶴淳 제주대학 1980 논문집 Vol.12 No.2

It is often said that the moderns make their living in the flood of advertising. Thus, it deeply penetrates into our living environment through various media. In business management the activities of advertising are inevitably performed as a means of promotion for sales. Therefore, we cannot even imagine our business activities without advertising. Even though some people criticize the defects of the advertising activities in many ways, there is no other alternative as a communicating means of promotion for the business management as yet. In the year 1980, the total advertising outlay of Korea was \2,752 hundred million, and that was interesting to us for the accounts of 0.78 percent in GNP. In this place, I studied the functions of advertising with a historical review of the modern advertising activities. In Korea the first modern advertising activities are started through the newspapers of 1886 ; however, that is more 180 years backward than the United States, and 20 years than Japan. During the 1960's, the advertising activities had been increasingly active with the planning of economic development in Korea. For example in 1968 Korean branch of I. A. A. began to investigate Korean advertising expenses, and after 1976 Korean First Advertising Co., Ltd. has been wholly responsible for investigating the advertising expenses of Korea. And during ten years from 1970 to 1980, the expenses of advertising were increased a bout 21.6 times. As the shown above, much expenses was found in advertising activities ; accordingly, in respect of advertising activities, I could examine and analyze the several aspects of the advertising functions in Korean business environments as following: 1) Observing the aspects of business management to maintain and development the business entity, we have to perform the function of introducing new products to the market, penetrating the market, presenting goods, and maintaining a channel of distribution in service and goods. 2) Observing the aspects of consumers for protecting their rights and interests, we have to perform the function of conveying their informations to consumers, and persuading and educating them. 3) Observing the economic aspects of developing the national economy, we have to perform the function of realizing economics of scale through the activities of promoting the demand creativity, and of income distribution by enlarging the opportunity of employment. 4) Observing the social and cultural aspects, we have to perform the function of changing the culture of life to let the citizens approach mass media at the low price. The business advertising of modern society has mainly performed the functions oriented only to the sales promotions for maximizing its profit through increasing and maintaining the sales. But its functions in the future will be focused on the followings : the respects of human beings, the enlargement of awareness of beauty, the satisfaction at the feeling for human living, the improvement of the level of knowledge for consumers, the faithful conveyance of informations without falsehood, the contribution to the enlagement of the profits in their environment, and the guidance of changing of historical flow. In conclusion, it seems that in the future the new functions of advertising will be gradually expended us the stated above.

美國 마아케팅活動의 發達史的 考察

玄鶴淳 제주대학 1979 논문집 Vol.11 No.1

We can trace the history of marketing from the time when mankind began to have exchange economy, Modem marketing results from the historical development of monopolistic capitalism. It has not only been developed well in America, but has been widely studied by many economists. This essay is concerned with investigating the growth of American marketing in relation to American capitalistic economics. Rapid industrialization came to America just after the end of the Civil War (1861- l865). As the result, American was changed from an agricultural country into an industrial country, and by the 1880s accomplished her Industrial Revolution successfully. Monopolistic capitalism, which began to be formed at the end of 19th century, was well established about the beginning of 20th century. The seller's market of that period was changed into a buyer's market around 1910, therefore marketing began to develop. Also the role of marketing at that time was to control the marketing channel not only in order to make product differentiation, and to develop national advertisement by using peculiar brands, but in order to expand markets to monopolize prices. In the 1920s, industrial rationalization began to be developed, and the rationalization of production made it possible to standardize, simplify, specialize, and mass-produce products with the method of conveyor system. The rationalization of marketing brought about market controls and the development of branch outlets and direct control shop. The vertical controls of marketing were developed well, while high pressure marketing was also developed widely through reinforcing methods such as advertisement, marketing research, installment selling. In the 1930s, the consumers' structural resistance against monopoly marketing increased, and the concept "consumer is king" was developed as a means of settlement. On one hand high pressure marketing was changed in to low pressure marketing, and on the other hand marketing changed to "market-in system" from "product-out system". Marketing decreased during World War Ⅱ. The wartime industry has shifted since the end of the war into a peace time industry due to changes of management. A great technological surge broke down the traditional industrial world, and as a result new processing methods and skills were developed. The chemistry for textiles and papers, plastics, for glasses & iron-steel appeared as each competitor. After this marketing ceased to sell products. New marketing or managerial marketing developed which became the guidance idea of a whole enterprise based on the elaborateness of technique and development of management. The new marketing was concerned with long-term business planning investment planning, as well as product planning. The main point of marketing is not the solution of everyday marketing problems but solving problems containing uncertainty or planning for decision-making, and especially planning for the future course of an enterprise.

제주도산 수산물의 유통합리화 방안에 관한 연구

현학순 제주대학 기업경영연구소 1977 經營論集 Vol.7 No.1

A Rcneral tendency of the finheries of Jeju-do can be seen from the following: In Jeju-do, there live 14,613 fishermen or 12,846 fishing families which make up a fishing population of 61,832. Out of the 954 fishing boats, 539 are powered but 415 are still non-powered. Along the sea coast of the island, there are 92 scattered fishing ports, and tile annual fish production averages 47,051M/T. The annual production of the "top-shells" amounts to 2,121M/T which occupy 54% of the total top-shell production of Korea. The annual amcrunt ot exports, including all kinds of fishes is $ 7,565.602. However the marketing problems, hinder the fisheries of Jeju-do, in addition to those unfavorable. factors such as lack of stability in production, the inability to predict a good or poor catch, the septicity of fishes, and rapid ups and downs in their prices. Either the Jeju-do fishermen or their cooperatives .tail to carry out successful marketing because of the unavailability of marketing information, poor facilities in transporting, processing, and unsystematic sale channels. Marine products are very important food resources, especially in South East to Asia. According FAO, fish supply Koreans with 74% of the necessary animal protoin, Japanesewith 50%, and Philippines with 48%. Since the food situation is hardly expected to get better, the government should give special support to improve the fisheries of Jeju-do. The writer of this paper would like to advance the following suggestions: (1) In order to preserve the fish freshness, the processing methods and facilit-ies in the boats should be improved. (2) The wooden boxes, which are being used as receptacles to keep and carry fish, should be replaced by stainless steel cases. (3) Plants in the local fishing parts and in the fish markets should be impro-ved. (4) The cold chain system should be expanded. (5) A collecting and distributing center should be set up and a chain store management system should be sought. (6) To rationalize the esporting business, exporting "windows" should be limked to a minimum, and more effort has to be made to obtain information about overseas markets. (7) To stabilize the prices of fresh fish, a fish concentration pond should be set up in order to adjust the incoming and outgoing fish and to speed up ship-ment.

出帆하려는 그린라운드와 우리의 對應姿勢

玄鶴淳 濟州大學校 觀光産業硏究所 1995 産經論集 Vol.9 No.-

經濟開發에 따른 流通近代化 促進에 關한 硏究 : 都小賣機構를 中心으로

玄鶴淳 제주대학교 1977 논문집 Vol.9 No.1

Distribution sector which connects production and distribution directly calls for an effort to reform in order to rationalize a national consumer's life as well as smooth supply and demand of goods. Since Korea has achieved the rapid industrilization under the economic development plan but distribution section is still in primitive stage comparing with production sector, it if essential for us to have to modernize the distribution structure. In Korea distribution sector forms 23.8% of G NP in 1976, have high rank next to the manufacturing industry. However, distribution system in Korea is a state of small scale business, variety of the organization, low productivity, irrational marketing management and the functions of distribution stage are intermixed and not specialized so that consequently distribution cost is high. A schem to facilitate of distribution structure are as follows; 1) Revising the unrealistic laws related to distribution channels in solving a marketing law. 2) Increasing marketing efficiency of merchandise mart. 3) Strengthening the organization of voluntary chains in order to inprove rotating methods. 4) Cultivating direct operated departments, shopping center for the apartments and super markets. In the development countries, most common features of managment to distribution structure have run par? lel with legal control and support policy from the laissez-fair policy. we have en leavor to improve the pre-modern distibution structure with support in finance, law and tazation and legal control as well as expansion in physical distribution.

관리가격의 실태 및 규제방안에 관한 연구

현학순 제주대학 기업경영연구소 1971 經營論集 Vol.2 No.1

( I ) This Paper is intended to have a correct understanding of it's concept and to explain an actual conditions and controlled devices to administered Prices in Korea. The concept of administered prices were advanced by G.E. Means. He defined, in short, an administered price as, it is settled almost by producers and con-sumers, does not flunctuate for a specified period in a fixed level and the variation of demand has a characteristics which is reflected by the change of the output and sales rather than prices, ( ll ) Owing to the Government's protective measures to the producer, administered Price takes form the Meno-Oligopolistic market and permits high Prices excess-ively compared with international marketing prices. For the reasons mentioned above, producer's margin of the products is to high from the beginning and becomes the subject of critisizm unfavorably from the Part of consumer. According to many problems occured on the distribution processes. ( lll ) The schems to regulate such an admiistered prices are as follows: 1) Setting up new course of policy as well as cut down cost by introducing standard cost accounting system in the enterprises producing the regulatory items. 2) Expenses except standard value don't admit on :he tas accounting 3) Regulatory items foreshadow in advance. 4) Open import in order to protect consumer and strengten an international competition of the firms. The problems of administered prices in not too severe at the present stage in Korea. But as Korean economy convertes into open-system inevitably at the end of 1970's, the actment of lawer to the administered prices in desired in advance.

「드러커」의 경영사상에 관한 소고

현학순 제주대학 기업경영연구소 1986 經營論集 Vol.10 No.1

消費者保護에 관한 硏究

玄鶴淳 제주대학교 1982 논문집 Vol.14 No.1

During last twenty years our nation has achieved the rapid economic growth by the continued economic development plan. Accordingly consumer's daily life has been changed a great deal with increasing national income and making a progress of urbanization. Recently the problem of the consumer protection is actively under dicussion. In the meantime a victim to consumer daily goes on increasing, A consumer's Position are relatively weakening due to driving the producer's oriented policies in economic development. The choice capability of consumers is hampered by a variety of restrictions caused by the high level and the diversification of commodities. The united force of consumer is weak against advanced nations. Therefore, it should raise higher an efficiency of market economic by the spread of consumer's information for the consumer protection, and also stimulate the improvement in qualify and the evaluation of productivity by strengthening the preferential ability of consumer. And it shuld effectively keep pace with the mass consumer economic by enhancing the knowledge of consumer, and also cultivated the united force for protecting rights and interests of consumers. Thus, the protective policies of consumers which can develop consumer economic with making a integration between a business enterprise and a consumer must be settled without delay. Under the circumstances, the direction of the improvement about protective policies of consumers that have to be propelled can be outlined as follows: 1. Consumer's risk bearings by inferior quality must be covered for the account of a producer. 2. It must consolidate the administration system and revise laws and regulations in connection with the consumer protection. 3. It must activate the movement of consumer inacted as compared with advanced nations. 4. Education about consumers must enforce an organization for systematically practicing it from the secondary educational institutions.

다국적기업의 실태와 한국진출에 따른 정책방향개선에 관한 연구

현학순 제주대학 기업경영연구소 1972 經營論集 Vol.3 No.1