VARIETY OF VARIETY-SEEKING IN FASHION E-COMMERCE: HOW SHOULD WE DISTINGUISH VARIETY-SEEKERS?

Ushio Dazai 글로벌지식마케팅경영학회 2017 Global Fashion Management Conference Vol.2017 No.07

This exploratory research focuses on variety-seeking behavior in the e-commerce (EC) apparel market. The author introduces the causes of switching behavior through exploring different attributes such as product category, price range, and brand. The author discusses the definition of variety-seeker within relatively high price, high involvement, and less frequency category. Next, the author proposes a practical methodology to find different types of variety-seekers from transaction data and customer databases. Finally, the author identifies the characteristics of variety-seekers, including mobile device behavior and psychographics of customers. Having reviewed previous research, in this study, the author focuses on: (1) research of variety-seeking that leans toward the low price, low-involvement, and high-frequency category, (2) define and distinguish variables of variety-seeking, especially in fashion and EC websites, and (3) use of mobile channels in variety-seeking. Researchers and practitioners have studied variety-seeking behavior since the latter half of the 20th century. One of the earliest studies of variety-seeking behavior is by Tucker (1964), who proposed the exploratory behavior concept. Since then, variety-seeking behavior has been extensively researched, and it is considered the antithesis of brand loyalty. As introduced by Assael (1987), in his matrix on buying behavior types, variety-seeking occurs as a low-involvement behavior and in a relatively low-priced category (e.g., Inman, 2001). Therefore, the research on variety-seeking in a higher priced category, like fashion, is a relatively novel approach, when compared to other categories of consumer goods. Meanwhile, there are many variables in general transaction data and customer databases, such as product category and group level (large, medium, and small), brand, product attribute (color, size, gender), price, time, and store. However, much of the previous research considered brand-switching as a clue for distinguishing variety-seeking. Thus, there is little research that has considered every database variable, and defined variety-seeking in the fashion category. Recently, new research focusing on the apparel industry and EC websites has been published. For example, Ko, Kim, and Lee (2009) discussed mobile shopping for fashion products, where they proposed the concept of information-seeking. However, their research was based on questionnaires. For this review, discussing and developing a methodology to analyze variety-seeking in the EC fashion industry was necessary. Distinguishing variety-seekers in this area might be useful for retailers or manufacturers for category management or line expansion (e.g., Inman 2001). This study uses transaction data from fashion EC sites obtained from the 2016 Data Analytics Competition, which was sponsored by the Joint Association Study Group of Management Science. There were over 550,000 purchasing transactions, and approximately one million records of units purchased from April 1, 2015 to March 31, 2016. The number of customers was approximately 100,000, out of which around 3,000 answered the psychographic questionnaire. Every product was classified into 24 large groups and 226 small groups. The data covered approximately 6,500 brands across 900 shops. In this study, the author conducts three analyses. First, the author introduces the types of variety-seeking behavior into the data, which produces a distribution that resembles the shape of the Pareto distribution in terms of sales or frequency. Second, the author discusses how to distinguish variety-seekers. Brand-switching is the most important criterion of variety-seeking behavior; however, the author includes concepts such as price-seeking, category expansion, and purchase interval. Finally, the author introduces characteristics of variety-seekers with demographic and psychographic variables in order to discuss the factors that determine variety-seekers. For example, using large group switching and sales, the author distinguishes the variety-seekers (over 3,000 customers, that is, 3%). From analyzing demographic and psychographic variables, the author, then, attempts to specify the reasons for variety-seeking in the fashion category. Finally, the author confirms the differences between mobile device and PC channels. In the age of customer experience management, use of mobile device has an important role. The author demonstrates the relationship between mobile device use and variety-seeking behavior. However, this research has certain limitations. First, this exploratory research does not adopt a rigorous hypothesis testing approach. The second limitation pertains to data—if the author had web access log data and real channel purchase data, other indicators could have been calculated. However, despite these limitations, this research makes theoretical and practical contributions. First, using fashion EC website data, variety-seeking behavior could be observed in relatively high price and high-involvement categories. Second, the author proposes a simple method to distinguish variety-seekers. EC sites, in general, may have similar databases; therefore, this research has application possibilities. Third, the author explains how psychographic characteristics and mobile channel usage of variety seekers could be beneficial for further research on variety-seeking behavior.

소비 주체와 구매량이 다양성 추구 행동에 미치는 영향

박소진 한국마케팅관리학회 2012 마케팅관리연구 Vol.17 No.4

This research investigated the effects of consuming subject, purchase quantity, and interaction effect of consuming subject and purchase quantity on consumers' variety-seeking behavior in bundle promotion situation. This study suppose three conditions when consumers’ variety-seeking behavior is occurred. Namely, one might choose multiple items simultaneously for self, for other person, or for group members. As is often the case, a housewife buys several number of snacks for herself, her friend or for her child's classmates. First, this study expected the degree of variety-seeking behavior would be varied depending on consuming subject which means for whom one makes choice. Second, this study expected the more a consumer purchase items the more a consumer seek variety. Third, this study also expected the interaction effect. To test these hypotheses, the experiment was conducted by 3(consuming subject: self vs. other person vs. group members) x 2 (purchase quantity: 5 vs. 9 items) ANOVA. Participants were asked to choose a total five or nine snacks from the list of five snacks. The dependant measure was how many different types of snack participants chose. As predicted, the degree of variety-seeking behavior was different for self, for other person, and for group members). Importantly, the author found consumers sought ‘group-variety’ rather than ‘group-uniformity’ when they made choices for group members. The result showed the degree of variety-seeking behavior was the highest when they made choices for other person, followed by choice for self and for group members. Additionally, participants chose more variety when their total purchase quantity was large than small. The author also found the significant interaction effect of consuming subject and purchase quantity on consumers' variety-seeking behavior. When consumers selected items for self and for other person, they chose more variety of snacks when total purchase quantity was large than small. However, When consumers selected items for group members, the degree of variety-seeking behavior didn't increase as much as when they made choices for themselves and for other person. Finally, this research suggests managerial implication for bundle promotions and develops directions for future research. 본 연구는 누가 소비하느냐 하는 소비주체와 구매량이 소비자의 다양성 추구 행동에 미치는 영향을 탐구하였다. 본 연구는 소비자의 다양성 추구행동이 발생하는 세 가지 상황, 즉, 소비자 자신이 미래에 소비할 다수의 제품을 동시에 선택하는 상황, 다른 한 사람을 위하여 다수의 품목을 동시에 선택하는 상황, 다수의 타인(집단구성원)을 위하여 다수의 품목을 선택하는 상황을 가정하였다. 본 연구는 소비자의 다양성 추구 행동 정도가 소비주체에 따라 다르게 나타날 것으로 가정하고, 소비주체와 구매량이 다양성 추구행동에 미치는 상호작용 효과를 검증하였다. 본 연구는 피험자들에게 소비주체에 따른 세 가지 상황을 가정하도록 요구하고 5개 종류의 과자로 구성된 대안들 중에서 5개의 또는 9개의 과자를 선택하도록 하였다. 본 연구결과는 다음과 같다. 첫째, 소비자들의 다양성 추구행동은 누가 소비하느냐 하는 소비주체에 따라 다양성 추구행동 정도가 다르게 나타났다. 소비자들의 다양성 추구 행동은 타인소비, 자신소비, 집단소비 순으로 높게 나타났다. 소비자들은 다수의 집단구성원을 위하여 다수의 품목을 선택할 때에도 다양성을 추구하나, 그 다양성 추구 정도는 타인소비나 자신소비 경우보다 상대적으로 낮음을 발견하였다. 둘째, 구매량이 증가할수록 소비자들의 다양성 추구행동도 증가하는 것으로 나타났다. 피험자들은 5개를 선택할 때보다 9개를 선택할 때 여러 종류의 과자를 선택함으로써 높은 다양성 추구 행동 경향을 보였다. 셋째, 본 연구는 소비주체와 구매량의 상호작용 효과를 발견하였다. 자신 또는 다른 한 사람을 위하여 다수의 품목을 동시에 구매할 때는 한 번에 구매하는 구매 수량이 증가할수록 다양성 추구행동이 증가하나, 집단을 위하여 다수의 품목을 구매할 때는 구매량이 증가하여도 다양성 추구행동이 크게 증가하지 않았다. 즉, 소비자들은 구매량이 증가해도 2-3 가지 품목으로만 선택집합을 구성하는 것으로 나타났다. 본 연구는 소비자가 정해진 제품 구색 내에서 특정 구매수량을 구매하면 번들가격할인을 제공하며, 정해진 제품 범주 또는 품목 내에서 자유롭게 품목을 선택할 수 있는 ‘골라담기’ 판촉과 관련하여 실무적 시사점을 제안하고 있다.

보호범위 판단을 중심으로 한 품종보호권과 특허권의 비교

김동준(Kim, Dong Jun) 충북대학교 법학연구소 2019 과학기술과 법 Vol.10 No.1

Plant varieties can be protected either by the Patent Act or by the Plant Variety Protection Act (PVPA) or by any combination thereof. Unlike the subject matter of patents, an abstract solution to a technical problem, the subject matter of plant varieties right is the variety itself (living organism). Since the subject matter of right is different from each other, the scope of protection of a protected variety is not exactly the same as that of a related patent. Therefore, from the perspective of filing strategies, the breeder or inventor of a plant variety needs to exactly understand the differences of the subject matter and the scope of protection between protected varieties and patents. In addition, the scope of protection of a protected variety should be determined on the basis of the physical material, the plants themselves, and not on the description of the variety. It is difficult to describe the characteristics of a plant variety to the extent that it clearly defines the extent of protection as the patent claims. In particular, for assessing the distinctness, uniformity and stability (DUS) criteria, the plant material of the candidate plant is normally compared with control varieties from within the same species in a comparative cultivation. Thus, it is inconsistent and unreasonable to determine infringement based on variety descriptions rather than based on the actual plants. The PVPA does not provide a provision determining the scope of protection of a plant variety. Unlike the Patent Act, there is no description requirement as a basis of rejections or revocations under the PVPA. The characteristics not specified in the variety description, including those specified, should be considered when determining infringement. Although actual plants, as living organisms, may be subject to variations/alterations, the plant material of the protected variety present at the time of infringement and the accused plant material could be compared unless the variation go beyond the tolerance range, in which case the right can not be enforced due to lack of stability. Some difficulties in practice such as difficulties of submitting the actual plant, identifying the characteristics of the protected variety and so on exist even when infringement is determined by variety descriptions. The same principle has been adopted in the U.S., EU and Japan. Nevertheless, the Plant Variety Protection system should be improved in some respects. The case law needs to be developed on the test to determine any variety that is not clearly distinguishable from a protected variety. Although the DNA analysis is not (yet) apt to justify infringement, we need to keep an eye on the development in DNA-profiling technologies. Furthermore, if the scope of protection is not clearly known through the investigation of the register, rebuttal of presumption of negligence should be recognized. Like Article 126-2 of the Patent Act, the PVPA needs to be amended to shift the burden of proof to the accused infringer.

문화산업 비판이론의 관점에서 중국 슬로우 예능 프로그램 연구

혜몽범 한국지역문화학회 2023 지역과 문화 Vol.10 No.3

The purpose of “Slow Variety” as a new production concept is very different from “Fast Variety” in terms of format, narrative and value proposition. The audience gets a sense of pleasure and relaxation by watching the celebrities “get away from the city” and “return to the countryside”. This paper studies “Slow Variety” from the perspective of critical theory of cultural industry. Firstly, it discusses the culture industry theory and “Slow Variety” in China, and compares the history and development of “Slow Variety” in the culture industry perspective. Then, it makes a comparative analysis of “Fast Variety” and “Fast Variety” from the perspective of cultural industry to grasp the internal logic of their decline and rise. The research findings suggest that the regulation and control exercised over cultural and artistic production and consumption processes have given “Fast Variety” with a commercial and standardized character. The surge in popularity of “Slow Variety” is intricately intertwined with a form of resistance against the cultural industry. This rebellion is reflected in the equilibrium established between economic interests, audience preferences, and program content. A study of “Slow Variety” through the Frankfurt School's critical theory of the cultural industry complement the theoretical study of variety shows. It analyses the importance of “Slow Variety” from a critical perspective in maintaining the essence of art and promoting the healthy development of variety shows in China.

大麻 低마약형 신품종 "청삼"의 육성경위 및 주요특성

문윤호,이봉호,정병춘,김용웅,김길용 한국국제농업개발학회 2002 韓國國際農業開發學會誌 Vol.14 No.2

대마의 저 마약형 신품종을 육성하고자 대마초의 환각성분에 대한 국내의 문헌을 수집하여 고찰하여 저마약형 대마 신품종 "청삼(Cheungsam)"을 육성하였던 바 이것들을 요약하면 다음과 같다. 가. 목포시험장에서 1997년 네덜란드 CPRO에서 도입한 44품종의 저 마약형 유전자원중 IH3이 THC 함량이 낮고 개화일수도 한국재래종과 비슷하여 경장과 섬유수량도 다른 도입품종들에 비해 크고 많아 육종재료로 유망시 되었다. 나. 저 마약형인 IH3를 모본으로 하고 한국 재래종을 부본으로 교배한 1대잡종 품종을 육성하여 무안 등 4개 지역에서 지역적응시험을 실시한 결과 특성이 우수하고 저 마약형으로 분류되어 이를 "청삼"으로 명명하여 신품종으로 등록하였다. 다. "첨상" 품종은 섬유수량은 190kg/10a로 재래종의 177kg/10a에 비하여 7% 중수되었고, 환각성분인 THC(Δ-9-Tetrahydrocannabinol)함량이 0.34%로 재래종의 1.74%보다 적고 환각억제성분인 CBD(Cannabidiol)함량은 1.34%로 재래종의 0.57%보다 많아 저 마약형으로 분류할 수 있다. 라. "청삼" 종자를 IH3의 자웅이주종자를 이용하여 채종하면 종실수량이 103kg/10a이지만 자성종자 채종기술을 이용하여 채종하면 146kg/10a로 채종량이 42% 증가하였다. In order to develop a new variety of fiber hemp(Cannabis sativa L.) with non-drug type, the authors reviewed several literatures about marihuana or hemp, and bred a new variety with non-drug type. This variety was named as "Cheungsam" and resitered as a recommening variety in Korea. This paper introduce the breeding history and characteristics of the fiber hemp variety "Cheungsam" with non-drug type. Among the 44 introduced germplasms from CPRO, Netherland, only IH3 was suitable variety because of it's good traits including low THC content, similar flowering days to Korean local variety and good fiber yield. IH3 and Korean local variety were crossed to develop a new non-drug type hemp, and we developed a new variety named "Cheungsam". This variety have good plant characteristics and fiber yield with low THC content. The average fiber yield of "Cheungsam" was 190kg/10a in regional fiber yield trials, which was 7% higher than that of "Korean local variety". "Korean local variety" contains 1.74% of THC which is the psychoactive ingredient and 0.57% of CBD the anti-psychoactive ingredient, thus that cultivar was sorted to drug type hemp. But "Cheungsam" contains 0.34% of THC and 1.34% of CBD so that sorted as a non-drug type hemp. If farmers want to harvest more seed of "Cheungsam", using female seed of IH3 is better than that of the dioecious seed because of the high seed yield.

제주 지방에서 당근 재배품종의 특성평가

박용봉,김용덕,문정수 (사) 한국생물환경조절학회 2002 생물환경조절학회지 Vol.11 No.3

The overall objective of this study was to determine which variety of carrot-10 Japan varieties or 6domestic varieties- produces the optimum quality, when cultivated on Jeju Island. Plant height, leafnumber and leaf weight were observed to be more superior in the purebred variety ungangthanother varieties. Further studies, however, showed the crossing variety ureounwas superior to allothers. Furthermore, when comparing root diameter, root length and root weight, the ibarywassuperior in both the purebred and crossing variety. When researching Japan varieties, the crossingvariety, ungshowed an increase in underground root. The purebred variety onghaealso showedan increase in underground root. Marketable yields in domestic varieties were greatest in apawhile in Japan varieties, anekowas the most productive. The percentage of root cracked was 15%greater in ureon In the purebred variety, Jungang, the percentage was only 10%. The percentageof roots branched was highest in idomiwhich showed a rate of 9%. The roots branched rate was2% for ungand 6% for onghae Considering the percentage of roots cracked or branched, themarketability of carrots was higher in Japan varieties in comparison with domestic varieties. There-fore we conclude that, in the cropping patterns of carrots, the domestic variety has an advantage overthe Japan variety.

자실체 발생이 안정적인 꽃송이버섯 신품종 ‘한여울’

최준영,최종인,백일선,신복음,김정한,하태문,정구현 한국버섯학회 2022 한국버섯학회지 Vol.20 No.3

This study was conducted to reduce the phenomenon of biased cultivation and to pursue the diversification of mushroom items. We focused on developing Sparassis latifolia varieties with a short cultivation period, stable pinheading, and a high yield. We have collected and determined the characteristics of genetic resources domestically and abroad since 2016. We bred the unique domestic variety, “Hanyeoul” and the results of this study are as follows. The optimal temperatures for mycelial growth and fruit body growth were 22~25oC and 19~21oC, respectively. The color of the pileus was pale-yellowish white, which was similar to the color of the control variety, “Neoul”. The number of days required for cultivation was 125 for bottle cultivation and 98~102 for bag cultivation, which was shorter than the number of days required for the control variety. Bottle cultivation took 39 days shorter for the new variety than the control variety. The fruiting body of the new variety was similar in size or larger than that of the control variety. The pinheading rate was more than 90% in bottle cultivation and bag cultivation, which was more stable than pinheading in the control variety. The yield was 79.1 g/bottle (1,100 cc) for bottle cultivation, which was 22.6% higher than the yield of the control variety, and 641.1~689.5 g/bag (2.6 kg) for bag cultivation, which 5.8~10.4% higher than yield of the control variety.

Effect of Location, Season, and Variety on Yield and Quality of Forage Oat

Kim, J.D.,Kim, S.G.,Abue, S.J.,Kwon, C.H.,Shin, C.N.,Ko, K.H.,Park, B.G. Asian Australasian Association of Animal Productio 2006 Animal Bioscience Vol.19 No.7

Forage oat (Avena sativa L.) is grown extensively in a double-cropping system on dairy farms. Four oat varieties ('Swan', 'Targa', 'Foothill', and 'Nugene') were evaluated for forage production and forage quality during two growing seasons (spring and autumn) at two locations (central and southern region) in South Korea. The heading stage of four oat varieties was observed during spring, but the autumn season did not produce heading until harvest time except for the 'Swan' variety (early-maturing variety). The heading stage of 'Swan' in both locations was earlier compared to other varieties. The four varieties were resistant to both foliar disease and insects. Lodging resistance was higher during autumn except in 2002 at the central region, and late-maturing varieties ('Foothill' and 'Nugene') have lower lodging resistance. Dry matter (DM) content was significantly different between varieties (p<0.001). Comparing different varieties, 'Swan', an early-maturing variety, was highest in DM content. In DM, total digestible nutrients (TDN) and crude protein (CP) yield, the yield of oat varieties in the southern region was higher than in the central region, and forage yield of the oat varieties in the spring season was higher than during the autumn season. The DM and TDN yield showed significant differences between oat varieties. The CP content of oats grown in the central region (Cheonan) was lower than oats grown in the southern region (Daegu), and the spring season produced oats with lower CP compared to the autumn season. Among the four oat varieties, the CP content of late-maturing varieties was higher than the Swan variety (early-maturing variety). The acid detergent fiber (ADF) and neutral detergent fiber (NDF) contents were higher for the varieties grown in Cheonan and during the spring season. The ADF and NDF contents of late-maturing varieties were lower than the early-maturing variety. TDN and relative feed value (RFV) were higher for the varieties grown in Daegu and during the autumn season. Late-maturing variety had higher TDN and RFV than early-maturing variety. Our study showed differences in forage production and forage quality of oats grown in different locations, seasons and varieties. Forage quality as well as forage production was better in the southern region than in the central region. Forage quality was better during autumn, but forage production was better during spring. Late-maturing variety had better forage quality than the early-maturing variety. Therefore, late-maturing varieties are more suitable for use in the southern region.

문화 버라이어티 KBS ‘1박2일’ 성격 분석

김관섭(Kim, Kwan Seob) 건국대학교 글로컬문화전략연구소 2018 문화콘텐츠연구 Vol.0 No.12

이 연구는 방송콘텐츠와 인문학의 관계에 대한 논의, 방송미디어의 사회적 기능에 대한 논의에서 시작됐다. 이 연구는 방송콘텐츠, 문화소재, 문화 버라이어티 개념의 논리적 확립과 방송콘텐츠 예능프로그램 개발 과정에서 방송소재로써의 문화소재 적용 방법론 제시를 목적으로 했다. KBS 해피선데이 ‘1박2일’은 대한민국 방방곡곡을 출연자들이 여행하면서 겪는 에피소드로 구성된다. 이 연구의 시각에서 ‘대한민국 방방곡곡’은 문화유산이 소재로서 작용할 수 있다는 것이 된다. 실제로 ‘1박2일’은 10년 동안 문화소재의 수용에 있어 그 가능성을 보여주었고, 이 연구에서의 항목별 분석을 통해 ‘문화 버라이어티’ 개념 설정의 근거가 된다. 그리고 ‘문화 버라이어티’ 제작 표준 설정에 기준으로 작동한다. ‘1박2일’ 10년이 이 연구의 주된 대상인 이유가 여기에 있다. 이 연구의 목표는 ‘KBS 1박2일의 10년’의 양상과 특성을 분석해, 방송콘텐츠 예능장르에서의 ‘문화 버라이어티’의 개념 설정과 방향성을 탐구하고, ‘문화 버라이어티’의 가능성을 통한 의미와 가치를 제시해 ‘문화 버라이어티’의 표준을 정립하는 것이다. 인문학의 구체적 결과물로써, 방송콘텐츠의 내용물로써 문화소재는 적극 수용되어야 한다. 결론적으로 방송미디어를 창구로 인문학은 대중과 소통해야 한다. 방송콘텐츠 홍수 속에 인문학의 역할이 대두되고 있는 시대에 어떠한 문화소재를 어떻게 방송콘텐츠에 수용할 것인가는 매우 중요하다. 방송콘텐츠 제작방법론 정립과 더불어 인문학에서의 방송소재에 대한 연구와 비평 또한 매우 중요하다. 이 연구는 그 해답을 구해가는 과정이다. 맥락의 중심에 문화소재가 있고, 문화콘텐츠가 있고, 방송콘텐츠가 있다. 세 가지 개념을 통해 KBS ‘1박2일’ 10년의 양상과 특성을 분석․비평하고 ‘문화 버라이어티’로서의 방향성을 제시하고자 했다. 그것은 방송콘텐츠의 공공재로서의 가치실현과 소재개발의 다양성을 담보하는 것이기도 하다. 문화소재 수용 ‘문화 버라이어티’ 개념 정립과 ‘문화 버라이어티’ 제작표준 설정은 문화콘텐츠학과 방송콘텐츠 현장이 상호작용하며 양립하는 소통의 방안이다. The study began with a discussion on the relationship between broadcasting content and humanities, and on the social function of broadcasting media. The purpose of this study is to establish the concept of broadcasting contents, culture materials, and culture variety logically and to present the method of applying cultural materials as broadcasting material in the process of developing broadcasting contents entertainment program. KBS Happy Sunday ‘One night two days(1박2일)’ consists of episodes that performers experience travelling through all over the country. From the perspective of this study, ‘every corner of Korea’ means that cultural heritage can work as a material. Actually, ‘One night two days’ showed the possibility of acceptance of cultural material for 10 years, and became the basis of setting up the concept of ‘culture variety’ through analysis by items. It also works as the criteria in setting up the standard of ‘culture variety’ production. This is why 10 years of ‘One night two days’ are the main target of this study. The purpose of this study is to explore the conceptualization and direction of ‘culture variety’ in broadcasting contents entertainment genre by analyzing the aspects and characteristics of ‘10 years of KBS One night two days’, and to establish the standard of "culture variety" by presenting the meaning and value through the possibility of ‘culture variety’. Cultural materials should be actively accepted as broadcasting contents and as a concrete result of humanities. In conclusion, humanities should communicate with the public through the window of broadcast media. It is very important how to accept what kind of cultural material in broadcasting contents in the era where the role of humanities is emerging in the flood of broadcasting contents. It is also very important to research and criticize the broadcasting materials in humanities, together with establishing the method of producing broadcasting contents. The purpose of this study is on the process of seeking the answer. At the center of context, there are cultural materials, cultural contents, and broadcasting contents. The aspects and characteristics of 10 years of KBS ‘One night two days’ were analyzed and criticized through the three concepts, attempting to present the direction as ‘cultural variety’. It is also to realize the value of broadcasting contents as public goods, and to guarantee the diversity of material development. Establishment of the concept of ‘culture variety’ that accepts cultural materials, and setting up the criteria of producing ‘culture variety’ are a measure of communication in which cultural contents studies and broadcasting contents field are interacted and compatible.

식물신품종보호제도의 개선방안에 관한 검토

김선희,신재호 한국지식재산학회 2023 産業財産權 Vol.- No.76

「식물신품종 보호법」에서는 형식적으로 특허제도와 유사한 방식으로 식 물신품종을 보호하고 있으며, 품종보호 출원을 통해 품종명칭에 대한 상표 권 유사의 권리를 취득할 수 있는 품종명칭등록제도를 함께 운영하고 있다. 전통적인 방법으로 새로운 품종을 육성하는 농어민들이 특허요건을 충족시 킬 수 있도록 출원서류를 작성하는 것은 사실상 불가능하다는 점에서 기존 품종과 차별되는 특성과 육성 경과도표 및 육성 계통도만으로도 신품종에 대한 권리를 취득할 수 있는 식물신품종보호제도는 의미가 있다. 이는 마치 특허제도와 별도로 실용신안제도를 운영하는 것과 그 취지가 유사하다. 다만, 바이오 관련 기술의 발전과 함께 식물신품종 관련 특허출원이 증가 하면서 이로 인한 저촉‧충돌 문제가 발생하지 않도록 하기 위한 제도적 정비 가 필요하다. 즉, 동일한 신품종에 대해 특허권과 품종보호권이 양립할 수 있는 것인지, 자가채종 등 품종보호권의 효력이 제한되는 실시행위에 대해 서도 특허권 행사가 가능한 것인지, 품종보호권으로 보호되는 보호품종의 육종방법에 대해 제3자가 특허권을 취득한 경우의 그 취급 등 전반적인 검토가 필요하다. 식물신품종보호제도에 대한 보다 큰 관심과 활발한 후속 연구를 바탕으로 품종의 고품질화를 통한 종자산업의 발전 및 식량 안보 강화에 도움이 되길 기대한다. In the New Plant Variety Protection Act, the right to monopolize the implementation as a business is granted through procedures such as application, examination, and establishment registration, which formally is very similar to the patent system in protecting plant new varieties. However, upon closer examination, there are notable differences in terms of protection requirements, the concept of implementation, limitations on efficacy, and the duration of validity. Moreover, the operation of a variety name registration system, through which one can acquire rights similar to trademark rights for variety names via plant variety protection applications, is quite exceptional in the framework of intellectual property law. In other words, the New Plant Variety Protection Act, by protecting the rights of breeders, encourages the development of new varieties, and by preventing confusion of variety names, contributes to the maintenance of trading order and industrial development, thus sharing the roles of patent and trademark systems. This paper aims to discuss the improvement measures of the Plant Variety Protection System by reviewing and comparing it with the patent system, and examining the variety name registration system. Particularly, although there are regulations adjusting the relationship with the trademark law in the variety name registration system, there is absolutely no legislative measure prepared for adjusting the relationship with the patent law where the subject of protection can overlap. Hence, this paper discusses improvement measures centering around the relationships with trademark and patent laws.