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4 53 (re-construction)., (interaction). Timmers(1998).,.,. (, 2000) 4 1 Timmers 11 B2B B2C (e-shop) (e-procurement) (e-auction) (e-mall) 3 (3rd party marketplace) (Virtual communities) (Value chain integrator) (Value chain service provider) (Collaboration platforms) (Information brokers) (Trust providers) : (2000)

54 2. Jutla Timmers Jutla(1999). Jutla 3. Jutla,..,. 4 1. 12), Dell.( 4 2 ) DB, 4 1 12) Jutla (1999),

4 55 4 2. ebay,. 3.. Berryman Berryman Timmers,, 3.,,.....(, 2008)

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4 57 4 3 Mail-order model Advertising based model Subscription model Free trial model Direct marketing model Real estate model Incentive scheme models : (2000) Amazon.com Yahoo Adult verification services 30 days free trial Domain / 2 VOD 1. 15., M&A,. VOD PC, IPTV, Mobile Youtube PC VOD.. VOD IT PC, VOD. CD-ROM, DVD (drive),. PC Drive

58 DVD.. VOD. 1990 ADSL, VDSL. 1992 FCC VDT,. CATV. VDT,,.. VOD VOD(Video on Demand) (, 1997). VOD,,, VCR. VOD (On Demand).,,.

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4 61 4 5 YouTube 2005 3 UGC, UCC UCC MGM, Lions Gate Entertainment, CBS (2008) 73 Viacom 10 Hulu 2007 3 TV, Comedy Central, Disney, PBS, Bravo, Fuel TV, FX, Speed, Sci Fi, Style AOL, MSN, Facebook, Yahoo! Joost 2008 3 TV NBA, PBS, Warner Brothers, CBS 6 Hulu P2P VEOH 2007 3 YouTube UGC Hulu Adobe, Intel 7 500 2 100 P2P, Tidal TV 2008 9 Hulu TV ( )

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4 67. IPTV IPTV 3 KT TV, SK IPTV, LG mylgtv. IPTV 3, 2009 9 IPTV KT TV 48 9, SK IPTV 20 5, LG mylgtv 24 1. 2008 11 17 IPTV KT +VOD 2009 10 90 6000. IPTV KT 2008 11 33 2009 10 84, 2009 1 23 21 SK LG 89, 75 3. 16) 4 8 IPTV 3. 4 8 IPTV KT SKBB LG ( ) 84 89 75 VOD( ) 7 4 6 1 ( ) 56 60 4 : (2009). IPTV IPTV TV VOD.. IPTV,, (, 2009). 4 4 16), 2009. 11. 19.

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118 (2008), :,,,. (2006),, CEO 554,. (2008), IPTV, 2008, pp.55 58. (1994), VOD, 6(10),. (2008),,,,. (2002)., 16-1, pp.110 139. (2007), IPTV, KBI 07-18,. (2006),, 1277,. (2009. 11. 19), IPTV 1,. (2006),, 18(23),. (2000),, 27(9),.

119 (2000),,. (2006. 8. 31), BCWW,. (2009), 2009.,, (2008),, 26(1), pp.17 23., (2009),, 27(9), pp.25 33. (2005),,. (2006),, 6,. (2006),,. (2007), 21 V 07-09,. (2008),, 08-04,., (2007),, ( ). (2000), EC,. (2001), :, 2001-01,, pp.126 152. (1998),,,. (2005),,, 19, pp.16 33. (2003), ser-m Application: A Business Model Approach, 2003, 2003. 5. 13.

120 (1994) ( 94),, pp. 52 60. (2006), 2005 :,, 05-37,. (2005) IPTV :, 05-12,. (1997), VOD, 13(2), pp.84 92. (2008), IPTV, 11, pp.297 328.,, (2007),, 07-05,. (2008), : u-,, 2008. 10, LG CNS., (2009),, 14(5),., (2007), FTTH-R 4G,. (1995), 57,. (2005), E-learning, 21 III 05-13,. (2005),,,. (2002), -,. (2007),, 1324,, pp.1 13. (1996), VOD, 13 5, 1996, pp.499 506. (2005),,,, KR 2005-34,. (2007),,

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/ 2009 11 2009 11 2 38( 1-1) TEL: 570-4114 FAX: 579-4695 6 ISBN 978-89-8242-643-8 94320 ISBN 978-89-8242-655-1 ( )