1 2010 2011 600 2012 1900. 2020. Cash Cow. Win-Win. 20,... SNS..

2,.,.,.,.,,,,,.. 2012 12

3 1 7 1 23 2, 28 1 28 2 29 3 30 3 33 1 33 1. 33 2. (persuasive view) 34 3. (informative or complementary view) 37 2 43 1. Adams and Yellen(1977) 43 2. Hernández-García(1997) 47 3. Esteban, Gil and Hernández(2001) 49 3 : 54 4 Bundling 57 1. Armstrong(1999) 58 2. Bakos and Brynjolfsson(1999) 61

4 5 63 1. Stahl(1994) : 63 2. Bester and Petrakis(1996): 65 3. Esteban and Hernández(2004): 67 6 71 7 75 4 78 1 78 2 80 5 83 1 83 1. 83 2. 86 2 87 1. 88 2. 93 3. 97 4. 99 5. 100 3 101 1. 101 2. 108 3. 112 6 114 117

5 3 1 46 5 1 7 89 5 2 107

6 1 1 26 3 1 34 4 1 Privacy Continuum 78 4 2 81 5 1 (Path) 84 5 2 109 5 3 110 5 4 112

7 1 (nuisance).? 20.......

8 2, 1.. 2 SMS MMS.... 3.. (timely).. (consumption distortion).

9 3 1,,. (persuasive). (informative),,. (complementary)...... ( ). Butters(1977)....

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11 3 : Tirole(1988)... markup.. Tirole(1988),. (2011). 4 Bundling,... (bundle) Armstrong(1999)

12. Bakos and Brynjolfsson(1999)... deadweight loss. 5 Bester and Petrakis(1996) Foursquare.......

13 6........ (negative externality). (private cost).?.. (opt-in)

14. 7...,.. 4 1 1.,.

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16.. 2 5 1 2012 2 16. (Path), (Hipster). 2012 1 24

17. G,,,, 60...,.,,., IP,,.,.,., (multi-stakeholder),. 2 2012 2 2010 TF (Consumer Data Privacy in a Networked World).,. (consumer

18 privacy bill of right), (codes of conduct), (FTC enforcement), (global interoperability) 4. (FTC) 2012 3 (protecting consumer privacy in an era of rapid change). FTC. (do not track), FTC.,. 2012 1 25 (data protection reform)., EU,,, (right to be forgotten)..,.., ( 3 ). (right to be forgotten),. ( 18 ). ( ). (right to data portability) ( 16 ).

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21.,.,.., (linkability).. (permanence).. 2 ( 3 ).,,,,,.,.,.,. 6...

22..,, SNS. SNS. 3 6. 23., SNS.

1 23 1., 2011 21.2%. 2000 30%, 2007 2009 0.4%. 2011 20.8%. iresearch 2011 152.5 2008 42.9%. 2012 5 2011 762 3.1% 2020 2 5136 46%. 2009 27%. (target),,,. (nuisance).? (+).

24,.... (, 2008: 353)... ( 2008: 366). Tirole(1988).., (search cost).,,.,.,. 1) 20.,. 1) Tirole(1988) pp.289 290.

1 25..,,..,.,. 2).,.. 2,.. 3,. 2) (2011) 5 6.

26,, (bundling),. 4,. 1 1 5,.,.

1 27. 6 4, 4 5.

28 2, 1 Wikipedia. (Mobile advertising is a form of advertising via mobile(wireless) phones or other mobile devices)., 2011. (, 2010: 4),.,., Wikipedia.. DMB,,?,.,

2, 29. 3). 2 (2011),,,.,.,.. SMS MMS. Push,...,.,..,.. 3), TRS., GPS.

30... (social network service, SNS), (location based services, LBS) InApp., LBS. 3,. 4)..,.,,,,.,. 4) (2011) pp.28 29.

2, 31..,...,...,,.. (timely).,.,...,..,

32,. (consumption distortion),.,.

3 33 3 1 1.,,., Bagwell (2007). 5) (persuasive).,.,,.. (informative),,,. (Chicago School)., (experience good) 5) Bagwell(2007) pp.1708 1724.

34 (+)., (complementary).,, (social prestige). 3 1 : Bagwell, 2007. 2. (persuasive view) Dixit and Norman(1978)...

3 35,.,..,.,.,.. 3 1 X.,, (consumption distortion) Z. (X+Z)<0.. X+Z V.. Z.,..

36. 3 1 Y. X Y X. X Y.., U,... Z Y....,.....,

3 37..,,.,.,.,., Dixit and Norman(1978).,.,.,,..,,. 3. (informative or complementary view). 3 1 U. ( )

38. Bagwell(2007).. (1).,..., (2).,,.,,.,.,

3 39. 0, 1.,,. 0.. (+). (1). 1.. (2). (2)..., ( )...

40... (i). (..) (ii). (.) 1. 6) (marginal), (infra-marginal)., social planner.,. 6) Bagwell(2007) pp.1759 1760.

3 41?,. (i).,,., (i)... Butters(1977).. (monopolistic competition),..,.,...,.,

42. ln..,.,, 0. (3).,. (3) (4)., social planner. max ln 1.,.. 7) 7) Stegeman(1991) Butters(1977).

3 43..,........ (4),. (3).,.. 2 1. Adams and Yellen(1977).,. Adams and Yellen(1977),.

44 (reservation price),.,., 1, 2.,. 1, 2.,,,..,,.,.,.,. (N1). 2, 1. (N2)., 2... ( ),

3 45,...,,.,. (A1) 1,. (A2) 2,.. Adams and Yellen(1977). 8) 1. (N2 vs. A2),,,, N2 10+c 20 200 50 250 A2 12+c 20 205 30 235 2. (N1 vs. A2),,,,, N1 16+c 10 160 0 160 A2 12+c 15 165 40 205 8) Adams and Yellen(1977) pp.430 435.

46 3. (N2 vs. A1),,,,, N2 5+c 20 100 40 140 A1 12+c 10 105 0 105 4. (N1 vs. A1),,,,, N1 10+c 10 100 0 140 A1 13+c 10 120 0 120,,. 3 1. 3 1 1(N2 vs. A2) 20 20 2(N1 vs. A2) 10 40, 50 3(N2 vs. A1) 30 40, 50 4(N1 vs. A1) 30 4,. 2 3.

3 47.,., 1 2 20, 35 2.. 1 3,. 1 2. 3 1 1, 2 1., 2 2. Adams and Yellen(1977)..,.. 2. Hernández-García(1997)..,

48.,., max. 1.., (random),.,.....,.,. ( ), ( ).., max s.t.

3 49. 1..,.,...,. ( )..,.,,.. 3. Esteban, Gil and Hernández(2001) Hernández-García(1997), (direct marketing)

50 Esteban, Gil and Hernández(2001)....,.,.,. broadcasting.,,.,..,.. 1,,,.,,.,. argmin (targeting strategy),. max.,

3 51 ln ln. (5),. Esteban, Gil and Hernández(2001),. Butters(1977), max. max s.t. max, argmin. 1..., (i).,.

52 (ii).,. (i),.. (5).,.,.,....,.,,.,... (internalize). Esteban, Gil and Hernández(2001) social planner,

3 53.. ( ), 100 1. 9),.,. Esteban, Hernández and Moraga-González(2004), ( Customer Directed Advertising(CDA) ).,.,. ( high-end quality ), CDA., low-end quality. high-end quality CDA,. Esteban, Gil and Hernández(2001)., high-end quality. 9) Esteban, Gil and Hernández(2001) pp.174 175.

54 3 : Grossman and Shapiro(1984) Butters(1977), Circular-city.,. Grossman and Shapiro(1984) (Linear-city) Tirole(1988),. 1, 2., (density) 1. 1,.. 2,. Butters(1977)., ln., 1., 1. 10) 10) Tirole(1988) pp.292 295.

3 55 max 1,. (6)..,.,.,.,... (6) markup., markup.,.

56 Tirole(1988),,. (2011),. (2011),.,,. 0.. 1 (per-transaction benefit), 2. (heterogeneity coefficient).. 1 (net per-transaction benefit), 2.,..,....

3 57. ( (2011)) (symmetric) Nash,.,,,.,.,. (uniform),...,. Tirole(1988),. 4 Bundling,.,.,

58. (bundle),, Armstrong(1999)., Bakos and Brynjolfsson(1999). 1. Armstrong(1999) 11),.,.,,. (taste), (+). (independently distributed),.,..... 11) Armstrong(1999) (two-part tariff).

3 59,,. (participation constraint) binding (7) (incentive compatibility constraint) binding (8). (7) (8)... max (9) max (10),.,

60.,..,..,.,. (7) 0. (7) (8),.,,...,.,., (feasible),. (10).,

3 61., (10).. (i),. ( ),. (ii).,. 2. Bakos and Brynjolfsson(1999), Bakos and Brynjolfsson(1999). 0, deadweight loss.,,. 0

62 1... 1. 0. 2., uniformly bounded, (non-negative) support,,. 3.,.. 1, 2, 3, deadweight loss 0.,. deadweight loss. 1,,.. 2 3, deadweight loss (+).

3 63,.,., deadweight loss,. ( ). Bakos and Brynjolfsson(1999) 0,., ( ).,., (+),.,. 5 Tirole(1988).. 1. Stahl(1994) : Butters(1977),.,.,

64., (mixed strategy) Nash.,.,.. (market reach rate)., (convex)... Nash,. (i) ( ),. (ii),.,.,. (anti-competitive feature of seller entry)...,,,..

3 65,. (i),..,. (ii).,.,...,,. 2. Bester and Petrakis(1996):. A, B,, 0. (measure) 1,.,...

66.,., (pure strategy).,, max.,.,. Bester and Petrakis(1996). (i),. (ii),. Foursquare,.,,..., (i),.

3 67,..,. 3. Esteban and Hernández(2004):. ( ),.,.,.,.,..,.,..,,.,, (marginal

68 consumer).,..,,..., (i) E1 Nash. (ii) E2, ( ) Nash. E1, E1, 2. E1. E2,..,. E2. E2. E1. 1 (private information).,, (common knowledge). 1,.

3 69. Bayesian Nash. 1 : i f i f 1. 2 : 1 2,. 1 2,... 1,.. 2., 1 2,. 2. 2 1...

70 2. 1 1., 2, 1 2. 1.,. 1... Nash. 1 :, 2 :,, 1, 2. 1, 1., 2. 2.,.

3 71..,. E1 E2., E1.,. E2 E2., E2. E2. E2. 6.,,..

72.....,.......... 1..

3 73 1......,,.........

74, 0.. (negative externality). (private cost).,... (Pigouvian tax). (Coase Theorem) 12) ( ) 12),.

3 75..?.,... (opt-in). 7..,.,,..

76,.,.,.,.,..,.,.,. In-app.,..,.

3 77,...,.,.,.,,..,.,...

78 4 1...,. 1.,... ( 4 1 ). 4 1 Privacy Continuum

4 79,,, SNS,.,.,. (push-based) (location-based advertisement, LBA).,.,,. (Foursquare)..,.,, (pull-based).

80.,,. ( ).. SMS MMS..... 2., 4 1 2.

4 81.,.... 3 4 2,, LBA LBA. SMS, MMS, 4 2

82.,...,,...

5 83 5 1 1.. 2012 2 16. (Path), (Hipster) 13). IT (Dustin Curtis) 15, (BBC News, 2012. 2. 9).,. 5 1, (, 2012. 1. 15).. 13) (Hipster),,..

84 5 1 (Path) 2., 4. Path 3. 1. Path 5. Path :, 2012. 3. 8.,. (opt-in) (opt-out) (, 2012. 2. 9)., (Henry A. Waxman) G.K. (G.K. Butterfield)., GPS (eweek.com, 2012. 2. 16).. 2012 1 24, 3 1. G,,,, 60. 60,

5 85 60. 70, (YTN, 2012. 1. 25). ( ). /,. 3 1 (opt-out)..,, (Google, 2012. 3. 1)..,.,, PC,,,,,.,.., (, ).,,,.,.,.

86.,..,,,, (,, ),,,.,.,. 2.,. 3..,.,,., IP,,.,. (ID).

5 87..,.. (app economy) 14). (multi-stakeholder),...,,, 3,,. 2, 14) (app economy) 2009 10 (Business Week), (Business Week, 2009. 10. 22),, (economic environment) (KT, 2011. 9. 5).

88.,,. 1.. 2012 2 2010 TF (Consumer Data Privacy in a Networked World) (White House, 2012. 2)..,. (consumer privacy bill of right), (codes of conduct), (FTC enforcement), (global interoperability) 4.,,,,,,, 7. FIPP(fair information practice principles) 15). 5 1.

5 89 5 1 7 1 2 3 4 5 6 7 (individual control) (transparency) (respect for the context) (security) (access and accuracy) (focused collection) (accountability)....... 15) FIPP 1973 (Department of Health, Education, and Welfare, HEW ) Records, Computers, and the Rights of Citizens: Report of the Secretary s Advisory Committee on Automated Personal Data Systems(HEW ). 1977 PPSC(Privacy Protection Study Commission) HEW 5,,,,,,, 8. 1980 OECD 8,,,,,,,,. 2000 FTC FIPP 5,,,,. 2012 FIPP( ),,,,,, FIPP 7 (, 2012. 3. 10).

90,.,,., (Federal Trade Commission, FTC). FTC (FTC 5 ). FTC,.,.,.. (FTC) (Do Not Track) FTC 2009 2.,. FTC 2012 3 (Protecting Consumer Privacy in an Era of Rapid Change) (FTC, 2012. 3). FTC 450,. (do not track), FTC.,.

5 91 FTC (short, effective and accessible to consumers). FTC (centralized website). ( 24, 2012. 3. 27).. 6 (Kamala Harris) 2012 2,,, (MS), (HP), (RIM) 6. (California Online Privacy Protection Act, OPPA),,,,.. (FTC) (COPPA) FTC (Children s Online Privacy Protection Act, COPPA) (FTC, 2012. 8. 1).. 16)

92 13. 3 13,. 3,. FTC.... (FTC) FTC (FTC, 2012. 8. 10).,. FTC,, 30,, 180 FTC 16) (SEC), 3.5%( 560 ) 13 13 (HuffingtonPost, 2012. 9. 19).

5 93, 20 5 (TechCrunch, 2012. 8. 10). (Mobile Device Privacy Act of 2012) (Markey, 2012. 1. 30), 17) (Assembly Bill 1844(AB-1844) and Senate Bill 1349(SB-1349)) (2012. 9. 27) 18). 2.. EU (data protection reform) (95/46/EC)(EU, 1995 ), (2002/58/EC)(e, 2002 ), Telecom Reform Package(e, 2009 ). 2002 e, 17) (Mobile Device Privacy Act of 2012) Carrier IQ.,, (Verge, 2012. 9. 14). 18) (Assembly Bill 1844(AB-1844) and Senate Bill 1349(SB-1349)) (SB-1349) (AB 1844)., (The Next Web, 2012. 9. 27).

94 (opt-in), 2009.,. 2012 1 25 (data protection reform) (European Parliament, 2012. 9). (general data protection regulation) (directive on protecting personal data processed for the purposes of prevention, detection, investigation or prosecution of criminal offences and related judicial activities), (95/46/EC)(EU, 1995 )., EU,,, (right to be forgotten)..,.., 19) ( 3 ). (right to be forgotten) 20), 19) EU (regulation) EU (directive) EU. 20),.

5 95. 21) ( 18 ). ( ). (right to data portability) ( 16 ).,. ( 79 ). 1,000,000 5% (EC, 2012. 1. 25). EU (Article 29 Data Protection Working Party). 2012 3 23 1 10 5 2 (Article 29 Data Protection Working Part, 2012. 10. 5)..,.,. ( ). (EU), (, 2012. 12. 17). EU (ENISA) 21) (Webster ). 5 3.

96 (ENISA, 2011). 2014.. (Mobile Marketing Association, MMA) 2011 12 (Mobile Application Privacy Policy Framework). ( ),, 3,, (opt-in),,,,,,. (Global System for Mobile Communications Association, GSMA) 2012 1 (mobile privacy principles), (privacy design guidelines for mobile application development). (privacy by design, PbD). GSMA, (,,, ),,. GSMA.,,,,

5 97 (ITPro, 2012. 3. 16).,, ( ),, ( ),, (, 3 ),,.,,, 4.,,., (RIM) (NakedSecurity, 2012. 3. 2). 3..,.

98.,,,.. ICT 2 ICT 2 2010 5.,,. (, ),,...,,,,,,, 6. (Japan Internet Advertising Association, JIAA) 2010 6,. 2010 6,.

5 99. ( ) 2012 1 2012 8 (, 2012. 8).,,,,, (privacy by design, PbD) 6.,,.,, 3,.,,.,,,. 2012 11 2013 7 (, 2012. 10). 4. 1988 (Privacy Act 1988) 1990 (Privacy Amendment act 1990)

100.,,,,,,,,,, 11.,, 2008 (Australian Government Office of the Privacy Commissioner, 2010. 5). 2012 5 (Startup smart, 2012. 8. 6).,,, DNA,, 6.. 5... FTC

5 101.,, (Privacy by Design, PbD).,,.,..... 2. SNS.,,,,. 3 1.. (personally identifiable information, PII) (non-personally identifiable information,

102 Non-PII).,,.,,,,,,, (social security number),,., (unique identifier),, IP. (FTC, 2006a).,,, ( 2 1 ; 2 6 ).,..,,., (, ) ( ID ).., ( ) (lifelogging ).

5 103. 1) (cookie gate).. (, 2012. 2. 21)... (, 2012. 4. 4)... EU eprivacy (European e-privacy directive, EU Cookie Law ) 2011 5 25. (Information Commissioner s Office, ICO) 2011 5 26 (2002/58/EC) 1.,.,,, (Aboutmyarea, 2011. 6. 17).,

104. (International Chamber of Commerce, ICC) EU eprivacy ICC (ICC UK Cookie Guide) (ICC, 2012. 4). ICC 4. (strictly necessary cookies):,. (performance cookies):,,,. (functionality cookies):,, ID,. (targeting cookies or advertising cookies):,. ICC. 3.., (ICC UK, 2012.4; Global Regulatory Enforcement Law Blog, 2012. 5. 4; BBC news, 2012. 5. 17). 2011 6 28 (Dutch Telecommunication Act) (Privacyassociation, 2011. 6. 26).

5 105 (opt-out) (do not track) (, 2012. 4. 20). 2) (ID), ID. ID. ID. (Cogle). API,,,,, IP (, 2012. 5. 18)., ID,. ID, SNS,. 3) (profiling) (profiling) (profile), (Oxford ). (, 2009. 3. 31)..,,,.,, (FTC, 2006b).

106 2000 (Network Advertising Initiative, NAI) 22)., (opt-out),, (opt-out) (robust opt-out ),, (opt-in )., (opt-in).. ID,,. ( ) 2012 8 PC 23) (, 2012. 8)( 5 2 ). 22),. 23) ( ) ( ).,. 2..

5 107 5 2 3, ID, :, 2012. 8.,,,,,, ID, PC (, ) OS ID( ID), (UDID), (IMEI), (IMSI), MAC,,,,, SNS GPS,,, 3,. ID(OS ID(Android ID), (unique device identifier, UDID), (international mobile equipment identity, IMEI), (international mobile subscriber identity, IMSI), MAC,,

108. ID. 3 ( 3,, ). (, ), (,, ),, (, ),,.,,, ID.,,. 2. SNS (gray zone) ( 5 2 )., (personal data).. (, IP ), (ID ), ( ), ( ).

5 109 5 2.,.,..,, (verinymity), (persistent pseudonymity), (linkable anonymity), (unlinkable anonymity) 4 (Goldberg, 2000).. ID( ),,,., IP,. (linkability) (permanence) 2., ( ) ( ).., (nym server) 24)..,.

110., (anonymous remailers). 5 3 : Goldberg, 2000. 2 (, 2012. 3).. ID. (identity), (linkability), (observability) 3 (Peter Hope-Tindall, 2004).. ( 5 3 )...,. 24) (nym server). (Techopedia ).

5 111,, (key).,,.. (, 2012). (UDID),. ID., (linkability).... 5 2 2 ( 5 4 ). ID. ID.,.,. /.,,.

112 5 4,,... 3.,,,,,.,.,

5 113.,.,. 25)., 26)..,. 25) ( ) ( ) ( )., ( ) (Opt-put), ( 24, 2012. 10. 24).,,,,,, IP,,,. 26) (publicy). (2010) pp.148 151.

114 6... (utilitarianism),..,.,. 4,... (, )

6 115.,. SNS SNS..,.,..,,. 4..,, SNS. SNS. 3 6. 23

116., SNS. 5.. 5 4..,. ( 15 ),..

117 (2002),,, 13(2). (2010),,. (2011),,. (2011),,, 19(4). (2011),, 11-01,. (2010),, 10-13-02,. (2008),,. (2012. 5. 18).?. (2012. 3. 10). Fair Information Practice Principles(FIPP). (2012. 1. 15). NO!, (Path). (2012. 2. 9). (Path),. (2012. 4. 4). : (2). (2012. 4. 20). : (3). 24 (2012. 3. 27). FTC,. (2012. 10. 24).??. (2009. 3. 31). EU,.

118 (2012. 2. 21). MS ( ). YTN (2012. 1. 25)., 60. Adams, W. J. and J. L. Yellen(1977). What makes advertising profitable?. The Economic Journal. 87, pp.427 449. Armstrong, M.(1999). Price discrimination by a many product firm. Review of Economic Studies, 66, pp.151 168. Article 29 Data Protection Working Party(2012. 10. 5). Opinion 08/2012 providing further input on the data protection reform discussions. Australian Government Office of the Privacy Commissioner(2010. 5). Privacy Impact Assessment Guide. Bagwell, K.(2007). The economic analysis of advertising. in Handbook of Industrial Organization. Vol. 3, edited by Armstrong, M. and R. H. Porter, North-Holland. Bakos, Y. and E. Brynjolfsson(1999). Bundling information goods: Pricing, profits and efficiency. Management Science. 45, pp.1613 1630. Bester, H. and E. Petrakis(1996). Coupons and oligopolistic price discrimination. International Journal of Industrial Organization. 14, pp.227 242. Butters, G.(1977). Equilibrium distributions of sales and advertising prices. Review of Economic Studies. 44, pp.465 491. Dixit, A. and V. Norman(1978). Advertising and welfare. The Bell Journal of Economics. 9, pp.1 17. EC(2012. 1. 25). Proposal for a Regulation of the European Parliament and of the Council: on the protection of individuals with regard to the processing of personal data and on the free movement of such data(general Data Protection

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11 19 (,, ) 11 20 (,, ) 11 21 mvoip (,,, ) 11 22 ( ) 11 23 ICT ( ) 11 24 (,,, ) 11 25 (, ) 11 26 2012 ( ) 11 27 R&D ( ) 11 28 R&D ( ) 11 29 WiBro (,, ) 11 30 ( ) 11 31 (, ) 11 32 ICT (, ) 11 33 (,, ) 11 34 ( ) 11 35 (,,, ) 11 36, (,,, ) 11 37 ( ) 11 38 ( ) 11 39 ( )

11 40 (,, ) 11 41 ( ) 11 42 ( ) 11 43 ( ) 11 44 2010 ( ) 11 45 (,, ) 11 46,, (, ) 11 47 (,, ) 11 48 (, ) 11 49 SO-PP (, ) 11 50 (, ) 11 51 ( ) 11 52 PP ( ) 11 53 ( ) 11 54 / (, ) 11 55 : ( ) 11 56 2011 KI (, ) 11 57 (,,, ) 11 58 (,, ) 11 59 (,, ) 11 60 ITU PP-14 : PP-14 ( ) 11 61 (,,, ) 11 62 (,,, )

11 63 ( ) 11 64 2011 ( ) 11 65 (Youth) ( ) 11 66 (,, ) 2012 12 01 ICT (, ) 12 02 ( ) 12 03 VOD (, ) 12 04 ( ) 12 05 (, ) 12 06 2012 (, ) 12 07 (, ) 12 08 IT (,, ) 12 09 (2012 ) ( ) 12 10 ICT ( ) 12 11 ( ) 12 12 (,,, ) 12 13 SNS (,, ) 12 14 (,, ) 12 15 (, ) 12 16 2013 ICT ( ) 12 17 ( ) 12 18 (,,, )

12 19 ICT ( ) 12 20 ( ) 12 21 ( ) 12 22 ICT (,,, ) 12 23 ( ) 12 24 (, ) 12 25 ( ) 12 26 ICT ( ) 12 27 (mvoip) ( ) 12 28 2012 2013 ( ) 12 29 MVNO (,, ) 12 30 2012 (,, ) 12 31 (,,, ) 12 32 ( ) 12 33 (, ) 12 34 (,,, ) 12 35 (, ) 12 36 (,, ) 12 37 TV (, ) 12 38 ( ) 12 39 (, )

12 40 (, ) 12 41 (,, ) 12 42 (, ) 12 43 (,,, ) 12 44 ICT (,, ) 12 45 ICT (,,, ) 12 46 (,,, ) 12 47 ( ) 12 48 25 UPU (,, ) 12 49 (,, ) 12 50 : ( ) 12 51 2012 KI (,, ) 12 52 ( ) 12 53 2011 ( ) 12 54 2012 (,, ) 12 55 (,,, ) 12 56 ( ) 12 57 (,,, )

2012 12 2012 12 3 36( ) TEL: 570-4114 FAX: 579-4695 6 ISBN 978-89-8242-940-8 93320