Search results for: Evacuation strategy

Authors: S. Nasri, H. Bouziri

Abstract:

Disasters are quite experienced in our days. They are caused by floods, landslides, and building fires that is the main objective of this study. To cope with these unexpected events, precautions must be taken to protect human lives. The emphasis on disposal work focuses on the resolution of the evacuation problem in case of no-notice disaster. The problem of evacuation is listed as a dynamic network flow problem. Particularly, we model the evacuation problem as an earliest arrival flow problem with load dependent transit time. This problem is classified as NP-Hard. Our challenge here is to propose a metaheuristic solution for solving the evacuation problem. We define our objective as the maximization of evacuees during earliest periods of a time horizon T. The objective provides the evacuation of persons as soon as possible. We performed an experimental study on emergency evacuation from the tunisian children’s hospital. This work prompts us to look for evacuation plans corresponding to several situations where the network dynamically changes.

Keywords: Dynamic network flow, Load dependent transit time, Evacuation strategy, Earliest arrival flow problem.

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Authors: Jin A Ryu, Ga Ye Kim, Hee Sun Kim

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As the number of fire accidents is gradually raising, many studies have been reported on evacuation. Previous studies have mostly focused on evaluating the safety of evacuation and the risk of fire in particular buildings. However, studies on effects of various parameters on evacuation have not been nearly done. Therefore, this paper aims at observing evacuation time under the effect of fire initiated location. In this study, evacuation simulations are performed on a 5-floor building located in Seoul, South Korea using the commercial program, Fire Dynamics Simulator with Evacuation (FDS+EVAC). Only the fourth and fifth floors are modeled with an assumption that fire starts in a room located on the fourth floor. The parameter for evacuation simulations is location of fire initiation to observe the evacuation time and safety. Results show that the location of fire initiation is closer to exit, the more time is taken to evacuate. The case having the nearest location of fire initiation to exit has the lowest ratio of successful occupants to the total occupants. In addition, for safety evaluation, the evacuation time calculated from computer simulation model is compared with the tolerable evacuation time according to code in Japan. As a result, all cases are completed within the tolerable evacuation time. This study allows predicting evacuation time under various conditions of fire and can be used to evaluate evacuation appropriateness and fire safety of building.

Keywords: Evacuation safety, Evacuation simulation, FDS+Evac, Time.

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Authors: Hsin-Yun Lee

Abstract:

The previous proposed evacuation routing approaches usually divide the space into multiple interlinked zones. However, it may be harder to clearly and objectively define the margins of each zone. This paper proposes an approach that connects locations of necessary guidance into a spatial network. In doing so, evacuation routes can be constructed based on the links between starting points, turning nodes, and terminal points. This approach more conforms to the real-life evacuation behavior. The feasibility of the proposed approach is evaluated through a case of one floor in a hospital building. Results indicate that the proposed approach provides valuable suggestions for evacuation planning.

Keywords: Evacuation, spatial network, simulation.

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Authors: Hsin-Yun Lee, Hao-Hsi Tseng

Abstract:

Previous studies mass evacuation route network does not fully reflect the step-by-step behavior and evacuees make routing decisions. Therefore, they do not work as expected when applied to the evacuation route planning is valid. This article describes where evacuees may have to make a direction to select all areas were identified as guiding points to improve evacuation routes network. This improved route network can be used as a basis for the layout can be used to guide the signs indicate that provides the required evacuation direction. This article also describes that combines simulation and artificial bee colony algorithm to provide the proposed routing solutions, to plan an integrated routing mode. The improved network and the model used is the cinema as a case study to assess the floor. The effectiveness of guidance solution in the total evacuation time is significant by verification.

Keywords: Artificial bee colony, Evacuation, Simulation.

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Authors: Yoshinori Matsuura, Saori Iwanaga

Abstract:

The Great East Japan Earthquake occurred at 14:46 on Friday, March 11, 2011. It was the most powerful known earthquake to have hit Japan. The earthquake triggered extremely destructive tsunami waves of up to 40.5 meters in height. We focus on the ship’s evacuation from tsunami. Then we analyze about ships evacuation from tsunami using multi-agent simulation and we want to prepare for a coming earthquake. We developed a simulation model of ships that set sail from the port in order to evacuate from the tsunami considering the ship carrying dangerous goods.

Keywords: Multi-agent simulation, Ship’s evacuation, Tsunami.

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Authors: Ion Baş, Claudiu Zoicaş, Angela Ioniţâ

Abstract:

In most of the cases, natural disasters lead to the necessity of evacuating people. The quality of evacuation management is dramatically improved by the use of information provided by decision support systems, which become indispensable in case of large scale evacuation operations. This paper presents a best practice case study. In November 2007, officers from the Emergency Situations Inspectorate “Crisana" of Bihor County from Romania participated to a cross-border evacuation exercise, when 700 people have been evacuated from Netherlands to Belgium. One of the main objectives of the exercise was the test of four different decision support systems. Afterwards, based on that experience, software system called TEVAC (Trans Border Evacuation) has been developed “in house" by the experts of this institution. This original software system was successfully tested in September 2008, during the deployment of the international exercise EU-HUROMEX 2008, the scenario involving real evacuation of 200 persons from Hungary to Romania. Based on the lessons learned and results, starting from April 2009, the TEVAC software is used by all Emergency Situations Inspectorates all over Romania.

Keywords: Emergency evacuation, Searching Features, TEVAC(Trans Border Evacuation) software system, User Interface Design.

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Authors: Masatora Daito, Noriyuki Tanida

Abstract:

The underground shopping mall has the constructional problem of the fire evacuation. Also, the people sometimes lose their direction and information of current time in the mall. If the emergencies such as terrorist explosions or gas explosions are happened, they have to go out soon. Under such circumstances, inside of the mall has high risk for life. In this research, the authors propose a way that he/she can go out from the underground shopping mall quickly. If the narrow exits are discovered by using active RFID (Radio Frequency Identification) tags and using cellular phones, they can evacuate as soon as possible. To verify this hypothesis, the authors design the model and carry out the agent-based simulation. They treat, as a case study, the Tenjin mall in Fukuoka Prefecture in Japan. The result of the simulation is that the case of the pedestrian with using active RFID tags and cellular phones reduced the amount of time to spend on the evacuation. Even if the diffusion of RFID tags and cellular phones was not perfect, they could show the effectiveness of reducing the time of evacuation.

Keywords: Evacuation, active RFID tag and cellular phone, underground shopping mall, agent-based simulation.

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Authors: Nobuo Mishima, Naomi Miyamoto, Yoko Taguchi

Abstract:

Historic preservation areas are extremely vulnerable to disasters because they are home to many vulnerable people and contain many closely spaced wooden houses. However, the narrow streets in these regions have historic meaning, which means that they cannot be widened and can become blocked easily during large disasters. Here, we describe our efforts to establish a methodology for the planning of evacuation route sin such historic preservation areas. In particular, this study aims to clarify the effectiveness of measures intended to secure two-way evacuation routes for vulnerable people during large disasters in a historic area preserved under the Cultural Properties Protection Law, Japan.

Keywords: Historic preservation, evacuation route analysis, vulnerable people, street blockade.

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Authors: Yun-Pang Flötteröd, Jakob Erdmann

Abstract:

The human behaviors during evacuations are quite complex. One of the critical behaviors which affect the efficiency of evacuation is route choice. Therefore, the respective simulation modeling work needs to function properly. In this paper, Simulation of Urban Mobility’s (SUMO) current dynamic route modeling during evacuation, i.e. the rerouting functions, is examined with a real case study. The result consistency of the simulation and the reality is checked as well. Four influence factors (1) time to get information, (2) probability to cancel a trip, (3) probability to use navigation equipment, and (4) rerouting and information updating period are considered to analyze possible traffic impacts during the evacuation and to examine the rerouting functions in SUMO. Furthermore, some behavioral characters of the case study are analyzed with use of the corresponding detector data and applied in the simulation. The experiment results show that the dynamic route modeling in SUMO can deal with the proposed scenarios properly. Some issues and function needs related to route choice are discussed and further improvements are suggested.

Keywords: Evacuation, microscopic traffic simulation, rerouting, SUMO.

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Authors: Peng Mei, Yan-Jun Qi, Yu Cui, Song Lu, He-Ping Zhang

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A lot of computer-based methods have been developed to assess the evacuation capability (EC) of high-rise buildings. Because softwares are time-consuming and not proper for on scene applications, we adopted two methods, fuzzy analytic hierarchy process (FAHP) and technique for order preference by similarity to an ideal solution (TOPSIS), for EC assessment of a high-rise building in Jinan. The EC scores obtained with the two methods and the evacuation time acquired with Pathfinder 2009 for floors 47-60 of the building were compared with each other. The results show that FAHP performs better than TOPSIS for EC assessment of high-rise buildings, especially in the aspect of dealing with the effect of occupant type and distance to exit on EC, tackling complex problem with multi-level structure of criteria, and requiring less amount of computation. However, both FAHP and TOPSIS failed to appropriately handle the situation where the exit width changes while occupants are few.

Keywords: Evacuation capability assessment, FAHP, high-rise buildings, TOPSIS.

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Authors: Maeng-Hwan Hyun, Dae-Man Do, Young-Bok Choi

Abstract:

Around the world, there are frequent incidents of natural disasters, such as earthquakes, tsunamis, floods, and snowstorms, as well as manmade disasters such as fires, arsons, and acts of terror. These diverse and unpredictable adversities have resulted in a number of fatalities and injuries. If disaster occurrence can be assessed quickly and information such as the exact location of the disaster and evacuation routes can be provided, victims can promptly move to safe locations, minimizing losses. This paper proposes a behavior analysis method based on a nine degrees-of-freedom (9-DOF) sensor that is effective for the emergency rescue evacuation support system (ERESS), which is being researched with an objective of providing evacuation support during disasters. Based on experiments performed using the acceleration sensor and the gyroscope sensor in the 9-DOF sensor, data are analyzed for human behavior regarding stationary position, walking, running, and during emergency situation to suggest guidelines for system judgment. Using the results of the experiments performed to determine disaster occurrence, it was confirmed that the proposed method quickly determines whether a disaster has occurred.

Keywords: Behavior Analysis, Nine degrees-of-freedom sensor, Emergency rescue.

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Authors: Anass Rahouti, Guillaume Salze, Ruggiero Lovreglio, Sélim Datoussaïd

Abstract:

In healthcare facilities, training the staff for firefighting and evacuation in real buildings is very challenging due to the presence of a vulnerable population in such an environment. In a standard environment, traditional approaches, such as fire drills, are often used to train the occupants and provide them with information about fire safety procedures. However, those traditional approaches may be inappropriate for a vulnerable population and can be inefficient from an educational viewpoint as it is impossible to expose the occupants to scenarios similar to a real emergency. Immersive serious games could be used as an alternative to traditional approaches to overcome their limitations. Serious games are already being used in different safety domains such as fires, earthquakes and terror attacks for several building types (e.g., office buildings, train stations, tunnels, etc.). In this study, we developed an immersive serious game to improve the fire safety skills of staff in healthcare facilities. An accurate representation of the healthcare environment was built in Unity3D by including visual and audio stimuli inspired from those employed in commercial action games. The serious game is organised in three levels. In each of them, the trainee is presented with a specific fire emergency and s/he can perform protective actions (e.g., firefighting, helping non-ambulant occupants, etc.) or s/he can ignore the opportunity for action and continue the evacuation. In this paper, we describe all the steps required to develop such a prototype, as well as the key questions that need to be answered, to develop a serious game for firefighting and evacuation in healthcare facilities.

Keywords: Fire Safety, healthcare, serious game, training.

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Authors: Meng-Cong Zheng

Abstract:

When the public space is in an emergency, how to quickly establish spatial cognition and emergency shelter in the closed underground space is the urgent task. This study takes Taipei Station as the research base and aims to apply the use of Internet of things (IoT) application for underground evacuation mobility design. The first experiment identified passengers' evacuation behaviors and spatial cognition in underground spaces by wayfinding tasks and thinking aloud, then defined the design conditions of User Interface (UI) and proposed the UI design.  The second experiment evaluated the UI design based on passengers' evacuation behaviors by wayfinding tasks and think aloud again as same as the first experiment. The first experiment found that the design conditions that the subjects were most concerned about were "map" and hoping to learn the relative position of themselves with other landmarks by the map and watch the overall route. "Position" needs to be accurately labeled to determine the location in underground space. Each step of the escape instructions should be presented clearly in "navigation bar." The "message bar" should be informed of the next or final target exit. In the second experiment with the UI design, we found that the "spatial map" distinguishing between walking and non-walking areas with shades of color is useful. The addition of 2.5D maps of the UI design increased the user's perception of space. Amending the color of the corner diagram in the "escape route" also reduces the confusion between the symbol and other diagrams. The larger volume of toilets and elevators can be a judgment of users' relative location in "Hardware facilities." Fire extinguisher icon should be highlighted. "Fire point tips" of the UI design indicated fire with a graphical fireball can convey precise information to the escaped person. "Fire point tips" of the UI design indicated fire with a graphical fireball can convey precise information to the escaped person. However, "Compass and return to present location" are less used in underground space.

Keywords: Evacuation behaviors, IoT application, map UI design, underground station.

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Authors: Sinee Sankrusme

Abstract:

Boon Rawd Brewery is a beer company based in Thailand that has an exemplary image, both as a good employer and a well-managed company with a strong record of social responsibility. The most famous of the company’s products is Singha beer. To study the company’s marketing strategy, a case study analysis was conducted together with qualitative research methods. The study analyzed the marketing strategy of Boon Rawd Brewery before the liberalization of the liquor market in 2000. The company’s marketing strategies consisted of the following: product line strategy, product development strategy, block channel strategy, media strategy, trade strategy, and consumer incentive strategy. Additionally, the company employed marketing mix strategy based on the 4Ps: product, price, promotion and place (of distribution).

Keywords: Beer, Boon Rawd Brewery Company, Marketing Strategy.

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Authors: Jaroslav Pavlíček

Abstract:

Company strategy expresses a basic idea of how to reach company objectives. A whole range of models of strategic management are used in practice. The concept of strategic management should fulfill some basic requirements to make it applicable for both the typical, but also more specific company environment. The financial strategy plays an important role in corporate strategy. The paper develops a methodology of strategic model implementing into the category of micro, small and medium-sized enterprises (SMEs). Furthermore, the methodology recommends procedures while solving an up-to-date worldwide task of the definition of the company strategy and its financial strategy.

Keywords: corporate strategy, financial strategy, corporate planning

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Authors: Vishnu Prasad Sharma, S. Kumaraswamy, A. Mani

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This paper reports on the results of experimental investigations on the performance of a jet pump operated under selected primary flows to optimize the related parameters. For this purpose a two-phase flow jet pump was used employing various profiles of nozzles as the primary device which was designed, fabricated and used along with the combination of mixing tube and diffuser. The profiles employed were circular, conical, and elliptical. The diameter of the nozzle used was 4 mm. The area ratio of the jet pump was 0.16. The test facility created for this purpose was an open loop continuous circulation system. Performance of the jet pump was obtained as iso-efficiency curves on characteristic curves drawn for various water flow rates. To perform the suction capability, evacuation test was conducted at best efficiency point for all the profiles.

Keywords: Evacuation test, jet pump, nozzle profile, nozzle spacing, performance test, two phase flow

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Authors: V. Lendel, M. Varmus

Abstract:

The aim of the paper is based on detailed analysis of literary sources and carried out research to develop a model development and implementation of innovation strategy in the business. The paper brings the main results of the authors conducted research on a sample of 462 respondents that shows the current situation in the Slovak enterprises in the use of innovation strategy. Carried out research and analysis provided the base for a model development and implementation of innovation strategy in the business, which is in the paper in detail, step by step explained with emphasis on the implementation process. Implementing the innovation strategy is described a separate model. Paper contains recommendations for successful implementation of innovation strategy in the business. These recommendations should serve mainly business managers as valuable tool in implementing the innovation strategy.

Keywords: innovation, innovation strategy, innovative management, innovative potential

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Authors: M. Torabizadeh, M. Khatami Rad, A. Noshadi

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In order to achieve competitive advantage and better performance of firm, supply chain management (SCM) strategy should support and drive forward business strategy. It means that supply chain should be aligned with business strategy, at the same time supply chain (SC) managers need to use appropriate information system (IS) solution to support their strategy, which would lead to stay competitive. There are different kinds of IS strategies which enable managers to meet the SC requirement by selecting the best IS strategy. Therefore, it is important to align IS strategies and practices with SC strategies and practices, which could help us to plan for an IS application that supports and enhances a SCMS. In this study, aligning IS with SC in strategy level is considered. The main aim of this paper is to align the various IS strategies with SCM strategies and demonstrate their impact on SC and firm performance.

Keywords: Information system strategy, alignment, firm performance, supply chain strategy.

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Authors: M. K. Hasan, Y. H. Ng, J. Sulaiman

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This paper present the implementation of a new ordering strategy on Successive Overrelaxation scheme on two dimensional boundary value problems. The strategy involve two directions alternatingly; from top and bottom of the solution domain. The method shows to significantly reduce the iteration number to converge. Four numerical experiments were carried out to examine the performance of the new strategy.

Keywords: Two dimensional boundary value problems, Successive Overrelaxation scheme, Alternating Top-Bottom strategy, fast convergence

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Authors: Anne A. Christopher

Abstract:

This study examines the use of the persuasive strategy of deixis and personalization in advertising slogans. This rhetorical/ stylistic and linguistic strategy has been found to be widely used in advertising slogans for over a century. A total of five hundred advertising slogans of multinational companies in both product and service sectors were obtained. The analysis reveals the 3 main components of this strategy as being deictic words, absolute uniqueness and personal pronouns. The percentage and mean of the use of the 3 components are tabulated. The findings show that advertisers have used this persuasive strategy in creative ways to persuade consumers to buy their products and services.

Keywords: Advertising slogans, deixis, personalization, persuasive strategy.

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Authors: Hui-Ling Huang, Yue-Yang Chen, Ming-Chi Tsai, Cheng-Jiun Lee

Abstract:

Recently, a great number of theoretical frameworks have been proposed to develop the linkages between knowledge management (KM) and organizational strategies. However, while there has been much theorizing and case study in the area, validated research models integrating KM and information technology strategies for empirical testing of these theories have been scarce. In this research, we try to develop a research model for explaining the relationship between KM strategy and IT strategy and their effects on performance. Finally, meaningful propositions and conclusions are derived, and suggestions for future research are proposed and discussed.

Keywords: Knowledge management strategy, information technology strategy, knowledge management performance, information technology performance

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Authors: Gianluca Cornetta, Abdellah Touhafi, David J. Santos, Jose Manuel Vazquez

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In this work a new platform for mobile-health systems is presented. System target application is providing decision support to rescue corps or military medical personnel in combat areas. Software architecture relies on a distributed client-server system that manages a wireless ad-hoc networks hierarchy in which several different types of client operate. Each client is characterized for different hardware and software requirements. Lower hierarchy levels rely in a network of completely custom devices that store clinical information and patient status and are designed to form an ad-hoc network operating in the 2.4 GHz ISM band and complying with the IEEE 802.15.4 standard (ZigBee). Medical personnel may interact with such devices, that are called MICs (Medical Information Carriers), by means of a PDA (Personal Digital Assistant) or a MDA (Medical Digital Assistant), and transmit the information stored in their local databases as well as issue a service request to the upper hierarchy levels by using IEEE 802.11 a/b/g standard (WiFi). The server acts as a repository that stores both medical evacuation forms and associated events (e.g., a teleconsulting request). All the actors participating in the diagnostic or evacuation process may access asynchronously to such repository and update its content or generate new events. The designed system pretends to optimise and improve information spreading and flow among all the system components with the aim of improving both diagnostic quality and evacuation process.

Keywords: IEEE 802.15.4 (ZigBee), IEEE 802.11 a/b/g (WiFi), distributed client-server systems, embedded databases, issue trackers, ad-hoc networks.

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Authors: Sinee Sankrusme

Abstract:

The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Marketing objective was to increase market share of Heineken and Amtel, (2) the company’s marketing strategies were brand building strategy and distribution strategy. Additionally, the company also conducted marketing mix strategy as follows. Product strategy: The company added more beer brands namely Amstel and Tiger to provide additional choice to consumers, product and marketing research, and product development. Price strategy: the company had taken the following into consideration: cost, competitor, market, economic situation and tax. Promotion strategy: the company conducted sales promotion and advertising. Distribution strategy: the company extended channels its channels of distribution into food shops, pubs and various entertainment places. This strategy benefited interested persons and people who were engaged in the beer business.

Keywords: Marketing Strategy, Beer, Thai Asia Pacific Brewery Company.

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Authors: A. S. Mousa, F. Shoman

Abstract:

We present a discrete game theoretical model with homogeneous individuals who make simultaneous decisions. In this model the strategy space of all individuals is a discrete and dichotomous set which consists of two strategies. We fully characterize the coherent, split and mixed strategies that form Nash equilibria and we determine the corresponding Nash domains for all individuals. We find all strategic thresholds in which individuals can change their mind if small perturbations in the parameters of the model occurs.

Keywords: Coherent strategy, split strategy, pure strategy, mixed strategy, Nash Equilibrium, game theory.

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Authors: Gábor Szűcs, Gábor Neszveda, Xin Fang

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In this paper the General Game problem is described. In this problem the competition or cooperation dilemma occurs as the two basic types of strategies. The strategy possibilities have been analyzed for finding winning strategy in uncertain situations (no information about the number of players and their strategy types). The winning strategy is missing, but a good solution can be found by simulation by varying the ratio of the two types of strategies. This new method has been used in a real contest with human players, where the created strategies by simulation have reached very good ranks. This construction can be applied in other real social games as well.

Keywords: competition, cooperation, finding good strategy, General Game

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Authors: Hsin-Yi Lien

Abstract:

The study explored the role of metacognition in foreign language anxiety on a sample of 411 Taiwanese students of English as a Foreign Language. The reading strategy inventory was employed to evaluate the tertiary learners’ level of metacognitive awareness and a semi-structured background questionnaire was also used to examine the learners’ perceptions of their English proficiency and satisfaction of their current English learning. In addition, gender and academic level differences in employment of reading strategies were investigated. The results showed the frequency of reading strategy use increase slightly along with academic years and males and females actually employ different reading strategies. The EFL tertiary learners in the present study utilized cognitive strategies more frequently than metacognitive strategies or support strategies. Male students use metacognitive strategy more often while female students use cognitive and support strategy more frequently.

Keywords: Cognitive strategy, gender differences, metacognitive strategy, support strategy.

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Authors: Ming-Hsiung Wu, Yu-Hsi Yuan

Abstract:

The aim of the research is to understand whether the accuracy of customer detection of employee emotional labor strategy would influence the overall service satisfaction. From path analysis, it was found that employee-s positive emotions positively influenced service quality. Service quality in turn influenced Customer detection of employee emotional deep action strategy and Customer detection of employee emotional surface action strategy. Lastly, Customer detection of employee emotional deep action strategy and Customer detection of employee emotional surface action strategy positively influenced service satisfaction. Based on the analysis results, suggestions are proposed to provide reference for human resource management and use in relative fields.

Keywords: Emotional labor, Emotional deep action strategy, Emotional surface action strategy, Service satisfaction

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Authors: Wisdom G. Dube, Talent Makoni, Tasiana K. Nyadzayo, Namukolo M. Covic

Abstract:

Vitamin A deficiency is a public health problem in Zimbabwe. Addressing vitamin A deficiency has the potential of enhancing resistance to disease and reducing mortality especially in children less than 5 years. We implemented and adapted vitamin A outreach supplementation strategy within the National Immunization Days and Extended Programme of Immunization in a rural district in Zimbabwe. Despite usual operational challenges faced this approach enabled the district to increase delivery of supplementation coverage. This paper describes the outreach strategy that was implemented in the remote rural district. The strategy covered 63 outreach sites with 2 sites being covered per day and visited once per month for the whole year. Coverage reached 71% in an area of previous coverage rates of around less than 50%. We recommend further exploration of this strategy by others working in similar circumstances. This strategy can be a potential way for use by Scaling-Up-Nutrition member states.

Keywords: Coverage, Strategy, Supplementation, Vitamin A.

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Authors: Nazira B. Boldurukova

Abstract:

The article examines the potential of the Chinese diaspora abroad. Investigate the influence of the highest in the People's Republic of foreign economic strategy of "Going to the outside" on the investment activity of Chinese enterprises abroad, the export of labor.

Keywords: China, migrants, reform, economic strategy, migration policy, huaqiao.

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Authors: Lei Zhang, Tingting Xu, Jun He, Zhenyu Yan, Roger Brooks

Abstract:

Email marketing is one of the most important segments of online marketing. Email content is vital to customers. Different customers may have different familiarity with a product, so a successful marketing strategy must personalize email content based on individual customers’ product affinity. In this study, we build our personalized email marketing strategy with three types of emails: nurture, promotion, and conversion. Each type of emails has a different influence on customers. We investigate this difference by analyzing customers’ open rates, click rates and opt-out rates. Feature importance from response models is also analyzed. The goal of the marketing strategy is to improve the click rate on conversion-type emails. To build the personalized strategy, we formulate the problem as a reinforcement learning problem and adopt a Q-learning algorithm with variations. The simulation results show that our model-based strategy outperforms the current marketer’s strategy.

Keywords: Email marketing, email content, reinforcement learning, machine learning, Q-learning.

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