Earticle

초록

영어

The purpose of this study is to suggest developing plans for 6 beef brands in Kangwon-do. Data were collected by consumer survey on 12th August, 2010 at Daemyung Resort in Hongcheongun. A total of 658 questionnaires were distributed and collected. SAS 9.1 and Excel 2007 were used as statistical packages and ordered logit model was used as a model to analyze the data. From the results of the study the following improvement plans were suggested for the 6 beef brands in Kangwon-do. First, the 6 beef brand agents should use public relation to give information for consumers. Clean image of Kangewon-do and clear distribution process should be stressed for the public relation. Second, promotion is an important tool to discriminate the 6 beef brands with other beef brands. The discrimination by the 6 beef brands should be focused on taste of the 6 beef brands. Third, market segmentation strategies are needed. The market segmentation may be achieved by segmentation of sales places.

목차

ABSTRACT
 Ι. 서론
 Ⅱ. 우리나라의 한우산업 및 축산물 브랜드 현황
  1. 우리나라 한우산업의 현황
  2. 축산물 브랜드의 현황
 Ⅲ. 분석모형, 데이터 및 분석툴
  1. 분석모형
  2. 데이터 및 분석툴
 Ⅳ. 분석결과
  1. 조사표본의 일반적 특성
  2. 변수들에 대한 설명
  3. Ordered Logit Model의 추정결과
  4. 설명변수에 대한 한계효과 결과
 Ⅴ. 결론 및 발전방안
 Ⅵ. 인용문헌

저자

• 송영한 [ Young-Han Song | 강원대학교 동물생명과학대학 ]
• 김종택 [ Jong-Taek Kim | 강원대학교 수의학부대학 ]
• 오경태 [ Kyung-Tae Oh | 강원대학교 농업생명과학대학 ]
• 정윤필 [ Yun-Pil Jung | 강원대학교 농업생명과학대학 ]
• 이종인 [ Jong-In Lee | 강원대학교 농업생명과학대학 ] Corresponding author

참고문헌