Earticle

초록

영어

The food crisis is gradually augmented, which derives from a world-wide process. And it is the actual conditions for which there is no solution on national level. Rice is a fundamental agricultural products, and it makes up a large percentage in the Korean farming industry. Especially, the environment around the domestic rice market has rapidly been changing and shrinking because of the open policy in the International market. In order to compete with the international market, Korea must be strong in stable-based construction and international marketing strategies of domestic rice products. Most of consumers recognize the importance of developing a brand-name rice. However, the degree of recognition on the brand-name rice is still very low. The Purpose of this paper Is to drive brand marketing strategy for positioning of domestic rice products.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 쌀 브랜드의 개념
  2.2 쌀의 브랜드화 기능과 분류
  2.3 쌀 브랜드의 선행연구
 3. 국내 지역 쌀 브랜드의 실태분석
  3.1 농산물 브랜드 현황
  3.2 국내 지역 쌀 브랜드 현황
  3.3 국내 지역 쌀 브랜드화의 문제점
 4. 국내 지역 쌀 브랜드의 마케팅 전략
  4.1 국내 지역 쌀 브랜드 마케팅 전략 분석
  4.2 국내 지역 쌀 브랜드의 활성화를 위한 마케팅전략
 5. 결론
 참고문헌

저자

• 임기흥 [ Ki-Heung Yim | 광주여자대학교 실버케어학과 교수 ]

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