한국녹차산업의 현황에 대한 마케팅전략

• 영문명: Marketing Operation about Korean Tea Industry Present Condition
• 발행기관: 한국마케팅과학회
• 저자명: 쨩유화(姜育發)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2005 춘계학술대회 발표 논문집, 397~417쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.05.30

영문 초록

  Green tea was from 7th century Queen of Seondeok (632-647) and is drunk by monk and illustrious officials via period of the three Kingdoms and Koryo Dynasty period. Enter in 1969 and green tea began to do large scale cultivation making up a farm to Cholla-namdo Bosung fortress site station as part of agricultural special business, and green tea industry is standing on tiptoe by growing industry by enlargement of home consumption.
  Owe in elevation of national income level while expenditure per 1 person of green tea is shown growth of 13 - 15% than the early 90s today outturn of because do not reach greatly in expenditure increase import volume by supply and demand imbalance that is increasing every year, and depends on best for income more than 60% of whole demand in 2010 forecast.
  There is problem that hard to promise development of green tea industry through long-term and continuous consumption demand extension because popularization of green tea is delayed, and current consumption demand is attained by some privileged class by High price of domestic green tea.
  In this study, presented marketing operation that green tea industry can advance stably analyzing production activity of production farmhouse and distribution order of consumption market affecting in green tea industry development closely. Together, presented improvement plan of current government support business at the same time.

목차

Ⅰ. 서론
Ⅱ. 녹차산업의 현황
Ⅲ. 한국녹차산업의 시장과 소비실태
Ⅳ. 녹차건강식품의 마케팅방향과 전략
Ⅴ. 요약 및 결론
참고문헌
〈Abstract〉