우리나라 차 소비자의 기호특성과 국산차 차별화 방안

• 영문명: Survey Study for Consumer Satisfaction Difference with Provenance and Processing Method of Tea Products, and Specialization Strategy for Korean Tea Products
• 발행기관: 한국마케팅과학회
• 저자명: 양원모(Yang Won Mo)
• 간행물 정보: 『한국마케팅과학회 학술발표대회논문집』2004 추계학술대회 발표 논문집, 225~242쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2004.11.30

영문 초록

  This study apprehends the preference about alien for Korean tea consumers and the standard of choosing tea and the characteristics of taste and also tries to find out the ways of tea-classification of Korea.
  Tea consumers like soft, clean, sweet in its taste and they like least rough taste and more or less don"t like heavy, bitter in its taste. roasting green tea has a taste of sweetness, cleanness, unripenness and steamed tea has a high laver taste and anything else has no distinctive taste. They like mostly unripenness aroma and sweet aroma out of roasting green tea and laver aroma, chestnut flavor and green laver flavor out of steamed tea and fresh-floral flavor out of fermented tea. There is not any distinctive preference trend according to the color types, they like tea which has light color but don"t dark color.
  In order to classify Korean tea from alien tea, there needs to develop processing machine and technology for roasting green tea in Korea, to cope with the consumers who focus on the taste. And also we need to have public relations widely about excellence and uniqueness for the Korean tea and support the Korea-style tea and at the same time, develop the appropriate crop technology. To keep the essential difference of tea, we have to establish the standard of evaluation, make tea-related goods various where tea is growing distinctively.
  Futhermore, we have to support the environmental friendly tea garden and set up the circulation system in accordance with our situation, promote for the Korean tea to be well-known to the world.

목차

〈Abstract〉
Ⅰ. 연구의 의의와 목적
Ⅱ. 우리나라 차소비자의 기호특성
Ⅲ. 우리나라 차의 특징
Ⅳ. 우리나라 차의 차별화 방안
Ⅴ. 요약 및 결론
참고문헌

키워드

tea-classification roasting green tea steamed tea fermented tea laver flavor