막걸리 산업 글로벌 경쟁력 강화 방안

• 영문명: Formulating Strategy to Strengthen Global Competitiveness for Korean Makgeolli Industry
• 발행기관: 한국무역연구원
• 저자명: 이승인(Seung-In Lee) 안욱현(Wook-Hyun An) 김소현(So-Hyun Kim)
• 간행물 정보: 『무역연구』제11권 제5호, 171~193쪽, 전체 23쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2015.11.30

영문 초록

Domestic and overseas sales of “makgeolli,” a traditional Korean alcoholic beverage, have been falling since 2011. Changing consumer’ tastes, regulations, distribution system, alcoholic beverages consumption trend etc. are key factors to the makgeolli sales slip. It is therefore a time when various studies related to the aforementioned issues are needed. The main purpose of this study is to determine the problems, opportunities, threats, and stakeholders weaknesses of the Korean makgeolli industry and provide stakeholders appropriate ways and strategies to strengthen global competitiveness in the makgeolli industry. To meet this end, we conducted literature review, case studies, and in-depth interviews with experts in an attempt to provide primary information to make the Korean makgeolli industry competitive in global market as well as domestic market. It is expected that this study will offer makgeolli company’ managers and policy-makers practical points helpful in crafting tailor-made marketing strategies.

목차

I. 서론

II. 막걸리 산업현황, 선행연구 및 연구방법

III. 연구결과

IV. 막걸리 산업 경쟁력 강화 방안

V. 결론

키워드

Global Competitiveness Makgeolli Industry Marketing Strategy