안동마의 마케팅 믹스 전략

• 영문명: Establishing Marketing Mix Strategies of Andong Yam
• 발행기관: 한국농식품정책학회
• 저자명: 박동진(Tong Jin Park) 김태형(Tae Hyung Kim) 송준협(Joon Hyup Song) 제갈돈(Don Jaegal) 서균석(Kyun Suk Suh) 최이규(Rhee Gyu Choe) 빅토리아(Victoria Joy Saplan)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 37권 3호, 548~572쪽, 전체 25쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2010.09.30

영문 초록

Andong yam has been forming nearly seventy percent of the total Korean yam cultivation since in the past. This study aims to establish 4P’s strategies to boost the regional yam industry. Hence, we devised five research topics and gathered data from 166 customers. The results of the analysis are as follows. Firstly, Andong yam is well-known and the intention to buy is high. Secondly, our 4P’s strategies including product strategy focusing on health conscious type of consumers, etc. are commendable. These strategies will be helpful in improving Andong yam business and industry.

목차

Ⅰ. 서 론

Ⅱ. 국내 마에 대한 선행연구 : 4P’s 관점

Ⅲ. 연구과제

Ⅳ. 실증분석

Ⅴ. 안동마의 마케팅믹스 전략

Ⅵ. 결 론

참 고 문 헌

키워드

Yam Marketing Mix 4P’s