브랜드육 소비촉진과 홍보전략

• 영문명: PR Strategies to Promote Brand - name Meat Consumption
• 발행기관: 한국농식품정책학회
• 저자명: 이상영
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 28권 1호, 35~61쪽, 전체 27쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2001.03.31

영문 초록

Many consumers recognize the importance of developing a brand-name meat. However, the degree of recognition on the brand-name meat is still very low. To enhance the degree of recognition and to obtain consumers reliance on the brand-name meat, producers need to develop a unique their own brand to advertise their particular products based on a differential strategy. The differential strategy includes not only quality differentiation but also service differentiation. These service differentiations also deserve appropriate concerns. Together with these differentiation strategies, producers need to positively make use of producers group events and to cooperate with each other to raise necessary advertising fund collectively.

목차

Abstract

Ⅰ. 처음에

Ⅱ. 축산물 브랜드화 현황과 문제점

Ⅲ. 브랜드육에 대한 소비자 반응

Ⅳ. 브랜드육의 소비촉진을 위한 홍보전략

Ⅴ. 맺는말

참고문헌

키워드

brand-name meat PR Strategies differential strategy