축산물브랜드화 과제와 마케팅전략

• 영문명: Livestock Branding and Marketing Strategies Based on Hanwoo Branding Case
• 발행기관: 한국농식품정책학회
• 저자명: 김영철 한성일 최승철 연규영
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 29권 1호, 36~54쪽, 전체 19쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2002.03.31

영문 초록

Regarding newly emerging consumer wants and incoming foreign fresh meats, more suitable marketing strategies are to be sought to satisfy and differentiate; those are livestock branding, particularly Hanwoo branding as a fresh-meat branding in this study, and its settlement. Theses strategies need a better definition of fresh-meat brand and the combined role of government, related institutes, producers organizations, farmers themselves, and marketers.

목차

Abstract

Ⅰ. 서론

Ⅱ. 축산물브랜드의 개념, 전제조건 및 당위성

Ⅲ. 축산물브랜드의 실태 및 문제점

Ⅳ. 축산물브랜드 마케팅 전략

Ⅴ. 요약 및 결론

참고문헌

키워드

Consumer Wants Fresh-meat Branding and Producer Behavior Brand Definition Marketing Strategies