농축산물 브랜드화의 개선방안

• 영문명: Improvement of Brand Strategy and Policy for Agricultural and Meat Products
• 발행기관: 한국농식품정책학회
• 저자명: 이정희
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 30권 1호, 18~34쪽, 전체 17쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2003.03.31

영문 초록

This study analyzes consumers responses to the agricultural pruduct branding and suggests the right directions of the branding in marketing strategies and the government policy. In this study, especially, the branding strategies using the attributes of products which consumers consider in buying agricultural products will be presented. Most of consumers accept the branding as an important factor in buying agricultural products. However, they are reluctant to pay premium for the branded agricultural products because the brand agricultural products are not trustable yet. The main result indicates that the successful branding needs the branding strategies using the attributes of products which consumers consider in buying agricultural products. For example, the nutrition and health emphasized branding will increase high income consumers demands for agricultural products.

목차

Abstract

Ⅰ. 머리말

Ⅱ. 농축산물 브랜드의 현황과 문제점

Ⅲ. 농축산물 브랜드에 대한 소비자 설문분석

Ⅳ. 농축산물 브랜드화의 개선방안

참고문헌

키워드

Brand Agricultural Products Branding Strategy Product Attributes for Consumer Buying Agricultural and Meat Products