쌀 브랜드 포지셔닝 전략 개발

• 영문명: Rice s Brand Positioning Strategy Using Fuzzy CMDS Model
• 발행기관: 한국농업경제학회
• 저자명: 이준배(Jun Vae Lee) 조성주(Sung Ju Jo) 손찬수(Chan Soo Son)
• 간행물 정보: 『농업경제연구』53권 3호, 45~80쪽, 전체 36쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2012.09.30

영문 초록

This paper uses fuzzy confirmatory multidimensional scaling(CMDS) to develop positioning strategy of rice market through the perceptual image map which can analyze the psychological positioning of the selected 20 rice brands. The consume rs group are divided into four market segments on the basis of the evaluated value about rice brand attributes by factor and cluster analysis. Furthermore, CMDS analysis is conducted to identify similar groups from dis tances among brands based on an program for least-squares MDS minimizing stress statistic and fuzzy preferences as perceived by the consumers to obtain a clear visual dimensional map of a multi-criteria decision- making problem. The results may imply that consumer orientation in rapidly changing environments of rice industry market was its basic idea, and the focus of all market ing activities was put on need s and the response of consumer group who are the object of the target. Finally, some implications for future research as well as for strategies of brand positioning were also suggested.

목차

I. 서 론

II. 이론적인 배경

III. 연구방법

IV. 분석결과

V. 결 론

키워드

fuzzy confirmatory MDS brnad positioning simularity measure