농산물 브랜드화에 대한 이론적 고찰

• 영문명: A Theoretical Study on Agricultural Branding
• 발행기관: 한국유통과학회
• 저자명: 이정관(Jeong-Koan Lee) 김민균(Min-Gyun Kim)
• 간행물 정보: 『한국유통과학회 학술대회 논문집』2010년 동계 국제학술대회, 133~150쪽, 전체 18쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2010.12.04

영문 초록

Many farmers are worried and concerned about the crisis of agricultural markets owing to the opening of domestic markets through FTA(Free trade agreement). But the openness and globalization challenges in a global age is inevitable. Individual farmers are trying to maximize revenue through branding in order to prepare them. However, it is too much difficult to make personal branding. Until now, branding policy for local agricultural products bets on the short-term performance. So it was unsuccessful to consider the full review for local conditions and to compose the basic brand-based. For successful implementation of agricultural branding as tangible results in the short term, it is easy to commit errors such as naming and the development for the design of packaging. The agricultural brands in the formation of agricultural assets should be approached as a process in long and medium term rather than focusing on visible and spectacular performance. Local governments also should be made by the establishment of processes and by implementing a strategic brand development systems before promoting for branding agricultural products. Co-branding of local governments such city and county usually uses for the form of an integrated brand about regional representatives agricultural product. It is increasing. However, the current numerous co-brands are the titular condition owing to the low enrollment of a legal, wide range of quality control problems, lack of co-branding awareness, lack of operating system, poor surveillance and so on. In the meantime, the economic effect of branding is insufficient due to focusing on their own branding or branding of local government leaders voluntarily. As a result, producer organizations and local governments make an effort to integrate as one brand including the scope and number of items in wide range of areas. The current situation are experiencing difficulties due to the difficulty of quality control, cavitation, scaling insuffici

목차

Ⅰ. 서론

Ⅱ. 본 론

Ⅲ. 농산물 브랜드화 성공 전략

Ⅳ. 결론

참고문헌