보성綠茶産業의 現況과 SWOT分析

• 영문명: The Present Condition & Analyze SWOT Of Boseong Green Tea Industry
• 발행기관: 한국차문화학회
• 저자명: 박금옥(Geum Ok Park)
• 간행물 정보: 『한국차문화』제2집, 79~117쪽, 전체 39쪽
• 주제분류: 사회과학 > 사회과학일반
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

Boseong count has tried to local area to develop competitive place by enhancing the quality of life and increase local income. Green Tea industry is hold a very impotent position in the Boseong local economy activation plan. It is played a vital role as a local economy. So, Boseong county will be compound industrialize as a compositive Green Tea industry for the increase the to economy effective of the local industry. In this study, Boseong in which it considered that development in many fields is possible with a help of recent increased demand of green tea was selected as an example to present developmental process of Green Tea industry and a local economy activation plan. And it is founded on The Present Condition & Analyze SWOT of the Boseong Green Tea industry. Most of tea-farms are petty, the price has low competitive power in a preparation of opening the import market, productivity of tea is very low as most of plantation wild and indigenous, the image of the products which are representative of the local area is poorly promoted and the decision of price and exploration of markets are not properly adjustable as the process of production and distribution is not separated. Tea plantation is highlighted as a tourist attraction. However, most of tourists just stay for a short time. because of the lack of lodging facilities and of experience programs. For the develop tea plantations as a popular tour attraction, experience programs and tea parks for lodging should be planned. If a variety of tour programs which have an affinity to nature are developed, family tourists who visit for recreation, not for a short stay will increase and the plantation will be a destination of the tour. Various products using green tea should be continuously developed including positive support such as establishment of research institutes, which leads to growth of local economy. Also, tea production should be consistently increases to meet the demand to keep reliability as a product using green tea. First of all, have to make an analysis of consumer's needs for the effect the marketing. Make brand image Boseong and Boseong Green Tea Industry is using the diversity materials digging. In the past, favored by the middle-aged who attaching great importance to tradition and form, tea drink changes its target user into young generation in modern society, thus emphasizing the function of youth, diet, and health. In order for tea drink to be placed not as a mere passing vogue but as a favorite drink, a package design must be developed on the basis of analyzing sociocultural trends on the whole and predicting consumer' future lifestyles. It is a matter of great important formation by Boseong green tea images 'always in company with consumers' Petty farms should develop high-quality products in a preparation for the opening of import markets. With a help of increased demand of Boseong green tea, farms are active in making new tea plantations and there, the development of specialized products is required to get competitive power in markets. Finally, The unified effort is needed to perform the development plan. a proper cooperation and a sharing of information are necessary between farms for development of tea industry. Since 2005, beverage market was inactive overall but tea is functional drink and pure water made an advance while soda drink, coffee and sports beverage made minus growth. As the 'Well-Being' trend has come recently, the value of tea is rediscovered. The scale of tea market and the yield of tea are growed. As a result, According to these changes, the brand package design will expectedly advance to the target that is appropriate for the key words of 'well-looking, environment-friendly, and consumerism. It is called as the needs the strategy of marketing take-off. brand renewal marketing strategy as a tea hub of Boseong. As an application these marketing strategy, I hope Boseong green tea industry will be compound industrialize.

목차

Ⅰ. 들어가는 말

Ⅱ. 보성녹차의 現況

Ⅲ. 보성녹차산업의 SWOT 분석

Ⅳ. 나가는 말

키워드

보성 녹차산업의 현황 SWOT