경기미의 유통개선 방안에 관한 연구: 미곡종합처리장의 벼 가공 및 판매를 중심으로

• 영문명: Improvement of Marketing and Distribution of Gyeonggi Rice Brand
• 발행기관: 한국농촌지도학회
• 저자명: 이원석(Won Suk Lee) 정구현(Gu Hyun Jung) 김형덕(Hyeong Duk Kim) 김희동(Hee Dong Kim)
• 간행물 정보: 『농촌지도와 개발』14권 1호, 171~195쪽, 전체 25쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

Gyeonggi rice has been placed relatively favorable market position in the domestic rice market. With the superiority of its quality, gyeonggi rice has been well recognized to consumers. The price of gyeonggi rice has placed higher position than that of others. But, gyeonggi rice are facing crisis on the competition by regional brands. Therefore, this study was carried out to find the differentiated marketing strategies on problem related with the product differentiation and brand marketing of gyeonggi rice. In order to find out how much the effort on the product differentiation of gyeonggi rice affects the price and brand recognition, fifty RPCs in gyeonggi province were surveyed. As the results, 22~23% of harvested rice which was gathered into RPC was come out ``obscurity of production origin`` when we consider material hull rice in the original production territory by collecting time and channel. With comparing sales weight of gyeonggi rice by the place of shipment, agricultural cooperative channel was the highest by 44.7%. And, wholesaler comes to 17.7%, discount outlet store was 13.9%, large quantity delivery in business was 11.1%, and department store was only 5.2%. Finally, we could consider to adopt the traceability system on gyeonggi rice distribution system from production to consumers` table to get consumers` credibility and compete imported high quality rice.

키워드

경기미 Gyeonggi Rice 미곡종합처리장 Rice Processing Complex 쌀 유통 Rice Marketing