새싹․베이비 채소 생산농가의 판매처 우선순위 설정

• 영문명: Priority setting for Distributors of Sprout and Baby Vegetable Producing Farms using AHP
• 발행기관: 한국농식품정책학회
• 저자명: 이진홍(Jin Hong Lee) 정구현(Gu Hyun Jung) 서명훈(Myeong Whoon Seo)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 35권 4호, 849~870쪽, 전체 22쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2008.12.31

영문 초록

In this present paper, I propose a rational way to solve the puzzle of decision-making structures, which will be the focal point of the distributor priority of sprouts and baby vegetables. To assessing the performance of selected distributors, data were analyzed using methodological approach, an Analytic Hierarchy Process (AHP). As a case study, this paper consist of following levels : 3 main criteria, 10 sub-criteria and 5 distributors. we found that the result was given by these approaches. the most priority among the distributors is given to chain stores, department stores, etc. Proceeding from what has been said above, it should be concluded that (1) many farmers have to restructure their marketing strategies to adjust to changing markets and new technology : (2) the key focus of those strategies will be on the marketing mix, which is the combination of price and the quality of those goods, in order to promote the consumption, and (3) it should be equalized to the market share of those goods, especially in the lower distributors. central to this study have been the questions of a realistic and well-articulated marketing strategy.

목차

Ⅰ. 서 론

Ⅱ. 새싹․베이비채소 생산 및 유통 실태

Ⅲ. AHP 모형 설정

Ⅳ. 실증분석

Ⅴ. 분석결과 및 해석

Ⅵ. 요약 및 결론

참 고 문 헌

키워드

Sprouts Baby Vegetables Analytic Hierarchy Process Distributor Priority