이벤트를 이용한 농식품 마케팅전략

• 영문명: Marketing Strategy for Agri-food Using Events
• 발행기관: 한국농식품정책학회
• 저자명: 차동욱
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 33권 4호, 826~847쪽, 전체 22쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2006.12.31

영문 초록

By reviewing satisfaction of visitors who participated in International Fermented Food Expo (IFFE), this study purposed to examine causality between IFFE s Marketing Mix 4P s of Marketing composed of product, price, promotion, and place, its impacting factors including sales and promotion of agri-food and factors of loyalty such as revisit and word of mouth promotion in terms of structure. The other aim of this study was to clarify the purpose of participation and the relationship between merits and demerilts of events. As a result of analysis, first, IFFE was affected by price (.424), product (.367), and place (.143). Second, the factors of loyalty to IFFE was influenced by product (1.364), place (.578), promotion (.435), impacting factors (.415) and price (.269) in order. Third, according to the result of analyzing purpose of participation in the expo and its merits using cross-tabulation analysis, as for the purpose of participation, the percentage of education and experience was highest accounting for 34.1 %, followed by event atmosphere for 25.9%, participation during a tour or other business for 20.9% and purchase of products for 19.2%. Regarding merits of IFFE, collection of various information on agri-food and experience accounted for 37%, the highest percentage, and then purchase of diverse agri-food accounted for 32.3%. With regard to demerits of IFFE, the percentage of convenience of viewing in an event hall (28.5%) and that of propriety of price of agri- food (17.1%) were high.

목차

Abstract

I. 서론

II. 표본선정 및 분석방법

III. 전주 국제발효식품엑스포의 발전과정 및 변수선정

IV. 분석결과

V. 요약 및 결론

참고문헌

키워드

IFFE Marketing Mix 4P s Structural Equation Model