한약재 구기자의 구매의사결정요인과 마케팅전략

• 영문명: Buy Decision Making Factors and Marketing Strategies of Lycium Chinense: Focused on Cheongyang Region
• 발행기관: 한국농식품정책학회
• 저자명: 권기대(Ki Dae Kwon) 박원종(Won Jong Park) 김신애(Shin Ae Kim)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 34권 2호, 422~443쪽, 전체 22쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

This paper is to investigate consumers buy decision making factors and marketing strategies of lycium chinense focused on cheongyang region. that is analyzed demographic characteristics, attributes, efficacy, marketing 4p s- brand, quality, price, channel and promotion-pro environmental agricultural product and traceability with respect to lycium chinense. we found the result of analysis for various characteristics of lycium chinense, at last we formulated segmentation and target market selection and positioning marketing strategy for the purpose of the best brand.

목차

Abstract

I. 서론

II. 구기자의 생산현황과 경영특성

III. 구기자의 구매의사결정요인 분석

IV. 결론

참고문헌

키워드

Buy Decision Making Lycium Chinense Marketing Strategy