한우 브랜드 사업의 성장단계별 발전 전략

• 영문명: Step-by-Step Development Strategies of Korean Beef Brand Business
• 발행기관: 한국농식품정책학회
• 저자명: 한성일(Sung Il Han) 고복남(Bok Nam Ko) 곽영태(Young Tai Kwak)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 34권 2호, 444~455쪽, 전체 12쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2007.06.30

영문 초록

This study tried to present the step-by-step growth marketing strategies of Korean beef brand business to offer guidelines to the later enterprises which propose plans for increasing competitiveness of leading brands and start a brand business. The Korean beef business currently regarded as leading brands is mostly in the stage of growth. There are several marketing strategies of growth such as strengthening brand power through differentiation, attracting the customers and increasing the value of scarcity by emphasizing the value of local brand management and raising value of commodities through introduction of functional element. Together with this, if we perform the analysis for various support policies and regional condition to develope the strategies of regional prestige product, the improvement of farmhouse income as well as brand value is expected.

목차

Abstract

I. 서론

II. 성장단계별 한우브랜드 경영체 현황

III. 한우브랜드경영체의 성장단계별 마케팅 전략

IV. 요약 및 결론

참고문헌

키워드

Marketing Strategies Beef Brand Business Guidelines