양돈브랜드 경영체 우수 브랜드 품질관리 전략

• 영문명: Quality Management Strategies of Pork Brand Business for High Quality Brand
• 발행기관: 한국농식품정책학회
• 저자명: 황성원(Sung won Hwang) 최윤상(Youn sang Choi) 양주환(Joo Hwan Yang)
• 간행물 정보: 『농업경영.정책연구』농업경영·정책연구 44권 3호, 596~611쪽, 전체 16쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2017.09.30

영문 초록

This study attempts to suggest marketing strategies of pork brands by analyzing factors, which is important in brand quality management. For this purpose, this study compares the pork brand evaluation standards of the Korea National Council of Consumer Organizations (KNCCO) with excellent pork brands in production and marketing perspective. The results show that farmers and retailers have a different idea for excellent pork brands from KNCCO’s evaluation standards. That is because while farmers and retailers has responded to the changes in consumers’ needs, KNCCO has sticked to more than 10 years old standards. Therefore, the pork brand business should manage its production and marketing in the standards meeting the current market needs in order to improve its brand values instead of following the KNCCO’s evaluation standards.

목차

Ⅰ. 서 론

Ⅱ. 양돈 우수 브랜드 경영체 현황

Ⅲ. 한돈 브랜드의 평가기준 및 관리전략

Ⅳ. 결 론

참 고 문 헌

키워드

Pork Brand Quality Management Evaluation IPA Marketing