국내 농업 콘텐츠 플랫폼 수립 및 활성화 전략 네이버 FARM판의 설립과 운영 사례를 중심으로

• 영문명: Strategy for Establishing and Engaging Korean Agriculture Content Platforms A study on the Establishment of the Naver FARM Board and Its Operating Process
• 발행기관: 한국농식품정책학회
• 저자명: 홍선표(Seon-pyo Hong) 이민화(Min-wha Lee)
• 간행물 정보: 『한국농식품정책학회 학술대회 논문집』2017년 하계학술대회 논문집, 727~754쪽, 전체 28쪽
• 주제분류: 농수해양 > 식품과학
• 파일형태: PDF
• 발행일자: 2017.06.30

영문 초록

This study examines the behavior of online agricultural content consumption by looking at the case of FARM board which launched its service in April 2017 through Korea s biggest web portal Naver . The FARM board is Korea s largest agricultural content platform in size, which has surpassed 1.3 million followers as of July 2017. The average number of visitors per day is around 150,000. Looking at the FARM board, this study seeks to identify the main target audience group and identify the preference of agriculture contents consumed by the target audience. The study found that 30-49 year-old women were most interested in subscribing to FARM board. They recorded 43.68 percent of the total user population. Content most widely consumed were topics related to consumer foods. This study proposes strategies which can effectively promote agriculture policies that can be applied by public agencies such as the Ministry of Agriculture, Food and Rural Affair and Rural Development Administration and so on. Individual farmers and business entities can also utilize online contents to explore strategies for more efficient marketing of their Goods ans services. The research utilizes many in-depth analysis and survey results conducted by FARM Board as well as in-depth interviews of 15 people including current farmers.

목차

Ⅰ. 서론

Ⅱ. 네이버 FARM판 설립 및 운영 분석

Ⅲ. 선행연구 분석 및 연구방법

Ⅴ. 농업 콘텐츠 플랫폼 주이용자 집단 및 주제별 콘텐츠 선호도 분석

Ⅵ. 농업 생산자 인터뷰

Ⅶ. 결론

키워드

Agriculture Farming Content Platform SNS Marketing