전라남도 농산물 공동브랜드의 이미지 및 경쟁우위요인 분석- 기초지방자치단체를 중심으로 -

Abstract

The purpose of this study is to analyze the image and competitive advantage factors of local governments' agricultural co-brands in the era of decentralization. In the research method, the spatial scope is targeted at Jeollanam-do. The subject of the study is limited to the co-brand of agricultural products of 23 municipalities in Jeollanam-do. Based on the buyer-seller relationship development theory, the research method used secondary data and interviews with the head of the agricultural administration. The results of the study are as follows. First, the form and image of the co-brand of agricultural products of each local government mainly emphasized word marks+graphic elements. Second, most of the symbols were green + blue, and the image of clean and eco-friendly agricultural products appealed to consumers. Third, the enactment of ordinances for fostering agricultural co-brands, which can be seen as the public responsibility of the head of the organization, was found to be 65%. Fourth, the image of the agricultural co-brand was also introduced through the homepage in five regions(21.7%). Fifth, Damyang and Boseong were the best in terms of competitive advantages of agricultural co-brands. Sixth, Goheung, Gokseong, and Haenam were underestimated in terms of market competitive advantage. These areas have a geographical indication. In the future, it is necessary to enact ordinances to promote the brand partnership of agricultural co-brands between local governments and production organizations. This causes a positive functional effect in the region.