백합 수출 증진을 위한 통합 브랜드에 관한 연구

Abstract

We have recently Agricultural changing international market, such as openness and an effort to FTA on trade between countries became important positioned. The annual exports of cut flowers of lilies growing export business in the world against the global economic market has opened for export promotion requires a lot of effort. Lilies for the promotion of exports, this study strengthen the national brand image for a unified brand strategy is proposed as an alternative. By integrating brand strategy, "Lily Korea" Korea's a lily of the brand naming and logo incorporated into direct representation is proposed. When exporting direct sales to consumers, but flowers are sold through an auction market, the market for your environment for building integrated brand identity to package design is presented. This study for the promotion of export of the lily to strengthen national brand image of a unified brand strategy is proposed as an alternative. By integrating brand strategy, "Lily Korea" Korea's a lily of the brand naming and logo representation directly to suggestions. And buried alive when exporting directly to consumers rather than the way flowers are sold through an auction market integration based on market conditions for building brand identity and package design is to present. Package design, layout, by using the same product to consumers in export markets and increase brand awareness. In addition to color, general merchandise and luxury items to increase the reliability of each item separately on the package design is proposed. "Lily Korea" a integrating brand and package design to improve the quality of the consumer is not confused with other brands, products based on the reliability of the lead to repurchase increases the clarity of the product. Weakness of the individual brand marketing costs for small-scale farmers and exporters easy-to-market advantage, Dodge is expected to bring synergy. Furthermore, ‘Rose Korea’, ‘Tulip Korea’ like flowers on the market in other products "Korea" to apply a unified identity for the product to increase brand awareness and credibility is expected to have a leverage effect. As a result, the brand's reputation as a strong power to get through a national brand loyalty and increase purchase and expand the market for buying and increased demand is expected to promote.