낙농자조금사업에 의한 우유소비촉진광고효과 및 우유소비량에 미치는 요인분석 - 수량화 이론의 적용

Abstract

Dairy cooperatives need to adjust to the changing business environment in order to survive. By the end of this decade it is conceivable that the current number of approximately 10,000 dairy farms will be reduced by 5,000 farms. The remaining dairy farms will have larger herds and will be operated in a more business-like manner. And than, the dairy industry will be becoming highly concentrated. This increased market concentration will also challenge dairy cooperatives' market strength, bargaining effectiveness and service needs of more sophisticated buyers of their milk and dairy products. Dairy cooperatives are no longer in a position to rely on loyalty to philosophic ideal. They should expand their bargaining power in raw milk market and market share of dairy products, and consider developing cooperative brand name like successful Seoul Milk cooperative. So I hereby mention that mergers and acquisitions among dairy cooperatives should be taken place and led to a significant decrease in the number of 1-2 cooperatives in future Korean dairy industry to adjust to the changing business in order to survive.