국내 전통주 주류산업의 경영전략 개선에 관한 연구: 해외 주류산업과의 비교를 중심으로

Abstract

Interest in traditional liquor is increasing further due to COVID-19, and based on the steadily increasing sales volume, the need for domestic traditional liquor to enter the overseas liquor market is now being raised. In order to find a management strategy for the domestic traditional liquor industry to enter the overseas market, the need to grasp and analyze the current status and strategy of the overseas liquor industry has emerged. Therefore, this study aims to present a management strategy plan for the domestic traditional liquor industry in the future after examining the current status of the domestic traditional liquor industry, the characteristics and management strategies of overseas representative liquor. As a research method, a literature survey was conducted based on data from the Korea Customs Service. As a result of the study, the strategic plans for the domestic traditional liquor industry suggested by this study are as follows. First, it is a way to improve traditionalist labels. Labels are not only about product information, but also a strategic means of giving trust to consumers, and it is important to build trust in consumers through label design. Second, a rating system for traditional wine should be implemented. France has implemented a rating system for wine and must indicate it on the label to indicate that it has grown the wine industry and entered overseas markets. Third, it is to develop the local image and traditionalist story through local branding. Liquor produced based on local materials through local branding should be made to create more trust. It is expected that the implications of this study will provide good information on the development and policies of the domestic traditional liquor industry in the future.