우리나라 전통주의 해외시장 진출 주요 요인 및 수출 활성화 방안

Abstract

Purpose : This study examines Korea's liquor-related laws and trade status, identifies the main factors for expanding Korea's traditional alcoholic beverages into overseas markets, and suggests ways to revitalize exports. Research design, data, methodology : This study consists of five main factors to consider for traditional liquor exports: government policy factors, corporate strategy factors, overseas market factors, socio-cultural factors, overseas systems, and legal factors. The AHP method was used to analyze the relative importance between these factors. Results : As a result of AHP analysis of the main factors considered when exporting Korea's traditional liquor and entering overseas markets, overseas institutional and legal factors(0.310) were the highest, followed by overseas market factors(0.210), government policy factors(0.202), and corporate strategy factors(0.145), followed by social and cultural factors(0.133). Conclusions : In order to revitalize the export of traditional liquor in Korea, it is necessary to establish the concept of traditional liquor, relax the standards for local specialties and agricultural products, reduce taxes for traditional liquor manufacturers, develop premium liquor varieties with low alcohol content, raise awareness of traditional liquor in connection with Korean food, customs clearance procedures for importing countries, and Sufficient knowledge of the certification system is required.