Ordered Logit Model을 이용한 강원도 6개 한우 브랜드의 발전 방안에 관한 연구
A Study on Developing Plans for 6 Korean Beef Brands in Kangwon-do using Ordered Logit Model
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study is to suggest developing plans for 6 beef brands in Kangwon-do. Data were collected by consumer survey on 12th August, 2010 at Daemyung Resort in Hongcheongun. A total of 658 questionnaires were distributed and collected. SAS 9.1 and Excel 2007 were used as statistical packages and ordered logit model was used as a model to analyze the data. From the results of the study the following improvement plans were suggested for the 6 beef brands in Kangwon-do. First, the 6 beef brand agents should use public relation to give information for consumers. Clean image of Kangewon-do and clear distribution process should be stressed for the public relation. Second, promotion is an important tool to discriminate the 6 beef brands with other beef brands. The discrimination by the 6 beef brands should be focused on taste of the 6 beef brands. Third, market segmentation strategies are needed. The market segmentation may be achieved by segmentation of sales places.
Abstract
The purpose of this study is to suggest developing plans for 6 beef brands in Kangwon-do. Data were collected by consumer survey on 12th August, 2010 at Daemyung Resort in Hongcheongun. A total of 658 questionnaires were distributed and collected. SAS 9.1 and Excel 2007 were used as statistical packages and ordered logit model was used as a model to analyze the data. From the results of the study the following improvement plans were suggested for the 6 beef brands in Kangwon-do. First, the 6 beef brand agents should use public relation to give information for consumers. Clean image of Kangewon-do and clear distribution process should be stressed for the public relation. Second, promotion is an important tool to discriminate the 6 beef brands with other beef brands. The discrimination by the 6 beef brands should be focused on taste of the 6 beef brands. Third, market segmentation strategies are needed. The market segmentation may be achieved by segmentation of sales places.
참고문헌 (21)
- Distribution and Consumption Trends of Hanwoo brand livestock Products, "Go, C. Y.", Korea distribution science association, 1061~1084 (2007)
- 한성일, "한우 브랜드 사업의 성장단계별 발전 전략", 농업경영.정책연구, 34(2), pp.444~455 (2007), 한국농식품정책학회
- "Home page of Samsung Economic Research Institute"[URL]
- "Homepage of beef traceability"[URL]
- "Homepage of High quality brand information service"[URL]
- "Homepage of Korea institute for animal products quality evaluation"[URL]
- "Homepage of Ministry for food, agriculture, forestry and fisheries"[URL]
- "Homepage of Statistics Korea"[URL]
- 임기흥, "세계화에 따른 한우브랜드의 마케팅전략에 관한 연구", 통상정보연구, 10(3), pp.391~406 (2008), 한국통상정보학회
- Jo, H. D., "The end of this year, the domestic smart phone…", Munhwa newspaper, ~ (2010)
- Study Han-woo luxury brand management strategy -Hoengseong Han-woo luxury for success stories, "Jung, Y. K.", Korea distribution science association, 263~278 (2007)
- Study in Han-woo brand competitiveness, "Kim, S. S.", Korea distribution association, 161~175 (2005)
- Lee, S. W., "Application of logit, probit model", pp.142~147 (2008), Bakyoungsa
- Lee, S. Y., "PR strategies to promote brand-name meat consumption", Korean journal of agricultural management and policy, 28, pp.35~61 (2001)
- Ministry for food, agriculture, forestry and fisheries, "Statistical Yearbook - Food, Agriculture, Forestry and Fisheries", ~
- Meat Distribution Survey, "Park, B. C.", Association of food, agriculture, forestry and fisheries, ~
- "Seoul Livestock Products Joint Market", ~
- 신해식, "하이록한우 브랜드육의 판매 활성화 방안", 한국협동조합연구, 24(2), pp.293~307 (2007), 한국협동조합학회
- Son, Y. D., "A Study on Korean Cow-Brand and Revitalization Strategies", Kyung Hee University, College of Social Sciences, 22, pp.105~136 (2004)
- "Unpublished documents made by 6 beef brand agents in Kangwon-do", ~
- 우재영, "순서화 로짓모형을 이용한 농협의 선호도 분석: 충남지역 주민을 대상으로", 농촌지도와 개발, 16(2), pp.405~438 (2009), 한국농촌지도학회