진도홍주의 소비자인식과 제품포지셔닝 정립을 위한 기초연구

Abstract

Jindo Hongju is a traditional wine, distilled in a high alcohol degree, and is produced in Jindo. Hongju, which was the country`s commercial herbal alcohol introduced in the Joseon Dynasty period, features Ji-Cho as the main ingredient. Also, Hongju is made by Ji-cho which is a red color, and has a unique taste. It has no negative aftereffect such as a bad headache. The Hongju Customers have no doubts of its effectiveness. The subject of this study is to analysis on the commodities positioning strategy and customer recognition of Jindo Hongju. This article measures the effects on market positioning of Jindo Hongju in the local market. A survey questionnaire was sent to capture 200 samples of drinkers, and 180 usable responses were obtained. The 130 samples are analyzed with the realities of Jindo Hongju. This paper which is based on a statistical analysis shows that the market promotion strategy(select mainly range 4th) ranked beverage tasting 116 respondent (22.3%), alliance sale 92 respondent(17.7%), free gift 88 respondent (16.9%), franchise entry method 74 respondent(14.2%). Also, Hongju marketing strategy is to establish a Jindo Hongju day as a means to let know knowned Hongju.