특정수산물에 의한 지역브랜드 전략과 지역 활성화 - 민어를 중심으로 -

Abstract

Under the recent economic recession and national financial crisis, local areas face dangerous level of deteriorated growth rate resulting from low birth rate, aging, and population outflow as well as local government debt problem. Main reasons of local crisis are due to vulnerable local finance and reckless operation of finance by the heads of local government. For the past 20 years, the elected heads of local autonomy government focused on local public projects through capital expenditures instead of continuous growth through brand development of local identities; and, they promoted unreasonable projects without taking care of local finance to show demonstrative administration, which consequently weakened financial efficiency. At present, the most urgent thing in Mokpo is regional revitalization and for this, it is required to find out resources suitable for local features and to make use of their economic value. At the same time, they have to establish local identity if they want to achieve such an objective. This study suggested food tourism in combination of the marine products brand of croakers and the modern cultural heritage of historical resource of Mokpo port opening. Through brand successful case of Yeonggwang gulbi and Shimonoseki blowfish, the study introduced requirements for brand establishment, i.e. historicity (story), origin of competitiveness, quality control and PR strategy. It is necessary to exercise development strategy through a lot of industrial clusters in order for Mokpo’s croaker to become a brand and to have a ripple effect as an industry. Above all, it is required to induce many relevant industries from processing to tourism industry of croakers, to arrange various supplies through establishment of specialized market for croakers, and to exercise an effective strategy with a special story of croakers. In addition, the ultimate target of regional revitalization is to create a better environment for local residents to live in. Therefore, it is required for local residents to become the subject of the community and to induce voluntary regional revitalization through close connection with the region.