천일염 유통구조의 합리화 방안 - 전라남도 신안군을 중심으로 -

Abstract

The aim of this study is to explore the rationalization plan of sun-dried salt distribution structure of Shinangun Jeonnam Province, which occupies over 65% of Korea's salt production. For this purpose, the status quo of sun-dried salt distribution was examined, and a SWOT analysis was carried out to derive proper strategic directions. The present condition of the distribution of sun-dried salt in Shinan is facing several problems: insufficiency in quality and brand management, unsystematic promotion, incapability in joint sale, insufficiency in physical distribution and utilization of distribution information etc. If there were not systematic and rational approaches as to solve these problems, it would be difficult to bring improvement in the competitive sun-dried salt industry and also quite impossible to show its potential power. Concerning distribution management, we recommend that they compose and operate managerial organizations(i.e., sun-dried salt development council, distribution coordinating committee etc) for sun-dried salt. This will encourage participation in domestic and international exhibitions, hold an export negotiation inviting promising buyers, open up a market for superstores, propel strategic alliances with famous food companies, and set up direct channels via distribution centers of sun-dried salt. Concerning distribution information, the followings will be necessary : setting up and utilizing an information system and exclusive internet site for marketing the products, propelling delivery of products in order to main internet shopping malls and TV home shopping, and actively using social network services and customer relationship management. Concerning physical distribution, ensuring the environmental friendliness of production facilities, substitution of roof materials of warehouses, and automatization of conveyance and storage processes are needed. Concerning distribution aid function, it is necessary to create a collaboration brand for the products, to register geographical indications, a system of historical records, and a quality certification of sun-dried salt, and to execute education as to improve the quality and distribution of products.