전북지역 수산물의 브랜드화와 가치향상에 관한 연구

Abstract

The environment of Jeonbuk fisheries needs to cope with the radical change of fisheries environment. However, the branding of marine products in Jeonbuk fisheries has revealed a lot of problems from its characteristics. Therefore, it is a very urgent task for the improvement of processed fisheries branding in Jeonbuk to find out the problems in each phase, to solve them, ultimately to enhance the branding efficiency. In order to understand the problems in fisheries branding and to achieve the purpose of the study, as primary data, we instantly interviewed with the public officers and merchants in Buan, Gochang and Gunsan. A field survey has been implemented in terminal & train stations of Jeonju, Iksan and Gunsan cities from Feb. 23 to March. 11 of 2009. As a result of the empirical study, the 'quality' was found affect mainly to brand asset and among the other affecting factors, 'loyalty', 'attitude' and differentiation' influenced to brand assets. And then, the development of fisheries brand needs to focus continuously on improvement of product quality. The present condition of fisheries branding in Jeonbuk represent a lot of problems; insufficiency in quality, no existence of brand policy, insufficiency of brand infra & information, failure of brand differentiation, lack of understanding about brand in public officers & fishermen, difficulty of routine quality management & continuous supply of quantities, insufficiency of advertizing for cooperate brand, because of destitute of suppliers & fishermen's organization, insufficient concern of public officers about fisheries origin, etc. If there were no systematic and grave unified co-brand approaches to solve the branding problems, it would be hard to anticipate an improvement of competitive fisheries branding in Jeonbuk. In this study, we positively advice the following categorical reform plans for the continuous improvement of fisheries branding in Jeonbuk, and establishment of concrete brand identity by develop unitary co-brand in each competitive fisheries in Jeonbuk. To improve fisheris branding a council of Jeonbuk fisheries brand should be founded with a lot of related people & organizations.