우리나라 농산물 공동브랜드의 성공 및 실패사례 연구- 충청남도 기초지방자치단체를 중심으로 -

Abstract

This study aims to deal with the success and failure of the agricultural product co-brand in Korea. The background of the study is that the government has a market advantage in Korean agricultural products due to the entry of advanced agricultural co-brands such as FTAs into the market. That is, a co-brand developed by 226 local governments with a budget of 7 trillion won will confirm its dominance in the market. The method of this study is to review previous studies on co-brands, secondary data, and interviews with public officials in charge. The spatial scope of the study was targeted at Chungcheongnam-do. The research results are as follows. First, the difference between successful and unsuccessful co-brands is that consumers have a history of exposure to co-brands and winning grand prizes. Second, how systematically local governments manage the quality of local agricultural products is also a very important key. Third, obtaining a national certification mark for local agricultural products is also a crossroads between the success and failure of the co-brand. Fourth, basic local governments have enacted joint agricultural brands and ordinances, and are sustainable in promoting them.. Fifth, the farmhouse organization trusts the policies of basic local governments and actively intends to manage the production quality of agricultural products. The implications of this study are to improve farm income and increase the degree of completion of policies through consumer satisfaction.