가고시마흑돈의 브랜드 확립과 마케팅

영문 제목
Branded Agricultural Products & Certification Systemin Japan : A Case Study on the Kagosima Gurobuta(Black Pig) Brand
저자
김성각
출판년도
2003-10-01
목차
Contents1.머리말2.농산물 브랜드의 확립과 인증제도3.본질적인 제품차별화와 가고시마흑돈 브랜드의형성4.가고시마흑돈의 인증제도와 마케팅5.가고시마흑돈 브랜드의 금후 과제AbstractBecauseof its product characteristics, pork is said to be comparatively difficult tomake a strong brand and, even after a brand is established, the price gap amongthe brands is not as significant as beef. Under this situation, the KagosimaGurobuta has succeeded in developing a celebrated brand and have reached the topof branded porks.In this paper, the brand development of the Kagosima Gurobuta,which is a result of product differentiation in the process of production distribution and marketing activities to keep the differentiationthroughout the distribution channel, is analyzed mainly focusing on the productdifferentiation and certification system.
AbstractBecauseof its product characteristics, pork is said to be comparatively difficult tomake a strong brand and, even after a brand is established, the price gap amongthe brands is not as significant as beef. Under this situation, the KagosimaGurobuta has succeeded in developing a celebrated brand and have reached the topof branded porks.In this paper, the brand development of the Kagosima Gurobuta,which is a result of product differentiation in the process of production distribution and marketing activities to keep the differentiationthroughout the distribution channel, is analyzed mainly focusing on the productdifferentiation and certification system.
발행처
KREI
발간물 유형
KREI 논문
URI
http://repository.krei.re.kr/handle/2018.oak/17877
Appears in Collections:
학술지 논문 > 농촌경제 / JRD
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