Korea Rural Economic Institue

KREI OA 정책 KREI 전자도서관

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KREI Repository학술지 논문 농촌경제 / JRD

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: Contents
1.
머리말
2.
농산물 브랜드의 확립과 인증제도
3.본질적인 제품차별화와 가고시마흑돈 브랜드의
형성
4.
가고시마흑돈의 인증제도와 마케팅
5.
가고시마흑돈 브랜드의 금후 과제
Abstract
Because
of its product characteristics, pork is said to be comparatively difficult to
make a strong brand and, even after a brand is established, the price gap among
the brands is not as significant as beef. Under this situation, the Kagosima
Gurobuta has succeeded in developing a celebrated brand and have reached the top
of 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 differentiation
throughout the distribution channel, is analyzed mainly focusing on the product
differentiation and certification system.

Abstract
Because
of its product characteristics, pork is said to be comparatively difficult to
make a strong brand and, even after a brand is established, the price gap among
the brands is not as significant as beef. Under this situation, the Kagosima
Gurobuta has succeeded in developing a celebrated brand and have reached the top
of 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 differentiation
throughout the distribution channel, is analyzed mainly focusing on the product
differentiation and certification system.