농산물 수출시장 확대 방안 (2/2차연도)

Abstract

우리나라의 농식품 수출은 2008년 국제 신용위기로 인한 선진국들의 경기 침체와 국제 곡물 가격 및 에너지 가격 상승 등 어려운 여건 속에서도 최근 지속적으로 증가하고 있다. 하지만 농식품 수입은 더욱 빠른 증가세를 보여 무역수지 적자 폭이 크게 확대되고 있다. 2010년 농식품 무역수지 적자는 사상 최고인 199억 달러에 달한 바 있다. 우리나라의 농식품 수출 증가율이 수입에 비해 상대적으로 저조한 것은 생산단계에서부터 수출을 목표로 고품질 농산물을 재배하는 전문 농가가 부족할 뿐만 아니라 대부분 농식품 수출업체들의 규모가 영세하기 때문이다.

농식품의 해외시장 수출은 새로운 수요를 창출함은 물론, 농가 소득 향상과 국내 농산물 가격 안정, 그리고 국산 농산물의 품질 향상 등 다양한 긍정적 효과를 얻을 수 있다. 따라서 정부는 물론 수출업계와 농가까지 적극 참여하는 해외 수출시장 확대 방안을 마련할 필요가 있다.

이 연구는 우리나라 농식품의 주력시장은 물론 신흥시장에 대한 수출 확대 전략을 제시하고자 시도하였다. 특히 주력 수출품목에 이어 수출 유망품목의 시장 확대를 위하여 수출 시장 소비자 분석 결과 등을 토대로 보다 구체적이고 실증적인 세부 품목별 수출 마케팅 전략을 도출하였다.

This is the second year report of the two-year collaborative research entitled 'A study on the agricultural export promotion strategies', which is led by the Korea Council of Economic and Social Research Institute. The purpose of this study is to establish some effective agricultural export promotion strategies.

Various factors that affect Korean agricultural export have been analyzed by the Gravity model and found out GDP of the importing country and spacial distance from Korea were positively related with export amount. Also, government expenditure for export marketing increases agricultural exports.

In this study, emerging export markets were classified by four types; growth-potential neighboring market, growth-potential long distance market, hetero-geneous culture market, and fast-growing neighbor market. After selecting export promising product for each type of market, this study established export marketing strategies through the Conjoint Analyses and market-share simulations. Also, this study provided export pricing strategies for each market by the Price Sensitivity Measurement(PSM).

As a conclusion, this study provided some measures to expand agricultural export markets as follows; First, organization and collectivization are needed to overcome the limits of small-scale structure of Korean agriculture. Flexible and various rather than uniformed policies should be applied to this process since the environment and conditions are very different according to the farms, products, and the locations. Second, restructuring of agricultural export industry should be enforced by the government and the industry themselves in order to expand export markets. Since the scale of exporting companies are too small to sustain in the market, they can't establish strong brand power of Korean agricultural products in the overseas market. Through the entry into and exit from the market according to its principle, they need to merge into the large and specialized enterprises. Finally, government export promotion support should be indirect and long-lasting rather than direct and one-time exhausting ones. For example, current expenditure for export logistic would be better to transit to the support for construction of export infrastructure such as cold chain, proccessing facilities, and common warehouse, etc. Support for overseas marketing and buyer invitation costs can also be considered as export infrastructure expenditures which would lead to the self-sustainable exporting farms and company.

Researchers: Myong-Keun Eor, Kyung-Phil Kim, Hyoung-Jin Jeon, Han-Pil Moon, Jung-Hee Han, Ji-Yong Lee Research Period: 2011.1~2011.12 E-mail address: myongeor@krei.re.kr