한국 농식품의 미국 중서부지역 수출 확대방안

Abstract

본 연구는 한국 농식품 판매실태 및 정보가 거의 없는 미국 중서부 내륙지역에 대한 농식품 진출 실태와 개선요인을 발굴하여 수출시장 확대방안을 제시하기 위해 수행하였다. 미국 중서부 내륙지역 현지 마켓조사를 통하여 한국 농식품의 판매실태와 유통체계, 소비자 인지도 및 선호도를 파악하였고 경쟁력여건을 진단하였다. 미국 중서부 내륙지역 수출시장 확대방안은 단기적, 중기적, 중장기적 단계별로 개선사항을 구분하여 제시하였다.

Background of Research The purpose of this study is to suggest strategies that can increase the export of Korean agricultural food to the middle west of the U.S.

Method of Research This study presented the current state of sale, marketing channel, the recognition and preference of Korean agricultural food through a survey and interviews of CEOs and business managers in the middle west of the U.S.

Research Results and Implications The agricultural food that are sold in the middle west of the U.S. are supplied from the eastern areas such as New Jersey. The distribution flow of agricultural food is mainly ｢the Busan harbor in Korea → New Jersey harbor in the U.S. → transportation by train → Chicago, Illinois → the middle west region in the U.S.｣. The recognition of and preference for Korean agricultural commodities are increasing among consumers of the U.S. Especially, the preference for Korean food and snacks is increasing among the consumers due to Korean dramas and K-pops. The fruits and vegetables that are sold in the U.S. market are cheaper than the ones in Korea. So it will be difficult to sell fresh Korean agricultural produce. The strategies that may increase the export of Korean agricultural food are suggested by category according to the period of action. The activities that can increase the export of Korean agricultural food to the inland of the U.S. are advertising and marketing, and those activities can increase consumers' recognition of the Korean products in the short term. The improvements that should be made in the mid-and-long term are searching of niche products and elimination of obstacles during the distribution process. For example, pears and mushrooms need to be treated and transported under a cold chain system. Another improvement that should be made in the long term is the development of technologies for low-cost transportation and extension of sell-by dates.

Researcher: Kyung-Phil Kim Research period: 2012. 8. - 2013. 5. E-mail address: kkphil@krei.re.kr <mailto:kkphil@krei.re.kr>