토픽모델링을 활용한 농민신문기사 분석 : 농협개혁에 관한 토픽을 대상으로

박성훈 전북대학교 일반대학원 2017 국내석사

In this paper, I analyzed the articles of the Farmers Newspaper using topic modeling. I studied the position of the reform of Nonghyup in the Farmers Newspaper articles and the way in which the reform of Nonghyup was accomplished. Topic modeling is one of the text mining techniques. Text mining is an analytical technique that extracts meaningful information from a vast amount of text and finds hidden emotions in the text. Topic modeling among text mining techniques collects a large amount of texts and displays topic through morphological analysis of nouns and adjectives, so that it is possible to grasp a large amount of text easily. Since the amendment of the law of Nonghyup of 2011, the credit business and the economic business have been separated from each other and have continued to be implemented since. The reform of Nonghyup is being re-discussed in 2017, where the separation of credit and economic business is fully transferred. Therefore, in this paper, I analyze the reform of Nonghyup of the articles of the Farmers Newspaper using topic modeling, and examine how the articles of the Farmers Newspaper have shown their position in the reform of Nonghyup and how they have progressed since the amendment of the law of Nonghyup. The composition of this paper is as follows. In Chapter 2, I discussed the progress of the reform of Nonghyup, and in Chapter 3, we discussed what big data and topic modeling are. Chapter 4 deals with the results of the data analysis of the Farmers Newspaper, and finally chapter 5 concludes with summary and conclusions.

주민주도형 마을만들기와 행정의 역할에 관한 연구 : 전북 진안군 마을만들기 사례를 중심으로

곽동원 전북대학교 농업개발대학원 2008 국내석사

Building only physical infrastructures in rural areas has been emphasized since 1960s to climb from being behind and poverty to urbanization and modernization though an agricultural district is an important factor to maintain and support a country. Stressing the works only related increasing the yield in farm villages has destroyed their rural communities which were the bases in them. In this situation, the rural area population has been continuously shrinking and the farm villages have been weakened with a fast-growing aged population. To make matters worse, the Free Trade Agreement (FTA) between South Korean and USA is threatening the existence of Korean farm villages. The Korean government recognized the problems in rural areas and spent a lot of budget to revive them. 42,000 billion wons were spent in the structure improvement of farm and fishing villages in 1990s, 15,000 billion wons in rural area special tax projects, and 119,000 billion wons in investing and financing to face the FTA between South Korea and USA. And also, the government carried out various policies such as National Balanced Development and Decentralization of Power. However, those efforts couldn't stop the depopulation of rural areas. It is the time to realize that the money pouring processes till now and those institutional development policies have limits to revitalize rural areas. Being reflected on those problems, a new alternative plan as an active and sustainable rural area development policy is discussed by the academic world and the staff in charge to make villages led by the village residents through the regional initiative development and the partnership with the villagers and the government. From this side of view, Jinan county, Jeollabuk-Do came into the spotlight. The county was the forerunner that appointed private experts holding doctorates into contractual positions to practice the making villages led by residents through the initiative development theory and the partnership with the villagers and the county. One region out of each eup and myeon (1 eup and 10 myeons) in Jinan county was designated as Eutteum-Maeul (the best villages). The resident-education of 11 regions produced villagers' keen interest and participation in the project. The existing projects supported by the government have been combined into this making village project ‘Eutteum-Maeul’. Through the village making, the county is carrying out various experiments such as conducting a village manager program, a village inquiry commission, the exchange center between the city and the rural area, the revitalization center of back-to-earth movement, the administration team and a task-force team taking complete charge of making villages, people development programs for the initiative development and the cultivation of related organizations for the partnership with the villagers and the county. In the process of making villages in Jinan, the role of the county has been a critical factor. The county has been synthetic and systematic to plan new programs such as putting civilian experts into the village making team and running the village manager program. The ample possibility for success in making villages in Jinan connotes that the role of an administrative organ in the project is very important. This case of village making in Jinan county could be a model which can be spreaded and utilized in other rural areas. By doing so, many other village making projects being carrying out or to be done in other local autonomous entities might be successful with minimized trial and error. Hopefully and eventually, rural communities can be revitalized through the well-settled village making and others.

무선전력전송을 위한 인버터 전원용 LLC 공진형 컨버터 설계

임성진 목포대학교 대학원 2013 국내석사

일반적인 공진형 컨버터는 입력 전압에 따른 높은 전압 스트레스로 전력변환 스위치의 전도손실이 증가하게 되므로 근거리 자기공명 무선전력전송 시스템을 위한 컨버터를 설계하기 위해 ZVS 특성을 가지고 있으며, 전압 스트레스와 전류 스트레스가 다른 토폴로지보다 적은 LLC 하프 브리지 컨버터의 토폴로지를 이용하여 설계하였다. WPTS의 보다 높은 효율을 위해, pre-regulator PFC 회로를 포함하여 컨버터를 설계하였으며 Q값은 0.41, 값은 96.23uH, 값은 18.3nF으로 선정하였다. 또한 변압기의 턴비는 3으로 결정하였고, 자화 인덕턴스는 400.96uH 선정하였다. 주 스위치, 다이오드와 공진커패시터를 선정한 결과 주 스위치의 손실은 1.47[%], 다이오드 손실은 2.33[%], 공진 커패시터의 손실은 0.11[%], 변압기의 손실은 2.9[%]로 나타났다. 컨버터의 실험 결과 효율은 92%였다. We developed a converter for short range magnetic resonant wireless power transfer system (WPTS). The general resonant converter has caused the high voltage stress according to the input voltage, which has increased the conduction loss in converter power switches. Therefore, we designed the topology of LLC half bridge resonant converters that has provided ZVS characteristics and the stresses of voltage and current were also smaller than those of them. In order to get the highest efficiency of WPTS, we designed a converter including the PFC circuit of the pre-regulator. The calculated values showed that The Q value was 0.41, was 96.23 uH and was 18.3 nF. And the turn ratio of the transformer was 3 (n=3) where magnetization inductance was 400.96 uH. From the results, the loss of the main switch was 1.47%, diode loss was 2.33% and loss of the resonant capacitor was 0.11%. Also the loss of the transformer was 2.9%. The measured efficiency was about up to 92%.

기후변화가 농업에 미치는 영향분석 : - 임실군 농업을 중심으로 -

한상윤 전북대학교 일반대학원 2013 국내석사

This study estimates how much climate variables affect the land prices of dry farm field in agriculture with the case of Imsil-gun. To this end, we employ the Ricardian approach based upon panel data on climate, edaphic and geography, farmland prices, other economic and social variables for Imsil-gun during the period of 1992-2010. our empirical results show that the temperature variable has negative economic impacts on the land prices of dry field, while the hour of sunlight variable affects them in a positive way reconfirming that the temperature variable is much significant in explaining the economic effects of global warming. Findings call for monitoring and early warming system of climate change and dissemination to farmers to encourage adaptations to climate change.

익산 산지유통센터(APC)의 운영 개선 방안에 관한 연구

김회곤 전북대학교 생명자원과학대학원 2013 국내석사

농산물산지유통센타(APC)는 생산농가의 공선 출하회를 통한 농산물의 수집, 선별, 포장, 분산, 수출등 산지 유통의 핵심 기능과 소비지 시장의 변화에 대한 정보를 농가에게 전달하고 소비자가 우수농산물을 구매할 때 충족할 수 있는 농산물을 계획생산 하도록 하는 역할을 한다. 익산 농산물산지유통센터(APC)의 농산물유통의 운영 개선 방향으로 익산시에서 운영 지원하고 있는 학교급식 식재료 공급업체 공모에서 익산원예농협이 2012년도 학교급식지원센터 운영을 위한 학교급식 공급업체로 선정됨으로 익산원예농협의 농산물 유통센터(APC) 발전 방향으로 학교급식지원센터의 효율적인 운영 개선 방안을 모색하는데 있다. APC는 농산물 산지유통 활성화를 위하여 농식품부에서 집중적으로 육성하는 정책 사업으로, 1998년에 익산시 목천동에 공영 익산시 농산물도매시장이 개장하여 지리적 위치가 탁월하고 농산물 원료수급과 공급이 원활하여 도매시장 입구에 익산원예농협에서 농산물산지유통센터를 2009. 1월에 개장하여 익산농산물을 주도적으로 판매하고 있다. 2012. 3월부터는 익산시 학교급식사업을 전담 공급하고 있다. 공판장, APC등 경제사업중심의 경영으로 건실한 사업경영을 하고 있으며 농산물 매출액도 매년 급격히 증가하고 있다. 익산원예농협 APC는 개장 1년만에 100억 매출을 달성하였다. 익산원예농협 산지유통센터(APC)의 효율적인 운영을 위해서는 다음과 같은 사업이 적극 검토될 필요가 있다. 첫째, 익산시에서 2012. 5월에 농식품부 인가예정인 “익산 탑마루 조합공동사업법인(이하 조공법인 약칭)과 긴밀한 협조체계가 구축될 필요가 있다. 조공법인은 일정기간 마케팅을 담당하고 APC 사업은 농식품부 지원예산을 기존 원협 APC 시설을 보완하여 3~4년간 운영하고 이후 현물출자를 받아 조공법인이 직영할 계획으로 있다. 따라서 향후 3~4년간 익산원예농협 APC의 활성화를 위해서는 조공법인과 긴밀한 협조하에 우수 APC로 육성할 필요가 있다. 둘째, 익산원예농협 APC 취급품목의 규모화를 통한 년중 안정적인 공급체계의 확보이다. 취급품목별로 연중 과잉생산작목, 자급 가능 작목, 부족작목으로 유형을 구분하여 안정적 공급체계를 수립 운영할 필요가 있다. 셋째, 생산자 조직의 강화이다. 이를 위해서는 참여농가에서 생산한 농산물을 고가 판매, 고가 수매 체계를 확립하고, 정기적인 참여농가 교육 실시로 고품질 우수농산물 생산하는 것이 가장 중요하다. 넷째, 안전안심농산물의 생산확대이다. 해외 및 지역간 농산물과 경쟁력을 강화시키기 위해서는 소비자의 인지도와 신뢰도를 높여야 하고 이를 위해서는 농산물의 특성을 고려하여 GAP, 무농약, 유기농인증농산물 등 생산을 다양화시킬 필요가 있다. 다섯째, 철저한 품질관리를 통하여 등급화에 따른 판로의 다양화가 필요하다. 고가브랜드 상품화율을 높이는 유일한 방안이기 때문이다. 여섯째, 21세기에 농업의 새로운 물결은 농식품산업과 연계강화이다. 농업을 원료산업이라고 하면 식품산업은 가공산업, 그것이 좀더 나아가면 외식산업이 되고 3가지 산업이 하나로 연계되면 이 안에는 문화와 건강, 감성이 한데 어우러질 수 있게 되며 나아가 농가의 소득을 올릴 수 있게 되기 때문이다. 결론적으로 익산원예농협 농산물산지유통센터(APC)는 2012년도에 익산시 학교급식 식재료 공급업체로 선정되어 익산시로부터 많은 지원을 받았으며, 2013년도 APC 및 학교급식 지원센터 시설 보완 계획으로 집하, 선별장과 저온창고, 일반창고 시설 확충, 전처리 식자재 공급을 위한 학교급식지원센터를 설립하고자 AT에서 사업계획서를 제출 하였습니다. 또한 익산시 탑마루 조합공동법인 설립으로 정책 금융지원과 익산시에서 생산되는 우수 농산물을 익산시 공동브랜드인 탑마루를 활용한 브랜드 상품으로 육성하고, 통합마케팅 활성화 및 출하회 조직화 등을 통한 산지유통경쟁력 강화를 적극 추진하여 수도권과 대형(이마트, 홈플러스) 유통업체에 통합마케팅을 할 수 있어 농산물유통센터의 발전은 매우 긍정적으로 평가 되고 있다. 익산원예농협 APC의 안정적 발전 방향으로 농산물 판로의 다변화를 위해서는 익산시 학교급식 식재료 공급업체 선정 공모에 참여는 중요한 과제라 할 수 있다. 그러나 학교급식은 많은 어려움이 있다. 따라서 친환경 농산물의 생산 확대를 위한 기반 조성과 참여농가 교육, 수도권 등 광역 학교급식 공급에 적극 참여하고 학교급식지원센터의 건립으로 영업망 확충과 마케팅 강화로 병원, 공공기관 급식 추진에 적극 나서야 한다. 각종 연구 논문에서 문제 제기된 농산물산지유통센터 활성화 방안의 장점과 단점을 파악하여 익산원예농협에 맞는 농산물 산지유통센터(APC)를 만들어야 한다. 익산원예농협 농산물산지유통센터는 익산시 학교급식지원센터를 운영 하고 있는 장점을 적극적으로 활용하고 익산 탑마루 조합공동사업법인과 유대관계를 유지하여야 하며, 대형마트 신설등 농산물산지유통센터에 대한 중장기 운영 방안에 대한 구체적인 계획과 업무 추진 및 연구가 필요하다.

청년창업농의 역량강화를 위한 교육 요구도 분석 : 스마트 팜 청년창업 보육센터 교육생을 중심으로

임병옥 전북대학교 일반대학원 2021 국내석사

A Study on Educational Needs to Strengthen the Competence of Young Startup Farmers -Focusing on the trainees at the smart-farm youth startup centers- Lim Byung Ok Department of Agricultural Economics Graduate school Jeonbuk National University This study was conducted to solve Korea's agriculture's structural problems due to population aging through an influx of young farmers and to identify the trainees' needs to strengthen their capacity, that is, the consumer-oriented education. The government has been promoting supportive projects for entrepreneurship farming and the smart-farm startup programs for the younger generations since 2018 to overcome the practical difficulties of agriculture and effectively promote the inflow of young farmers into rural areas. For successful policies, an educational system centered on consumers is necessary. In Chapter 1, as an introduction, we reviewed preceding research related to young entrepreneurs. Chapter 2 examines the policies on the inflow of young entrepreneurs, the consideration of job competency, and the curriculum of each smart-farm youth startup center. In addition, we established the research method and designs (Chapter 3) to derive the analysis results of the educational needs (Chapter 4). Finally, Chapter 5 summarizes the conclusion of our studies. This study aims to analyze the trainees' educational needs at the smart-farm youth startup centers in 2020. Then, we surveyed the educational needs of youth entrepreneurship competency enhancement through the above results. For the research, we selected 208 trainees in the smart-farm youth startup projects nationwide (Jeonbuk, Jeonnam, Gyeongsangnam-do, and Gyeongbuk) in 2020 and surveyed them by visiting each regional center for two months from October to November 2020. We collected and analyzed the 159 usable samples through the matched sample t-tests, Locus for Focus, and Borich's needs assessment models. The summary of the research results so far is as follows. First, the study identified the environmental control (11.68), pest control (11.30), sowing and seedling management (11.04) of the cultivation management group as the most necessary farming capabilities for entrepreneurs from farm households, followed by the 5th investment plans (9.30), 6th financial analysis (9.27) and 7th financial measures (9.15) of the financial management group required for young entrepreneurship. As seen, the young entrepreneurs from farm households selected the environmental control in smart-farm facilities as the most important issue. Second, in the study for entrepreneurs from non-farm households, the 1st environmental control (13.83) and pest management (13.12) of the cultivation management group were ranked at the top, similar to the rural-originated case, in analyzing their educational needs and priorities. However, the rest of the orders were different between the rural and non-rural originated entrepreneurs, as the latter selected the 3rd soil and fertilization management (11.76), 4th sowing and seedling management (11.38), 5th machinery and facility operation (11.14), and 6th priority material procurement (10.45) in the cultivation management group. In particular, the needs and differences between the current and desired levels were more significant in the non-farm originated cases. Third, the educational needs in smart-farm youth entrepreneurship, priority analysis resulted in the order of the 1st environmental control (13.08), 2nd pest management (12.50), 3rd soil and fertilization management (11.33), and 4th sowing and seedling management (11.27) of the cultivation management group. This result shows the importance to the smart farm youth entrepreneurship trainees with many non-agriculture majors. Fourth, we analyzed trainees' educational needs by different age groups and performed the matched sample t-test, Locus for Focus, and Borich's needs assessment models for the age group of the 20s. The age group of the 20s chose the 1st environmental control (13.48), 2nd pest management (12.15), and 3rd machinery and facility operation. In comparison, the 30s (11.45) suggested the 1st environmental control (12.85), 2nd pest management (12.69), 3rd sowing and seedling management (11.40), and 4th soil and fertilization management (11.36). Although the top priority, the environmental control, was consistent between the age groups, the second and third ranks were slightly different. Fifth, we examined the educational needs and priorities of young entrepreneurs by analyzing the competency needs at each stage of job development. The results showed the needs were in the order of 1st environmental control (14.80), 2nd pest management (14.36), 3rd soil and fertilization management (12.98), and 4th sowing and seedling management (12.59). The order in the exploring stage was 1st environmental control (14.80), 2nd pest management (14.36), 3rd soil and fertilization management (12.98), and 4th sowing and seedling management (12.59). In contrast, the list was 1st environmental control (12.39), 2nd pest management (11.76), 3rd sowing and seedling management (10.73), and 4th priority soil and fertilization management (10.68) in the establishing stage. The results in young startup farmers of the exploring stage were different from that in the establishing stage in terms of the machinery and facility operation and understanding of work, which is interpreted as the difference between age and work experience. This study intends to identify young startup farmers' necessary capabilities and study systematic education in the youth startup centers through the educational need analysis. When looking at the youth startup center's overall curriculum, in Jeollabuk-do, the number of item education compared to crop management is excessive at 8, and the total educational time is 171 hours, accounting for a relatively large proportion. In the Gyeongsangbuk-do curriculum, out of 162 hours, business management accounted for a relatively large 55 hours or 36%, suggesting possible adjustment of training hours and content. In the Gyeongnam-do curriculum, facility management, crop physiology, and item education are not subdivided, but are concentrated on specific subjects. It is also considered that there is a need to compensate for the lack of facility management education subjects and class hours. Lastly, in the Jeollanam-do center, facility management, crop physiology, and item education are not subdivided, and educational hours are concentrated on specific subjects. The class hours for facility management education are concise. It is necessary to supplement the curriculum of smart farm youth start-up education that fits the characteristics of the four centers and regions, centered on trainees. There is a lack of discrimination for each center, so proper measures are necessary. It is essential first to grasp the competency of trainees to become a consumer-centered educational system. Through this study, the educational needs of young farmers are identified. A systematic curriculum suitable for young entrepreneurs' competence is needed, and further educational needs are intended to help research. Key words: educational needs analysis, youth startup farmers, capability, smart farm.

지역농업계획의 전략적 기획과 의사결정 연구

배균기 전북대학교 일반대학원 2018 국내박사

The regional agriculture planning is a means of the region- agriculture policy for coping with the environment change actively; the importance of the plan and practice by the strategic perspective is being emphasized. However, the system and method of the planning establishment do not reflect these role and function faithfully. This study was aimed at seeking for the remedy for raising the effectiveness of the regional agriculture planning based on this critical mind. The content and result of the study is summarized as follows. First, the strategic perspective of the regional agriculture, participation of various subjects, and importance of the decision making were confirmed through the theoretical review concerning the regional agriculture planning and the strategic plan. The process that the policy related to the regional agriculture and the premeditated approach had changed according to the period situation was revealed, and the concept of the regional agriculture planning was arranged newly. The systematic plan process to realize the management strategy of the regional agriculture dimension is essential to raise the effectiveness of the regional agriculture planning. This is possible through the expansion of the participation of the organized regional agriculture subjects and the strategic decision making, and the efficient remedy to support it is required. Second, the decision making plan for the strategic plan of the regional agriculture planning was suggested. The decision making of the regional agriculture planning is a process of seeking the policy alternative to cope with the changing environment and solve the problem. The strategic decision making required in the regional agriculture planning is defined as a decision making matter that several subjects participate by the multi-criterion rating scale regarding multiple alternatives in the situation under risk. Hereby, AHP analysis was suggested as the most appropriate method for the multi-criterion(multi-attribute decision making which could support the group decision making. The high availability is expected; for example, the quantitative · qualitative evaluation by the hierarchy process is possible and the decision making can be reinforced by combining with the SWOT analysis. Third, the remedy was suggested by analyzing the establishment status of the regional agriculture planning from the viewpoint of the strategic plan. First, the general status analysis was conducted targeting 118 programs about ‘regional agriculture/farm village and food industry development plan(2014~2018)’ which was established in cities and counties across the nation. Subsequently, the in-depth case analysis was conducted by selecting 3 cities · counties. As a result of analysis, they could not reach the strategic plan level and it was hard to ensure the executive ability of the planning. Hereupon, the following improvement assignments are required. The boost plan over the strategic thought of the region-agriculture policy and the plan capability should be arranged. Also, it is necessary to systematize the strategy formation process further. To this end, the expansion of the participation by regional agriculture subjects and the strategic decision making are required. The assignment for raising the practicability to push forward the planning effectively is brought forward. Fourth, the analysis model for the strategic decision making of the regional agriculture plan was set and the empirical analysis on the case region was carried out. The analysis process was divided into 2 stages. The first was to systematize · enhance the environment analysis and strategy development of the regional agriculture by means of SWOT-AHP analysis. The second was to decide the regional agriculture strategy drawn from the former stage by means of the AHP analysis. 3 groups: civil servants establishing and executing the policy of the regional agriculture, farmers maintaining the agriculture and the farm society, and specialists who could evaluate objectively and professionally were set as the target who would participate in the decision making, and total 27 persons 9 ones for each group were set. As a result of SWOT-AHP analysis, it was revealed that the strength having the positive character(+) in drawing the developmental strategy of the regional agriculture and the weakness that the opportunity factor had a negative character(-) were recognized more importantly than the threat factor. On the basis of the analysis result, 24 detailed strategies(9 SO strategies, 9 WO strategies, 3 ST strategies, and 3 WT strategies) were drawn in the light of the logical association among parent factors that the relative importance was high by SWOT groups. After stereotyping them into 4 sectors(1 hierarchy), 12 strategies(2 hierarchies), and 24 detailed strategies(3 hierarchies), they were stratified. Subsequently, the importance and priority among strategies were evaluated by the AHP analysis. As a result of analyzing by sectors, the sector of agricultural management and the sector of farm society stabilization were evaluated to be most important in general, which were followed by the reinforcement of the distribution system in producing area, reorganization of the sustainable regional agriculture, and 6th industrialization of agri-business. When it comes to the relative importance and the priority of the weight-applied detailed strategy(3 stratums), arranging the measure to reduce the agriculture management production cost was highest, followed by securing the future successors and strengthening the professionalism, reorganizing the specialized crops according with the agricultural belt, fostering the agricultural food company and spreading the contract cultivation of raw materials, and fostering the distribution-oriented producer organization. As a result of analysis, a considerable difference was discovered among the groups of decision making participants concerning the parent factors. The difference of viewpoints over the strategy pursued by the group of civil servant · farmer who were the main agents in the regional agriculture and the group of external specialists was reflected. The group of civil servants and farmers focus on the short-term problem solving for overcoming the weak point factor the agricultural management and the farm society had. On the other hand, the specialist group focuses on the long-term and value-oriented strategy which is aimed at streamlining the crop structure of regional agriculture, fostering the small · medium farmers, and spreading the eco-friendly agriculture. This difference between groups can be converted into the more realistic practice plan when substantive interested parties participate in the strategic decision making process of the regional agriculture planning. Fifth, the utility of the analysis model was reviewed by comparing the study result with the already-established planning of case region. When the strategic decision making analysis model was applied, the evaluation result on the environment factors was reflected in the strategy development process as it was. In this process, the advantage of being able to carry out the resident awareness and the policy demand on the regional agriculture was confirmed. On the basis of the analysis result, a plan to systematize the plan content focusing on the strategy to raise the executive ability of plan and the efficiency of performance management was suggested.

지역농협 가공사업의 경영분석 : B농협 김치가공사업을 중심으로

황성일 전북대학교 일반대학원 2013 국내석사

農協의 農産物 브랜드管理에 관한 연구

이인택 전북대학교 대학원 2007 국내석사

Traditionally, cooperatives need to increase added values of farm produces through good marketing practices and thus higher prices to farmers. But now in a competitive edge, brand power becomes the bargaining power for every cooperatives in Korea. The objective of this study was to explore an alternative strategy for agricultural and livestock cooperatives that have been required to take their substantial roles in brand realization of agricultural products in Korea. This paper consist literature review and empirical analysis which includes fact-finding missions and questionnaire survey. Through literature reviews, past findings about consumers’ general images to agricultural products, their brand recognition, attitude and buying behavior were referred in micro level and studies about the status quo of present agricultural brands and its actual conditions for perception were referred in macro level. At cooperative sites, fact-finding surveys on brand management system were carried in the month of May 2006 with cooperative brand managers. Brand items were chosen proportionally by product category such as rice, vegetable, fruit, and livestock. At consumer side, survey about brand recognition and buying behavior was done during the months of February to April 2006 with 300 adult women who had resident in Seoul-suburban area. The consumers’ items were categorized by grain, fruit, vegetable-fruit, animal products and special products. The text of this study is divided into four parts ­ 1) theoretical background, 2) descriptive analysis on the status in brand development and management of agricultural and livestock cooperatives, 3) survey result on consumers’recognition and attitude and actual buying behavior, 4) discussion on problems, alternative strategies and suggestions. Major findings includes the limitation in realizing the brand power of the cooperative products. Although the total volumes of cooperative marketing had been big enough, limitation has been persistent in terms of the cooperative brand-power, and hence low bargaining-power. It might be caused by the fact that without proper coordination at Federation or regional level, numerous brands had flooded in a short time period. Since the cooperatives are individually small, low efficiency in management might be inevitable. At the same time, many new private brands developed by marketing companies added difficulties, while Korean character appeared in imported products made noises to consumers. Author suggests an alternative strategy. Cooperatives may need coordinated and systemized efforts in that product differentiations and quality homogeneity are kept by a cooperative quality-control system. In parallel, new brand concept is needed to be developed in considering the consumers’ behavior and preferences in buying farm produces; and the competitors’ locations as well. In relation, manpower would be the crucial factor for the success. Continuing and specialized education for marketing manpower and brand managers should be provided by the cooperative institutions. 본 연구는 브랜드화의 실천적 주체 역할을 담당하도록 요구받고 있는 산지 농·축협이 출하 농산물의 브랜드파워 강화를 통해 농가수취가격과 부가가치를 제고할 수 있는 전략적 대안을 찾아보고자 한다. 본 연구는 제시한 목적을 달성하기 위하여 기존 문헌 검토와 실태조사, 설문조사를 통한 실증분석을 병행한다. 문헌 연구에서는 브랜드 이미지와 인지, 태도 및 소비자 행동, 우리나라 농산물의 브랜드 현황과 브랜드 인식실태에 대한 자료를 수집하여 연구에 참고하였다. 농·축협의 브랜드 관리에 대한 실태조사는 양곡, 채소, 과일, 축산 등 품목별로 안분하고, 2006년 5월 브랜드를 직접 관리하고 있는 책임자들을 대상으로 실시하였으며, 소비자들의 브랜드 인지도 및 구매형태 조사는 곡류, 과일류, 과채류, 축산물, 특산품 등으로 구분하여 농산물 전반적인 품목을 조사대상 품목으로 선정하였으며, 수도권에 거주하고 있는 성인 여성 300명을 대상으로 2006년 2월부터 4월까지 실시하였다. 본 연구의 본문은 이론적 배경, 산지 농·축협의 브랜드 개발 및 관리 실태, 브랜드 농산물에 대한 소비자의 인식 및 태도 조사, 문제점 및 개선방안 등 크게 네 부분으로 구성되어 있다. 조사 결과, 농·축협 브랜드는 각 조합별로 따로 개발 사용하다 보니, 체계적인 관리가 어렵고 효율성이 낮아 전체적으로는 적지 않은 양을 취급하면서도 시장교섭력이나 브랜드 파워를 발휘하는 데는 한계가 있을 수 밖에 없었다. 또한 상당수의 산지 농·축협 출하 농산물브랜드가 아직 영세 난립하는데다 유통업체의 자체브랜드(PB)와 수입농산물의 한글브랜드까지 시장 경쟁에 가세해 소비자 인지도 및 브랜드 경영 측면 등에서 경쟁력 제고에 많은 어려움이 있다는 것을 실태조사 및 설문분석을 통해서도 알 수 있었다. 급변하는 농산물 생산·유통환경과 시장경쟁 격화 등의 어려운 사업여건을 극복하고 산지 농축협의 판매사업 역량을 강화하기 위해서는 출하농산물의 효과적인 브랜드 전략 수립 추진이 매우 중요한데, 가장 핵심적인 요인은 철저한 품질관리를 통한 품질 차별화와 차별화된 품질의 지속적인 균질성을 유지하는 것이다. 이와 함께 농산물에 대한 소비자의 구매형태, 경쟁브랜드와의 입지, 소비자 선호도를 고려한 브랜드 컨셉 개발이 병행되고, 산지 농축협의 브랜드 관리체계 확립을 통해 지속적이고도 효율적인 브랜드 경영을 가능하게 해야 함과 동시에 지속적인 교육과 지원을 통해 마케팅 인력의 정예화· 전문화가 이루어 져야 한다.

내생적 발전 차원의 농촌마을 공동체 지속성 연구 : 임실치즈마을을 사례로

심순섭 전북대학교 일반대학원 2019 국내석사

Currently, many development projects are being carried out in rural areas, but it is doubtful whether they really play a positive role in rebuilding rural communities. Many financial resources have been introduced, but the economic situation and happiness index of the rural areas are stalled. Therefore, it is urgent to introduce a development policy suitable for the situation of rural communities. In this study, I try to find out how the endogenous development strategy is working for the maintenance and development of the community in the case of ‘Cheese Village’ which is trying to reconstruct the rural community. To this end, I examined the contact points between community theory and endogenous development theory, and presented an analysis framework from an endogenous point of view. The endogenous development model derived from this can be summarized as the following four factors. First, there must be leaders in the rural community who want the community to be accomplished. Community leaders need to work more on community activities rather than on economic performance. Therefore, education and community work should be done in order to cultivate the spirit of communal partnership. Second, the organization must be democratically organized. In most rural villages, the role of the community is concentrated too much on a small number of leaders because of the lack of talent. This does not fit into a partnership that considers the link between people. Therefore, it is necessary to construct the rural community organization horizontally so that everyone is a leader and everyone becomes an activist. Third, economic profits from the organization's activities should be used to achieve common goals. As seen in the case of the cheese village, it did not allocate the profit through the economic business but spends on the welfare business and the community activity, so that the members of community have an opportunity to be together. Finally, external support needs to be timely and not overdone. Sustainable development is difficult if the community is not self-sustaining and has an attitude that depends on external support. Attempts to rebuild rural communities need continued interest to bring positive results under government support.