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農家生産 加工食品의 마케팅 戰略에 대한 實證的 硏究 : 경기지역을 중심으로
홍보택 수원대학교 산업경영대학원 1994 국내석사
As a part of plan to increase income of farm, after selecting 7 different items among all farm made procesed foods selling by a farmer or his parties, I present marketing strategy with 4P(Product, Price, Promotion and Place) by centering empirical study through survey of the propensity to consume consumers in city. 1. The product strategy should be established according to each farm made processed foods with each own prime object, for example essentisl food should be made by its tradition and excellence, semi-essential food by its riliance and safety and luxury food by its folkways and high character. And it needs a improvement of sppearance like packing by drastic investment to distinguish from other goods and the products should be also sold with a trdemark(or Producer name) of tradition food symbol which is warranted by mayer or the magistrate of a county. 2. The price strategy should be based on high quality foods and the price maybe will be at the current or more expensive price level as mentioned by data of propensity for farm made pocessed foods in this thesis. 3. Accrding to the lower age, the higher school carreer and income, people of city life and working women, the much more purchase experiences of processed foods was well written up data of purchase degree and intend in this thesis. Accordingly, for the promotion strategy, we can held and exhibition and sampling party by centering women party living in crowded housing complex and do further publicity aetivities by addulletin at a finaneial agency like general bank, an agricultural cooperative and stockraiser's assoeiation whcih can give much visiting and waiting times to customers. 4. The place strategy needs more special strategy differ from other mass-products of factories. The representative strategy is to make the most of sales system as follows. We should sell at like apartment complex living many customers directly and sell to tourists by special product having the provinces characteristics and have lots of distribution channels through booth of each public institution for only farm made processed foods.
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