유럽의 유기농 마케팅 전략에 관한 연구

다국어 초록 (Multilingual Abstract)

This paper describes the market development and marketing strategy of organic products in European Union(EU), where organic products market has grown rapidly due to a variety of factors. According to several surveys environmentally friendly agricultural products widely meet consumers demand, but the corresponding market share in Korea is less than 4.0%. Missing confidence in the authenticity of organic products, high prices compared to other foods, a low density of distribution, and a lack of a uniform label are regarded as hampering factors for market growth. The influence of the image of organic products on market development, however, is analyzed insufficiently by now. This paper therefor aims at investigating the implications of the marketing strategy and image of organic foods on its acceptance by consumers and deriving hints for the development of the market. The actual study is based on a concept of morphological market research, the result refer to Germany, Swiss, Austria.

목차 (Table of Contents)

• Ⅰ. 서언
• Ⅱ. 유럽 유기농시장의 특성과 차이점
• Ⅲ. 슈퍼마켓 중심의 유기농산물 판매전략
• Ⅳ. 결론
• 참고문헌