한우브랜드 경영전략에 관한 연구 = (A) study on business strategy of the Hanwoo brand

다국어 초록 (Multilingual Abstract)

The present study aims to suggest the plan on the future brand management strategy by understanding a status of the Hanwoo Industry and analyzing change of management structure in Hanwoo brand organizations. Its research method is that after the history of brandization of Korean beef is surveyed and analyzed and its sales strategy of a production brand and consumers' requirements according to each year and the age are investigated, the merits and demerits on its sales method and consumption PR according to a management organization, a management structure form and a region are compared and analyzed by suggesting the brandization status and cases of foreign countries(especially, Japan).
It can be said that the start of brandization of Hanwoo is early 1980s, and that this is started from several typical brand enterprises making effort for production of high-class beef like Gaegun Hanwoo, Eonyang Hanwoo and Ddang ggeut eutteum Hanwoo(Lee, 1997).
The real brandization of Hanwoo was extended and promoted by measures of the Government(White paper of the Hanwoo industry: July 1997, Comprehensive development measures of the Hanwoo industry: April 2001, etc.) for construction of a product base and productivity improvement of farmhouses raising Hanwoo to prepare UR settlement negotiations of 1993 and liberalization of imports of cattle and beef in 2001.
In addition, the purpose of the study is to suggest the future production direction by analyzing the demand of consumers and the future consumption patterns and to suggest a strategy necessary for making Hanwoo management enter the sixth industry(first, second & third industry) including the distribution․service field.
It was said that the brand of stock farm products in 2007 are around 700 articles, and the Hanwoo brand amounts to 202 places(28.9%).(December 2007, Animal Products Grading Service)
If calves being produced for 1 year in Korea are calculated to be 800 thousand heads, heifers are 400 thousand heads and steers re 400 thousand heads among them. Accordingly, the total heads that the name of a brand can be attached are 400 thousand heads, so it is possible that only around 1,980 heads per one brand can be attached.
If several regulations such as over first grade and their own local production, etc. are considered, it has a management form that only 1000 heads or more per year can be recognized as brand Hanwoo among those.
Currently, the Hanwoo brand organizations have a vulnerable production base, and only 142 places(70.3%) among 202 brand organizations are acting, and 60 places answered that the business was stopped or they don't have brand sale results.(December 2007: Animal Products Grading Service)
Also, it was said that although 182 places(90.1%) received trademark registration that can get recognition of a brand value, 20 places(9.9%) are applying trademark registration or rejected from Korean Intellectual Property Office.
As an organization of a Hanwoo bland as well as production and distribution bases are poor, the Government also set the brand business of stock farm products as「strategic axis of a livestock policy 」and is focusing policy capacity and is trying a plan to make it a wide area brand gradually from a small and regional brand.
According to a comprehensive support promotion plan of the brand of stock farm products of the Ministry for Food, Agriculture, Forestry and Fisheries, it was said that it will raise a differentiated brand organization according to a Korean farmhouse, promote its sale to large-scale processing․distribution enterprises and its consumption by linking with a wide area business division, plan to raise its market share.(Hanwoo industry development measures of the Ministry of Agriculture and Forestry: December 2008)
According to its development measures, it established a plan that increase shipping heads of a brand organization of a wide area business division from 32 thousand heads of 2007 to 127 thousand heads in 2012, while reducing regional brand organizations from 130 places to 40 places.(Hanwoo industry development measures of the Ministry of Agriculture and Forestry: December 2008)
IF The present study aims to research the future development method by comparing and analyzing merits․demerits of each brand organization and to suggest a development direction of the industry for the healthy operation and future development of brand organizations by analyzing the trend of farmhouse organizations, its commercialization and its consumers' response, etc.

목차 (Table of Contents)

• ABSTRACT
• List of Table ⅰ
• List of Figure ⅲ
• Ⅰ. 서론 1
• 1. 연구목적 1
• 2. 연구방법 4
• Ⅱ. 한우산업의 현황 및 추진방안 6
• 1. 한우산업현황 6
• (1) 개황 6
• (2) 한우산업의 특징 6
• 2. 한(육)우 사육동향 8
• (1) 번식우 사육동향 10
• (2) 송아지 생산과 가격동향 11
• (3) 한우산지 가격동향 13
• (4) 도축 및 등급판정 현황 14
• (5) 한우 생산비와 소득현황 15
• 3. 쇠고기 수입현황 17
• 4. 한우산업 발전대책 20
• (1) 생산성 향상 및 품질고급화 20
• (2) 한우산업 조직화 22
• (3) 축산물 브랜드 종합지원 23
• Ⅲ. 한우에 대한 소비자 설문조사결과 24
• 1. 설문조사 대상 24
• 2. 소비자 인식 26
• 3. 미국산 쇠고기에 대한 의식 27
• (1) 미국산 쇠고기가 안전하지 않은 이유 27
• (2) 미국산 쇠고기가 안전하다고 생각됩니까 28
• (3) 촛불집회 이후의 소비자의 인식 29
• (4) 한우고기와 미국산 쇠고기의 선호도 조사 분석 30
• (5) 미국산 쇠고기가 어디서 이용될 것인가 32
• (6) 수입개방에 의한 한우고기 인식 32
• 4. 한우고기의 구입처 조사 33
• (1) 한우고기 구입처 33
• (2) 한우고기가 좋지 않은 이유 34
• 5. 한우고기 홍보방안 35
• (1) 홍보매체 35
• (2) 한우 구입처 36
• 6. 생산자에 대한 소비자의 요구 37
• Ⅳ. 한우 브랜드 현황 39
• 1. 한우 브랜드의 출범 39
• 2. 한우 브랜드의 변천 40
• 3. 최근 한우브랜드 현황 45
• 4. 한우 브랜드 사육규모 47
• 5. 브랜드 한우의 출하 48
• Ⅴ. 한우 브랜드의 유형별 분류 50
• 1. 단일 브랜드 51
• 2. 광역 브랜드 경영체 53
• 3. 한우 브랜드 사례 57
• (1) 안성마춤 한우 (협동조합연항협) 57
• (2) 대관령 한우(협동조합주체형) 58
• (3) 장수한우(협동조합주체형) 62
• (4) 뜨레한우(민간업체형) 64
• (5) 남해화전한우(영농조합법인형) 65
• (6) 하이록한우(도단위 광역시군 연합형) 67
• (7) 경기명품한우(독립브랜드 유지형) 71
• Ⅵ. 한우 브랜드 발전방안 74
• 1. 브랜드 정책 방향 75
• 2. 브랜드 발전 단계별 현황 75
• 3. 단일 브랜드와 광역 브랜드의 장·단점 76
• 4. 브랜드 경영체의 기술 수준 향상 방안 77
• (1) 혈통의 통일 77
• (2) 사료의 통일 81
• (3) 사양관리의 통일 82
• 5. 위생․안전성 확보 86
• (1) 한우 생산이력체 추진 87
• 6. 안정적인 물량공급 88
• 7. 브랜드 마케팅 전략 89
• (1) 마케팅 접근방식 90
• (2) 브랜드 마케팅 계획 90
• (3) 브랜드 소비촉진 및 사후관리 91
• 8. 브랜드 마케팅 전략사례 92
• (1) 양평개군한우 92
• (2) 안성마춤한우 93
• 9. 한우 브랜드의 발전단계 및 목표 93
• Ⅶ. 결 론 96
• 참고문헌 104