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- 저자 : 권회민 ( Hoe Min Kwon ) (검색결과 2 건)
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박기환 ( Ki Hwan Park ),권회민 ( Hoe Min Kwon ) 한국식품유통학회 2011 食品流通硏究 Vol.28 No.2
This study identified the import and export market structure of lilies in Japan and the competitiveness of Korean lilies in the Japanese market. The Japanese consumers` preference for lilies was also analyzed through a conjoint analysis and suggestions were made as to how to expand Korea`s export of lilies to the Japanese market. The Japanese market for imported lilies in the early 2000s had a market structure where lilies from Korea, the Netherlands, and New Zealand had to compete, but by 2010, the market structure changed drastically and Korean lilies secured a monopolistic position as Korean lily exports surged to hold a 95% market share. However, there is this problem of Korean lilies being recognized as a cheap product due to overcompetition among Korean exporters and their inadequate response to buyers` requests. A conjoint analysis has shown that the most important factor in the decision making of Japanese consumers to buy lilies is price, followed by color, package type, and size of flower(in that order). Specifically, they prefer lowest price, the color white, separate packaging for each flower, and large size of the flower. It was also shown that there is utility difference between subdivided markets and that large-sized white lilies with each flower packaged separately are predicted to hold the highest market share. Based on the results obtained in the study, the following strategies are suggested to expand Korea`s export of lilies to Japan. First, it is necessary to conduct buyer surveys continuously and develop tailored products. Second, since there are various types of buyers, it is necessary to secure new marketing channels. Third, it is necessary to improve the competitiveness by improving cultivation techniques and bulb breeding. Fourth, efforts should be made to increase the export under optimal conditions by building a joint distribution center for the export of lilies.
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