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정해동 ( Hae Dong Jung ),고복남 ( Bok Nam Ko ),최윤상 ( Youn Sang Choi ),천동원 ( Dong Weon Cheon ),김기현 ( Ki Hyun Kim ) 한국축산경영학회 2011 농업경영정책연구 Vol.38 No.4
This study attempts to analyze value chain structures of native Korean cattle industry, beef processing industry and beef marketing industry to evaluate their competitiveness and derive their strong and weak points. Moreover, forward and backward linkage effects of native Korean cattle industry is also analyzed to define its relationship with other industries. The results from the value chain analysis show that feed costs occupy of almost 3/4 of intermediate input costs of native Korean cattle industry and that beef processing industry is not profitable itself so that it needs to be integrated with other industry such as beef marketing industry. They also show that beef marketing industry is the most profitable one and produce the biggest direct employment induced effects among three of them.
한성일 ( Sung-il Han ),고복남 ( Bok-nam Ko ),곽영태 ( Young-tai Kwak ) 한국농업정책학회 2007 농업경영정책연구 Vol.34 No.2
This study tried to present the step-by-step growth marketing strategies of Korean beef brand business to offer guidelines to the later enterprises which propose plans for increasing competitiveness of leading brands and start a brand business. The Korean beef business currently regarded as leading brands is mostly in the stage of growth. There are several marketing strategies of growth such as strengthening brand power through differentiation, attracting the customers and increasing the value of scarcity by emphasizing the value of local brand management and raising value of commodities through introduction of functional element. Together with this, if we perform the analysis for various support policies and regional condition to develope the strategies of regional prestige product, the improvement of farmhouse income as well as brand value is expected.