우리나라 배 산업의 시장구조분석과 전략적 포지셔닝에 관한 연구 = A Study on Market Structure Analysis and Strategic Positioning of Pear Industry in Korea

다국어 초록 (Multilingual Abstract)

<Abstract>

The objective of this is analyzing purchase attitude of the consumer by applying the strategic positioning of pears market by the product attribute factor quality categories(safety, functional characteristic, market price and brand, and customer specialization).

We analyzed a market structure by the five forces of Michael Porter which had not applied market prospect and current state of affairs analysis and consumer preference and following various market strategies that were the important object of preceding study about reaches in existing consumer purchase attitude.

We tried to investigate the effect in domestic pears market structure and consumer purchase attitude by applying a benefit advantage, and cost advantage and a focus strategy of strategic positioning.

The survey selected the sample randomly, took the face to face interview method collecting data by professional officials, targeted the worker of the circulation enterprise in Pusan and Ulsan (the department store and the mart, traditional market, the shared wholesale market and the agricultural products auction place) and the general consumers who use this place to collect the consumers' various opinions.

Our empirical findings are as follows : First, the core decisive factor of product attribute variable and purchase attitude appeared as benefit advantage.
Second, among the each dimensional mediation effects of strategic positioning that affects purchase attitude, benefit advantage make the highest levels at safety(0.125), functional characteristic(0.136), market price(0.064), brand(0.138), customer specialization(0.106).
Third, mediation role of purchase attitude shows high route coefficient index at safety and cost advantage(0.439), functional characteristic and focus(0.517), market price and cost advantage(0.404), brand and benefit advantage(0.440), customer specialization and benefit advantage(0.203). Fourth, the market price of pear product is influence factor to perceive individual economic situation. It confirmed important variable in purchase attitude decision.
Finally, it refers significance of this study from internal viewpoint of pear industry(market). Because, safety, functional characteristic, market price, brand and customer specialization are factors which decide choice that consumers perceive but also all about producers.

목차 (Table of Contents)

• <목 차>
• 제1장 서론 1
• 제1절 연구배경 및 목적 1
• 제2절 연구내용 및 방법 3
• 1. 연구내용 3
• 2. 연구방법 3
• 제2장 이론적 배경 6
• 제1절 선행연구 검토 6
• 1. 국내연구 6
• 2. 해외연구 13
• 제2절 전략적 포지셔닝 이론 15
• 1. 혜택우위 전략 19
• 2. 비용우위 전략 21
• 3. 집중화 전략 22
• 제3절 배 산업의 시장구조; 포터적 관점 25
• 1. 제품간 경쟁과 신규 진입자 26
• 2. 판매자(공급자)와 구매자의 힘 29
• 3. 대체재의 위협과 보완재 34
• 제3장 우리나라 배 산업의 현황과 해외 사례 38
• 제1절 배 산업의 현황 38
• 1. 배 산업의 역사 38
• 2. 배 산업의 현황 42
• 제2절 해외 사례 55
• 1. 중국 58
• 2. 이탈리아 60
• 3. 미국 62
• 4. 일본 65
• 5. 칠레 68
• 제4장 연구설계 및 가설설정 70
• 제1절 연구모형 설계 70
• 1. 연구모형 제시 71
• 2. 기존 연구와의 차별성 72
• 제2절 변수의 조작적 정의 73
• 1. 제품속성요인 73
• 2. 혜택우위, 비용우위, 집중화 77
• 3. 구매행동 80
• 제3절 연구가설 설정 81
• 1. 제품속성요인과 전략적 포지셔닝과의 관계 81
• 2. 전략적 포지셔닝과 구매행동과의 관계 86
• 제4절 표본선정과 분석방법 89
• 1. 표본선정 및 자료수집 89
• 2. 설문항목 구성 92
• 3. 분석방법 93
• 제5장 실증분석 95
• 제1절 측정항목 평가 95
• 1. 신뢰도 검증 95
• 2. 요인분석 96
• 3. 상관관계분석 99
• 제2절 연구가설 검증 101
• 1. 회귀분석 102
• 2. 연구가설 검증 108
• 제6장 결론 128
• 제1절 연구결과 요약 및 시사점 128
• 1. 연구결과 요약 128
• 2. 시사점 132
• 제2절 연구의 한계점 및 향후 연구방향 135
• ※ 참고문헌 136
• 143
• 부록 146