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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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박기환(Ki-Hwan Park),정은미(Eun-Mi Jeong),권회민(Hoe-Min Kwon) 한국농촌경제연구원 2010 한국농촌경제연구원 기본연구보고서 Vol.- No.-
This research is about increasing Korean agro-food products export to foreign market. This is the first year draft from 2 year research project. The main purpose of this research is to support export policy of domestic agro-food products. To meet the end, the study mainly focuses on general export policies and institutional improvement. Previous agro-food export studies usually deal with a specific food item or country while this research addresses multiple items and countries. Especially, the first year draft deals with main export items and markets. This report describes a current condition of agro-food export market, and points out its important characteristics and inherent problems. Also analyzes the competitiveness of domestic agro-food products in five important export markets. In this research, foreign consumers’ preferences toward domestic vegetables, flowers, and fruits are surveyed. The survey results are utilized to derive necessary policies and its future directions to increase export markets. This research categorizes agro-food export system into six different stages and suggests policy recommendations to increase export to foreign markets on each stage. Firstly, in the production stage, it is difficult to secure the sufficient quantities and proper qualities. Not enough room for price negotiation is also a problem. To solve the problems, organizing farm to scale and government’s expenditure on R&D investment is necessary. In the commercializing stage, poor conditioned facilities and inadequate adoption of buyers’ requirements cause problems. These can be solved by providing new facilities to improve products’ qualities with fostering export-specialized farms. In the export logistics stage, a lack of cold-chain system and an inefficient logistics system cause decreasing quality and increasing managerial cost problems. Also governmental export logistic subsidies cause an unnecessary side effect. Providing a proper logistic system with a new subsidy scheme is strongly recommended to enhance efficiency. In the quarantine and customs clearance stage, the government has to make a mutual agreement with the importing country to alleviate an existing strict quarantine system. In the stage of distribution in the importing countries, excessive price competitions between exporting companies cause several drawbacks such as damaging the image and price war. The government has to monitor exporting companies effectively to secure an existing market with proper policies. Finally, foreign consumers’ lack of brand awareness has to be changed. Currently, the main target customer of exporting agro-food products is overseas Korean. Supports on participating overseas food exhibitions and brand promotions, and entering local large-scale retailers are strongly recommended.
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