전북지역 수산가공품 유통개선에 관한 연구

다국어 초록 (Multilingual Abstract)

In this study, to understand the problems in marketing of processed fisheries products and to achieve the improvement of processed fisheries industry in Jeonbuk, as primary data, we instantly interviewed with the distributors in charge of fishery cooperative associations located in Gunsan, Buan, Gochang, as well as the merchants of wholesale and inland area joint markets.
The present condition of processed fisheries product industry in Jeonbuk represent a lot of problems; insufficiency in quality, brand and price management, unsystematic in advertising and promotion management, incapability in joint sale, insufficiency in physical distribution and utilization of marketing information, etc. If there were no systematic and rational approaches to solve the problems, it will be hard to anticipate an improvement of competitive processed
fisheries product industry and impossible to show potential power for growth.
We positively advice following categorical reform plans for the marketing improvement of processed fisheries product industry in Jeonbuk; establishment of concrete brand identity by develop unitary co－brand in each product category, drive of register of geographical indicator and antecedents of fisheries products, acquisition propel of food quality certification marks, stepwise set to market of collaborative brand laver, strengthen export, develop marketing channel
via big distribution stores, push of strategic alliance with famous food companies, build up and operating of public facilities for fermentation and storing, settlement of collaborative purchasing and transportation system for raw materials, consideration of disposal plan for by－products of processed fisheries product industry. The devices for industrial improvement programs and enforce plans for internet marketing are positively suggested.

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