논산 딸기의 유통 경쟁력 강화 및 프리미엄 브랜드화를 위한 통합적 마케팅 전략 = Integrated Marketing Strategies for Sustainable Competitiveness and Premium Branding of Nonsan Strawberries

다국어 초록 (Multilingual Abstract)

This study aims to develop integrated marketing strategies to enhance the distribution competitiveness and premium branding of strawberries produced in Nonsan-si, one of Korea’s leading strawberry-producing regions. Despite its strong brand awareness, Nonsan has recently experienced a gradual decline in cultivation area, while emerging producing areas such as Damyang and Sancheong have expanded market share through differentiated branding and premium product strategies.
To diagnose challenges and identify strategic priorities, an Importance–Performance Analysis (IPA) was conducted with leading strawberry farmers (n=10) in Nonsan. In parallel, a consumer survey of 500 urban residents in Seoul examined purchasing behavior, brand awareness, and satisfaction with Nonsan strawberries. The IPA results indicated that greenhouse modernization, cooperative sorting and packaging, and producer organization were high-priority areas requiring urgent improvement. The consumer survey revealed that 62.9% of respondents had purchased Nonsan strawberries in the past year, with relatively high satisfaction for color (76.5/100), taste (75.7), and aroma (72.7), but notably lower satisfaction with price (60.5).
Based on a 3C–STP–4P framework, this study proposes an integrated strategy centered on (1) premium branding targeting middle- to high-income female consumers aged 40 and above, (2) digital marketing through SNS and online platforms, (3) diversification and upgrading of distribution channels, and (4) strengthening production and marketing capabilities through facility modernization and cooperative systems. This multi-dimensional approach is expected to reinforce brand identity, expand premium market penetration, and ultimately secure sustainable competitiveness for the Nonsan strawberry industry.