농산물 공동브랜드의 이미지에 관한 연구 -형태,색채를 중심으로- = A Study on Images of Agricultural Products Common Brand -Focused on Shapes and Colors-

다국어 초록 (Multilingual Abstract)

General oversupply conditions of agricultural products, expansion of large distributors and activation of e-commerce cause rapid change of distribution environment. Furthermore, in the new distribution environment including acceleration of market opening by external forces such as launch of World Trade Organization(WTO) and Free Trade Agreement(FTA), consumerism and diversification of distribution channels, consumers` requests on products have been more complicated. In the agricultural product market where product differentiation has been more emphasized, interest on brand products as well as their market shares have been gradually increasing. Commercialization of agricultural products using conventional distribution methods can`t catch up with the demand of current times. In particular, since consumers tend to have confidence on well-known brands, the strategy to make agricultural product brands has the substantially tremendous importance. Thus, this study compares joint brand development cases for good agricultural products in Korea and those in other countries and so identifies the status and problems of joint brands for agricultural products at the current point of times urgently requiring differentiation of joint brands and enhancement of competitiveness.

참고문헌 (Reference)

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