高品質 京幾米生産 및 商品 差別化方案 硏究 = (A) study on producing high quality Kyonggi rice and differentiating marketing strategy

다국어 초록 (Multilingual Abstract)

The purpose of this study was to find out the way to improve quality of Kyonggi rice by surveying rice producing farmers and consumers. Based on the survey results, this study provide alternative strategies of improving, differentiating quality of Kyonggi rice.
For the purpose, published papers from various sources were thoroughly reviewed and then marketing status of RPC within Kyonggi province were investigated. The special group of ninety four farmers producing high quality rice in Kyonggi province was surveyed to determine rice production strategy especially for the Kyonggi rice. Results derived from analysis of surveyed data were summerized as follows;
A. The most important criteria of rice-buying consumers were the name of rice brand and production region. Thus, the cultivation of Chucheongbyeo, which has been well known for good taste, with quality-oriented cultivation technologies would be the best way to improve marketability of Kyonggi rice.
B. According to the survey, most of rice consumers answered that they would buy Korean rice against imported rice even at 10% higher price than imported rice to protect Korean agriculture. For the preparation of opening rice market, more investment on research and technology by local government seems to be necessary. In addition, the establishment of labor-saving cultivation technology as well as quality improvement efforts would be essential to compete successfully against imported rice.
C. As mentioned above, consumers considered rice taste as the most important factor for rice quality. Accordingly, both the rice producers and RPC wanted only Chucheongbyeo. However, Chucheongbyeo has been known to be susceptible to lodging and vulnerable to unfavorable weather conditions. Thus, it would be necessary for government to develop rice varieties better than Chucheongbyeo in terms of rice quality and milling ratio as early as possible.
D. There should be substantial difference in Kyonggi rice from other rice brands to meet consumer's preference and attract more customers.
Since a brand image is the core factor for marketing, wrapping paper should be labeled with variety name and production region and need to be designed in a way to induce instant purchase.
E. More aggressive marketing strategies utilizing cyber market are also necessary. At present, Samsung and Lotte department store are practicing active cyber market for rice sale. Also the internet home page of Kyonggi province are operating cyber rice marketing. To keep up with changing marketing environment and to enhance accessability and convenience of consumers, rice producer and RPC should be encouraged to operate a on-line rice market through internet.
F. There are plenty of room for improvement in RPC management. RPC should put more efforts to secure sufficient amount of rice by increasing trust cultivation. RPC also needs to improve weighing system of undried fresh rice and to minimize rice loss during processing. In addition, support from government and the cooperation between RPC and rice producing farmers are crucial for the production of high quality rice.

목차 (Table of Contents)

• 제1장 서 론 = 6
• 제1절 연구목적 = 6
• 제2절 연구방법 및 범위 = 7
• 제3절 기존연구내용 검토 = 9
• 제2장 고품질쌀에 대한 이론적 배경 = 11
• 제1절 국내외 쌀수급 여건변화 = 11
• 제2절 고품질쌀의 정의 = 14
• 제3절 고품질쌀의 필요성 = 16
• 제4절 고품질쌀의 구비조건 = 17
• 제5절 고품질쌀 생산 주요기술 = 19
• 제6절 일본 니이가타현의 고품질쌀 생산정책 = 35
• 제3장 경기미 상품차별화 현황 = 41
• 제1절 경기지역 대표쌀의 연혁 = 41
• 제2절 경기지역 브랜드 쌀 생산실태 = 48
• 제3절 경기미 출하가격 및 판매실태 = 53
• 제4장 고품질쌀생산 농업인의 애로점과 소비자의 쌀소비성향 = 61
• 제1절 고품질쌀 생산자 농업인의 애로점 조사연구 = 62
• 제2절 소비자의 쌀소비성향 = 77
• 제3절 고품질쌀 생산판매 및 소비에 따른 문제점 = 83
• 제5장 고품질 경기미 상품차별화 방안 = 85
• 제1절 쌀산업 여건변화에 따른 대응 = 85
• 제2절 RPC의 경영안정 = 90
• 제3절 고품질쌀 생산기술개발 보급확대 = 95
• 제4절 소비성향에 따른 쌀상품의 차별화 = 101
• 제5절 「연구회쌀」생산과 판매사례에서 본 차별화 방안 = 104
• 제6장 결 론 = 113
• 제1절 요 약 = 113
• 제2절 결 론 = 116