지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.9
- 수록면
- 441 - 450 (10page)
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초록· 키워드
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The object of this study is to establish proper consumer-oriented advertisement strategies of animal welfare egg. Data were collected by consumer survey on November 4th, 2011 at Hanaromart in Chunchon area. SAS 9.1 and Excel 2007 were used as statistical package and ranked logit model was used to analyze the data. From the results of the study the following advertisement strategies were suggested for animal welfare egg considering the effects of advertisement media. First, internet based media were most preferred. For effectively using the internet based media the message should be succinctly and clearly transferred to consumers. Therefore if phrases and pictures emphasizing the difference between animal welfare egg and general egg were used, then positive effects could be attained from consumers in a short period. Second, advertisement media should be used differently based upon the consumers" income level. In the case of consumers under three million won income level the advertisement in the purchasing site was most effective regarding the advertisement effects. Therefore if the advertisement showing the breeding surroundings between animal welfare egg and general egg was used, positive effects could be attained. For consumers over three million won income level the homepage of egg producers was most effective in advertisement. So if more accurate information were distributed to consumers visiting the homepage and high quality egg were sold via the homepage, positive effects could be attained.
목차
Abstract
Ⅰ. 서론
Ⅱ. 분석모형 및 연구방법
Ⅲ. 분석결과 및 해석
Ⅳ. 요약 및 결론
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UCI(KEPA) : I410-ECN-0101-2014-480-001261095