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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.10
- 수록면
- 684 - 691 (8page)
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초록· 키워드
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This study was carried out to suggest producers` marketing direction for GAP certified rawginseng using STP(segmentation, targeting and positioning). In order to fulfill this object, conjoint analysis and cluster analysis were used. The main results are as follows. Based on the results of part worth for attributes such as safety, size, and price, GAP certified raw-ginseng, large size, and low price were preferred to conventional ginseng, small size, and high price respectively. In the relative importance for each attributes, safety was 47.2%, size was 30.0%, and price was 17.8%. As a result of market segmentation, 3 consumer groups(large size preferred, safety preferred, lower price preferred) were classified. Among those groups, the safety preferred group was selected as a target market for GAP certified raw-ginseng and its market size was estimated approximately 2,968 tons which is 26.8% of total raw ginseng market.
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참고문헌 (13)
참고문헌 신청
1. [보고서] - Kim JO / 2003 / Certification and labeling of organic agricultural products and organic processing products : 1 ~ 65
2. [학술지(정기간행물)] - Kim H / 2003 / An essay on green marketing strategy for agricultural products / J Korean Food Marketing Asso 21 : 25 ~ 43
3. [학술지(정기간행물)] - Kim SY / 2004 / Implementation of GAP and its implications for food labeling and certification policies / J Agri & Life Sci 38 : 21 ~ 32
4. [인터넷자원] - / / National Agricultural Products Quality Management Service
5. [단행본] - Ministry for Food, Agriculture, Forestry and Fisheries / 2008 / Ginseng statical data book : 1 ~ 102
2. [학술지(정기간행물)] - Kim H / 2003 / An essay on green marketing strategy for agricultural products / J Korean Food Marketing Asso 21 : 25 ~ 43
3. [학술지(정기간행물)] - Kim SY / 2004 / Implementation of GAP and its implications for food labeling and certification policies / J Agri & Life Sci 38 : 21 ~ 32
4. [인터넷자원] - / / National Agricultural Products Quality Management Service
5. [단행본] - Ministry for Food, Agriculture, Forestry and Fisheries / 2008 / Ginseng statical data book : 1 ~ 102
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UCI(KEPA) : I410-ECN-0101-2018-059-003064942