초록 열기/닫기 버튼
This treatise's purpose is presenting to how activate livestock brand through an analysis regarding influence of FMD(Foot and Mouth Disease). To analysis, consumer survey have been done for Gangwon-6 brand beef(Hoengseong livestock cattle, Hi-lok, Hanwooryeong, Daegwanryung beef, Neulpureum-Hongcheon Hanwoo, Chiaksan Cattle). After consumer survey, consumer's consumption patterns on brand beef associated with FMD have been analysised using SPSS. In case of brand awareness, Hoengseong livestock cattle, Daegwanryung beef are higher than others. in case of brand image(avertising, marbling, safety, logos, and price), Hoengseong livestock cattle, Daegwanryung beef also more positive than others. Lastly in case of positioning of the position, compared with before FMD, Hoengseong livestock cattle, Daegwanryung beef is almost unchanged after FMD. Based on result of analysis, to activate brand beef need three things. First, General cattle is changing into Brand cattle. Second, strict management and improvement of livestock breeding environments is needed. Finally, method that improve brand awareness and brand image is needed.
