원문정보
A Study on Developing Plans for 6 Korean Beef Brands in Kangwon-do using Ordered Logit Model
초록
영어
The purpose of this study is to suggest developing plans for 6 beef brands in Kangwon-do. Data were collected by consumer survey on 12th August, 2010 at Daemyung Resort in Hongcheongun. A total of 658 questionnaires were distributed and collected. SAS 9.1 and Excel 2007 were used as statistical packages and ordered logit model was used as a model to analyze the data. From the results of the study the following improvement plans were suggested for the 6 beef brands in Kangwon-do. First, the 6 beef brand agents should use public relation to give information for consumers. Clean image of Kangewon-do and clear distribution process should be stressed for the public relation. Second, promotion is an important tool to discriminate the 6 beef brands with other beef brands. The discrimination by the 6 beef brands should be focused on taste of the 6 beef brands. Third, market segmentation strategies are needed. The market segmentation may be achieved by segmentation of sales places.
목차
Ι. 서론
Ⅱ. 우리나라의 한우산업 및 축산물 브랜드 현황
1. 우리나라 한우산업의 현황
2. 축산물 브랜드의 현황
Ⅲ. 분석모형, 데이터 및 분석툴
1. 분석모형
2. 데이터 및 분석툴
Ⅳ. 분석결과
1. 조사표본의 일반적 특성
2. 변수들에 대한 설명
3. Ordered Logit Model의 추정결과
4. 설명변수에 대한 한계효과 결과
Ⅴ. 결론 및 발전방안
Ⅵ. 인용문헌