하이록 한우 브랜드육의 판매 활성화 방안 (Plans of Marketing Revitalization for Hi-lok Hanwoo Brand Meat)

서지정보

· 발행기관 : 한국협동조합학회
· 수록지 정보 : 한국협동조합연구 / 24권 / 2호 / 293 ~ 307페이지
· 저자명 : 신해식

초록

The purpose of the study is to seek plans of marketing revitalization for Hi-lok Hanwoo. Special counter for the Hi-lok Hanwoo brand meat has various plans for management according to approaching purpose. Thus, it is needed to set clear concepts for management of the counter. The Hi-lok Hanwoo brand sells the Hanwoo meat at special counters for the Hi-lok in Garakdong Livestock Joing Market and Hanaro Mart in agricultural cooperative. The function and role for the counter is very important to increase return at the special counters and restaurants for the Hi-lok Hanwoo brand meat.First, sales products and concept are headed for family restaurant that has lower prices and family menu. Second, marketing strategies are needed to make new customers. The consumers for Hanwoo boolgogi are very limited in eating out market at the present. The consumers must be varied to young college students, workers, and middle and old ages. Third, farmers of the Hi-lok Hanwoo and owners of the Hanwoo restaurant take the role to sale the Hanwoo meat. The farmer has difficulties to approach to the consumers who live in metropolitan. It limits the farmer role as suppliers. In order to increase farmer’s return the farmers must supply various food materials. Forth, the business purpose should be as follows. Restaurant that has a theme of Hanwoo boolgogi should be established. The restaurant develops various menus to increase value added using non-preferred part of Hi-lok Hanwoo, and analyzes consumer’s response through tasting. Commercial area should be analyzed to open the Hanwoo restaurants at zones that have huge floating population in Chunchon.

영어초록

The purpose of the study is to seek plans of marketing revitalization for Hi-lok Hanwoo. Special counter for the Hi-lok Hanwoo brand meat has various plans for management according to approaching purpose. Thus, it is needed to set clear concepts for management of the counter. The Hi-lok Hanwoo brand sells the Hanwoo meat at special counters for the Hi-lok in Garakdong Livestock Joing Market and Hanaro Mart in agricultural cooperative. The function and role for the counter is very important to increase return at the special counters and restaurants for the Hi-lok Hanwoo brand meat.First, sales products and concept are headed for family restaurant that has lower prices and family menu. Second, marketing strategies are needed to make new customers. The consumers for Hanwoo boolgogi are very limited in eating out market at the present. The consumers must be varied to young college students, workers, and middle and old ages. Third, farmers of the Hi-lok Hanwoo and owners of the Hanwoo restaurant take the role to sale the Hanwoo meat. The farmer has difficulties to approach to the consumers who live in metropolitan. It limits the farmer role as suppliers. In order to increase farmer’s return the farmers must supply various food materials. Forth, the business purpose should be as follows. Restaurant that has a theme of Hanwoo boolgogi should be established. The restaurant develops various menus to increase value added using non-preferred part of Hi-lok Hanwoo, and analyzes consumer’s response through tasting. Commercial area should be analyzed to open the Hanwoo restaurants at zones that have huge floating population in Chunchon.

참고자료

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