육류별 경합관계의 비교분석을 통한 양돈산업의 마케팅 전략

초록

The purpose of the study is to suggest marketing strategies for swine industry in Korea. The swine industry has been increasing in total feeding head and feeding head by farm size, but decreasing in farm number since 1980. In order to suggest the marketing strategies, questionnaire were surveyed. The questionnaire was given to 300 people who lived in Chunchon. Tools for the analysis were frequency analysis, factor analysis, cluster analysis, and multivariate analysis of variance using SPSS 12. Major findings were as follow. In the results of the factor analysis, variables that affect to the pork consumers were grouped by 2 groups. In the result of the cluster analysis, the variables were grouped by 3 clusters. In the results of the multivariate analysis of variance, income and academic background were significantly different by some variables like price, the places of origin by domestic and imported porks, and health of family. From the results of the analyses, a few marketing strategies were suggested as follow; marketing strategies of price, interesting variables and purchasing groups at buying, market differentiation, and economy of scales.

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