A Study on the Efficient Marketing Strategy in the Korea Beef Market

초록

This paper has segmented the Korean beef market by the conjoint part-worth model. In the paper, we divided consumers into 3 groups which are stores group, brand group and price group by their preferences, and found out their purchase characteristics. By comparing characteristics of those 3 groups, we also derived the common part and exclusive part of the groups. Considering both the parts and the groups, we built mass marketing strategies and target marketing strategies, separately. For the common part, as mass marketing strategies, we proposed Korean quality management and safety information release. For the exclusive parts, we suggested target strategies by groups. In the suggestion, for the store group, high quality strategy suggested. Also, brand building-up strategy and low price strategy are recommended for the brand group and the price group, respectively.

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