A Study on the Strategies for Korean Shiitake Mushroom Export Promotion

국산 표고버섯의 수출촉진 전략에 관한 연구

The establishment of WTO and KORUS FTA have been posing a great threat to Korean agriculture which is in comparative disadvantage. One of the ways to overcome the problem is agricultural diversification from rice production to special crops. Considering Korean agricultural environment shiitake mushroom is one of the good alternatives. The purpose of this study is to explore the potential power of shiitake mushroom and export promotion strategies for its industry. Based on the analysis of export marketing literatures and the Shiitakes' global market the firms should create competitive advantage by improving quality of shiitakes, customer service, and supply channels. They can upgrade their product by developing value-added products, meatier, richer flavor, better shelf life, and higher nutritional and medicinal value. However, there are limits for the private firms to develope cultivation technology, by-products, and applied mushroom biology because it consumes large capital and qualified human resources. Accordingly governmental aid, including financial and export promotion program is essential for the globalization of shiitake mushroom.