한국 복분자주산업의 마케팅전략에 관한 연구

A Study to Marketing Strategies for the Korean wild-berry wine Industry

본 연구에서는 최근 웰빙 문화의 급속한 확산에 기인하여 주류산업에서도 건강주에 대한 관심이 고조되어 전통주류의 소비가 급증하고 있다. 따라서 복분자주를 특화하여 국내 전통주로써 경쟁우위 제고를 위함이 연구에 목적을 두고있다. 그러나 학문적인 연구가 거의 없으며, 문헌적인 자료 또한 미천하여, 우선 실태파악에 주안점을 두고, 현장 면담조사를 통하여 기술하였다. 실태파악을 통하여 우선적으로 오프라인상에서의 마케팅전략과 병행하여 온라인상에서의 마케팅전략을 원론적인 토대를 기술하였다. 따라서 기존의 복분자주 산업계나 창업을 준비하는 당사자들에게 본 연구가 정보전달 매체가 되었으면 하고, 나아가 한국 복분자주가 전통주의 선두주자로써의 경쟁력 제고로 차후에 수출시장에서도 일익을 담당하기를 바란다.

Recently, the demand for healthy liquor has been sharply increasing in parallel with the changing pattern of drinking wine. As, among others, wild-berry wine has traditionally been regarded as a wine strengthening the internal secretion, lost of autonomous governments in Jenbuk province including Gochang, Jeongeup, Suncheong have buan trying to cultivate wild-berry in large scale. More activated produstion is therefore expected particularly from these areas. Based on the interviews wiht the wild-berry wine produsers, it was revealed that one of the wild-berry producers in Jeonbuk province witnessed an increase of wild-berry production by 60% for the last 3 years and that a producer in Gyeongnam province experienced 100% increase in wild-berry production this year compared to the last year. Wild-berry, with its seeds, leaves, roots and flowers as the main raw marerial for wild-berry wine, has been believed to be effective for all parts of human boby. The efficacy is actually proved these days. I have been greatly interested in the processes from cultivation of wild-berry through production and sales of wild-berry wine and find that it is definitely necessary to systemize the whole processes ranging from cultivation of raw material up to sales and follow up of its producers as a measure to help cultivation of wild-berry as well as producers of its wine to make small busuness improve their incomes. Currently, the wild-berry wines are mostly selling through the quite petty retail channels, except for the case of military supply. As described above, however, the wild-berry wine industry has been experiencing a huge demand for its produsts in wake of healt-first lifestyle of consumers. Thus, it is necessary to expand the production capacity accordingly in large scale, If its quality can be improved and maintained to the extent as other leding traditional wine manufacturers do in korea, it is expectde to have potential to expand domestic market share and even advance into the world mrket as well. By the way, the domestic wine market seems to be facung a turning point in terms not only of internal but also of external environment. From inside, it is challenged by the signs of severe competition following the ease of competition limit system for liquor industry together with the diversified needs of consumers, while, fro, outside, it is pressed by the market opening policy under the continuing economic recession. As a result, an immediate restructuring of liquor market is surely anticipated.