AHP를 이용한 농상공 연대의 핵심요소 도출

(Investigation of Core Factors in the Collaboration of Agriculture, Commerce and Industry through AHP)

The purpose of this study is to investigate core factors in the collaboration of agriculture, commerce and industry(CACI) through AHP(Analytic Hierarchy Process) Method. We built the three stage of hierarchy structure which was composed of 3 factors of high rank criteria, 10 of lower rank criteria, and 28 of detailed evaluation criteria. A quantitative analysis of in-depth interviews with 25 experts led to following results. The most important factor of CACI was consumer confidence, and the next was to produce the healthy functional food(HFF). Planning new products, comarketing, and brand management and quality control were also important factors succeeded the above two factors. These results shows that it is very important to construct a stable marketing system based on the consumer confidence at the first stage of CACI. Of course consumer confidence contains food safety, communications with consumers, and various certificate systems such as GAP (Good Agricultural Practice), HACCP, and Traceability System. Also it is desirable to produce various HFF by domestic agricultural products because value added of HFF is very big as well as market is expanding rapidly.