늘푸름홍천한우 브랜드의 판매전략에 관한 연구

(A Study on Marketing Strategy of the Neulpureum-HongCheon Hanwoo Brand)

This study researched the characteristics and causal connections of the Hanwoo brand’s development process from the viewpoint of administrative districts and analyzed the advantages and disadvantages of their management system. The purpose was to analyze marketing strategy and performance by tasks derived from case research on Neulpureum HongCheon Hanwoo which is the city and county brand, in order to suggest a marketing strategy for Hanwoo brand. Existing government policy for Hanwoo brand, which is focused on expansion of the brand to a wide area, have difficulty establishing a marketing strategy based on regional character because the city and county brands have to quickly follow the large scale brand structure. As a research result, if the Hanwoo brand can preliminarily solve the limit of increasing brand member farms, the duplicate roles of Hanwoo related institutes, the occurrence of dual decision making, and conflicting interests, then they can prepare the foundation for not only medium and short term results but also a long term marketing strategy through long term goal setting. Also, this can secure a sustainable base through agricultural output of high income crops in the region and perform the key role of regional agricultural development.