국산 고추의 명품화 전략과 그 시사점

The Prestige Product Brand Strategies and Suggestions on the Domestic Red Pepper : A Case Study of Andong A Cooperative

This study aims to suggest competitive power strengthening of the red pepper producing area through successful prestige product of A regional cooperative in An Dong. The results are showed that the successful factors of A regional cooperation are prestige product reflecting consumers need and taste, planned marketing strategies and production-sale consistency system. Therefore the strategies for competitive power strengthening of the red pepper producing area are the establishment of high qualities production system, red pepper powder production reflecting environment-friendly and functional processing, advanced marketing techniques, fine quality administration, finances support of a central and local government and so on.