한우 브랜드 사업의 성장단계별 발전 전략

Step-by-Step Development Strategies of Korean Beef Brand Business

This study tried to present the step-by-step growth marketing strategies of Korean beef brand business to offer guidelines to the later enterprises which propose plans for increasing competitiveness of leading brands and start a brand business. The Korean beef business currently regarded as leading brands is mostly in the stage of growth. There are several marketing strategies of growth such as strengthening brand power through differentiation, attracting the customers and increasing the value of scarcity by emphasizing the value of local brand management and raising value of commodities through introduction of functional element. Together with this, if we perform the analysis for various support policies and regional condition to develope the strategies of regional prestige product, the improvement of farmhouse income as well as brand value is expected.