양돈브랜드 경영체 우수 브랜드 품질관리 전략

Quality Management Strategies of Pork Brand Business for High Quality Brand

This study attempts to suggest marketing strategies of pork brands by analyzing factors, which is important in brand quality management. For this purpose, this study compares the pork brand evaluation standards of the Korea National Council of Consumer Organizations (KNCCO) with excellent pork brands in production and marketing perspective. The results show that farmers and retailers have a different idea for excellent pork brands from KNCCO’s evaluation standards. That is because while farmers and retailers has responded to the changes in consumers’ needs, KNCCO has sticked to more than 10 years old standards. Therefore, the pork brand business should manage its production and marketing in the standards meeting the current market needs in order to improve its brand values instead of following the KNCCO’s evaluation standards.