국내 농업 콘텐츠 플랫폼 수립 및 활성화 전략 네이버 FARM판의 설립과 운영 사례를 중심으로

Strategy for Establishing and Engaging Korean Agriculture Content Platforms A study on the Establishment of the Naver FARM Board and Its Operating Process

This study examines the behavior of online agricultural content consumption by looking at the case of FARM board which launched its service in April 2017 through Korea s biggest web portal Naver . The FARM board is Korea s largest agricultural content platform in size, which has surpassed 1.3 million followers as of July 2017. The average number of visitors per day is around 150,000. Looking at the FARM board, this study seeks to identify the main target audience group and identify the preference of agriculture contents consumed by the target audience. The study found that 30-49 year-old women were most interested in subscribing to FARM board. They recorded 43.68 percent of the total user population. Content most widely consumed were topics related to consumer foods. This study proposes strategies which can effectively promote agriculture policies that can be applied by public agencies such as the Ministry of Agriculture, Food and Rural Affair and Rural Development Administration and so on. Individual farmers and business entities can also utilize online contents to explore strategies for more efficient marketing of their Goods ans services. The research utilizes many in-depth analysis and survey results conducted by FARM Board as well as in-depth interviews of 15 people including current farmers.