중국 수출확대를 위한 한국 농식품 브랜드 아이덴티티 정립

A Study of Korean Agri-Food Brand Identities for Expanding Exports to China

Purpose - The purpose of this study is to target Chinese consumers of Korean agri-food through the analysis of agri-food brand identity images to set future directions for proposed agri- food exports to China. Since negotiations began for a free trade agreement (FTA) between Korea and China, some Koreans have worried about the Korean agriculture sector. The world trading system has undergone many changes in recent years. Since the start of FTA negotiations on agriculture, China and Korea have faced a heightened sense of crisis. China is trying to export agricultural products so actively that its agricultural exports could increase by more than 7% annually. China exported about one-tenth of its agricultural products to Korea in the period 2002-2010. Recently, the importance of brand identity has tended to increase, as the world becomes one unified market. In this situation, we should try to promote agri-food exports to China. It is very important to understand consumers' recognition of Korean food and the image of the Korean agri- food industry, to establish an export strategy. Research design, data, and methodology - This study targeted 2,800 adult men and women aged 25-59 years living in four major cities in China (Beijing, Shanghai, Guangzhou, and Qingdao) with a household income within the top 10% level in the China, using the one-to-one interview survey method. In addition, four groups by region (eight people per group) for a total of 32 groups were surveyed by using the focus group interview (FGI) research method, and impressions of imported agri-food were surveyed using 17 questions about fresh agri-food and 22 questions on processed agri-food. Factor analysis, brand posi- tioning, biplot analysis, and so on, were carried out based on the results of these surveys. This research presents the brand identity of Korean food; according to the analyses, the brand identity is based on trust, safety, and attractiveness. Result - Factor analysis results showed that C