농촌 커뮤니티 비즈니스의 성공요소에 관한 연구

Success Factors of Community Business in Rural Areas : A Case Study on Farm-Enterprise Joint Business

본 연구는 경상남북도 소재의 농가-기업 연대형 커뮤니티 비즈니스의 두 사례에 대한 조사와 SETCB 모델에 근거한 분석을 통해 다음과 같은 시사점을 도출하였다. 첫째, 침체된 농촌 지역경제의 활성화나 농촌 커뮤니티의 활력화를 위해서는 조직화가 필요하며, 나아가 가공업체 등 기업과의 적극적인 연결구조를 형성하는 것이 요구된다. 둘째, CB가 성공하기 위해서는 지역의 고유한 자원을 최대한 활용하여 다른 지역과의 차별화가 필요하며 이에 더하여 창의적인 노력과 아이디어가 필요하다. 셋째, 경우에 따라서는 농촌형 CB가 지역에 획기적인 변화의 계기가 될 수도 있다. 넷째, 성공적인 CB에는 역량과 열정이 있는 리더가 존재한다. 다섯째, 농촌지역 CB의 수익성이 아직까지는 미흡한 수준이지만 다른 측면에서의 지역발전 효과는 의미가 있다.

A variety of community business have already been formed and run in some rural areas before community business is widely discussed with policy interest. Since the concept of rural community business was built based on a practical viewpoint, a case study should be more useful for seeking practical ways to solve the rural problems than a theoretical study. This study aims to derive the implications for the policy of rural community business through analyzing a couple of cases. Cases were selected among farm-enterprise joint business in Kyungsang Province supported by the policy programs of the Ministry for Agriculture, Food and Rural Affairs. Current situation and characteristics were examined for these cases, and SETCB Model, which is Sustainable Experience Tourism Community Business Model was used for structural analysis. Implications of the study are summarized as follows. First of all, systemized organization for a community business is necessary to vitalize the depressed rural community, especially, partnership between farms and enterprises is desirable for their win-win strategy. Second, unique regional resources need to be fully utilized for community business to be successful. It is a strategy of differentiation compared to other regions. Creative efforts and ideas are also needed. Third, rural community business can be a motive for the groundbreaking change to a region. Fourth, there exists an able and passionate leader in the story of successful rural community business. Fifth, although most of rural community business are not so profitable yet, its regional development effects are meaningful in other parts.