농식품 수출 마케팅 전략(농업연수원)

38
농식품 해외 마케팅 전략 신순철 휴리넷 경영전략연구소 창조경영의 전도사 트위터: hurenet.twitter.com 프로필: hurenet.linknow.kr/ 커뮤니티: Seri.org포럼 “도시마케팅과 지역브랜드 연구회”

Upload: soonchul-shin

Post on 12-Jun-2015

1.231 views

Category:

Documents


2 download

TRANSCRIPT

  • 1. : hurenet.twitter.com: hurenet.linknow.kr/ : Seri.org

2. 1. ? 2. ? 3. ? 4. ? 5. ? ? 3. 1. . (08) () () (1,566)(2,955) 67.8 148.6 26.985.3 2.1 97.2 12.676.2 95.8 154.9 8.723.2 10.417.7. 9.4 12.9 18.859.0 2,279.5 (1,313)(1,448.3) (2,151)(4,402.8) * 10 (07)/ : 1: : 397, 2: : 293, 3: :159, 4::138, 5: : 124, 6: : 116, 7: :112, 8: : 92, 9: : 72, 10: : 60 4. 1. . (08) () () 573.5 1,437.7 153.0442.8 374.3536.6 169.3172.2 115.8282.0 65.9 125.2 327.7 444.6 E U 78.6 189.2 291.9772.5 2,150.9 4,402.8* (: ) 72,5001,219(1.6%) 51,713 452(0.9%) 101,044400(0.4%) 26,892 250(0.9%) 5 42,519 340(0.8%) 5. 1. . 1) : 47 (07) ) 97: 1.6 - 90 - 3 50% 57% 2) : 58 (07) ) 97: 5.3 3) : 25.3 (07) ) 97: 2.6 6. 1. . , , , , , , , , , , , , , , , , , , , , , , , , , 7. 1. . : 1) - - - - - - 2) . / 3) . 8. 2. 9. 2.1. . 1. (2007 )* . * : 22 4 ( 1.4%) 1: / 5,889* : 191 Ha( 60%) 2: / 2,160* : 20Ha( 15) 3: / 1.191 4: :/ 514 5: / 487 2. GNP (2007 )* GNP : 534,000 (8,000 ) * * GNP : 1.7%(EU 25 1.3%) 1: / 3,785 2: / 2,318 3. 2006 3: / 1,632 4: / 487* : 20,094 (259 ) 5: / 295* : . 53% 10. 2.1. . 1. => * * => 2 * 60% * EU , EU 2. . . * * . * 3. ( ) * - 1 5,000 1,000 5 - : 17 6 (2006 ) Ref) 32 : 6 1* : 100% - 1,250 / . . - : 1,4 2 11. 2.1. . 1. 3P* (Profit) = > * (People) => * (Planet) => 2. . = > . => . . => . => . . EU . => , 3. => , , 12. 2.1. .1. 1. => 2. : 3. - R & D - : * * - - - - 4. . , 13. 2.1. . 1. * : 585 (2007 )* : 17 %* 2 2. * : 1( 10)*: 1( 10)* : 1( 27)* . . : 1* : 77 , : 63 , : 47 , : 40 3. * : 26%, :11%, : 10%, : 9%, : 6%, : 5%, , 14. 2.1. . 1. . * - - : 9 * * * 2. . * , * * * . , , Ref) : 3. (BEC) : * 30 , 15. 2.1. * (Food Valley) 1. * : 1997* : * : 470 *: * : - ., , - 21, 70, 1,500 2. * - ( , , , ) * * * - . . . - - * - . - . - R&D (2006 : 1,600 ) 16. 2.2. . 1. * : 5( 2%) * * : 515 Ha( 23%) 1: / 550* : 20Ha( 15) 2: / 405 3: / 150 2. GDP (2006 )4: / 118* GDP : 1,800 5: / 65* GDP : 2.6%6: /50 3. : : * * 1: / 1,200 2: / 3351: / 250, 2: / 146, 3: / 125, 3: / 1254: / 120, 5: / 95, 6: / 61 17. 2.2. . 1. => * 60% => * => => . 2. * . . - DB * . - : 103. * Agrexco * * * . . 18. 2.2. . 1. * * * . . * . . 2. * => * 10 - , , * 95% 19. 2.2. .1. 1. - ( / )=> / - . => , , 2. . - * / / * 3. - Agrexco ( => )- * , . , * 20. 2.2. . 1. R&D , , . * - - : 9 * * * 2. . . * : => * : => * : * Agrexco: - . . . 21. 2.2. * Agrexco-Camel 1. * : 1957*: * : 50%, 50% * : 5.5 ( 40% )* : . . 2. * . - . - - ID - * - - - * - 11 - ( . . . ) - . 22. 2.3. . * . () 1. 1: / 501* : 14( 12%)2: / 421* : 1,487 Ha( 23%) 3: / 324 4: / 210 5: / 203() 2. GDP (2006 )6: /123 * GDP : 1,287 * ()* GDP : 18% 1: / 38,460 2: / 9,655 3. : : 3: / 1,396 * * ()1: / 344, 2: / 336 3: / 1861: / 2,168 2: / 632 3: / 573 23. 2.3. . 1. * * . . 2. * (: 430 )* 80 90% 3. => . * * 4. . * : 8 / 25%- 2,600 100% * : 130 / 20% - 11,300 24. 2.3. . 1. - : . . Ref) (PSE) 2% OECD PSE: Producer Subsidy Equivalent 2. * : * :- - - . . * - , SPS, , - . . 25. 2.3. .1. 1. 3 * 1: 1970: , , => * 2: 1980-84: => 35% * 3: 1984 , , => PSE 2% , R & D 50% / 50% 26. 2.3. .1. 2. - 2 - - - - : , 3. - => . - => 50%, 50% - 27. 2.3. . 1. * : 170(2007 )* : 58 %2. 18 ( 7)*: 1( 1)* : 1( 3)* : 4( 4)*: 2( 3)3. * :: 56, : 17, : 12, : 6, : 5.6, : 4.7, : 2.7 * * , , , , , : 4%,( 6 ) 28. 2.3. .1. 1. (NZTE) : * 2003 / 2,000 * Ref) (AT)/ (KOTRA) 2. * . . - 2006 => - => - Food & Beverage Taskforce => . , : 29. 2.3. * (Zespri) 1. * : 1957 * : * : 2,600 100% * : 5 * : . . * 1998 * 2. * : , , * R & D / 50 => * ( )=> : , : * - , . . 30. 3. . ? . ? . ? . ? . ? . ? . ? ? 31. 4. . 1) 2) - , , 3) - , , . 1) , , 2) . . . . 1) (. , )2) , . 3) 32. 4. 1. . 1) 1 4 => , 2) 7-10%: 1 - , - . - Ref) = / 3) 5 4 = / 4) 1 4 => LG. . , 5) / FTA . 90% 5 33. 4. 1. . 1) = () () - - ( . ) - ( = ) => / Ref) : . , . : * : . . . . . . . 2) . = . - . - - . . * : , , , 34. 4. 1. . 1) : 2) - . - : - : , . - Ref) / - Ref) GAP , HACCP , 3) - - . Ref) , , , , , , , , 35. 4. 1. . 1) 1) : , 2) : 3) : 2) 1) : CGC Japan(3,400 ) , 46, 158, 77 2) RT 91, Tesco , 3) RT , , SM, DBest 4) H , T&T 3) *** *** 36. 4. 1. . 1) /, , ,, , , , 2) / 3) * : 7 124) 5) 6) : => 7) 8) / 9) 37. 4. 1. . 1) : - - 2) : * 1) 2) 3) 4) 5) 6) 7) Ref) / ()/ ()/ ()/ ()/ ()/ () - () => ** : () 38. 5. 1. . 2. , , 3. 4.