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자료유형
학술저널
저자정보
Kang, Kyung soo (National Institute of Crop Science, RDA) Son, Chan soo (National Institute of Crop Science, RDA) Jung, Jong min (National Institute of Crop Science, RDA) Park, Sang youn (National Institute of Crop Science, RDA) Kim, Hyo Eun (National Institute of Crop Science, RDA)
저널정보
(사)국제문화기술진흥원 The International journal of advanced culture technology The International journal of advanced culture technology 제6권 제3호
발행연도
2018.1
수록면
88 - 97 (10page)

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As the trade among the countries increases, domestic agriculture is facing a crisis. Especially domestic rice industry is suffering from the rice market opening problem and the domestic rice industry itself. As a counter measure against this, despite the promotion of the rice processing food industry, the export of rice processed food has decreased by an average annual rate of 12.3% since 2011 due to the lack of customized export strategy, such as low price competitiveness, insufficient quality and brand management. As a measure, we selected indicators to prioritize establishment of export strategy of rice processed food business and used AHP methodology to draw the weight for each indicators. The selection of export strategy prioritization indicator was based on the marketing mix theory, various previous research reviews and expert consulting. Five higher level indicators and nineteen detailed indicators were derived, and a weighted value of them was analyzed using a professional package. As a result, the relative importance of higher level indicators was 45.5% for product differentiation, 18.4% for management competence, 13.0% for export infrastructure, 12.0% for product pricing, and 11.1% for product distribution. The relative importance of the lower level indicators was 17.3% for product safety, 15.3% for product quality, 9.1% for management expertise, and 7.0% for product brand. This result is expected to be used as export strategy indicators of rice processed food export business.

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