水産經營論集 Vol 50 No 1 (p.55-69)

베트남 해조류 소비시장의 특성에 관한 연구

A Study on the Characteristics of Seaweed Consumption Market in Vietnam
키워드 :
Vietnam Seaweed Consumption,Seaweed Market,Seaweed Consumption Culture

목차

Abstract
Ⅰ. 서 론
Ⅱ. 선행연구 및 연구 설계
  1. 선행연구
  2. 연구 설계
Ⅲ. 실증분석
  1. 표본의 특성
  2. 해조류 소비실태
  3. 조미김, 김밥김, 미역 소비실태 분석
  4. 성별ㆍ소득에 따른 소비실태 분석
  5. 베트남⋅태국 해조류 시장 비교
Ⅳ. 결 론
REFERENCES

초록

The purpose of this paper is to suggest an export strategy of seaweed products from Korea to Vietnam by analyzing the seaweed products consumption in Vietnam. This research surveyed 217 people in Hanoi and Ho chi minh, Vietnam. The result of the research revealed that consumers in Vietnam perceived seasoned kim as a healthy and easy-to-eat Korean food with snacks and side dishes, and it was recognized as a nutritious snack especially suitable for children to 20s. Kimbap is recognized as simple and healthy Korean food that is consumed as a substitute for meals at home, on the streets, and at restaurants. Sea mustard was the healthiest among seaweeds and are consumed in the form of sea mustard soup as good food for women, children, and the elderly. Summarizing the Vietnam seaweed market, it is a market that is similar to Korean seaweed consumer culture. In conclusion, we suggested a seaweed promotion strategy targeting women in their teens to twenties, communication on seaweed production process, experiential marketing strategy and seaweed food culture strategy.