The purpose of this study is to suggest developing plans for 6 beef brands in Kangwon-do. Data were collected by consumer survey on 12th August, 2010 at Daemyung Resort in Hongcheongun. A total of 658 questionnaires were distributed and collected. SAS 9.1 and Excel 2007 were used as statistical packages and ordered logit model was used as a model to analyze the data. From the results of the study the following improvement plans were suggested for the 6 beef brands in Kangwon-do. First, the 6 beef brand agents should use public relation to give information for consumers. Clean image of Kangewon-do and clear distribution process should be stressed for the public relation. Second, promotion is an important tool to discriminate the 6 beef brands with other beef brands. The discrimination by the 6 beef brands should be focused on taste of the 6 beef brands. Third, market segmentation strategies are needed. The market segmentation may be achieved by segmentation of sales places.

ABSTRACT   Ι. 서론   Ⅱ. 우리나라의 한우산업 및 축산물 브랜드 현황    1. 우리나라 한우산업의 현황    2. 축산물 브랜드의 현황   Ⅲ. 분석모형, 데이터 및 분석툴    1. 분석모형    2. 데이터 및 분석툴   Ⅳ. 분석결과    1. 조사표본의 일반적 특성    2. 변수들에 대한 설명    3. Ordered Logit Model의 추정결과    4. 설명변수에 대한 한계효과 결과   Ⅴ. 결론 및 발전방안   Ⅵ. 인용문헌

• 송영한(강원대학교 동물생명과학대학) | Young-Han Song
• 김종택(강원대학교 수의학부대학) | Jong-Taek Kim
• 오경태(강원대학교 농업생명과학대학) | Kyung-Tae Oh
• 정윤필(강원대학교 농업생명과학대학) | Yun-Pil Jung
• 이종인(강원대학교 농업생명과학대학) | Jong-In Lee Corresponding author