This study aimed to segment Chinese fisheries consumer market by means of cluster analysis based on Shanghai region consumers. The survey is conducted to 350 shanghai people on March 17－21 in 2014 and investigate demographic characteristics and consumer’s behaviors unique to each segmented market by preference, labelling, quality, price, safety.
The result of cluster analysis identified four market segments such as Catering type market, Worth pursuing type market, Substance pursuing type market, Trend pursuing type market. Catering type market is a passive fisheries consumption market and is not high attractive for Korea fisheries export market. Value pursuing type market consider importance to labelling, origin, brand and require high-quality and differentiation strategies. This market’s main target species are high price fisheries such as tuna, salmon, crocker. Substance pursuing type market consider fisheries’s safety and quality and purchases more popular fisheries such as crocker, hairtail, promfret, mackerel, squid. Trend pursuing type market’s consumers prefer to purchase brands and trendy seafood rather than taste.

Ⅰ. 서 론
Ⅱ. 선행연구 및 연구과제
     1. 선행연구
     2. 연구 과제
Ⅲ. 실증분석
     1. 자료 수집 및 분석 방법
     2. 연구 결과
Ⅳ. 결 론

• 장영수(부경대학교 해양수산경영학과) | Young-Soo Jang
• 박기섭(KS수산식품) | Gi-Seup Park Corresponding author