This study analyzes the comparative value chains of domestically caught coastal mackerel and Norwegian mackerel within the Korean market, across six stages: global supply and demand, domestic production and imports from Norway, distribution of raw mackerel, processing into semi-processed or final products, distribution of final products, and consumption. The research methodology combined qualitative and quantitative approaches, including in-depth interviews with 32 industry stakeholders (from fishing companies to government agencies) and an online survey of 400 Seoul consumers, utilizing conjoint analysis. Norway maintains market dominance through a demand-driven value chain, characterized by quality-focused production, efficient overseas processing networks in Southeast Asia and China, and aggressive marketing by the Norwegian Seafood Council. In contrast, Korea's coastal mackerel industry follows a supplier-driven value chain, facing challenges such as inconsistent quality due to year-round non-selective fishing, limited processing capabilities due to high labor costs and aging workforce, and lack of direct consumer marketing channels. The study identifies structural differences in the Korean market's value chain and suggests strategic improvements for the domestic mackerel industry while highlighting the need for a shift toward a more demand-oriented approach.

Abstract
I. 서 론
Ⅱ. 선행연구
Ⅲ. 연구 설계
    1. 연구 범위 및 대상
    2. 연구 문제
    3. 실증 조사 및 분석 방법
Ⅳ. 연구 결과
    1. 글로벌 수급 단계
    2. 원료 생산ㆍ공급 단계
    3. 원료 유통 단계
    4. 가공 단계
    5. 완제품 유통 단계
    6. 소비 단계
Ⅴ. 결 론
REFERENCES

• 기해경(한국해양수산개발원 수산정책사업본부 기해경 전문연구원) | Hae-Kyung Kee (Senior Researcher, Fisheries Policy Implementation Department, Korea Maritime Institute, Busan, 49111, Rep. of Korea)
• 김지웅(국립부경대학교 수산과학대학 해양수산경영경제학부 교수) | Ji-Ung Kim (Professor, Division of Marine & Fisheries Business and Economics, College of Fisheries Sciences, Pukyong National University, Busan, 48513, Rep. of Korea) Corresponding author