보고서 정보
주관연구기관 |
한국농촌경제연구원 Korea Rural Economic Institute |
연구책임자 |
김창길
|
참여연구자 |
장정경
,
김태훈
|
보고서유형 | 최종보고서 |
발행국가 | 대한민국 |
언어 |
한국어
|
발행년월 | 2011-02 |
과제시작연도 |
2010 |
주관부처 |
농촌진흥청 |
사업 관리 기관 |
농촌진흥청 Rural Development Administration |
등록번호 |
TRKO201200000112 |
과제고유번호 |
1395020375 |
DB 구축일자 |
2013-04-18
|
초록
▼
○ 유기농업실천농가 경영실태 조사를 기초로 경제적 효율성 분석 , 유기농업 경영개선방안 도출
○ 주요국의 유기농가 경영실태 조사, 유기농업 경영성과 분석, 경영개선을 위한 벤치마킹 방안 도출
○ 광역단지 유기농클러스터 경영실태 조사, 유기농클러스터 경영실태 진단과 경영개선방안 제시
○ 유기농식품 구매동기와 장애요인, 고객만족도와 충성도 영향요인, 성공적인 유통시스템 사례분석
○ 유기농산물 판로안정을 위한 마케팅협력시스템 개발, 가격경쟁력 제고 및 성공사례 분석, 직거래 유형개발 및 유기농산물 마케팅조직의 내적
○ 유기농업실천농가 경영실태 조사를 기초로 경제적 효율성 분석 , 유기농업 경영개선방안 도출
○ 주요국의 유기농가 경영실태 조사, 유기농업 경영성과 분석, 경영개선을 위한 벤치마킹 방안 도출
○ 광역단지 유기농클러스터 경영실태 조사, 유기농클러스터 경영실태 진단과 경영개선방안 제시
○ 유기농식품 구매동기와 장애요인, 고객만족도와 충성도 영향요인, 성공적인 유통시스템 사례분석
○ 유기농산물 판로안정을 위한 마케팅협력시스템 개발, 가격경쟁력 제고 및 성공사례 분석, 직거래 유형개발 및 유기농산물 마케팅조직의 내적 및 외적 성공요인 분석
Abstract
▼
In order to systematically analyze the organic farming production, marketing, consumption, cluster approach and foreign cases, this projects were conducted with five kinds of independent research projects as follows:
First, organic producers' management analysis is to quantitatively measure the c
In order to systematically analyze the organic farming production, marketing, consumption, cluster approach and foreign cases, this projects were conducted with five kinds of independent research projects as follows:
First, organic producers' management analysis is to quantitatively measure the change in management performance of Korean organic farming in recent years by using survey data on 141 organic crop farms for the period 2008 to 2009. The analysis is performed by the nonparametric "Data Envelopment Analysis” (DEA) technique. The analytical results show that technically efficient farms is about 13 percent and the mean technical efficiency is found to be 0.73 indicating that many farms are not operating at an efficient scale. As a result of analyzing technical efficiency of 30 farmers who produce organic rice in the Hongseong county area, 9 farmers were technically efficient. The 9 farmers formed an efficiency frontier and the relative efficiency was determined for the rest 21 farmers. The average technical efficiency was 0.795 which means a possibility of 21% in management improvement.
Second, foreign countries' organic farming practices were reviewed for improving organic farming operational performance in Korea through the survey and analysis of organic farming practice and operational performance in other countries. The analysis of the organic farming operational performance in the United Kingdom, Germany, Ireland, Netherlands and other European countries, the United States, Canada, New Zealand is performed. In addition, by comparing the difference between organic and conventional farming operational performance in Korea and other countries, we derive some policy directions for improving organic farming operational performance in Korea. Technology development for enhancing yield, institutional maintenance, the credibility improvement of environmentally friendly agricultural products certification system, the strengthening of government support such as direct payments for organic farming, the analysis of organic agricultural product market, the preparation of optimal supply system of organic agricultural products that consumers want, the strengthening of organic farming management consulting are necessary in order to improve organic farming operational performance.
Thirdly, organic agricultural industry cluster was reviewed from the management performance perspective using a survey method. The analytical result in the case of Asan city showed that ratio of operating gain to revenue in 2008~2009 increased by 1.2% point, being compared to in 2006~2007. The analysis of financial performance showed that the cluster in the Sancheong-gun in 2009 revenued gain by 2million won whereas it suffered a loss by 24million won in 2008. The results showed that the scale of management performance was not yet large. The analytical results suggested that formation method of organic agricultural industry cluster in the large-scale environment-friendly agricultural districts is needed. This paper also suggested that network system, recycling agriculture, and the enlargement of processing industry would be very useful to maximize synergy effect of organic agricultural industry cluster and then to develop the large-scale environment-friendly agricultural districts.
Fourthly, the market development and current status of organic products distribution structure were reviewed. Barriers to developing new markets for organic products include lack of basic information or poor understanding among farmers of sustainable techniques and practices, poor access to markets, high start-up costs, lack of understanding the developing market, uncertainty in marketing and pricing, consumer habits, inadequate financing, including resistance to paying premium prices, misinformation and misapprehension concerning the production of organic products. The overall focus of this study was to identify marketing and promotion strategies that can maintain and enhance organic production and available is increasing, and significant players, such as Organic Marketing Initiatives(OMIs) and conventional marketing co-operatives, are becoming involved in the market.
Lastly, price competitiveness and organic marketing initiatives were analyzed using an illustrated examples. The results showed that key factors which influence the operations of an organic marketing initiative were the role of innovation, the importance of strategic planning and clear objectives, the role of coherence, motivation and identity, brand policy, the role of networks, the importance of market research, public funding, economies of scale, systematized cooperation, hazards and risks in general. One of the first and most important strategic decisions when a starting an organic marketing initiative is to plan the right strategy for distributing products. This decision depends to a large extent on whether the organic marketing initiative has chosen a quality-premium product strategy or a price-quantity strategy. A few policy suggestions to put organic edu-farm(OEF) model to practical use are proposed. What the state needs to do through direct involvement are to put efforts at demand expansion on organic farm products, to clean and beautify the green rural environmental settings, to build more urban-rural exchange facilities. The proponents of self-harvest are convinced that this concept leads to ecological, economic and social benefits, which will help to design a sustainable food supply system for small, medium and large cities.
목차 Contents
- 제출문 ... 1
- 요약문 ... 2
- SUMMARY ... 5
- 제 1 장 서 론 ... 7
- 제 2 장 국내외 기술개발 현황 ... 9
- 제1절. 국내연구 현황 ... 9
- 제2절. 국외연구 현황 ... 11
- 제 3 장 연구개발 수행 내용 및 결과 ... 12
- 제1절. 유기농업 실천농가 경영실태 조사 ... 12
- 제2절. 주요국의 유기농업 경영성과 분석 ... 54
- 제3절. 유기농클러스터의 경영실태 진단 ... 119
- 제4절. 유기농산물 유통시장실태분석 및 유통기반구축 방안 연구 ... 145
- 제5절. 유기농산물 가격경쟁력 제고방안 및 마케팅조직 성공전략 개발 ... 245
- 제 4 장 연구개발 목표달성도 및 대외기여도 ... 339
- 제1절. 목표대비 대외달성도 ... 339
- 제2절. 정량적 성과(논문게재, 특허출원, 기타) ... 340
- 제 5 장 연구개발결과의 활용계획 ... 355
- 제 6 장 연구개발과정에서 수집한 해외과학기술정보 ... 357
- 제 7 장 기타 중요 변동사항 ... 357
- 제 8 장 국가과학기술종합정보시스템에 등록한 연구장비 현황 ... 357
- 제 9 장 참고문헌 ... 358
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