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제목 2011년도 한돈자조금사업 운용효과분석 및 향후 사업방향 수립에 관한 연구
문서 2012한돈자조금사업 운용효과분석 및 향후 사업방향 수립에 관한 연구(한돈자조금관리위원회).pdf
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제1 부 과업의 개요 ············································································· 23

제1 장 과업의 배경 및 목적 ·························································· 25

1. 과업의 배경 ·············································································· 25

2. 과업의 목적 및 목표 ······························································· 29

제 2 장 주요 과업 내용 ···································································· 31

1. 과업 진행 과정 ········································································ 31

2. 과정별 수행 방법 ····································································· 32

3. 자료 분석 방법 ········································································ 34

4. 조사 응답자 특성 ····································································· 34

 

제 2 부 시장 환경 분석 ······································································· 37

제 1 장 돼지고기 소비 환경의 변화 ··············································· 39

제 2 장 2011년 한돈자조금사업 주요 내용 ··································· 41

1. 소비 홍보 사업 ········································································ 42

2. 유통구조개선사업 ····································································· 49

3. 소비자 교육 및 정보 제공 ····················································· 52

 

제3 부 한돈자조금사업의 성과 분석 ··············································· 59

제 1 장 계량경제학적 모형을 이용한 2011년 한돈자조금사업의 경제적 성과분석 ······························································· 61

1. 계량경제학적 모형의 개념적 구조 ········································ 62

2. 계량경제학적 모형의 방정식 및 활용 자료의 구성 ············ 66

3. 계량경제학적 모형의 예측치와 실제 소비량의 비교 ·········· 68

4. 개별 사업별 비용 대비 효과 ·················································· 69

5. 한돈자조금사업이 없었을 경우의 국산 돼지고기 한돈 소비량 추정·············································································· 72

6. 한돈자조금사업을 통한 금전적 성과 추정 ··························· 73

7. 경제적 성과분석의 결론 및 제언 ·········································· 76

제 2 장 소비자조사를 통한 한돈자조금사업의 대외적 성과분석 · 78

1. ‘한돈’ 브랜드에 대한 인식 및 평가 ······································ 78

2. 2011 TV 광고 ‘즐거운 한돈 점심시간’에 대한 평가 ······ 85

3. 2011년 TV 광고 ‘2011년 한돈의 귀환’에 대한 평가 ·········· 92

4. 2011년 ‘한돈햄’ TV 광고에 대한 평가 ································· 99

5. 2011년 한돈자조금사업 TV PPL에 대한 평가 ··················· 104

6. 2011년 한돈자조금사업 인쇄매체 기사에 대한 평가 ········ 113

7. 2011년 한돈자조금사업 온라인 홍보 활동에 대한 평가 ·· 120

8. 2011년 공익이벤트/체험사업에 대한 평가 ························· 126

9. 한돈판매점인증제에 대한 평가 ············································ 133

제 3 장 주요 공익이벤트/체험사업 참여자 조사를 통한 한돈자조금사업의 대외적 성과분석 ································· 139

1. 한돈 쿠킹 클래스 ··································································· 140

2. 한돈 드림 다이어트 체험단 ·················································· 149

3. 명예홍보대사 활동 ································································· 155

4. 부위별 가공체험 교육 ··························································· 160

제 4 장 2012년 현재 소비자들의 국산 돼지고기 한돈 및 저지방 부위에 대한 인식 ··················································· 168

1. 각 육종별 취식 빈도 ······························································· 168

2. 평소 돼지고기 구입시 중요하게 고려하는 점 ····················· 169

3. 돼지고기 부위별 선호하는 정도 ············································ 171

4. 주로 취식하는 돼지고기 요리 ················································ 173

5. 최근 1~2년 동안 돼지고기 저지방 부위 취식 증감 ··········· 174

6. 돼지고기 구입시 원산지 (국내산-수입산) 확인 여부 ·········· 177

7. 소비자 인식상 국산 돼지고기 한돈의 수입산 돼지고기 대비 비교 우위 ········································································ 178

제 5 장 한돈농가 조사를 통한 한돈자조금사업의 대내적 성과분석 ·································································· 181

1. 한돈자조금제도 및 한돈자조금사업의 필요성 인식 ············ 181

2. 現한돈자조금 거출 수준 (출하돼지 1두당 800원)의 적절성 ························································································ 183

3. 2011년 한돈자조금사업의 효과 평가 ···································· 187

4. 한돈농가 교육 및 정보제공사업에 대한 의견 ····················· 189

5. 2011년도 유통구조개선 사업별 효과 평가 ··························· 194

6. 향후 한돈자조금사업이 중점을 두어야 할 분야 ················· 196

7. 향후 한돈자조금사업이 중점적으로 전달해야 할 메시지 ·· 198

8. 한돈자조금사업에 대한 한돈농가들의 의견 ························· 200

 

제4 부 향후 한돈자조금사업 추진 방향 ········································ 203

제 1 장 해외의 돼지고기 소비 촉진 홍보활동 사례 ···················· 205

1. 미국 ··························································································· 205

2. 영국 ··························································································· 209

3. 호주 ··························································································· 212

4. 일본 ··························································································· 213

5. 해외 돼지고기 소비 촉진 홍보활동의 시사점 ····················· 218

제 2 장 향후 한돈자조금사업의 타게팅 및 포지셔닝 전략 방향 ······················································································· 220

1. 효과적인 한돈자조금사업 진행을 위한 타게팅 전략 방향 ··························································································· 220

2. 효과적인 한돈자조금사업 진행을 위한 포지셔닝 전략

제 3 장 촉진 믹스별 한돈자조금사업의 달성 과제 ···················· 239

1. ‘한돈’ 브랜드의 운용 및 홍보 ··············································· 239

2. 타겟 소비자들이 선호하는 소비 촉진 홍보 활동 방향 ······ 240

3. Advertising (TV, Radio, 옥외, 온라인) ································ 242

4. PPL, PR ···················································································· 246

5. 시식회, 요리강습 등 공익이벤트/체험사업 ························· 248

 

방향 ··························································································· 230