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제목 2010년도 양돈자조금사업에 대한 성과분석
문서 20112010년도 양돈자조금사업에 대한 성과분석(양돈자조금관리위원회).pdf
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I. 서론 ·································1

1. 연구의 필요성과 목적 ···························1

2. 연구의 내용 및 방법 ····························2

2-1. 양돈자조금사업에 대한 소비자 및 생산자 인식 및 태도 조사·분석 ·········································2

2-2. 양돈자조금사업 경제효과 분석 ······················6

2-3. 양돈자조금사업의 과제와 추진방향 제시 ·············6

 

II. 자조금의 조성과 운용 ·················7

1. 자조금의 조성 ··································7

2. 자조금의 운용 ································10

3. 양돈자조금사업의 세부내역 ····················15

3-1. ‘소비홍보’ 사업 세부내역 ··························15

3-2. ‘유통구조 개선’ 사업 세부내역 ·····················17

3-3. ‘교육 및 정보제공’ 사업 세부내역 ··················18

3-4. ‘조사연구’ 사업 세부내역 ··························20

 

III. 대한 소비자의 태도 조사········ 22

1. 조사의 개요 ··································22

1-1. 소비자조사의 개황 ································22

1-2. 조사대상 소비자의 연령 ···························22

1-4. 조사대상 소비자의 거주 형태 ······················25

1-5. 조사대상 소비자의 학력 ···························26

1-6. 조사대상 소비자가구의 월평균 수입 ················26

1-7. 조사대상 소비자가구 가장의 직업 ··················27

1-8. 조사대상 소비자가구의 가족 수 ····················28

2. 자조금사업에 대한 소비자의 태도 분석 ·········31

2-1. 자조금사업에 대한 소비자의 인지도 ················31

2-2. 자조금사업에 대한 소비자의 지지도 ················32

2-3. 소비촉진활동 사업에 대해 소비자가 반대하는 사유 ··34

2-4. 돼지고기 소비촉진 광고매체별 접촉률 ··············36

2-5. 돼지고기 소비촉진 광고의 효율성 ··················40

2-6. 돼지고기의 가정 내 및 외식 섭취 현황 ·············50

2-7. 돼지고기의 소비촉진 광고와 소비량변화 ···········52

2-8. 돼지고기 가격에 대한 소비자 인식 ·················54

2-9. 소비촉진을 위한 선행조건 ······················· 55

2-10. 소비촉진을 위한 효과적 방법에 대한 소비자 의견 ·· 60

2-11. 돼지고기 구입 및 소비행태 ·······················62

 

IV. 양돈자조금사업에 대한 농가의 태도 조사······· 84

1. 조사의 개요 ··································84

1-1. 농가조사의 개황 ··································84

1-2. 조사대상 대의원의 연령 ···························84

1-3. 조사대상 대의원의 양돈경영 경력 ··················85

2. 대한 농가(자조금대의원)의 태도 분석 ·· 86

2-1. 자조금사업에 대한 전반적 인식 ···················86

2-2. 소비촉진 광고에 대한 접촉매체 및 호감도 ··········88

2-3. 양돈자조금사업의 집행예산에 대한 평가 ···········91

2-4. 효과적인 광고 및 홍보수단의 선택 ················92

2-5. 돼지고기 소비촉진을 위해 필요한 선행조건 ·········93

2-6. 농가교육 및 정보제공사업에 대한 평가 ············94

2-7. 양돈자조금 예산투입 우선순위에 대한 의견 ·········95

 

Ⅴ. 양돈자조금사업의 경제적 효과 ········98

1. 분석모형 ·····································99

2. 자료설명 ····································104

2-1. 자료 기간 ·······································104

2-2. 자조금사업 구분 ·································105

2-3. 자료에 대한 이해 ································106

3. 추정결과 ····································109

3-1. 양돈자조금사업( ) 효과 ························109

3-2. 세부사업 활동 효과 ······························112

4. 양돈자조금사업 활동의 경제적 효과 ···········114

5. 특정 부위 돈육의 소비 이전 효과 ·············120

 

Ⅵ. 요약 및 향후 추진방향 ·············125

1. 연구결과의 요약 ·····························125

1-1. 양돈자조금의 조성과 운영 ························125

1-2. 양돈자조금사업에 대한 소비자의 태도 ·············126

1-3. 자조금사업에 대한 농가(자조금대의원)의 태도 ·····135

1-4. 자조금사업의 경제효과 분석 ······················138

2. 양돈자조금사업의 향후 추진방향 ··············142