제목 | 2010년도 양돈자조금사업에 대한 성과분석 | 문서 |
20112010년도 양돈자조금사업에 대한 성과분석(양돈자조금관리위원회).pdf |
내 용 | < 목 차 > 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 |