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Analysis on the relationship between Hanwoo brands' growth and marketing margin

한우브랜드의 성장과 유통마진의 관계 분석

  • Koo, Bon-Chul (Dept. of Food & Resource Economics, Graduate School, Yeungnam University) ;
  • Park, Jae-Hong (Dept. of Food & Resource Economics, Yeungnam University)
  • 구본철 (영남대학교 대학원 식품자원경제학과) ;
  • 박재홍 (영남대학교 식품자원경제학과)
  • Received : 2011.12.26
  • Accepted : 2012.03.23
  • Published : 2012.03.31

Abstract

Hanwoo, Korean cattle, is traditionally an important livestock to farmers and also important meat to consumers. Recently, to make more efficient production system and provide cheaper and high-quality hanwoo meat, the scale-up via brand is emphasized. However, the price of hanwoo is getting higher and the price increase is considered to occur due to marketing margins in the distribution process. In this study, factors affecting the hanwoo marketing margin are analyzed using 2004-2009 monthly data. In the Cochrane-Orcutt estimation of marketing margin, hanwoo production, other domestic production and import, income, output index, market share of major retailers, and market share of hanwoo brands shows statistical significance in the result. The results shows basic factors of the marketing margins to hanwoo and gives some implications to the management system of hanwoo brand like a sophisticated market segmentation and a differentiated promotion.

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