• 통상정보연구
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• 제10권3호
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• pp.391-406
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• 2008

Recently, U.S. beef completely is opened and a point of present time, beef import market is increased, the high branding and high quality of Korea's beef cattle is urgent for a brand-name of Korea's Meat got competitive superiority in world market. Also, for that situation, Producers and Distributors request successful marketing strategy establishment and in the concrete, I present a counterplan strategy based on 4P(price, product differentiation, sales promotion, distribution) strategy.

• 한국유기농업학회지
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• 제16권4호
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• pp.367-390
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• 2008

Consumer's concerns over beef safety are increasing according to resuming U.S. beef import. And a few beef producers have converted into organic beef recently. This organic beef must have taste, nutrition and safety that consumers demand for. Korean organic beef should be gone on sale at the shop under direct management of producer's organizations or the special shop for Environmentally friendly products. So they should win consumers' confidence for beef safety and transparency in producing and marketing process.

• Journal of Contemporary Eastern Asia
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• 제11권1호
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• pp.1-20
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• 2012

This study analyzes messages from Korean TV debates on the conflict over U.S. beef imports and the process of negotiations over the imports in 2008. The authors have conducted a content analysis and a semantic network analysis by using KrKwic and CONCOR. The data was drawn from nine TV debates aired by three major TV networks in Korea (MBC, KBS, and SBS) from 27 April 27 2008 to 6 July 2008. The results indicate substantial differences in the semantic structure between arguments by the government and those by civic groups. We also investigated the relationship between the terms frequently used by both sides (i.e., the government and civic groups), and the terms used exclusively by one side. There was a gradual increase in the number of terms frequently used by both sides over time, from the formation of the conflict to its escalation to its resolution. The results indicate the possibility of general agreement in conflict situations.

• 농업과학연구
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• 제45권4호
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• pp.905-916
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• 2018

The purpose of this study was to analyze factors affecting US beef consumption intention in the future, to identify the causes of US beef import growth and to derive implications and strategies for domestic beef producers. Since the KORUS FTA was signed in 2012, US beef imports in 2017 totaled 379,064 tons, an annual increase of 3.5 percent. US beef imports have been steadily increasing due to cuts in FTA tariffs and changes in consumer preferences. The data used in this study utilized a sample of 3,290 grocery purchasers from the Korea Rural Economic Institute's 2016 Food Consumption Behavior Survey. The analytical method used the Ordered Logit Model to analyze what factors influence a consumer's subjective evaluation. As a result, the major factors affecting US beef consumption intention in the future are price, taste and safety. In particular, it has to do with the recent surge in U.S. imports of good-tasting chilled meat. Because chilled meat does not differentiate the market from Hanwoo beef produced in Korea, it is necessary to have differentiated taste and low price through cost reduction. By age and family group, people aged 30 - 40 years and single-person households are the main consumption group. As a result of this study, it is necessary to establish marketing strategies for producers such as rational pricing, safety, taste promotion, and small-scale sales to extend the demand for Hanwoo beef in the younger generation to enhance the competitiveness of the domestic beef market.

• 한국언론정보학보
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• 제46권
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• pp.108-147
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• 2009

이 연구는 미 수입쇠고기와 촛불집회 논란에 대한 중앙일간지인 "조선일보"와 "한겨레신문", 그리고 지역일간지인 "강원일보"의 뉴스보도 프레임을 텍스트 분석학적 방법을 사용하여 비교분석하였다. 엔트만(1993)의 프레임 정의를 사용하여, 보도내용을 형식적인 면과 내용적인 면으로 나누었다. 형식적인 면으로 일화적, 주제적 그리고 일화적+주제적 중심 프레임으로 구분하였으며, 내용적 면으로 '책임귀인', '인간적 흥미', '대항', '민주적 합의', '국민 건강' 그리고 '정책홍보' 등 총 8개의 프레임으로 세분화하였다. 기사유형으로는 스트레이트성 뉴스(전체평균 75.9%)가 가장 높은 비율로 나타났으며, 이어서 기획 특집(11.7%)과 사설(6.3%) 순이었다. "조선일보"의 경우, 사설(11.0%)의 비율이 다소 높았으며, 한겨레는 기획 특집기사(20.9%), 그리고 "강원일보"는 뉴스(89.7%)가 절대다수를 차지한 것으로 조사되었다. 형식적인 측면에서 일화 중심적 프레임 비율이, "조선일보"(90.3%), "한겨레"(66.3%) 그리고 "강원일보"(88.8%)로 조사돼 연구대상 신문 모두 일화 중심 프레임의 비율이 높은 것으로 나타났다. 신문사별로 강조된 프레임을 살펴보면, "조선일보"는 국민건강(17.8%)과 책임귀인 프레임(10.6%)의 비율이 상대적으로 높았다. 그러나 "한겨레"의 경우, 대항프레임(31.3%)과 책임귀인 프레임(38.4%)의 비율이 높았으며, "강원일보"는 대항프레임(38.4%)과 경제적 프레임(17.9%)의 비율이 높은 것으로 나타났다. 마지막으로 신문사별 프레임 특징 면에서, "조선일보"는 미 수입쇠고기와 촛불집회에 대한 미국과 한국정부의 정책을 지지하는 정책홍보 프레임(25.4%)의 비율이 높았다. "한겨레"의 경우, 수입쇠고기에 대한 기획 특집기사의 보도비율이 높았으며, "강원일보"는 높은 비율의 경제적 프레임에도 불구하고, 사설이나 칼럼 등 의견성 기사의 비율이 매우 낮아 수입쇠고기로 인한 잠재적인 경제적 피해에 대하여 제 목소리를 내지 못한 것으로 조사되었다.