A Study on the Cases of Merchandising and Suggestions for Improving Competitive Power of Traditional Liquor
2006
Jun, Y.M. (Rural Development Administration, Suwon, Republic of Korea), E-mail: [email protected] | Ahn, Y.S. (Rural Development Administration, Suwon, Republic of Korea) | Kim, M.H. (Rural Development Administration, Suwon, Republic of Korea)
This study intends to offer suggestions for improving the security and competitive power of traditional liquors by investing in the status of intellectual property rights. Merchandising and the marketing strategies of traditional liquor are also addressed. The data was collected through a questionnaire survey given to 101 CEOs of traditional liquor manufacturers. The major results of this study were as follows: The management types of traditional liquor manufacturers were classified as the company 57 (56.4%), the corporation or the union 29 (28.7%), domestic industry 10 (9.9%), and marketing community or technology center 5 (5.0%).
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