• Asia Marketing Journal
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• 제15권2호
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• pp.29-47
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• 2013

Distribution channel decisions involve long-term commitments with other firms that are very difficult to change or replace. In particular, marketing channel decisions in emerging markets are much more complicated due to unfamiliar conditions and problems such as lack of market data and distribution systems. Therefore, when a company considers changing or introducing a marketing channel in an area, it is much more difficult to judge its effectiveness in an emerging market than in a developed market. In this study, we investigate the development process of a new direct marketing channel of Hongfu Fertilizer Company (hereafter Hongfu), a medium-sized Chinese fertilizer manufacturer, and propose an approach to test the feasibility of this new marketing channel in the Chinese rural market. We measure the effectiveness of Hongfu's new marketing channel from two perspectives: i) from customers' perspective through direct responses of farmers, which showed that a new channel can increase the convenience and lower the purchasing costs for the farmers, and ii) from the company's perspective, by calculating the incremental profit of the company using the expansion factor (T/Q) method, which suggested that the execution of Hongfu's strategy to expand a new marketing channel will result in an increase in profits. The results of this study contribute to the development of a methodology to test the feasibility of a new direct marketing channel in the emerging markets such as the Chinese rural market. Traditional and indirect distribution channels in emerging markets are generally not very efficient and difficult to change. Especially, in emerging markets, like the Chinese rural market, the methods of testing channel feasibility must be different from that of developed markets. Considering market situations, market experiments can be more effective then systematic market surveys in testing channel feasibility in emerging markets. This study implies that managers must learn to cope with a transition from the traditional marketing channels in emerging markets. With the development in farmers' understanding of marketing concept, the transition from traditional marketing channel is unavoidable for all firms. Farmers in China are generally very conservative, however, their buying behaviors are changing. Therefore, fertilizer companies should try to adjust in accordance with farmers' demand characteristics that the efforts to meet the economic needs of farmers with new marketing channels as well as trust building are critical in the near future.

• KDI Journal of Economic Policy
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• 제39권3호
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• pp.19-41
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• 2017

This paper examines the aspects of changes in China's consumer market since the mid-1980s. By comparing urban and rural residents' expenditures, I find that the rural consumer market has exhibited extraordinary growth. Over the past decade, the consumption growth rate and average propensity to consume by rural residents have surpassed those of their urban counterparts, with the former's consumption patterns becoming increasingly similar to the latter's. Such a phenomenon prevails in rural areas which neighbor second-and third-tier cities where urbanization is progressing rapidly. These findings imply that Korean companies need to diversify their export goods in line with China's expanding rural markets while further differentiating their product composition to satisfy the heterogeneous demands in urban areas. With regard to the government, efforts must be made to strengthen the export cooperative system so that it targets not only urban but also rural markets in China.

• Asia Marketing Journal
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• 제16권2호
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• pp.15-38
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• 2014

This paper explores the influence of pursuing goals on customer channel preference in Chinese rural market. With the rapid change in distribution channels and increase in multi-channels, it is necessary to understand the preference for channel choice as well as product choice. This study empirically validated the conceptual framework of the relationship between the pursuing goals and customer channel choice proposed by Balasubramanian, Raghunathan, and Mahajan (2005). Based on the survey data of 232 fertilizer customers in Chinese rural market, this study explores how economic, social, and psychological pursuing goals can impact customer channel preference by mediating variables of product utility and process utility. The results indicate that pursuing goals positively related with product utility and process utility, and product / process utility can mediate the relationship between pursuing goals and customer channel preference positively. Consequently, we can conclude that customers' economic-social-psychological pursuing goals can directly influence customer channel preference via their purchase process utility and product utility. This result also implies that product utility is effective on process utility during consumer's buying decision making, and process utility and product utility are not mutually independent. Therefore, purchase process utility is a "latent driving force" on customer's channel choice decision.

• 농촌계획
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• 제23권3호
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• pp.53-60
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• 2017

In order to export Korean spray roses to the China, it is needed to analyse chinese preferences, rose attributes, and purchase intentions. The purpose of this study is to present the implications on the production and distribution of roses for export by analyzing the quality preference attributes and purchase intention of Korean rose for Chinese flower experts. A survey on the preference and purchase intention of Korean flower roses by Chinese flower experts was conducted through face - to - face interviews with flower show participants in China. Approximately 100 Chinese flower experts who participated in the Flower Show in 2016 received the questionnaire, and 86 survey results could be used for analysis. Survey data were analyzed using ordered probit and bivariate probit models. As a result of an analysis, it was found that Chinese flower experts were more likely to buy Korean roses than Chinese roses even if they consider flower color, leaf shape and size and color diversity. The probability of purchasing more than twice the price was higher than that of the color diversity considering the flower shape, leaf shape and size, but the bivariate order probit model was larger than that of flowers, leaves and size, and the order of probability size was changed. In order to increase the export of Korean spray roses to the Chinese market, We need to increase Chinese experts' preferences and satisfaction. For this purpose, it is very important to develop export varieties of roses with large flower buds and shape / coloring, and to apply the useful post-harvest technology that can extend freshness and distribution period of export roses.

• 농촌지도와개발
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• 제16권2호
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• pp.285-304
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• 2009

The objectives of this study were finding out some methods about development of oversea agriculture in Korea. It is a tough task that faces us now. China is a big agricultural country, most agricultural investment country and the nearest located in Korea. So this study researches on the quality of farmers and characters of rural human resources in China. In China, agriculture industry is the basic industry among national economy developments. The majority of populations in China are living in rural region. Agriculture, villages and farmers are main issues in China. From this point, An analysis of Chinese farmers' characters and qualities; general conditions of farmers' knowledge of science and technology, their education level, quality of minds and sprit, and rural public health service situation in China. The result of this study is following; First, Chinese farmers' factors that low education level, big cultural differences between cities and country sides affect the development of China's agriculture as obstruction factors. Second, Practice conditions of farmers' science knowledge and technology are low level, output of higher rural human resources, low quality of minds and sprit and problems of agricultural extension service. It is negative influenced of agriculture and farmers economic development in China. Third, unsociable culture of the peasantry influences Chinese farming in the negative ways. Also, conventional notions of family are getting weaker, it makes connection of the kinship weaken. But, Chinese think that this kind of kinship is the most important thing in their life. Fourth, in the case of situations that the farmer's sanitation and health, low level of the medical service is getting worse than before relatively. And there are a lot of discordances between a planned childbirth policy and personal recognitions. Also, lacking of nourishment makes labor productivity falling tendencies. The medical industry falls short of the standard as compared to the number of farming people. Fifth, in the peasantry's consciousness of the legal system, this causes difficulties to farmers in the market. Shortage of the legal knowledge exerts a bad influence upon rural economy.

• 농촌계획
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• 제11권2호
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• pp.1-8
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• 2005

This study is to develop a web-based integrated system for flow of agricultural products based on recent researches with engineering approach. The system stands on the basis of web for accessibility and usability. Three parts of the system consist of analysis of regional shipping characteristics using tank model, estimation of pallet load efficiency with Monte Carlo Simulation, a long term prediction of market price with reliability analysis. Besides a decision support module for selecting optimal shipping market is added through synthesizing techniques and spatial analysis using GIS and applied to Chinese cabbage of Pyeongchang in 2004.

• 유통과학연구
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• 제14권8호
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• pp.139-151
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• 2016

Purpose - In Chinese rose market, Korea competes against Latin American and African countries, but is not so competitive in terms of price and quality, implying the importance of using appropriate marketing strategies. This study aims to examine Chinese rose consumers' recognition and attributes of preference for roses produced in Korea, in order to use the result as baseline data for Korean rose exporters to China and provide implications that help establish a variety of marketing strategies targeting each region, income and age group. Research Design, Data and Methodology - 112 Chinese people were involved and interviewed in Chinese horticulture industry who had participated in 2016 Hortiflorexpo IPM Beijing. Online questionnaire survey was additionally conducted with 533 Chinese living in Korea and China. The Conjoint Analysis was conducted for region, age, and income group of respondents to estimate the relative importance of rose attributes evaluated by each population group and the utility derived from each attribute level. This process aimed to compare respective population groups for the relative importance and utility to derive implications for targeted marketing strategies. Results - The analysis finds that Chinese rose consumers prioritize rose color, followed by price, flowering stage, and flower size in purchasing roses. They prefer red roses most, followed by pink and then yellow. Moreover, they prefer larger roses, and relatively cheaper roses. The analysis reveals they prefer roses in their 20%-flowering stage to more than 40%-flowering stage. Conclusions - Establishing marketing strategies differentiated for each Chinese consumer group is critical in expanding Korean rose export. The analysis finds while Chinese consumers living in Beijing considered rose color and flowering stage more importantly than their counterparts in Shanghai, Chinese consumers living in Shanghai considered rose price and size more importantly than their counterparts living in Beijing. Therefore, establishing marketing strategies based on these attributes of preference in each region is necessary. Mid & low-income consumer groups considered price as the most important factor, and high-income consumer groups considered rose color as the most important one. It is, thus, important to focus on rose color when establishing a marketing strategy with targeting the high-income consumer group.

• 농촌지도와개발
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• 제10권1호
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• pp.103-114
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• 2003

The purpose of this study is to examine Japonica rice farming of China. Asian rice is divided into Japonica and Indica species. Japonica rice represents only less than 20% of Chinese rice output, but it can compete with Korea rice in both price and quality. The rise of income level has expanded the scale of production of Japonica rice in China. China’s adhesion to the World Trade Organization (WTO) has forced Chinese policy makers to face their obligations and responsibilities such as abolishing subsidies on agricultural exports. But being member of the WTO entry also helps China exercise and enhance its influential place in the global economy. Because of geographical proximity and the fact that Korea is ranked second among countries with which China still has a trade deficit, China may seek and plead for an opening of the protected Korean rice market to stabilize prices and prevent excess supply of Chinese rice. Though Korean rice farmers feel that prices are still low, Chinese rice remains far cheaper than Korean rice with the price gap is still on the rise. In anticipation of such fierce competition, Korea must carefully review its current policies and closely follow the evolution of rice production, marketing, and trade in China. This study also suggests some of the possible research using more recent data that should be conducted in the future.

• 한국조경학회지
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• 제40권5호
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• pp.73-87
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• 2012

국내에 중국인의 유입이 증가하면서 중국 이주민 거주지가 많이 생겨나고 있다. 이러한 이주민 거주지역은 도시내의 독특한 경관을 형성할 뿐 아니라 도시경관에 있어서 문화적 다양성이 드러나고 있다. 그래서 본 연구에서는 중국 이주민 거주지 내의 시장공간을 대상으로 문화경관을 해석하고자 한다. 연구대상지는 서울시 영등포구 대림동 중국 이주민 거주지내의 중앙시장으로 하였으며, 연구방법은 참여관찰법이다. 본 연구의 결과를 요약해 보면 다음과 같다. 중국인 상인들은 보행자 도로에 탄즈나 상품더미와 같은 개인의 물건을 놓고 거기서 상행위를 하고 있으며, 큰 규모의 차양을 설치하여 보행자 도로를 완전 점유함으로써 보행자 도로를 가게의 내부공간으로 변형시켰다. 또한 보행자 도로를 이용하는 행인들은 차량용 도로를 통해 이동하게 되어 차량용 도로가 자동차만의 공간일 뿐 아니라 보행자를 위한 공간으로 변형하게 되었다. 이러한 변화를 통하여 원상태의 공간분류인 건물 - 보행자 도로 - 차량용 도로에서 건물 - 보도 및 탄즈 겸용공간 - 차도 및 보도의 겸용공간으로 변형되었다. 중국인 거주자에 의해서 중앙시장의 공간의 이용행태는 원상태의 공간의 이용행태하고는 본질적으로 다르며, 공간 구분에서도 기존의 공간구분과는 다르다. 그리고 이러한 공간에 대하여 중국 이주자들이 어떻게 인지하는지를 살펴보면 먼저 중앙시장에서 상행위를 하는 중국상인은 가게공간에서 탄즈와 같은 중국식 시설물을 설치함으로써 공간을 이용하기가 편리한 공간으로 인식하고 있었다. 그리고 중앙시장을 이용하는 중국인 고객은 중앙시장을 중국의 음식이나 일상용품을 쉽게 구매할 수 있는 공간으로 생각하고 있었다. 또한 중앙시장의 경관이 중국현지 경관과 유사하다고 생각하고 있어 이 공간을 친근하고 익숙한 공간으로 생각하고 있었다. 이처럼 중앙시장은 중국인이 중심이 되는 소비의 공간이자 한국 안에 위치하는 작은 중국으로 생각하고 있었다. 본 연구의 결과는 차이나타운의 건설 시 중국인 거주자의 입장에서 계획이 될 수 있도록 이론적 기초자료로 활용될 수 있다. 또한 참여관찰법을 통한 연구는 실질적이고 깊이 있는 정보를 현장에서 직접 수집하는 방법으로 조경분야에서도 정보를 수집하는데 방법론적 의미를 가질 수 있을 것으로 판단된다.

• 한국식품영양과학회지
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• 제42권2호
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• pp.249-254
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• 2013

국산 및 중국산 갈색거저리 유충의 일반성분의 함량 분석 결과, 갈색거저리의 동결건조 분말은 고함량의 단백질(50.32~52.99%)을 포함하고 있었고, 중국산 분말이 약 2.67% 정도 국산에 비해 높은 단백질을 함유하고 있었다. 갈색거저리의 필수 및 비필수아미노산을 포함하고 있었고, 분석된 아미노산의 함량은 국산과 중국산이 비슷한 수준을 나타내었으며, 비필수아미노산 중 glutamic acid의 함량이 다른 아미노산에 비해 가장 높게 존재하였다. 지방산의 분석 결과, 갈색 거저리 분말은 총 지방산 중 76.80~80.55%의 많은 불포화 지방산을 함유하고 있었다. 불포화지방산 중 linoleic acid는 국산 $20.80{\pm}1.1%$, 중국산 $34.69{\pm}1.9%$로 13.89% 차이, oleic acid는 국산 $51.40{\pm}0.47%$, 중국산 $40.20{\pm}1.5%$로 11.2%의 차이, linolenic acid는 국산 0.5%, 중국산 1.4%로 명확한 함량 차이와 유의성(p<0.05)이 인정되었다. 유해물질인 식중독균(E. coli O157:H7, Salmonella spp.)은 국산과 중국산 분말 모두에서 검출되지 않았으며, 중금속 검사 결과에서 수은(Hg)이 국산과 중국산에서 각각 0.03 mg/kg, 0.08 mg/kg으로 검출되었으나 일반식품의 기준치 이하로 확인되었고 그밖의 중금속은 존재하지 않았다.