FTA에 대비한 제주감귤의 지역 공동브랜드화 방안 연구

Abstract

Korea is currently promoting the FTAs with various countries to cope with growing trend towards regional economic bloc and secure the stable global markets. It is expected that pushing ahead with FTA will cause a considerable loss in less competitive sectors of industry, especially in agriculture in Korea. Jeju is estimated to suffer a great loss in tangerine industry if the FTA is concluded and agricultural products that are competitively priced and of high quality are imported.

The purpose of this study is to examine the regional co-brand that can help to enhance the competitiveness of Jeju tangerine industry to provide for the conclusion of FTA.

FTA is a part of the regional trade agreements and the most loose type of regional economy integration between countries granting their members an exclusive trade preference. With the conclusion of FTA, it is expected that there will be a considerable loss in agriculture.

It is estimated that, according to the result of assessments of the impact of the FTA, production amounts of domestic grape decreased by 3.5 billion won in 2004, the first year of the conclusion of FTA, and since then have decreased by 5.1 billion to 7.1 billion won year by year. As to Jeju tangerine, it is estimated that its domestic production has decreased by 0.1~0.3 percent and the price of tangerine has come down by 0.4~0.8 percent due to an increase in imports of grape from Chile, resulting in a decline in production amounts of Jeju tangerine by 2 billion to 4 billion won each year.

Co-brand is a marketing strategy in which many producers of the same trade and in the similar or different business establish mutual aid system in which they share the existing brand name and work together to develop a new brand to enhance brand efficiency, strengthen their brand image at home or abroad and successfully open up unique markets.

Co-brand of agricultural products is expected to revitalize the local economy by creating high value-added making the most of regional characteristics and advantages and cope with the external pressure for the opening of markets, such as WTO, launch of new round, and FTA negotiations. Furthermore, it has great significance in that co-brand can boost competitiveness and is a key to survival of the agricultural industry in the global market.

This study suggests the methods and directions of promoting the regional co-brand of Jeju tangerine at the producer, brand development organization, and government level respectively. Successful regional co-brand making is expected to improve the competitiveness of Jeju tangerine and provide for the FTAs.