Global Strategy of Korean Foods Min-A Lee Korea Food Research Institute,.,. (needs)..,.,,,,,,,. 10,000 2017 5 (2007. 11).,,,,,. 2000 *Corresponding author: Min-A Lee, Ph.D. 516 Baekhyun-dong, Bundang-gu, Seongnam-si, Kyonggi-do, 463-746, Korea Phone: +82-31-780-9302 Fax: +82-31-709-9876 e-mail: malee@kfri.re.kr 2
(42). (1),.,,,. (5),.., 1, (1984) 1,,,, 2008.,,.,. SWOT, 2.,.,,,., (ethnic food),,.,. 1990, 1992. 1990, (WTO), 3 Food Science and Industry (Vol.41 No.4)
1. ( ) (2008) (2008) (2006) (2006) (2005) (2005) (2005) (2005) (2005) (2004) (2000),,.,,,,,,,,,,,, ( ),,,,,.,,,,,,,,,, (8).,,, 1990,,, 1990,,,, (33). 90 (), (), (), () 4
2. SWOT Strength :, :, :,,, : Opportunity (Ethnic food) : FTA :, Weakness (Symbolism) Threat FTA :. 2000 2002,,, BHC,,,,, (33). 2005 1,194 2002 113.6%, 2006 57 32 56.1% (14). ( )GGN, ( ), ( ) (43).,,,,. (12).,,.., 5 Food Science and Industry (Vol.41 No.4)
,..,. (12). 1),, 2), 3) 70, 4), 5), 6) TV, 7), 8), 9), 10), 11), 12), 13) 3., (,,, ),, (,,, LA), (, SD), (, LA), (, LA), (, ), (, ),,,,, BBQ( ), (, ), (, ), (), ( ), (, ), (. ),,,,,,,,,,,,,,,,,, () (: 11, 32) 6
4. / Total 20 6 6 5 37 7 5 5 2 19 9 1 1 1 12 6 2 1 2 11.,,,, (12). 2007, 2008, 2008 60, 34 56.7%. < 4>,,, (,,, ),,., (,,,, ), (,, ),.,,, BBQ,, 5.,, (16, 24, 25, 27, 29, 43, 44, 45).,,, ( /),. (1998) Bai YH & Zhao J(2003) > (, )>, (2004) >> >. ( )(2007) > >,,.,,. (, ). (42, 44). 7 Food Science and Industry (Vol.41 No.4)
(38). (6, 17, 47). (2005).,,,.,,,.,,,,,,, (), (47).,,,,, (7). 1) 6. Product,. Place, Promotion PR. People, Physical evidence,. Process sea vegetable. 2) 7. Product,. Place, Promotion. People. 3) 8. Product, Place. Promotion Kitchen of the World,,, People. Physical evidence (GTR), Process. 4), Product,, 8
, Promotion., People, Physical evidence. Process. 1) 5. 7Ps : Product ) : () : ),,. 1 $300~$500 : (, ) : Place () : ) -40 ~-60 Price () - Promotion, () PR Visit Japan (2007 : 12) People () PR, : Physical Evidence. ( ) : : ) -, Process (), -, - : seaweed sea vegetable : 9 Food Science and Industry (Vol.41 No.4)
6. 7Ps : Product () : : Place () (traceability): Price () - SOPEXA:,, Promotion ) 2007,, () : (France Gastronomie) : 816,669 ( 10, ) People () : Viniflhor 27 : Physical Evidence - ( ) Process - () (Symbolism), (18). (ethnic food), (3).,, (National Restaurant Association: NRA) (ethnic food) 30 (14).,, 10 (26).,, Marketing Mix Product, Price, Promotion, Place, 4Ps. Product,. (Price), (12). (Promotion),,,, 10
7. (Tom Yam Kung) 7Ps : Product () :.,, : Place () Price () - 2004 : Kitchen of the World,, Promotion Thai Select Certification :, () People : () : : Physical Evidence (GTR) :,,,,, ( ) Process ( ) () : $1000 8. 7Ps Product, () Place () - Price () - Promotion : () People 2008 () : Physical Evidence :, ( ), : 2008 Process,,, () 11 Food Science and Industry (Vol.41 No.4)
,, (15). (Place) 2007 6,448,240 4.8%, (41). 2),. (2007),,,.. 2000 ASEM( ).,,,, (12).,,,,,, (9),,,,,,,,,,,,,,, (32).., (30). (12). 3),,. 2001 5,653,809 2007 7,044,716,, (40),, (18).,,,,.., 12
9. STAR CHEF STAR CHEF (Thierry Marx), (Pierre Gagnaire), (Alain Ducasse), (Paul Bocuse) (Nobu Matsuhisa), (Masa Takayama), (Tetsya Wakuda), (Yoshihiro Murata), (Kiyomi Mikuni) (Joel Robuchon), (Jean Georges), (Daniel Boulud), (Rachael Domenica Ray) (Burj Al Arab) - ( ) (Mr.Steve Barton) (Gordon Ramsay), (Gary Rhodes) - (Ferran Adria), (3).,. (Brand Chef), (Star Chef) (10).. < 9>. 4), (19),,,,.,., (),,,,,,, (39). (39),,, (35), (39).,., ( ) 20-30 (44). 5),. 13 Food Science and Industry (Vol.41 No.4)
,,, (28).,,,,, (36),,. IT,,,. 21 (44). 6) R&D,, HMR(Home Meal Replacement) (26) HMR. 75% HMR HMR 250 ~1100, 1999 7 2010 448. HMR 30% (22, 37).., (14).,,,,,,, (20).,,,, /, cross cultural study (3).,,,,,,,,,, (13), 2007 NRA American Culinary Federation.,,, (23).,.,., 14
,.,,,. 1. Agenda research group.. (2006) 2. Bai YH, Zhao J. Marketing strategy for Korean restaurants in Florida; Through view of custromer s preference, recognition and satisfaction. J. Foodservice Management 6(2): 85-100 (2003) 3. KDI. 2007-2011 - - (2007) 4. NRA www.restaurant.org 5. Olsen MD, West J, Tse EC. Strategic management in the hospitality industry. Pearson Prentice Hall: New Jersey. (2008) 6.,.., 3(1): 78-97 (1988) 7.,,. - - 9(2) (2007) 8.. - LA -, (2007) 9... 22(5): 499-507 (2005) 10.,,. - -. 22(6): 682-689 (2007) 11... 2005 (2005) 12.., 10(2): 155-179 (2007) 13... 11(1): 307-336 (2008) 14.. (2007) 15.. (2006) 16. www.withbuyer.com/ 17.,,,. 24(2): 63-73 (1986) 18.. (2006) 19.. - (2007) 20. www.cha.go.kr 21..,. (2003) 22... (2008) 23.... (2007) 24. www.seoul.co.kr/ 25. www.segye.com/ 26.. 21. BIZ. (2007) 27. www.asiatoday.co.kr 28. www.foodbank.co.kr 29. www.weeklyhk.com/ 30.. (2007) 31... 20(3): 367-373 (2005) 32... 16(5) (2000) 33.. - - (2005) 34.,.. 20(1), 105-121 (2005) 35..,. 17(1) (2001) 36... (2007) 37... (2005) 38.. 39(6): 15-23 (2001) 39.,... (2004) 40. www.nso.go.kr 41.. (2007) 42.. (2004) 43. ( ). (2007) 44. ( ). FTA (2007) 45.. (2008) 46.. 14(2): 188-194 (1998) 47.,,., 14(1): 93-99 (1995) 48.,.. (2007) 15 Food Science and Industry (Vol.41 No.4)