제1장 수산물 유통의 이해
제1절 수산물 유통의 기초 15
1. 유통의 개요 ·················································15
2. 유통경로(流通經路, distribution channel) ·························18
3. 수산물 유통의 뜻 ············································21
4. 수산물 유통의 기능 및 활동 ···································· 22
적중예상문제 33
제2장 수산물 유통기구
제1절 수산물 유통기구 41
1. 수산물 유통기구의 정의 ········································41
제2절 수산물 유통조직 47
1. 산지시장 ···················································47
2. 도매시장 ···················································51
제3절 수산물 유통경로(Distribution channel) 60
1. 수산물 유통경로의 이해 ·······································60
2. 수산물 유통경로의 형태 ·······································60
3. 도매시장의 운영방식과 수산물 유통경로 ··························62
4. 수산물 유통경로의 특성 ·······································62
5. 물적 유통기능 ···············································63
6. 유통조성기능 ················································69
적중예상문제 74
제3장 주요 수산물 유통
제1절 활어 유통구조 88
1. 활어 유통구조 ···············································88
2. 선어 유통구조 ···············································92
3. 냉동 수산물 유통구조 ·········································94
4. 수산 가공품 유통구조 ········································· 96
?적중예상문제 102
제4장 수산물 유통정보
제1절 수산물 유통정보의 기능과 종류 114
1. 정보의 이해 ················································114
2. 수산물 유통정보의 이해 ·······································116
3. 수산물 유통정보의 종류 ·······································117
4. 수산물 유통정보의 요건 ·······································117
5. 수산물 유통정보와 의사결정요인 ································119
6. 유통정보 시스템 관련 용어 ····································119
제2절 수산물 유통정보의 이해 122
1. 수산물 유통정보의 발생과 현황 ·································122
2. 수산물 유통 정보의 분산과 이용 ································136
제3절 최근 유통시장 현황 139
1. 어업생산 통계 ··············································139
2. 해수면어업 ·················································140
3. 내수면어업 ·················································145
4. 원양어업 ··················································147
5. 수산물 수출입 ··············································150
6. 주요 농수산물 부류별ㆍ단계별 유통비용 ··························152
적중예상문제 153
제5장 수산물 거래
제1절 소매시장 거래와 시장 외 거래 164
1. 소매시장 거래 ··············································164
2. 시장 외 거래 ···············································168
제2절 선물거래 171
1. 선물거래의 의의와 기능 ·······································171
2. 선물거래 용어 ··············································172
3. 수산물 선물거래 ············································173
4. 선물시장에서 거래가 성립하는 이유 ·····························174
5. 선물계약가격의 결정 ·········································174
6. 연계거래(hedging) ··········································175
제3절 공동판매와 공동계산제 176
1. 협동조합 유통 ··············································176
2. 공동판매의 개념과 장점 ·······································177
3. 공동판매의 유형 ············································178
4. 공동판매의 3원칙 ···········································179
5. 공동계산제의 장점과 단점 ·····································180
제4절 수산물 전자상거래 181
1. 전자상거래의 개념과 특징 ·····································181
2. 전자상거래의 기대효과 ·······································181
3. 전자상거래의 문제점 ·········································182
4. 전자상거래의 유형 ···········································182
5. 수산물 전자상거래의 제약요인 ·································184
6. 수산물 전자상거래 활성화 방안 ································185
제5절 표시기준 185
1. 수산물 ····················································185
2. 수입수산물과 그 가공품 및 반입수산물과 그 가공품 ················186
3. 수산물가공품 ···············································186
제6절 표시방법 187
1. 일반적인 표시방법 ···········································187
2. 개별적인 표시방법 ···········································188
제7절 표시위반 189
1. 원산지를 표시하지 아니하는 행위 ·······························189
2. 원산지를 실제와 다르게 표시하는 행위 ··························189
3. 원산지표시를 거짓으로 하거나 이를 혼동하게 할 우려가 있는 표시를 하는
행위 ······················································189
4. 원산지표시를 혼동하게 할 목적으로 그 표시를 손상?변경하는 행위 ··· 189
5. 원산지를 위장하여 판매하거나, 원산지표시를 한 수산물이나 그 가공품에
다른 수산물이나 가공품을 혼합하여 판매하거나 판매할 목적으로 보관이나
진열하는 행위 ··············································189
제8절 위반처벌 189
1. 거짓표시 : 7년 이하의 징역 또는 1억원 이하의 벌금 ·················189
2. 미표시 : 1천만원 이하의 과태료 부과 ·····························189
3. 농림수산검역검사본부 수산물 안전부 홈페이지 참여마당(www.nfis.go.kr)
으로 신고, 지역검역검사소 또는 사무소로 신고하거나 국민신문고(https://
www.epeople.go.kr)로 신고, 허위표시로 적발 시 5만원에서 최고 200만원
까지 신고 포상금 지급 ······································· 187
적중예상문제 190
제6장 수산물 유통정책
제1절 수산물 유통 현황 및 문제점 199
1. 수산물 유통 현황 ············································199
2. 수산물 유통의 문제점 ········································201
제2절 과거정부 수산물 주요 유통정책 205
1. 해양수산부(1996~2007) ······································205
2. 농림수산식품부(2008~2012) ··································205
제3절 추진방안 및 실행계획 206
1. 품목별 특성화 대책으로 유통 효율성 제고 ························206
2. 수산물 도매시장 운영개선 및 현대화 ····························208
3. 수산물 직거래 확대 ·········································209
4. 수산물 위생 물류 환경 개선 ··································211
5. 수산물 수급관리 및 관측 강화 ·································212
제4절 기대 효과 214
1. 유통경로 단축 및 경쟁 촉진으로 비용감축 ························214
2. 수산물 소비자 물가 안정 도모 ································· 214
3. 위생물류환경 개선으로 소비자 인식 제고 ·························214
제7장 수산물 유통경제
제1절 수산물 수요 215
1. 수산물 수요 ················································215
2. 수산물 수요곡선 ············································215
3. 수요량과 수요의 변화 ········································217
4. 수산물 수요의 결정요인 ······································217
5. 개별수요와 시장수요 ·········································218
제2절 수산물 공급 219
1. 수산물 공급 ················································219
2. 수산물 공급곡선 ············································219
3. 공급량과 공급의 변화 ········································220
4. 수산물 공급의 결정요인 ······································221
5. 개별공급과 시장공급 ·········································221
제3절 수산물 수요ㆍ공급의 가격탄력성 220
1. 수산물 수요의 가격탄력성 ·····································222
2. 수산물 공급의 가격탄력성 ····································226
제4절 수산물가격과 수산물시장 229
1. 가격의 기능 ················································229
2. 수산물가격의 특징 ··········································229
3. 거미집 이론 ···············································230
4. 수산물 시장 ···············································233
5. 가격차별(Price discrimination) ································ 236
제4절 수산물 유통마진과 비용 237
1. 유통마진(marketing margin)의 개념 ·····························237
2. 유통마진의 구성 ············································238
3. 수산물의 유통마진율이 높은 이유 ······························238
4. 유통기능별 유통마진 ·········································239
5. 수산물 유통비용 ············································239
6. 유통비용의 성질상 분류 ······································240
적중예상문제 241
제8장 수산물 마케팅
제1절 수산물 마케팅 일반 251
1. 마케팅의 개념 ··············································251
2. 마케팅 개념의 발전 ··········································251
3. 판매와 마케팅의 차이점 ······································252
4. 마케팅 믹스(Marketing-Mix) ··································253
5. 판매촉진(Sales Promotion) ···································255
6. 마케팅조사(marketing research) ·······························256
7. 마케팅환경 ················································258
8. 수산물 마케팅의 특징 ········································258
제2절 소비자행동 259
1. 소비자행동의 의의 ···········································259
2. 소비자의 구매행동 ··········································260
3. 소비자 구매행동의 유형 ······································261
4. 소비자의 구매동기 ···········································261
5. 소비자의 구매관습 유형 ······································262
6. 소비자의 구매행동 과정 ······································263
7. 소비자 행동에 영향을 미치는 요인 ······························263
8. 수산물 소비자의 구매변화 ····································264
9. 소비자의 권리와 구매요령 ····································265
10. 소비자 피해구제와 예방 및 변화 ······························266
제3절 수산물 마케팅 전략 267
1. 시장 세분화(segmentation) 전략 ·······························267
2. 표적시장(target) 선정 ········································269
3. 포지셔닝(Positioning) ········································270
4. 상품의 수명주기(PLC) ········································270
제4절 포장과 브랜드 273
1. 포장 ······················································273
2. 포장의 구분 및 재료 ·········································274
3. 수산물 포장의 장ㆍ단점 ······································275
4. 포장의 원칙 ················································275
5. 상표(brand) ···············································276
제5절 가격전략 277
1. 가격의 의의 ················································277
2. 가격의 특성 및 가격결정 시 고려사항 ···························278
3. 가격모색자와 가격순응자 ·····································279
4. 가격결정의 방법 ············································280
5. 가격정책의 유형 ············································280
6. 심리적 가격전략의 유형 ······································281
7. 인터넷 상의 가격결정 전략 ····································282
제6절 수산물 광고 283
1. 수산물 광고의 의의 ··········································283
2. 수산물 광고의 분류 ··········································283
적중예상문제 287
제9장 수산물 유통 정책과 법규
제1절 수산물 유통 정책 303
1. 수산물 유통 정책의 의의 ····································· 303
2. 수산물 유통 법규 ···········································318
적중예상문제 329