2012 年 48 巻 1 号 p. 126-131
This study examines Nagano Prefecture (Ueda area) as a major ginseng production center and reveals
conditions and issues associated with ginseng marketing.
Nagano Prefecture has been increasing its sales of red ginseng in domestic markets through its basic strategy of emphasizing the production and processing of red ginseng cultivated in 5 to 6 years, led primarily by JA. Through these efforts, primary-processed products were sold using the channel strategy of focusing on herbal medicine stores that allow in-store demonstrations. Secondary-processed products were sold using product diversification and channel strategies targeting the commercial-use market.
However, future marketing activities for all medicinal products using the strengths of the general agricultural cooperative will also be necessary.