農林業問題研究
Online ISSN : 2185-9973
Print ISSN : 0388-8525
ISSN-L : 0388-8525
個別報告論文
薬用人参の産地マーケティングの実態と課題
―長野県を中心に―
市川 聖清野 誠喜
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ジャーナル フリー

2012 年 48 巻 1 号 p. 126-131

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This study examines Nagano Prefecture (Ueda area) as a major ginseng production center and reveals the 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.

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© 2012 地域農林経済学会
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