Development of Autonomous Sales Organization for Restructuring Aquaculture Production Area: A Case Study of Komobuchi, Uwajima City, Ehime Prefecture

Abstract

This study focuses on the marketing techniques of aquaculture, which are expected to contribute to employment creation and enhance regional economic activities in the aquaculture production areas experiencing significant depopulation. We examined the process of sales-organization development through a case study of Komobuchi, which is located in the south of Ehime. The main results are as follows: 1) The new idea related to marketing was not created without a sense of the impending crisis of residency; therefore, the autonomous sales organization in this area was structured for halting the decline in local resident numbers. 2) It was found effective to let immigrants be the main customers in sales promotion; sales have tripled since. 3) More fascinations characteristics of this district in solving the problem of product commercialization were found through partnership with external experts.