青果物産地のマーケティング戦略

動向と課題

抄録

The aim of this paper is to indicate the past, present and future of fruit and vegetables marketing in Janan.
Agricultural cooperatives mainly lead the fruit and vegetables marketing but the share of cooperatives in frult is a little bit decreasing recently. Fruit and vegetables marketing is basically carried out by primary cooperatives, while the federation of prefectural cooperatives coordinates and supports them.
In addition to shipment expense-saving strategy, supply adjustment strategy rose at one time but nowadays the commercial value improvement strategy is more emphasized to meet consumers' expectations. Furthermore, whether through wholesale market route or not, vertical cordination with buyers is spreading gradually.
The market structure of fruit and vegetables possesses characteristics of many sellers and lack of product differentiation. Concentration degree of buyers will rise as the share of supermarket goes up.
Therefore, orderly marketing, improvement of commercial value, sales promotion and shipment expense-saving are important factors for the competitive strategy, while horizontal cooperation, reduction of information gap and strength of transaction continuation power are important factors for the bargaining strategy for fruit and vegetables marketing.
These strategies must be executed totally. Improvement of commercial value, bargaining power and sales promotion are especially important because the level of consumption and the share of supermarkets are rising and internationalization is developing.