Design of the Platform Model in Direct Marketing Businesses between Farmers and Consumers

Abstract

The direct marketing business between farmers and consumers, in late years, is supposed to be changing into a platform to provide a place and the opportunity when producers and consumers can be connected through the information and the experience. In this research, two different advanced case studies are analyzed to clarify common characteristics as the business model by comparing them from the viewpoint of the platform design. As a result of analysis, it is revealed that three points are important such as the diversification of the communication pattern, setting of the incentive by appropriate role allotment, and creation of an attractive place by the confidence building and flexible management of internal change.