抄録
First, this paper clarifies about the dual structural analysis between farmers’ intermediate
organizations and agricultural economic business of Sagae -Nishimurayama Agricultural Co-
operative in Yamagata Prefecture through combination of method of 7P marketing strategy and
network system.
Second, this paper clarifies that the outcome of agricultural economic business of Sagae
-Nishimurayama Agricultural Co- operative has been able to create by new participating activities
of farmers’ intermediate organizations like farmers’ group’s direct marketing for tourist as
agricultural sightseeing.
Third, this paper clarifies that the innovative direction of agricultural economic business of the
agricultural co- operatives should change from the quantity’s concentration oriented system
to consumer oriented system through activate network system with decentralized farmers’
intermediate organizations by the case studies of Sagae -Nishimurayama Agricultural Co-
operative.
