The Subject of the Area Market which Support Fresh Fish Retail Stores

Case Study on “Sakana Hiroba” of Toyohama-cho and “Sakana Mura” of Issiki-cho in Aichi Prefecture

Abstract

Recently, it becomes very important the area market because of increasing the activity of the regional economy. But, the number of the fresh fish retail stores decreased very much by advancement of the super-market after the 70’s. But, on the other side, some fresh fish retail stores may exist by the correspondence of the various management. What kind of correspondence did the fresh fish retail stores? How did they survive in the severe competition environment?

Today, it is very important subject that we analyze the actual condition of the fresh fish retail store’s management. Because the study about the fresh fish retail store’s management is concerned in the tradition of the area food culture and fish food culture, a role as the transmission of the skill about the fish dish. It is the check of the fresh fish retail stores in the point of view of so-called “Chisan Chisyo”.

In this paper, we want to define about the development of the fresh fish retail stores which is the bearer of the marine product’s area market, and the social, economical condition and environment in that area. Our research’s aim is to analyze the actual condition of the management activities of the fresh fish retail stores.

Then, we selected the following two areas－ “Sakana Hiroba” of Toyohama-cho, and “Sakana Mura” of Issiki-cho in Aichi Prefecture. These both market’s character appear more remarkably, that is to say, the fresh fish retail store’s management is closely connected with that area’s economic and social condition.