後発酒造好適米産地の発展要因と戦略

兵庫県｢白鶴錦｣, 愛知県｢夢吟香｣産地を事例として

抄録

Generally, the production of sake-brewing rice is based on the demand of sake-breweries. Therefore, the relationshipbetween the two is important for continuous and increased production. Recently, the production of sake-brewing rice has increased, especially its major brands such as Yamada-Nishiki, because of the trend toward quality-oriented sake-brewing. On the other hand, non-major brands and their production centers cannot utilize the trend of sake-brewing. In this study, I clarify marketing strategies for development of production centers, especially rising or non-major brands' production centers. I then focused on the relationship between production center and sake-brewery.