Marketing Practices of E-Retailers Selling Regional Products Based in Akita Prefecture

Abstract

The purpose of this study is to clarify marketing practices of e-retailers selling regional products, including Furusato Nouzei Donation based in Akita Prefecture. The conclusion is as follows: 1) E-retailers that are based in the region have mainstay products that major e-commerce companies do not handle and have a product policy that emphasizes quality. 2) E-retailers build a collection and shipment system for long time small-scale suppliers that can be handled without the internet and coordinate communication between consumers and manufacturers for products whose supply is unstable and has short expiration dates. 3)E-retailers use ICT to improve sales promotion and operational efficiency through systemization and marketing.