農林業問題研究

国際時代の産地戦略と農協の課題

第45回地域農林経済学会大会報告

増田佳昭

1995 年 31 巻 4 号 p. 133
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.133

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農産物市場変化の基調と国内産地の対応方向

特に野菜を中心として

木村伸男

1995 年 31 巻 4 号 p. 134-142
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.134

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At present, Japanese agriculture must make a difficult choice against the backdrop of The GATT Uruguay Round Negotiation, price-oriented consumers and destructive price competition of retail outlets.
Therefore, in the present paper, I should try to analyze of agricultural market and vegetable products, and I clarified as follows. In the first place, I made clear the keynote of recent drastic changes in the structure of supply and demand of vegetables. In the second place, I clarified the main reorganizational problems in vegetable farming areas. Furthermore, I suggested fundamental future directions toward the new age of agriculture.

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青果物流通の変容と農協マーケティングの課題

木立真直

1995 年 31 巻 4 号 p. 143-151
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.143

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Recently the import of fruit and vegetables has increased rapidly in Japan, especially with perishable vegetables in the 1990's. Fruit and vegetables marketing systems have been running into the period of global marketing. At present it is well known that supermarkets have already got the largest share in the retail market of fruit and vegetables. Though selling conduct of supermarkets is very systematic, they have laid in stock of fruit and vegetables mainly from wholesale markets until now.
But recently supermarkets have been trying to increase laying in stock from other venders like producers and from oversea countries. The increase of perishable vegetables import has been led by big supermarkets that attach great importance to the certainty of supply. On the other side, agricultural cooperatives have shipped local products mainly to wholesale markets, relying on their transaction functions. Consequently, marketing strategies of agricultural cooperatives has not been promoted fully in general.
But, as some of agricultural cooperatives have now start to increase the direct selling for retailers, they are gradually strengthening marketing strategies. Under the new circumstances of global marketing, agricultural cooperatives have to adopt versatile marketing strategies on product, price and promotion, involving informational exchange with consumers.

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産地戦略と農協営農面事業の課題

小松泰信

1995 年 31 巻 4 号 p. 152-159
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.152

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The purpose of this article is to investigate the strategy of production districts and the farming promotion of Agricultural Cooperatives (which is abbreviated to AC) to accomplish it.
The object of these strategy is to build up marketing-oriented production districts. It forms the groundwork to organize farmers. Therefore, AC's mission, as economic activity unit, is to supply marketing-oriented functions for memberships.
It consists of four policies, namely, Product-policy, Place, Price and Promotion. These policies are named 4P by theory of marketing. We clarify the contents of it. We indicate the importance of Product and Place. As concrete ideas, we indicate that production districts enter into alliance with distributers and consumers (i. e. SANHANDOUMEI).
We clarify the farming promotion's organic structure of AC. In a large AC's case, there is an advantage to having competitive, mixed structures built into the internal marketing systems of AC.
Finally, we indicate that AC have to bring up marketing manager who take a marketing activity.

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産地における担い手構造の変化と今後の課題

佐々木隆

1995 年 31 巻 4 号 p. 160-167
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.160

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Cooperative marketings in fresh vegitables and fruits become hard to maintain the organizations as they were, because of the two main changes in farm management behavior. First, leading farmers become to compare the performance between cooperative marketing and others, then put it into the process of making choices. Second, aged farmers with no successors grow to give up the idea to adopt such new technics as proposed by cooperative marketing for gainning higher prices.
Those changes, which have been caused through changes of their management norms and fandmental management policies, make cooperative marketings placed under pressure to improve their systems. But it can't be expected to do so without appropriate systematic changes. For this reason, cooperative marketings make a scrutiny into their systems and try to reorganize themselves toward increasing flexibility with each way. For the present, we can point out that there are two notable reorganizing patterns in cooperative marketings which depend on degree of farmer's diversification in each area.

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大会報告コメント

1995 年 31 巻 4 号 p. 168-171
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.168

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コメントに対する回答

1995 年 31 巻 4 号 p. 171-174
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.171

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産地戦略と長野県農協の対応

桂瑛一

1995 年 31 巻 4 号 p. 175-176
発行日: 1995/12/25
公開日: 2011/09/05

DOIhttps://doi.org/10.7310/arfe1965.31.175

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