「市」と「直売所」における性格の相違点と今後の展開方向
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概要
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This study analyzes differences between "<I>Ichi</I>" (Non-Permanent Farmers' Markets, Farmers' Fairs) and "<I>Chokubaijo</I>" (Permanent Farmers' Markets), which are at the center of Agricultural Direct Marketing. Moreover, we clarify "<I>Ichi</I>"s' and "<I>Chokubaijo</I>"s' characteristics, problems, future strategies, and advisable future courses.<BR>A case study of Yamagata prefecture reveals the following differences between "<I>Ichi</I>" and "<I>Chokubaijo</I>": Management (year of establishment, opportunity of establishment, open seasons, locations, annual sales); Farmers and sellers (management, number of farmers, sellers); Items (handling products grown in local areas, handling traditional vegetables); Attributes of customers (age of customers, distance from the point of sale to customers' residences).<BR>"<I>Ichi</I>" are regarded as the following types: (1) Advancing into urban areas, (2) Small groups in which women play an important role, (3) Selling local products, and (4) Having elderly neighborhood customers. In contrast, "<I>Chokubaijo</I>" are the following types: (1) Welcoming others into local areas, (2) Large-scale facilities in which non-farmers play an important role, (3) Selling traditional foods, and (4) Having visitors from various areas as customers.<BR>Consequently, "<I>Ichi</I>" and "<I>Chokubaijo</I>" have different problems. "<I>Ichi</I>" have problems with competition from "<I>Chokubaijo</I>" and labor shortages because farmers themselves sell the products. "<I>Chokubaijo</I>" are compelled to compete with supermarkets, and face shortages of products, expense burdens, and complaints from consumers because no farmers sell in the facilities.<BR>However, we also clarify that few differences exist between "<I>Ichi</I>" and "<I>Chokubaijo</I>" related to future development strategies. It is necessary for "<I>Ichi</I>" and "<I>Chokubaijo</I>" to set their own goals because they have different characteristics and problems. Moreover, "<I>Ichi</I>" and "<I>Chokubaijo</I>" should use their own characteristics to the greatest possible extent.
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- 「市」と「直売所」における性格の相違点と今後の展開方向
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