産地戦略と農協営農面事業の課題

概要

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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.
地域農林経済学会の論文