農産物流通チャネルとしての直売所の存在意義 : 市場外流通と市場流通の補完関係から

URI http://harp.lib.hiroshima-u.ac.jp/hiroshima-cu/metadata/10951
File
Title
農産物流通チャネルとしての直売所の存在意義 : 市場外流通と市場流通の補完関係から
Title Alternative
Raison d'etre of Direct Sales Stores as an Agricultural-product-marketing Channel : From the Perspective That Direct Sales Stores Complement Market Distribution
Author
氏名 奥山 千晶
ヨミ オクヤマ チアキ
別名 OKUYAMA Chiaki
Subject
農産物流通
市場流通
直売所
補完機能
小規模農家
市場競争力向上
Abstract

In recent years, construction of new sales channels are required to make up for the traditional distribution based on stable supply and stable production by the large production areas because of systematic change of supply and demand of agricultural products such as agricultural reduction in scale of demand. Direct sales of agricultural products by farmers are expected as a corrective to the market distribution. Several researchers already recommend farmers to participate in small scale sales and to increase their proceeds before market distribution.
However, although the existing research has argued about correcting the distribution system with development of a direct sales store, they do not think that market distribution and direct sales can complement each other as sales channels for agricultural products. Therefore, they do not fully argue about the mutually complementary relation of market distribution and direct sales stores aside from theorizing about other industries. Then, in this paper, through the theory about complementary relation between the market distribution and distribution market outside in other industries, I propose the reason for existing of direct sales stores as an agricultural-product-marketing channel. It is to sale of agricultural products with character of Shopping Goods. With a case study, I examine a series of mechanisms that farmers employ to establish competitive superiority by sale of agricultural products through direct sales. It is not possible that farmers build this competitive superiority through market distribution. Furthermore, such a mechanism also clarifies the effect of preventing an agricultural decline because small-scale farmers with the competitive superiority grow up to be leaders of agriculture.

Description Peer Reviewed
Journal Title
広島国際研究 = Hiroshima Journal of International Studies
Volume
18
Spage
91
Epage
100
Published Date
2012-11-30
Publisher
広島市立大学国際学部 (Hiroshima City University, Faculty of International Studies)
ISSN
1341-3546
NCID
AN10485683
Language
jpn
NIIType
Journal Article
Text Version
出版社版
Old URI
Set
hiroshima-cu