乳業メーカーにおける地域ブランド構築の意義と課題

• 吉岡 徹

  酪農学園大学酪農学部

• 小林 宏至

  大阪府立大学大学院生命環境科学研究科

• 樽本 祐助

  独立行政法人農業・生物系特定産業技術研究機構九州沖縄農業研究センター

書誌事項

タイトル別名

• A Study on the Meaning and the Subject of Local Brand Construction in a Dairy Industry

抄録

In the dairy industry as a whole as well as the large dairy makers operating on a national scale, it appears that fresh milk from a local dairy in the consumer-rich suburbs is important, with the example used as a local brand milk. This paper aims to consider the meaning and the subject of local brand milk through a case analysis of dairy industry producers. The paper clarifies both that the point of "trust and safety" which the characteristic consumer brings to the "local production for local consumption" boom is easy to tie to the establishment of a traceability system and that the time from milking to processing has predominancy in terms of the freshness of milk from a local dairy. However, even if local brand milks which include this notion of freshness are conceived of as a "differentiated commercial product", the influence of realization as a relatively expensive rank also became clear.

収録刊行物

• 農業市場研究

  農業市場研究 14 (1), 67-70, 2005-06-30

  日本農業市場学会

キーワード

• 酪農
• 乳業
• 地域ブランド

詳細情報

• CRID: 1390002184849861760
• NII論文ID: 110009872927
• DOI: 10.18921/amsj.14.1_67
• ISSN: 24240427
• ISSN: 1341934X
• 本文言語コード: ja
• データソース種別:
  • JaLC
  • CiNii Articles
  • KAKEN
• 抄録ライセンスフラグ: 使用不可