Marketing Strategic Problem for Exporting Agricultural Products

• MORITAKA Masahiro

  Kyushu University

Bibliographic Information

Other Title

• 【シンポジウム報告：論文】／農産物輸出におけるマーケティング戦略の課題
• 農産物輸出におけるマーケティング戦略の課題 : ブランディング戦略の観点から
• ノウサンブツ ユシュツ ニ オケル マーケティング センリャク ノ カダイ : ブランディング センリャク ノ カンテン カラ
• ─ブランディング戦略の観点から─
• From the Point of View of Branding Strategy

Abstract

Facing the decreasing trend of domestic food demand and also the share of domestic products, market penetration to abroad is one of the urgent strategies for domestic agricultural producers. This study firstly examines the possibilities of it with checking the fruits of EPA and TPP negotiations briefly. Secondly, it is revealed that branding and promotion strategies become structural problems among individual producing area brands and All- Japan brand as an umbrella brand. To show the criteria of selecting a branding strategy, strategic choice of advertise and promotion by umbrella brand and each area brands in sequential game is examined. And the criteria is explained mainly by the signs of advertise and promotion's spillover effect and strategic effect.

Journal

• Journal of Food System Research

  Journal of Food System Research 23 (2), 98-112, 2016

  The Food System Research Association of Japan

Keywords

• agricultural product
• branding strategy
• umbrella brand
• dual brand
• individual brand
• advertising spillover
• promotion
• Cournot competition
• exclusive channel policy
• agricultural export

Details

• CRID: 1390001204492886656
• NII Article ID: 130005404012
• NII Book ID: AA11251336
• DOI: 10.5874/jfsr.23.2_98
• ISSN: 18845118
• ISSN: 13410296
• NDL BIB ID: 027801038
• Web Site: http://id.ndl.go.jp/bib/027801038
• Web Site: https://ndlsearch.ndl.go.jp/books/R000000004-I027801038
• Web Site: https://www.jstage.jst.go.jp/article/jfsr/23/2/23_98/_pdf
• Text Lang: ja
• Data Source:
  • JaLC
  • NDL
  • Crossref
  • CiNii Articles
  • KAKEN
• Abstract License Flag: Disallowed