JA生産部会-米小売業者における関係性マーケティング構築のプロセスと特質:-秋田県J米生産部会と首都圏S小売との取り組みから-  [in Japanese] Features and Building Process of Relationship Marketing between Rice Farming Group in Agricultural Cooperative and Specialty Rice Retailers  [in Japanese]

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Abstract

<p>米価が下落傾向にある中,稲作農家は特徴のある米づくりが求められている.他方,流通の自由化により消費者の米の購入先は従来の米小売業者からスーパー等の大ロット販売業者へとシフトし,米小売業者も特徴のある米をこだわりのある消費者に販売することが求められている.本研究の課題は,秋田県仙北市の畜産堆肥を施用する米栽培を行っている稲作生産部会とその取引先である首都圏の米小売業者を対象として関係性マーケティング構築のプロセスを分析するとともにその特質を明らかにすることである.</p><p>その結果,以下三つの点が抽出された.(1)工業製品と異なり「コミュニケーション」と「パフォーマンス」の反復がゆるやかなため,関係性の深化には時間がかかる.(2)農産物は産地の自然条件に大きく規定されるため,関係性構築にあたっては,取引先を産地に迎えて交流を行うことが重要であり,その過程で「場所性の理解」を深めることが感情的信頼を醸成する上で不可欠である.(3)産消提携運動と異なり,米小売業者は運動体としての側面を出発点としないものの,消費者を啓蒙する役割を担うようになるため,こだわり米の産地にとって米小売業者との関係性マーケティングの実践は,商品差別化を図りその価値を価格に反映させる上で一定の可能性を有すること.</p>

<p>Under the condition that rice price is falling down, farmer is required production of the characteristic rice that can be differentiated. Furthermore, purchase of rice has changed from specialty rice retailers to supermarkets by liberalization of distribution. Specialty rice retailors also are required sell the characteristic item that can be differentiated to the consumer who choices selective rice. This paper aims to reveal the features of the relationship marketing of rice through the historical analysis of the rice trading between a farming group in agricultural cooperative in Senboku City, Akita Prefecture and retailors in the metropolitan area. The following results were derived. (1) In comparison with the industrial products, as repetition of the ''communication" and ''performance'' is gradual, it takes a long time to deepen relationship. (2) As rice production is greatly affected by the natural conditions of the region, it is important to interact with retailors in locality to build the relationship, and to deepen understanding of the locality to foster the emotional trust. (3) Although the rice retailors did not start from the movement unlike the producer-consumer collaboration movement, they have the role to educate the consumer. From this view point, the trade based on the abovementioned relationship marketing could be useful for rice farmer.</p>

Journal

  • JOURNAL OF RURAL SOCIETY AND ECONOMICS

    JOURNAL OF RURAL SOCIETY AND ECONOMICS 33(1), 90-97, 2015

    THE AGRICULTURAL ECONOMIC SOCIETY OF TOHOKU

Codes

  • NII Article ID (NAID)
    130007700381
  • NII NACSIS-CAT ID (NCID)
    AA1259036X
  • Text Lang
    JPN
  • ISSN
    2187-297X
  • NDL Article ID
    027110055
  • NDL Call No.
    Z18-1475
  • Data Source
    NDL  J-STAGE 
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