Study on diversification of sales channels and relations between channels in vegetable production areas in China

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K07608
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Agricultural science in management and economy
• Research Institution: Kobe University
• Principal Investigator: ONO Masayuki 神戸大学, 農学研究科, 教授 (90224279)
• Research Collaborator: AN Yufa 中国農業大学, 経済管理学院, 教授 ; SUI Shuyan 青島農業大学, 合作社学院, 講師 ; QU Qianqian 神戸大学, 大学院農学研究科, 大学院生 ; NI Ying 神戸大学, 大学院農学研究科, 大学院生 ; JI Huijie 神戸大学, 大学院農学研究科, 大学院生
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: 中国 / 農産物産地流通 / 販売チャネル / 産地卸売市場 / 農民専業合作社 / 農産物加工・販売企業 / 垂直的マーケティングシステム

Outline of Final Research Achievements

In this research, we aimed to clarify the state of the agricultural product distribution agency in China, and also to clarify the form of the current agricultural product distribution system by analyzing the relation between the production area and the consumption area.
As a result, the following points were clarified. Firstly, the wholesale market of the production area is still the main marketing channel in agricultural production origin. Secondly, there were cases where direct sales were carried out in the wholesale market of the consuming area among farmer's special cooperatives. However, the project was instable due to the fact that the cooperative company bears the risk of sales. Third, there were cases in which companies that produce agricultural products directly sell to consumers through e-commerce, a new marketing channel. As described above, although the distribution of agricultural products is diversified, distribution through wholesale markets is still a central channel.

Free Research Field

農産物流通論