2009 Fiscal Year Final Research Report
The Marketing System of Fruit Producers' Organizations under the Change in Marketing Conditions
| Project/Area Number |
19580247
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Agro-economics
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| Research Institution | Mie University |
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Principal Investigator |
TOKUDA Hiromi Mie University, 大学院・生物資源学研究科, 准教授 (20346000)
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| Co-Investigator(Kenkyū-buntansha) |
HASEGAWA Hiroya (独)農業・食品産業技術総合研究機構, 東北農業研究センター, 主任研究員 (70355262)
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| Project Period (FY) |
2007 – 2009
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| Keywords | 果樹産地 / 産地マーケティング / 産地棲み分け / 量販店との結合 / 農産物ブランド / ポジショニング / 果樹園流動化 / 果樹園基盤整備 |
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| Research Abstract |
we have analyzed the marketing strategies of citrus and apple, which are the dominant two fruits in Japan, producers' organizations. The findings are that the citrus producers' organizations adopt the segregation strategy of the organization and carry out restructuring of their production systems positively, the other hand the apple producers' organizations adopt the relationship marketing with supermarkets suited to their production scale.
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Research Products
(15 results)
