Comparative Study of Agriculturaland Marine Products Marketing using Electronic Commerce between Japan and China

2022 Fiscal Year Final Research Report

• Project/Area Number: 19K06273
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Review Section: Basic Section 41020:Rural sociology and agricultural structure-related
• Research Institution: Nagoya University
• Principal Investigator: TOKUDA Hiromi 名古屋大学, 生命農学研究科, 教授 (20346000)
• Co-Investigator(Kenkyū-buntansha): 野中 章久 三重大学, 生物資源学研究科, 准教授 (60355253) ; 常 清秀 三重大学, 生物資源学研究科, 教授 (70335149)
• Project Period (FY): 2019-04-01 – 2023-03-31
• Keywords: 電子商取引 / 中国 / 農水産物 / 流通チャネル

Outline of Final Research Achievements

We conducted a comparative study on the effects of e-commerce, which have grown rapidly in recent years, on f agricultural and marine products' marketing in Japan and China, one of the countries with the most developed e-commerce.
In China, the modernization of agricultural and marine products' marketing, such as the development of the wholesale market distribution system, is progressing, but the primitive marketing system with middelmen in the production area is still dominant marketing channel. In such a situation, e-commerce is encourging producers to develop marketing practice such as practice direct sales to consumers, expansion of shipping areas, and branding such as geographical indications.
On the other hand, in Japan, where a wholesale marketing system has been established and various other marketing channels have been formed, e-commerce is being adopted by producers as part of a comprehensive marketing strategy.

Free Research Field

農業経済学

Academic Significance and Societal Importance of the Research Achievements

近年、電子商取引は新たな流通チャネルとして発展しており、農水産物流通においても注目されている。しかし、電子商取引は当面は農水産物流通の大宗を占めることはなく、既存の流通チャネルと併存しながら、農済産物流通に変化をもたらすものと考えられる。したがって、農水産物流通総体の中で電子商取引の意義や効果を検討することが必要である。本研究は、電子商取引の発展状況、社会経済条件、農水産物流通体系の異なる日本と中国における農水産物流通での電子商取引を比較分析することで、農水産物流通に電子商取引の発展がもたらす効果と影響を実施的に明らかにした。