【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

Translated title of the contribution: Marketing Strategic Problem for Exporting Agricultural Products

Research output: Contribution to journalArticlepeer-review

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.
Translated title of the contributionMarketing Strategic Problem for Exporting Agricultural Products
Original languageJapanese
Pages (from-to)98-112
Number of pages15
Journalフードシステム研究
Volume23
Issue number2
DOIs
Publication statusPublished - 2016

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