【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

研究成果: Contribution to journalArticle査読

抄録

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.
寄稿の翻訳タイトルMarketing Strategic Problem for Exporting Agricultural Products
本文言語Japanese
ページ(範囲)98-112
ページ数15
ジャーナルフードシステム研究
23
2
DOI
出版ステータス出版済み - 2016

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