STUDY ON PROSPECT OF SUPPLY-CHAIN MANAGEMENT IN AGRICULTURAL CO-OPERATIVE RICE MARKETING

本研究历时三年，针对供应链管理在农业合作稻米行销中的发展与现况进行研究。第一，消费者对稻米需求的多样化，以及稻米在餐饮服务业消费的增加，促进了农业合作社稻米营销的发展。因此，在稻米主产区，符合用户需求的收集系统和与各种价格范围相对应的运输系统正在成为稻米营销的重要技术。然而，农业合作社营销的发展状况因生产地点或合作社所面临的市场情况而异。在新泻的上沼南agri.coop，它有一些工作人员只从事销售推广，并扩大了有机农业大米等的销售区域。Agri.coop 关于我们 加强对这些农民的种植，以保证优质稻米的质量。然而，收集糙米的分类或基于稻米质量评价的生产者激励制度尚未出台。这是因为本agri.coop的营销策略是为“上沼越光“等高品牌大米开拓稳定的市场，而不是作为主食，而是作为特殊产品。另一方面，农业合作社的"根据需求生产大米”的政策，通过农业合作社营销活动中的以下任务得以推进。第一是与使用目的、价格水平和质量的需要相对应。二是在价格、供应量、质量上与用户稳定的交易需求相对应。三是积极向用户推介农业合作社的差异化产品。北海道的长沼市和岩见泽Agri.coop是试图解决这些问题的先驱。在稻米营销中，除了对产地进行宣传、开拓市场、低价销售外，各地稻米品质的提高、按品质、品种分类集货、产品的品种化等产品差异化已成为稻米营销的重要策略。并且，农业合作社对每个农民的生产控制或监督具有更强的影响力。这些运动可以被看作是供应链管理在农业合作社大米销售的发展。少

The three-year research on the development of supply-chain management and its circumstances in the agricultural co-operative rice marketing produced the following findings. Firstly, the development of agricultural co-operative rice marketing is promoted by diversification of the rice demand of consumers, and its increasing consumption in the food service industry. Therefore, in the principal production areas of rice, the collection system conforming to the user's needs and shipping system corresponding to various price ranges are becoming important techniques of the rice marketing. However, the development state of agricultural co-operative marketing varies with the production location or the market situation facing the agri.coop. In the case of Uonuma Minami Agri.coop in Niigata, it has some staffs engaging in sales promotion only, and has expanded selling areas of organic farming rice etc. And based on the quality evaluation of collected brown rice from farmers, the agri.coop advises … More improving cultivation to those farmers to guarantee the quality of high brand rice. However, the classification of collected brown rice or the incentive system to the producer based on quality evaluation of the rice has not introduced. The reason is because the marketing strategy of this agri.coop is to expand the stable market for the high brand rice"Uonuma Koshihikari"such as not the staple diet, but the special products.On the other hand, the policy ofrice production according to demand"in the agricultural co-operative association is promoted by the following tasks in the marketing activity of the agricultural co-operatives. The first is correspondence to the needs for using purpose, price level, and quality. The second is correspondence to the stable dealings demand of users about a price, the amount of supply, and quality. The 3rd is to propose differentiated products by the agricultural co-operatives to the users positively. Naganuma and Iwamizawa Agri.coop in Hokkaido are the pioneers attempting to solve these problems. In their rice marketing, in addition to advertisement for the producing center, exploitation of the market, and low price selling, the product differentiation such as the improvement of rice quality all over the producing center, the classification collection of cargo by quality and rice variety, and assortment of products, etc has been the important strategy of their rice marketing. And, the agricultural co-operatives have more powerful influence on the production control or the supervising to each farmer. These movements can be seen as the development of supply-chain management in the agricultural co-operative rice marketing. Less