A Study on Competitive Structure of Rice Industry and Marketing Strategy in Rice Producing Districts

首先，我们的目的是捕捉日本近期大米市场竞争结构的变化和特点。大型买家像一些主要的超市、农民以及综合贸易公司、农业合作社和综合的全国农业合作社联合会一样加入市场，争夺渠道领导者。此外，政府对最低准入大米的划拨使得竞争更加激烈。其次，我们试图抓住上述竞争结构下生产者群体的行为。大米政策改革要求的过程，首先是放松管制、→竞争加剧、→大米价格贬值、农民增加直销、其次是农业合作化的过程。农业合作社直销导致了农资公司的竞争问题，农资公司需要实现“生产者收入最大化”和“…更多的生产者和消费者之间的联系功能”这两个使命。农业合作直销的增加催生了多样化的营销策略，并要求在家庭消费多元化和减量化方面采取产品差异化战略。这一战略需要通过农业合作社设计对整个产区进行质量控制，对生产者进行生产控制。最后，通过历史研究和政策的综合评价，思考了水稻产区的发展方向和措施。从大正时期明治末期起，农业合作社的联合销售对秋田县稻米销售的推动作用，给出了设计策略的充分建议。提出以保持和改善土地、水和环境的措施为基础，建设参与式农业的建议，可能有助于问题的解决。较少

Firstly, we aimed to catch the change and character of competitive structure of the recent rice market in Japan. The Mega buyers like some major supermarkets, farmers and furthermore the general trading firms, agricultural cooperatives and the integrated National Federation of Agricultural Cooperatives join in the market and compete for the channel leader. In addition, the appropriation of Minimum Access Rice by the government has made the competition more intense.Secondly, we tried to catch the behavior of producer groups under the above-mentioned competitive structure. Rice policy reformation requested the process, deregulation → competition intensification → rice price depreciation, a increase of direct sale by farmer the first, next by agricultural cooperation made that process reveal. Direct sale by agricultural cooperatives causes the competitive problem of NFAC, so it is necessary for NFAC to actualize two missions, "the maximize producer's income" and "the function to link the … More producer and the consumer".Thirdly, we tried to catch the reorganization and the marketing strategy of the main rice producing district. The increase of agricultural cooperation direct sales has urged various marketing strategy and requested a product differentiation strategy in diversification and decrease of household consumption. The strategy needs the quality control of the whole producing district and production control of the producers through the agricultural cooperative designates.Finally, we considered the direction and measures of rice producing district through the historical study and the comprehensive appraisal of policy. The consideration that the joint sales due to agricultural cooperative urged marketing of rice made in Akita Prefecture from Meiji final period in Taisho period, gives full of suggestion to design the strategy. The proposal that it is necessary to constructs the participatory farming based on the measures to conserve and improve land, water and environment, may contributes the solving of problems. Less