The research of the possibility in relationship marketing under the food safety and reliable conditions.

本研究的主要目的是明确在食品安全可靠的条件下进行关系营销的可能性。首先，在本研究中，我们从理论上明确了关系营销在农业领域的可能性。分析结果表明，在食品安全可靠的条件下，关系营销在食品企业中的可能性得到了广泛的扩展，牛奶消费的消费者行为与牛奶生产区域之间的关系非常重要。我们还明确指出，消费者的价值和行为与消费者购买水果和蔬菜的地点和商店的选择有很强的关系。分析结果表明，农贸市场的营销策略和组织与消费者的价值和行为有很强的关系。其次，利用日本宫城县的调研数据，明确了有机水稻生产和营销的要点。利用日本、美国和意大利农贸市场的研究数据，明确了消费者与生产者关系的构建方法。并利用某合作社与农户的调查数据，得出了构建合作社与蔬菜产区关系的方法。本研究明确了食品安全可靠条件下关系营销的策略和方向。

In this research, the main purpose is to make clear the possibility in the relationship marketing under the food safety and reliable conditions.First of all, in this research, we made clear the possibility of relationship marketing theoretically in agricultural sector. The results of the analysis lead to the conclusions that the possibility of relationship marketing in food business are widely expand and the relation between consumer behavior of milk consumption and milk production area are very important under the food safety and reliable conditions. And we also made clear that the value and behavior of consumer have strong relation to the choice of place and shops that consumer go to buy fruits and vegetables. The results of this analysis lead to the conclusions that marketing strategy and organizations of farmer's market has a strong relations to the value and behavior of consumers.Second, we made clear the important points of organic rice production and marketing by using research data of Miyagi prefecture in Japan. And we made clear the constructing methods of relationship consumer and producer by using research data of farmers market in Japan, America and Italy. More, the result of this analysis lead to the conclusions that the constructing methods of relationship between the cooperative society and producing area of vegetables by using research data of a cooperative society and farmer.In this research, we made clear the strategy and directions of the relationship marketing under the food safety and reliable conditions.