櫻井 清一

This paper investigates the role of the farmers' markets in the development of a 'locally produced-locally consumed' movement and evaluates the impacts of the farmer's market on the development of the rural economy and society. The farmers' market provides the opportunity for transacting local products between farmers and local residents and improves communication concerning dietary and agricultural issues among participants at the market. Continuous development of the farmer's market contributes to the endogenous development of a rural economy and society by establishing a new marketing channel for local products. The farmers' market also provides an opportunity for women and aged farmers to engage in local economic activity. Flexible management systems of farmers' markets enable a rich assortment of local products and leads to the reevaluation of untouched natural resources. Spontaneous management of the market organization by member farmers boosts the activity level of rural communities. These positive factors aside, two types of impacts of the farmers' markets must be considered! micro-level impact and macro-level, noting that impacts on environmental problems and agricultural land use have not been confirmed. Finally, the author stresses the necessity of unifying two different arguments concerning the 'locally produced-locally consumed' movement: marketing-oriented arguments and community-oriented arguments.

This paper investigates the marketing channels of fruits and vegetables (F&Vs), focusing on the conduct of farmers and wholesalers around Khon Kaen city, northeast Thailand. Multi-staged channels have been developed around F&V marketing in northeast Thailand, with most farmers shipping produce mainly to primary wholesalers who secure produce at farm gates. Some primary wholesalers try to attract farmers by selling agricultural inputs and giving detailed price information. Secondary wholesalers do business at the wholesale market in the city. Their business scale is relatively large, but they are still negative about transacting with big supermarkets. Preliminary margin analysis reveals a large difference between the farm gate price and the wholesale price for retailers.

This article investigates the position of the farmers' market in the globalizing agro-food system in Japan. The farmers' market is not a closed system separated from the globalizing economy and society, but an open system in the trend of globalization. Therefore there is the possibility of its being affected by the forces of other marketing channels. But the farmers' market still has some characteristics that contribute to its ability to overcome or mitigate the negative aspects of the globalization of the agro-food system. By applying the framework for investigating industrialized society elaborated by I. Illich and the fordism-flexibility analysis, the author identifies alternative aspects of the farmers' market, such as the potential of easy entry for diversified farmers, the discovery of vernacular values, a flexible shipping system and the acquisition and utilization of information through communication among market participants. Remaining issues to be investigated are the significance of locality and the additional comparative analysis between the market and two other objects: the traditional market and the farmers' market overseas.

本論文では、鶏肉産業におけるインテグレーションの主体間関係について、ケーススタディからインテグレーターを規模と企業行動によって戦略グループに分けて、インテグレーターと小売、生産者との関係を分析し、パフォーマンスを検討した。大規模インテグレーターは卸売会社と提携して大型量販店に対応した銘柄生産を行うのに対し、中規模インテグレーターは卸売段階を統合して、差別化製品をもって中堅量販店への企画提案力を強める戦略をとっている。小規模インテグレーターは生協組織との取引依存度を強めて、生協対応の銘柄生産を行っている。このように、インテグレーターは規模に合った競争戦略をとって生存領域を確保し、規模が小さいほど契約価格が高く、組織の収益性が良いことが想定される。このことは契約生産者とのパートナーシップの関係を促進させることになる。

本論文では、短期周遊型が基調となっている近年の国内観光において、農業部門が多様な観光資源を提供していることを解明するとともに、こうした資源を活用した地域活性化戦略を構築するための組織化方策および前提条件を考察した。 まず国内観光の基調が近隣の観光スポットを繰り返し周遊するスタイルとなっていることと、その社会的背景を整理した。続いてグリーン・ツーリズムおよび地域資源管理論をレビューし、農村に分布する観光資源を把握するための事前考察と整理のための枠組を示した。事例として南房総地域を選定し、富浦町と三芳村における農業観光資源の利用・管理状況をその担い手に留意しつつ分析した。最後に事例分析の結果を再整理し、農業関連資源は観光資源としても寄与しているが、可変性が強く、資源間の連鎖性もあるため、資源の共同管理を担う組織ないし共同管理を誘発させるネットワークの構築が有効であることを示した。加えて、短期周遊型観光客の観光農業における行動特性とその対策を整理した。