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農民所得份額之研究-以韓國産地流通組織為例

A Study on Farmers’ Share of Retail Price through Farmers’ Marketing Organization in Korea

Advisor : 吳榮杰

Parallel abstracts


Until the mid-1990s, agricultural marketing policy was based solely on the construction and management of the wholesale market. The number and sales of large retailers have been growing since the mid-1990s and consumer-oriented marketing started. Corresponding to the rise in powerful consumer-oriented marketing, the government started strengthening producer-oriented marketing policies. The purpose of this policy, called “Farmers’ Marketing,” is to increase the bargaining power of farmers and direct dealings. The core of the policy is fostering farmers’ marketing organizations. Previous studies on farmers’ marketing are mainly about the improvement in the efficiency of the farmers’ marketing organizations itself. The main point of this research is to analyze the influence of the farmers’ marketing organizations increasing the composite farmers' share of the retail price. This study runs an OLS (Ordinary Least Square) model. The two independent variables and one dependent variable are, respectively: 1. marketing margin share of the retail price when the farmers’ marketing organizations trade through wholesalers (hereunder ‘marketing margin share via wholesalers’) 2. marketing margin share of the retail price when the farmers’ marketing organizations trade through large retailers (hereunder ‘marketing margin share via large retailers’). The dependent variable is the “composite farmers' share of the retail price” (hereunder ‘composite farmers’ share’), which is computed across all the marketing channels. The composite farmers' share can be increased when it is significant with the marketing margin share via large retailers. To measure the performance of the organizations’ management, we use the Farmers’ Marketing Comprehensive Evaluation, which is held by the government in the relevant year and 10 main items are considered. However, this study only analyzes 8 items (tangerines, apples, pears, onions, garlic, potatoes, persimmons and cabbage) due to a lack of data. Thus, we analyze which items’ dependent variable “composite farmers’ share” is more affected by the independent variable “marketing margin share via large retailers”. According to our results, the composite farmers’ shares of tangerines and apples, which represent more than 50% of the total production of the farmers’ marketing organizations, are increased through trading with large retailers. However, the composite farmers’ shares of the remaining 6 items (pears, onions, garlic, potatoes, persimmons and cabbage) are more affected by the marketing margin share via wholesalers. The government should seek plans to diversify the sales of apples and tangerines and sell the remaining 6 items, thereby focusing on trading with large retailers and ensuring risk taking when the composite farmers’ share increases enough.

References


Choi, B.O. 2010. The Efficiency Analysis of Agricultural Products Producing Facilities Using Data Envelopment Analysis. Journal of Food Marketing. Vol. 27. No. 4. pp. 81-107
Gouk, S.Y. and Choi, B.O., 2008. A Study on Success Factors of Farmers’ Marketing Organizations. Korea Rural Economic Institute (KREI)
Yeon, J.M., 2009. A study for activation plan to agricultural product processing center. MA Thesis. Yonsei University
Baek, S.W., Jang, D.H. and Lee, S.Y., 2007. A Study on the Analysis of Efficiency in APC. Journal of Food Marketing. Vol. 24. No. 2. pp. 59-75
Chung, H.T., 2007. A Study on the Local Circulation Structure of Agricultural Products. Master Thesis

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