대형유통업체의 농산물 산지계약거래에 관한 연구

A Study on the Direct Marketing for Agricultural Products of Modern Chained Supermarkets in Cheonan Region

The objective of this study is to analyze difference of buying pattern among modern chained supermarkets for agricultural products and to derive development strategy for farmer, farmer s organization and Agricultural cooperatives. And then provide agricultural producing districts with suggestive point. The service market of agricultural products has been completely opened with exception of some grain and beefs since 1996. Therefore overseas modern chained supermarkets have actively extended their business in Korea. Provide for this situation, domestic leading enterprises have also restructured their business operation. Since Korean economic crisis in 1997, the consumption pattern has been changed more rational than before. This urban consumption shift makes modern chained supermarkets gradually increase amount of sale. And then agricultural products play an important role as commodities for their sales promotion. In order to induce many guest, These enterprises have been directly buying from the district which agricultural products are grown. This direct marketing can reduce the number of marketing channel and increase farmers income.