농협 판매사업의 이론적 고찰

A Theoretical Study on the Role of Agricultural Marketing Cooperatives

The purposes of this study are to investigate the role of NACF in agricultural retail market and to find some implications for promoting the role of NACF in agricultural marketing. To achieve these puφose, this study reviews the competition yardstick theories, investigates the role of agricultural cooperatives in 이igop이is tic markets, and shows that NACF s direct participation in retail market is a forward vertical integration. In conclusion, as NACF promotes wholesale function to large retailers, the bargaining power of local cooperatives will be improved. In addition, as NACF strengthens its retail function, local cooperatives have higher bargaining power. Especially, the intensification of retail function of agricultural cooperatives can be a good way to maintain producers brand and to improve domestic agricultural supply.