著者

森高 正博

出版者

日本フードシステム学会

雑誌

フードシステム研究 (ISSN:13410296)

巻号頁・発行日

vol.23, no.2, pp.98-112, 2016 (Released:2016-12-22)

参考文献数

28

被引用文献数

1

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Facing the decreasing trend of domestic food demand and also the share of domestic products, market penetration to abroad is one of the urgent strategies for domestic agricultural producers. This study firstly examines the possibilities of it with checking the fruits of EPA and TPP negotiations briefly. Secondly, it is revealed that branding and promotion strategies become structural problems among individual producing area brands and All- Japan brand as an umbrella brand. To show the criteria of selecting a branding strategy, strategic choice of advertise and promotion by umbrella brand and each area brands in sequential game is examined. And the criteria is explained mainly by the signs of advertise and promotion's spillover effect and strategic effect.