진천수박 출하경로 개선의 경제적 효과

Abstract

This study compares the combination of marketing channels of two watermelon coopera-tives in Jincheon county and shows expected economic values of the proposed marketing channels redesigned based on channel satisfaction and preference analysis. For the study, one hundred ninety two watermelon farms were surveyed and marketing data were collected from regional agricultural cooperatives in the county. Two marketing entities, Deoksan and Sangajincheon, in the county show the same marketing channels with different marketing ratio. Collector of agricultural products ranks the first in sales volume in Deoksan while agricultural wholesale markets in the first in Sangajincheon. Both entities, however, prefer the agricultural wholesale entity as a sales target. Scenarios for the new marketing channel with higher marketing ratio of agricultural wholesale entity were set according to the current marketing channel and farmers' preference for the market and analyzed with partial budgeting method. The results show that the new marketing channel produces higher income compared with the current marketing channel. Both agricultural cooperatives and watermelon farms have to play their roles to change marketing channels and improve the quality of watermelon.