농산물 직거래 활성화를 위한 e-비즈니스 교육 방향
Suggestions of E-business Education to Promote Direct Sales of Agricultural Products
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초록
농산물 직거래는 생산자와 소비자를 직접 연결하면서 중간유통비용을 절감하고 이를 통해 생산자와소비자 모두에게 만족을 줄 수 있는 대안적인 유통경로이다. 이러한 역할때문에 최근 온라인 농산물 직거래에 대한 관심이 다시 높아지고 있다. 하지만 농산물 직거래는 중간유통단계를 생략하는 것이기 때문에 생산자가 그 역할을 대신하여야 하기에 다양한 장애요인을 가지고 있다. 본 연구에서는 직거래를추진하고 있는 농업인을 대상으로 직거래 장애요인을 파악하고, 직거래 활성화를 위하여 농촌진흥청에서 수행하고 있는 e-비즈니스 교육을 어떤 방향으로 이끌어가야 할지에 대하여 방향을 제시하였다. 그결과, 교육 프로그램 보완, 개인역량 강화, 협업화, 농업인들이 희망하는 교육 확대 등이 필요한 것으로나타났다.
Abstract
The direct sale of agricultural products is an alternative distributional channel which canprovide satisfactions to both producers and consumers by reducing marketing cost through adirect connection between them. Due to this role, there has been rising interest in farmers'direct selling of agricultural products. However, the direct selling by farmers expose manyproblems and obstacles, because farmers should take a role as a middleman when they directlysell their products. This study tries to identify the obstacles from farmers who started the directsales, and suggested a direction of e-business education programs being in place by RDA forthe purpose of promoting farmers' direct sales. Suggestions of e-business education is needed toenhance education programs such as improving personal capability, cooperative work betweenfarmers, expending programs what farms want.
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