한국농협 공동판매사업의 현황과 발전방향에 관한 연구

Abstract

A Study on the Current State and Improvement of Joint Sales in Agricultural Cooperatives of Korea. This paper examines the market conditions, development process, status and directions of joint sales business from the point of view that organization is necessary at the level of agricultural cooperatives as the agricultural product distribution market changes. The distribution of fruits and vegetables in Korea has been rapidly reshaped, from large wholesale markets to large retailers, SSMs, convenience stores, etc. The consumption of and purchasing behavior related to agricultural products is also rapidly changing. Therefore, it is time to form an integrated sales system using a market-oriented approach and moving away from a supply-oriented approach. To do this, an external marketing business should be promoted as a central organization for the sale of agricultural products, rather than a subsidiary organization of joint marketing, to organize and coordinate the marketing chains linked to large retailers through the external marketing business from the joint marketing business.