光州·全南地域의 流通産業 硏究 : 農·水産物을 中心으로 Laying Emphasis on Agricultural and Marine Goods = A Study on Marketing Industries in Kwangju/Chonnam Area

다국어 초록 (Multilingual Abstract)

The purpose of this study is twofold. The first is to propose some remedies for the basic problems which might be induced from the present states of marketing of agricultural and marine products in Kwangju/Chonnam area. The second purpose is to justify the vitalization of conventional market system by comparing the domestic or intermediate-technology approach to the improvement of food marketing in this country with the high-technology approach originating in industrial nations.
To pursue this purpose, the literary research on the above two approaches to the improvement or modernization in agricultural and marine goods marketing was followed by the empirical research on the attitude of consumer group as well as seller group about conventional markets in comparison with other markets.
It leaves no room for doubt that the degree of consumer satisfaction should be included into the evaluation of marketing performance. And, consumers in sample generally perceive that they prefer conventional markets to the other types of market especially in such respects of spatial convenience, price, product quality, product variety or assortment breadth, and the ease of one stop shopping. But this is not to say that modern types of marketing institution such as supermarket can make no contribution, for this is not the case.
As the result of the present study, it is suggested that high efficiency in agricultural and marine products marketing can be achieved through adopting the domestic intermediate-technology and improving the operations and business skills of conventional markets. It should be noted that since the high technology solution of the vertically integrated chain stores is one of dubious value for the problems that are latent in food marketing, alternative procedures must be sought.

목차 (Table of Contents)

• Ⅰ. 序 論
• 1. 硏究의 目的과 必要性
• 2. 硏究의 內容과 方法
• Ⅱ. 流通시스템 效率化의 理論背景
• 1. 流通시스템의 變化過程
• 2. 流通評價의 尺度
• 3. 流通近代化
• 4. 우리나라 在來市場의 座標
• Ⅲ. 우리나라 農水産物流通의 現況
• 1. 農水産物 流通의 特性과 歷史
• 2. 農水産物의 流通經路
• 3. 農水産物 流通의 組織構造
• Ⅳ. 在來市場에 관한 實證分析
• 1. 調査의 槪要
• 2. 設問紙의 構成
• 3. 標本의 人口統計的 特性
• 4. 農水産物의 購買패턴
• 5. 消費者의 市場 利用實態
• 6. 市場에 대한 意識 및 態度
• Ⅴ. 農水産物流通의 改善方向
• 1. 農水産物 流通의 組織構造
• 2. 流通의 助成機能
• 3. 流通施設
• 4. 流通經路 및 流通마진
• Ⅵ. 要約 및 結論
• 參考文獻
• 英文抄錄
• 附 錄