An electronic market for floricultural products: Hanadayori-VAN at Kitakami, Japan
1995
Matsuda, T. (Chiba Univ., Matsudo (Japan). Faculty of Horticulture)
Nowadays most crucial issue on the agricultural market and distribution system is how to reorganize and to revitalize wholesale markets. The administrators who have the supervising responsibility of the agricultural market intend to overcome this issue with introducing new trading systems to the pricing procedure on wholesale markets. On the other hand, there are several wholesale markets to overcome this issue with implementing electronic marketing systems. The former has been well known, contrary to my expectation, latter is not well known even among the participants of wholesale markets. Hanadayori-VAN is one of the noteworthy marketing systems like that. The primary purpose of this paper is to introduce an electronic marketing system at Kitakami, Iwate prefecture in Japan. It is the unique system for trading of floricultural products in Japan. In this system there are many divorces to develop marketing volume. Most notable one is a function to arrange delivery. The characteristics of this market as a price discovery organization are analyzed, and many advantages of implementing an electronic marketing system are pointed out. Although the number of participants at present has not reached at critical level to manage the electronic market. At last some problems on price discovery procedure are pointed out, then some necessities are shown to develop the market
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