Japan’s agricultural products marketing and strategies in michinoeki-what farmers’ markets in Taiwan can learn
Date Issued
2016
Date
2016
Author(s)
Tsai, Ho-Chung
Abstract
Japan''s Ministry of Land Transportation established the rest stops along the highway to let passers-by a place to rest. And to make the rest stops play a greater effectiveness role, the MLIT set three specific functions, namely rest , information sending and regional cooperation. The basic framework for the Road Station was established in 1991. When a disaster occurs recently in Japan, such as the 2004 Niigata earthquake, the Road Station has become a disaster relief center. The disaster-related features become more comprehensive. With the six-level industrialization, Road Stations from being a mere rest stop had included Agricultural Direct Sales. These road side farmer markets begun selling famous local agriculture, forestry, animal husbandry and fisheries products along the rest stops. Local farmers can put up their own stalls and set their own selling price free from the control of the whole sellers. They are able to sell every day. They are able to market their local products and make better profits at the same time. This unique feature of the road station that brought the growth of direct agriculture products sale caught the attention of other locales. In recent years, Japan has been actively promoting the cooperation of the three sectors in agriculture, industry and services that led to better economy and also improve the employment rate. Taiwan currently has gradually begun to set up small-scale farmers market and road station bazaar. The first small farmer market was established in 2007. The farmers market and bazaars inside the highway rest stops are selling not only agricultural products but also other processed goods. But at present, these markets are open mostly on holidays with only few little stalls. They are left to develop on their own. Their long term development must integrate other related resources. Import of the Six-level industrialization, not only for agriculture will be good for long-term development. This allow consumers to buy and eat at ease thus create more business opportunities through the flow of crowd. This study will examine what can be learn from Station Road relevant experience in Japan; development and continued provision of high quality agricultural products in Taiwan. The relevant market or open environment, not only can become a local recreation indicator but also serve as disaster prevention-related or purchase location.
Subjects
Station Road
farm products sold directly by small farmers market
road side farmers market
Six-level industrialization
SDGs
Type
thesis
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