日本におけるEコマース市場に向けた農産物 生産者組織の流通チャネルの選択論理

The purpose of this study is to clarify the logic of sales channel selection to e-commerce market of agricultural producer organization in Japan. To identify issues, First, the literature on e-commerce market trends and agricultural product distribution in Japan was reviewed. Next, an overview of the producer organizations in the case studies was organized. Then, the selection of distribution channels for the e-commerce market was analyzed． The conclusion is as follows：1)Large scale producer organization who can bear the cost of sales takes closed channel selection, small scale producer organization who cannot bear the cost of sales takes open channel selection to sale efficiently and avoid trading risk. 2)For the direct sales channel and distributor channel, they supply in the range of their product. The number of items for distributor channel is less than direct sales channel because distributor makes its assortment. On the other hand, for retailer channel, for the lots of competions, the agricultural producer organization who recognizes shortage of assortment procures items from manufacturer located in neighboring area.