Marine products markets are changing to globalization and the center of customer power by taking effect INTO and FTC. To cope with these changes and to understand the optimal marketing channel and intermediary's function, we have analyzed on the function of marketing channels by efficiency template.
To making this efficiency template, we widely have inspected the questionnaires on a fisherman doing aquaculture, a staff in marketing charge of the regional federation of fisheries cooperatives, a guidance teacher of fishing village, fisheries wholesale market and brokers in consuming city.
Major findings and results of this study are summarized as follows. First, the important grade on the function of marketing channels is showed up physical possession 27%, ownership 28.5%(including selling 16%, buying 12.5%), promotion 13%, risk taking 12.5%, negotiation 10% and financing 9%. Second, proportional flow performance of channel member in case of system shipment is in order as a live-fish distributor, wholesaler & reseller, wholesale market and broker of wholesale market and so came up live-fish distributor as a channel leader. According to the occupational group response, the fisherman & broker of wholesale market recognized live-fish distributor and the regional federation of fisheries cooperatives & research institute (KMI) recognized wholesaler & reseller as a channel leader.
Third, the proportional flow performance of channel member in the case of non- system shipment is in order as live-fish distributor, the middle wholesale dealer and reseller. And so the live-fish distributor came up to be a channel leader but according to the occupational group research, most of the channel participants except the fisherman recognized the middle wholesale dealer in the stock point as a channel leader.
The points of implication on this kind of results are as follows. The priority on the function of the marketing channel is above the same means that physical possession as hard ware in the course of marketing channel is also important but soft ware parts ( the remnants 73%) including ownership, negotiation, risk-taking, etc are more important.
And the proportional flow performance of channel member could be use not only efficiency improvement of the total channel but also the standards of judgments on the reasonable distribution of marketing channel margin if a data to be standard is complemented.
농수산물의 유통은 다수의 분산된 생산자와 다수의 소비자를 연결시키는 매우 복잡한 유통구조을 가진다. 수산물은 바다라는 불확실성과 제품의 특성상 보다 복잡하고 비효율적인 요소가 많다. 이러한 수산물(활어) 유통경로 구조에 참여하는 구성원들의 역활과 성과를 Delphi기법에 의한 설문과 Efficiency Template작성을 통해 그 동안 정성적으로 모호하게 알려졌던 부분을 정량적으로 분석하였다. 결과는 계통출하에 있어 장기간 channel leader로써 생산과 소비 양측에서 이윤을 가져갔던 도매시장의 중도매인의 기능이 약화됨과 더불어 동 채널의 리더로 활어유통업자가 부상하였고, 다음으로 고객정보를 가진 도소매상이 급부상하는 것으로 분석되었다. 그리고 비 계통출하에 있어서는 역시 활어유통업자이 채널의 리더로 나타났지만, stock-point에서 구매, 대금결재 및 분배기능을 수행하는 중간도매상이 실질적인 리더로 부상하고 있었다. 그리고 경로기능에 있어서는 제품자체의 청결 및 안전한 수송을 위한 물적소유 기능이 중요한 기능으로 나타났지만, 유통과정 중의 위험을 경감하기 위한 위험감수기능, 소유재고 기능 및 수요예측 기능 등이 중요하게 부각됨으로써 이제는 hard ware적인 지원보다는 위험경감을 위한 보험, 시장정보 제공 등의 soft ware부분이 더육 중요한 정책분야인 것으로 조사되었다.
