Korean Journal of Organic Agriculture (한국유기농업학회지)

Korean Association of Organic Agriculture (한국유기농업학회)
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Post Covid-19, Directions and Challenges of Agri-food Distribution

코로나 이후(Post Covid-19) 농식품유통의 방향과 과제 - 전북지역 통합마케팅조직을 중심으로 -

  • 백승우 (전북대학교 농업경제학과) ;
  • 김수현 (전북대학교 농업경제학과)
  • Received : 2020.11.30
  • Accepted : 2021.02.15
  • Published : 2021.02.27
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Abstract

The form of agri-food transaction has taken a rapid change from the existing method since Covid-19. In response to changes in the market environment such as Covid-19, the integrated marketing organization in Jeollabuk-do was diagnosed from the point of view of innovation, and the future direction was examined. In order to improve the distribution structure of the production area, an integrated marketing organization was fostered, and both quantitative and qualitative growth were brought about. However, some regions still lack willingness to participate and lack of expertise. In particular, there is no infrastructure and strategy to prepare for the increase in non-face-to-face transactions post Covid-19. Online transactions also require economies of scale, so non-face-to-face transaction capabilities must be reinforced by adding a separate organization and experts in charge of online transaction functions within the integrated marketing organization. In the future, online sales are highly likely to expand not only to transactions between producers and individual consumers (C to C), but also to mass consumer (B to B) transactions. It will be an opportunity. In addition, it is necessary to efficiently use production area distribution facilities such as sorting and packaging. Since the non-contact transaction method will increase after Corona 19, it is necessary to strengthen marketing capabilities such as expansion of utilization rate, order placement, settlement, and customer management, and reorganization of specialized organizations.

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