A Study on the Meaning and the Subject of Local Brand Construction in a Dairy Industry

DOI

Bibliographic Information

Other Title
  • 乳業メーカーにおける地域ブランド構築の意義と課題

Description

In the dairy industry as a whole as well as the large dairy makers operating on a national scale, it appears that fresh milk from a local dairy in the consumer-rich suburbs is important, with the example used as a local brand milk. This paper aims to consider the meaning and the subject of local brand milk through a case analysis of dairy industry producers. The paper clarifies both that the point of "trust and safety" which the characteristic consumer brings to the "local production for local consumption" boom is easy to tie to the establishment of a traceability system and that the time from milking to processing has predominancy in terms of the freshness of milk from a local dairy. However, even if local brand milks which include this notion of freshness are conceived of as a "differentiated commercial product", the influence of realization as a relatively expensive rank also became clear.

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Details 詳細情報について

  • CRID
    1390002184849861760
  • NII Article ID
    110009872927
  • DOI
    10.18921/amsj.14.1_67
  • ISSN
    24240427
    1341934X
  • Text Lang
    ja
  • Data Source
    • JaLC
    • CiNii Articles
    • KAKEN
  • Abstract License Flag
    Disallowed

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