At the request of the Faculty of Agriculture, Hokkaido University students, "Student Essay Contest 15th Jammer" has been cooperating to apply for a paper.
※ The papers are published with the permission of students and Yanmar.

Student Essay Contest 15th Jammer

Yamamoto Takayuki, Mao Nakaizumi Tadashi, Motoyo Suzuki, Jae Nishikawa

Future sales and net premium mango farm

Introduction

Today, pressure from outside Japan, are being forced to produce even more liberalization. If there is no means to prevent, have been further liberalized, the near future, Japan's agriculture will be in danger. But even in such a situation, way out and should certainly found out.

The cost of agricultural products in Japan is not among those imports. However, in terms of quality agricultural products in Japan is also known as a world-class art. In the world, there is definitely a high demand for agricultural products. If you can take advantage of an eye there and avoid the decline of Japanese agriculture is, of course, there could be a potential exporter of agricultural products in particular and vice versa.

The prospects for agricultural theme is the grand theme too vague. So we decided to wring out the exclusive marketing of agricultural products through the Internet theme. The Internet is just a popular service in recent years has developed rapidly using this industry today. From such a background, distribution channels over the Internet still seems to be developing. Thus, there may be significant potential for future development. The reason for focusing on high-end agricultural products, lower prices than the daily consumption of agricultural products, which can be a suitable way to produce high-end net sales to speak infrequently. This, I think you have sensory understanding.

The paper examines the success stories of the mango sales network, explore the prospects of premium agricultural products that foothold.

Chapter farm is not suitable to sell online?

Current net sales Mangoes Chapter II

Chapter III of the search engine system

Net sales Mangoes success stories in Chapter IV

Conclusion Summary Chapter V

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Chapter farm is not suitable to sell online?

The remarkable rise of the Internet in recent years. Figure 1 is a bar of Internet users, shows that the line rate of the population. Number of users at the end of 1997 was 1,155 million, growing at the end of last year 77.3 million people with a vengeance. When you see the population rate, and 60.6% last year, will be in contact with the Internet 60% of the people really.

※ The number of Information and Communications Policy Bureau, Ministry of Internal Affairs report released survey from the use of communication 』

The internet age, these through a website selling products on the net, "net sales" and it keeps the Japanese would not be the promotion of agriculture.

Originally, a good product is compatible with online sales of digital products easily. Staffing and insurance industries, including financial products cited as an example. These products are Habukeru effort to interact on the net in the digitization. In addition, the information products, there is no gap between the cuts customers envision products actual products.

The "waste" of agricultural products is a good chemistry with net sales is hard to say. Net sales customers time to visit the store Habukeru though, because things, life is not without transportation, the seller takes time and transportation costs. In this respect, digital products can not beat Sumu-existent. In addition, as a raw, may produce pain in the meantime, the risk associated transport. The product may differ very much the customer had imagined. The digital information on the website taste, texture, flavor is absent. In addition, industrial products are so different to put into the mouth, check with your own eyes, some people might be reluctant to buy online sale can not be touching. The stock because it is not easy to produce pain, and everything is flooded with orders from no shortcomings.

Over, despite the shortcomings have a lot of net sales of agricultural products is growing year by year. Quality agricultural products from one of the "mango" taken up, validate, and I want to clarify the reason.

Current net sales Mangoes Chapter II

The origin and mango over the Malay Peninsula from the northern region of India, fruit trees and 4,000 emergency department with a history of planting sumac years. In Japan, the Philippines, and has been imported from Mexico, the overall import volume in 2003 was about 0,300 tonnes have been. Apple Mango red, and there are several kinds of green Kitsumango. In Japan, around 80% of domestic production in Okinawa, Miyazaki and Kagoshima prefectures have been produced. Began as mango are grown for profit in 1984 was in Okinawa, is that still recent. Would like to note here is that Apple Mango is cultivated mainly in Japan, about 300 individual 1-500g, 1,500-2,000 yen (one of the finest sometimes 5,000 yen) is outside the typical Philippine mangoes are yellow Pelican domestic piece about 1 250g, 100-300 is that far cheaper than those from the Japanese yen. Gifts from Japan is used for "high-end agricultural products" that is, a foreign product is suitable for everyday consumption and rather self. For farm-fresh produce in Japan, just send a ripe mango trees, which can be delivered a strong fresh flavor.

Perhaps partly because of the recent boom mango, Miyazaki mango cultivation is working to actively give to the county. The rules also ban the import of mangoes from Brazil in late September, said that the hottest fruit.

Mango cultivation in Okinawa transition is as shown in Figure 2. Despite a wave of harvest, shows that production is slowly growing.

※ The figures in Okinawa Copyright http://www.pref.okinawa.jp more

Significantly reduced production in 1998 ※ The mild winter, rainy, due to lack of sunlight

Does that really sells mango net, what would a website. Search giant Google (For more information on search sites next chapter) in "Mango" After searching, sponsored links on 3 of October, about 145,000 of search hits. Also, the search giant Yahoo also sponsored link 1, the "Shopping> Fruit> Mangoes" was the category of registration 7. Looking at the pages one by one doing them mango net sales, website owners (and made a website to update people) found that the two types of farmers and intermediaries are in use. Here and brokers, buying produce from farmers to sell, who is to be done to take charge instead of a farmer or a sales agreement. Google and Yahoo searches and top 30 aggregated classification of seven registered respectively in Figure 3, Figure 4 result.

First, the result of which farmers can be seen that smaller brokers. Cheap price compared to fruits and vegetables, mango net sales of luxury goods is profitable despite of clutchy farmers. Lack of knowledge about the home run, which seems to stop farmers Footsteps individual effort and delivered to the buyer.

Type of intermediary, a company in Tokyo (the main business and marketing, online sales do not seem to be more), souvenir shop in Okinawa, JA, online shopping in general deal with specialties in Okinawa spanned a wide range of fruit and vegetable retailers and Miyazaki.

I want to mention a shopping mall here. And shopping malls, selling products to businesses and individuals, websites that provide space on their site instead of taking charge in the stores, you do not have to manage your website 10-1 for Merchants an advantage. The above search, Google 1, the only sales hit mango juice, mango sales page Tadoritsukanakatta in shopping malls. However, looking at a shopping mall there on the net, it's right that many agricultural products have been exhibited. Thus, in addition to analyzing the mall farmers and intermediaries. As for shopping malls, big "Rakuten Ichiba" in the category of fruit vegetables "Mangoes" in reference to the search results.

Farmers Home, Yahoo had been registered in two cases of Google and duplicate results were found, and had 3 total. All farmers in Okinawa, 2 pages only sells mangoes were found where one sells dragon fruit and other fruit from Okinawa. Other brokers mash mango vinegar, some companies were dealing in general specialties such as bitter gourd in Okinawa. Although farmers and brokers who handled everything from Japan only, at the mall from the Philippines, from Mexico, who handled a wide variety of Australian and foreign. Shopping mall was the opening of all brokers. Shopping mall stores, but farmers also possible, opening fee seems high (for Rakuten, four base price of 50,000 yen / month + plus, depending on sales) seems to have become a bottleneck. I just can not be submitted more than one type of commodity type 3-4, farmer if production is limited, opening the 月決Me charge certainly does not pay.

Farmers, regardless of brokers, farmers face, comments, photos and use plenty of mango growth record, there were too many pages are placed on how to eat mangoes. Also, many pages that were written by the customer placed an impression. The shopping mall photos and customer feedback was not put on Agriculture nowhere. Seems to be space for perhaps only one page.

Throughout the "organic" "organic," I have only had 2 and propaganda. Page and specify in detail the type and amount of pesticides was not.

In addition, BBS (bulletin board) is installed on only one, found only in fruit and vegetable retailers belonging to the broker. Home page visitors, BBS questions or comments feel free to be told to send an email if you have more. Because it is mango season, only the pages dealing with year-round mango BBS is no sense in putting the ship date if placed just 7-8 months, with the snare more customers are not Will.

Mango ice cream are produced in Japan, riding the current boom in mango and mango pudding is the fact that all the cheap foreign stuff is not easy to imagine, produce, processed domestically-ahead if stored in a mango is, if a widespread marketing year is expected to be quite the same thing as the mango sales strategy. Processed products high quality and high price, of course, must be established and fresh brands such as Mango.

Chapter III search and page ranking

Using the Internet to buy a mango, if you wanted to see what fruit or mango, or most people first, "mango" or "sales Mangoes" and keyword search (Yahoo, goo, Google etc.) to enter. On the Web that there are countless pages as you know, unless you personally know the URL, finding a specific page number from the pages of the bootstrap In (with no search site) and is hardly impossible. When you examine your information you want on the Internet, will exert a major search. The importance of search for sellers, therefore there are significant net.

The following site "search" thing that I have made up such a system which, standing on the producer side, the cost to use search, and other relevant Fumaeta the principle of PageRank explained later, Web How would stand on top, net sales approach.

First, although there are many search sites now, they type "directory" and type "robot" can be divided into two types. Each features and benefits, disadvantages are as follows.

Type "directory" Yahoo, etc.

Features: Divide your site genre manually registered in a database search.

Lists sites related to keywords.

Pros: accurate results.

Cons: slow to update. I can not find the site that is not registered.

"Robotic" Google, goo, etc.

Features: for every page, comes to collect every single keyword.

Advantages: many search results. Strong updates.

Cons: many search results are baffled.

I want to note here is an item that results in many disadvantages embarrassed. Examined and if search using mango. Hit found 140,000 results if you site, you will see that 140,000 cases of all sites. Find out more ranking high on the first bet, like no one at best - only to look about 10. Therefore, the search order can be a major factor for farmers to make the page.

What will the search order and decide how. It is the principle of "page rank" is determined by. Principles and Page Rank, Web page of the more important number is a link to a page with a ranking on the basis of a high-ranking elements off the page. Search site as it is applied this principle of PageRank, the ranking will be best if you increase the number of links is no more. However, people with relatives and link (the page rank will be deducted for saying the chain link) and a significant content update things (that may not be recognized by this page) may be.

As other things I want to know which type of search directory Yahoo was first required registration fee of 52,500 yen. Home owners are being based on such knowledge, it is necessary to create a good page.

Net sales success story in Chapter IV mango

Actually visit a site on the net to verify that sell products which complement the shortcomings of being on that farm.

First to introduce e-mango cases.

<E-mango> Http://Www.e-Mango.jp/Mango_Intro.htm

One of the sites run by joint-stock company in Okinawa Dorimuondejitaru. Founded in 1999, employees are few and 5. The business is doing well in sales as well as other sites in mango is available in a few projects related to the net. The main business systems development, networking, server rental and operation of shopping. e-mango is one of the sites managed by the shopping operation, main work is compiled brokers to ship orders from customers to farmers. So the actual production of goods not be done.

e-mango, you can search Google, and sites that are positioned on top. Given the reason, Google has become a site sponsor is considered so come on top. When searching, to upper level is very important for customer visits.

The site was abused as a device to customers purchasing mangoes, the actual product description and type of information that is not related much mango, mango effects have to eat more and put more of a mango. Moreover, the site has put a mango plantation landscape, which provides information to customers and production sites updated frequently. Traditional stores, you can add information such products, even though it's possible to provide a net benefit because large amounts of digital information. The mango farm producers face, and turn the other growth conditions, consumers reported the production floor to the sense of security products have also been devised, such as familiarity Wakaseru. The site updates frequently to conduct using the farm landscape, the passion is transmitted easily publishers, leading to attract.

The introduction of products that will help you grab the image and put a clear picture to customers. The sweetness of the product, and the graph size, easier to grab the image from that to minimize the gap between the actual product and customer image. The superior product and excellent product A and B are aligned and good quality goods, expensive items are aligned to order it bother worth eating. Therefore, the price is 3,000 to 5,000 yen / kg and higher degree are considered to have inspired a willingness to buy this luxury customer is reversed.

Internet orders are accepted by phone or at 10 - and taking orders if you call before 5:00 pm, the Internet is accepting orders for 24 hours. A 24-hour hand is a small net benefit.

Payment is COD or postal savings bank, has taken to ship the item after the payment system. Net sales in the neck tend to be those of the proceeds received by ship after the payment of the outstanding problems that prevent a good price

As mentioned on shipping by arranging the order, which usually take the form of farmers have been asked each farmer has a contract ships. However, perishable agricultural products, so the possibility he may have pain during transport. If you were sorely products are actually a measure, check Morai taking, etc. digital camera to the condition of the goods to the customer, if possible, in case of problems, is taking a systems have been shipping the same product to farmers . In the case of such ships as the responsibility of the farm again, but I got them to pay for the farmers such a case is actually a year - without a lot Hodorashii 5.

Getting to the net sales, cost of site maintenance is an important point. Looking at e-mango case, maintenance takes a month is about 10,000 yen server rental fees. The 15-month advertising expenses also costing 300,000. This promotion is consigned to what type of click advertising, cause marketing budgets in proportion to the number of clicks. Advertising expenses that occur, is about 09 - 30 yen per one click. One-click 15 yen, or about 200,000 yen, assuming that the advertising budget would be 13,000 clicks on advertising. Availability of mangoes is between 7 to August, sales are 600 million yen, maintenance, and sufficient profits are likely to be seen from the advertising expenses that flatters.

The mango is here that sales of some kind, accounting for 90 percent of Apple's sales of mango. As a source of strong sales of 600 million yen, more than normal premium quality mango is that it leads 1.5 sells for twice the price. Net sales for the shipping cost, as the customer and expensive and some are not, do not buy way to order it. The current fashion, and popular to be ordered and ordered some rare Yupakku would have been in the sense that many customers order.

Home e-mango. Have a powerful propaganda impact in terms of photography and beautiful.

Then ripe mango. Com that are introduced. However, how to introduce products, e-ordering is almost the same as it omitted the mango case.

<Mango. COM> Http://Www.kanjukumngo.com/

One of the sites run by a limited company in Okinawa OKINETTO. The company was founded in September 2004, owns three of them. Mango Management Sites. Com, as well as other tea Okinawa. Com and bitter gourd. Com website has been running like that with a focus on selling healthy food. Because the health food craze now, this strategy is likely to be good topped the times sales.

Our main business is selling brokerage on the net buy goods from farmers to consumers. However, e-mango and after examples of different products purchased, it takes great effort to ship it to the packaging of their products. After the first contract purchased from farmers mango, check all the fruit, packing boxes one by one wearing a cap lined with fruit fruit sheet. During the season, packed 40 cases each month to send about 240 mangoes. After a day at work from morning until evening. The mango is so perishable, and usually have a couple of packing materials to withstand the shock during transportation and soaking times

Yahoo is a site that is registered, Yahoo's "Mango" will appear as soon as you search.

When you open a site with some pictures and put the top left face of the representative first. This will feel a bond for the site. In addition, the faces of all staff'm clicking the photo below. Net sales easier than stores embrace a sense of uncertainty, the seller put the face of such sites, it is important to make customers familiar divided. The formal language in the text for the site as possible and are written in a style jokes Talking informal, family atmosphere that soup.

Moreover, the established system of refund fully if damaged for any reason during the transport of course, even if the come in a complaint to taste customers, take the system to transport again the same product or a full refund that. Can be far, because it would be considered from mind to customers to products with confidence. However, full refund policy also has risks, because the system takes a full refund of the extreme, while spending the season that there are several hundred thousand yen for it.

Maintenance costs and upkeep of the rental server domains together 3,000 yen. About 60% of the total purchase cost of sales is, if e-sales and 600 million yen as a reference case of mangoes, the actual profit will be about 240 million yen.

完熟マンゴー .com は一度商品を購入した顧客を維持することにも力を注いでいる。店舗と異なりネットでは、購入した客の記録が残るので、それをつかって積極的にリピートを促すことが可能であるし、その他ネットならではの集客方法がある。例えば、掲示板などに書き込み、口コミでネット上に情報が広げるバイラルマーケティングという戦略もある。 HP を構えて、客が来るのを待つだけでなく実際自分から動き来店を促すのは、ネットでこそ可能であり、重要な販売戦略であるといえる。

「お友達紹介プログラム」

客に完熟マンゴー .com の HP を所有してもらい、そこからお友達が来て購入すると売上げの 3 ％が客に還元されるシステム。

「ポイント発行制度」

会員登録した客に、購入金額の 1 割をポイントとして発行するシステム。ポイントはオキネットが運営しているサイト内で 1 ポイント 1 円として利用できる。

"Newsletters"

沖縄の情報や新商品追加のお知らせなどを毎月 2 回～ 3 回メールマガジンとして発行している。客と継続的な接触をとるための唯一の手段。

お友達紹介プログラムは、客が客を呼びコストをほとんどかけず客を増やす優良な手段

といえる。また、ポイント発行制度により客がリピートしやすくなる。最後に、メールマガジンによって客と継続的に接触をとり来店を促すことができる。

読んでいて楽しい内容が魅力の完熟マンゴー .com のトップページ。

第五章　　結論・まとめ

Conclusion

Has become a means to highlight shortcomings and resolve it in terms of sales of agricultural products over the net. The report will be again in the digital information on the website taste, texture, flavor can not be transmitted to have a major disadvantage of the consumer confidence not easily obtained. The wall has become a major net purchases of agricultural products to consumers in this.

The survey, however, the actual site on the net sales of agricultural products detailed description, as well as to show the faces of the device manufacturing customers and production sites, and efforts to build a sense of confidence and peace of mind The. It is in that digital information is the best solution to overcome the above disadvantages. The care was sufficient to customers with systems and ideas and complete refund. Mango not only when to sell agricultural products and the net primary disclosure, it is more important than what you can get a sense of trust and confidence in agricultural products can be seen in the face.

Possible for them to look further into the consumer pages, efforts should also take up the top of search page rank.

From these points, do not create pages on the net sales

One can only put detailed product information.

2, in order to have a sense of intimacy, and any trick to show the production floor.

3, clearly passing rate.

4, which you can see on the site page rank.

Dekiyou four aggregate.

Summary

Development of the Internet as everyone knows is a horrible last few years and will continue to develop even more in the future. Be sure to get attention from the age of Internet sales produce then. People involved in the current net sales of agricultural products is a pioneer in the very era, efforts must continue to incorporate four elements on the page was discovered in the survey, consumers and eventually of the "wall" Surely there is no coming day. On the net, the producer side and the ad can get unlimited space, and cost reduction benefits in advertising spending, consumers will look to produce around the country instantly, or to purchase There are many other benefits that can be. Thus the "wall" can be fully available if there are no such benefits, as well as agricultural high is the birth place of the evolved distribution will also be available on the net agricultural feel normal. Looking at the case and begin buying luxury mango farm, such period may have already come far.

Also, if you use the Internet, it is possible to have a worldwide distribution lines. The net to be activated not only in domestic distribution, and quality of agricultural products used in Japan, making foreign language pages, which may well decide to sell abroad. The Internet sales may find the way out to the future of Japanese agriculture.

Reference

[Internet and direct transactions gotta do farmers lose 』Show details Tomita Kiyo. 2001 to Rural Culture Association

[Intanettomaketinguhandobukku 』Namai Takashi Yoshida Masahiro Sugiyama Katsuyuki Takeda Kazuya. Doyukan CT

Secret Google Guide [K's Production. Magic Software CT

Strategic and full of mistakes [Sugiyama Keiko Katou Tadahiro Web. The 2004 with technical review

Media Relations

e-mango http://www.e-mango.jp/

Mango. COM Http://Www.kanjukumngo.com/

Reference Home

Agriculture http://www.maff.go.jp/

Okinawa http://www.pref.okinawa.jp/

Miyazaki http://www.pref.miyazaki.jp/