Marketing activities of a fisheries cooperative located near a big city : a case study of Akashi-ura fisheries cooperative, Hyogo Prefecture

記事区分：原著We tried to evaluate the sales marketing of Akashi-ura Fisheries Cooperative, which is located near a big city, by focusing on its buy-and-sell activities. While most fisheries cooperative are content with consigning their goods for sale, Akashi-ura Fisheries Cooperative has tried to activate transactions and support stable fish price by, not only opening a direct-product shared marketing, but has also started a buy-and-sell division taking responsibility for cost and risk involved. Its major selling partner for buy-and-sell began with a joint marketing with Kobe Coop for live fish. The amount of sales has not been increasing in recent years and profit has been low. Although, it is noteworthly that despite the low popularity of direct-product marketing, Akashi-ura Fisheries Cooperative is actively pursuing its sales marketing, the profit trend has not connected directly to fisheries cooperative management. Fisheries cooperatives have to find new sales routes and need to develop its marketing activities