수협 회원조합 직매장 운영에 관한 연구

Abstract

Abstract The sales business of cooperatives indicates all types of activities that collectively release and sell products or commodities produced by the cooperative members, performing roles of strengthening the bargaining power of market by increasing farmgate prices and scaling-up the products. In this regard, the National Federation of Fisheries Cooperatives (known as 'Suhyup') should focus on selling fishery products produced by the members to consumers in order to improve profits of the cooperative members. This study aims to research operational direction and identify problems by figuring out the operational status of direct-sales stores of Suhyup, among other sales businesses of Suhyup fishery products including retail. Through in-depth interviews and surveys, the management status of Bada Marts run by Suhyup Cooperative Marketing Co. Ltd., the operation status of direct-sales stores run by Suhyup member cooperatives and the operation cases of direct-sales stores of Nonghyu are presented as reference data for establishing and operating direct-sales stores of Suhyup member cooperatives. The in-depth interviews conducted throughout the study were targeted on employees in charge of business management of Suhyup member cooperatives, and on Suhyup employees who have working and operating experiences in Bada Marts. The surveys were carried out targeting employees in direct-sales stores of Suhyup member cooperatives to identify current status and problems of the direct-sales stores operated by the member cooperatives. To overcome and resolve such problems, it suggests new operational directions, for example, a store with the concept of Shop-In-Shop and the storeless retail business. Due to insufficient research data related to Bada Marts where the sales of fishery products is largely accounted for, there is a limit that the profit/loss estimate data suggested in the study failed to reflect a variety of distribution environments such as management conditions of Suhyup member cooperatives, consumption tendency of consumers in the establishment regions, and locations of competitive stores. Despite the above limits, the study is significant in that it presents the reference data regarding the operation of direct-sales stores of Suhyup member cooperatives by offering management cases of direct-sales stores of member cooperatives of Suhyup, Nonghyup and Bada Marts. However, in the course of identifying operational status and problems of direct-sales stores through in-depth interviews and surveys, a lack of cooperation from and connection with Suhyup and member cooperatives leaves much to be desired, therefore it is required to conduct studies on the direction of direct-sales store business based on active cooperation and connection in the future.