earticle

영어

It is very difficult to control properly the demand and supply of fishery having great dependence on the natural conditions. And fishery has to go through the complex marketing process varying from place to place to reach its final consumers. The each year increasing amount of fishery, however, has a great portion of the nation`s economy now and affects the consumer price in general, which requires the current its marketing system to be improved. Therefore, this study suggests a new model of marketing structure based on the analysis of current marketing practices, which, I hope, will give a momentum for the more advanced marketing industry of fishery. The study employs the method of questionnaire for brokers, wholesalers in metropolitan areas and consumers and proposes; with the results of the factors analysis, a model of improved fishery marketing structure is given. In conclusion, the study proposes a marketing structure where the consumers can buy fishery in brokers excluding the mid marketing and those concerned can share the information necessary to get the structure going normally. It is necessary, however, that the steady supply of fishery and computerized system of marketing informations should precede other things to guarantee the improved wholesalers` market for the consumers.