@misc{oai:mie-u.repo.nii.ac.jp:00010826,
 author = {杉浦, 礼子},
 month = {Jan},
 note = {application/pdf, The objectives of this research are (1) clarifying some problems that should be improved (2) proposing a new marketing mix and approach to revitalize the tea industry in Mie Prefecture. To find starting points that can be expected to lead to bigger benefits, a process of identifying problems quantitatively and extracting the problems to resolve preferentially is important. To obtain conclusions that reflect realities, I researched not only existed statistical data but also original questionnaires obtained from my point of view. In addition, I pointed out the need for effective marketing, and I proposed a new method of marketing mix that reflects the results of an attitudinal survey of green-tea consumers employing a market-in approach. I also pointed out the importance of a product-out approach for bringing to fruition the seeds of innovation from new perspectives, and studied the potential of such an approach. The tea industry in Mie Prefecture ranks third after Shizuoka and Kagoshima prefectures in terms of acreage cultivated for tea, size of tea harvest, and unrefined tea production, making tea production an important local industry. However, the environment surrounding the tea industry is becoming harsher year by year, putting the industry at risk of decline. The need for and hope for innovation to revitalize the industry have therefore been growing. On March 11, 2011, during the period of this research, a massive earthquake and tsunami struck northeastern Japan, and it resulted in the release of radiation at a nuclear power plant in the region. Some tea leaves included radioactive cesium at levels more than the temporary maximum limits prescribed under food health and safety law, and in some areas the shipments of tea are suspended by a radioactive law. Even growers in areas from which shipments were still allowed saw a drop in demand as fears spread2among the public. Sale prices of tea leaves fell, and conditions for the tea industry became more severe even in Mie Prefecture. Although the tea industry in Mie Prefecture finds itself in a severe situation, the ripple-effect of this research to revitalize the tea industry would probably become larger within Mie Prefecture. Because, tea farms are cultivated in all parts of the Mie Prefecture, and tea-growing areas can be found here and there throughout the prefecture. Another reason is that the tea industry employs large numbers of people not only in production but also in the wide range of downstream processes it involves, such as processing, distribution, and sale. Chapter 1 of this paper sets out the objectives of my research, while Chapters 2 and 3 clarify the problems that ought to be solved, which included one of the goals of my research. For Chapter 2, I gathered and organized existing statistical data and analyzed it in comparison with current conditions in other major tea-growing regions. This allowed me to identify problems facing the tea industry in Mie Prefecture, such as a decline in acreage cultivated for tea and low incomes for farmers per acre cultivated and per hour worked. I clarified a direction for action, which includes taking steps to give people involved in the tea industry a desire to work together and creating exchanges that enable consumers and producers to achieve their respective objectives. For Chapter 3, in order to get a handle on the real problems facing the tea industry, I conducted a survey of profitability in tea-related industries as well as an attitudinal survey, which enabled me to quantitatively identify from a new original questionnaires that should be addressed. Because the sample size of the statistical questionnaires existed already was sometimes extremely small. I showed that the problems facing tea producers, and the problems that ought to be resolved first, are falling sale prices, declining sales, and inadequate incomes, and that to maintain3and develop the tea industry, we should be aiming to increase incomes by a mean of 35 percent (median: 20 percent).To improve the profitability of tea industry from the results of Chapters 2 and 3, I felt that another of my research objectives, to propose a new marketing mix and approach, was an urgent task. Mary the previous researches on the tea industry have focused on topics such as improving tea-leaf quality, cultivation management, history, and culture. However, tea-industry-related research conducted in fields such as marketing strategy or management is very few. In Chapter 4, I pointed out the need for better marketing in the green-tea (tea-leaf) industry, which currently supplies quantities far in excess of demand in the prefecture, and proposed a marketing strategy for addressing falling sale prices and sales. I focused on the fact that with green-tea products, there is a high degree of information asymmetry between sellers and buyers. I performed a PSM (price sensitivity measurement) analysis to quantitatively assess the degree of impact and benefit a product policy of altering the quantity and quality of the product information accompanying tea-leaf products would have on consumer price assessment. I also highlighted the need from the perspective of strengthening the brand power of green-tea products for product policy to cover the entire product concept. In Chapter 5, I proposed that resources that can deliver wealth to the tea industry should include not only green-tea (tea-leaf) products, but also tea-plant products, i.e. the tea leaves, seeds, and flowers that are not distributed in the market. I introduced examples of initiatives aimed at utilizing these resources effectively, and provided profitability estimates to the extent that this was possible. At present, tea seeds and flowers are an unutilized resource in tea industry in Mie Prefecture, so as a first step in research to ascertain whether such tea-plant resources have the hidden potential to boost agricultural incomes, I studied the characteristics of these resources.4Innovation can be defined as a process for transforming society by adopting completely new technologies and approaches to generate new value from existing goods, systems, and so on. In other words, it calls for novelty, creativity, and benefits for society. This research has been aimed at delivering social benefits by revitalizing the tea industry through the proposal of a creative marketing strategy that is novel, in that it broadens perspectives to cover hitherto neglected product concepts and resources such as tea seeds and flowers, and that links downstream consumers with upstream producers. I hope that the new marketing mix and approach proposed in this research will revitalize the tea industry, which this in turn will revitalize other local industries that are in danger of decline, and that this will contribute to regional regeneration., 三重大学大学院地域イノベーション学研究科博士後期課程, 125p},
 title = {三重県茶産業活性化に向けた消費者と茶生産者の意識調査に関する研究},
 year = {2013}
}