Permalink : http://hdl.handle.net/2115/92295

KEYWORDS : Family farm;Management succession;Management objectives;Expand sales channels;家族経営;経営継承;経営目的;販路拡大

This paper focuses on the management objectives and sales strategies in family farms immediately after succession, specifically analyzing a family farm in its third year of succession in Kuriyama Town, Hokkaido. The study reveals the practicalities and challenges of sales strategies based on management objectives. Additionally, considering potential constraints on future business resources, the paper discusses prospective directions for development. In the case study, the family farm management realized these objectives by coordinating multiple sales channels and adjusts strategies based on the objectives of "profit assurance" and "growth & customer creation." In the process of developing sales channels, the management objectives and the corresponding sales channel acquisition did not progress step by step, and flexible responses according to the life stage of the family business were observed. A challenge identified is the complexity of business management due to the expansion of sales channels, and measures are required in preparation for the potential retirement of the parent generation. Future management development may be directed towards reducing the management burden by rationalizing internal management structures and grouping producers.
本稿では，経営継承直後の家族農業経営における経営目的と販売対応について焦点を当てる．具体的には，北海道栗山町の継承3年目の家族経営を対象に分析し，経営目的に基づく販売対応の実態と課題を明らかにした．また，将来の経営資源の制約を考慮し，今後の展開方向についても検討した．事例経営は「収益確保」や「成長・顧客創造」の目的に基づく販売対応として，複数の販路を組み合わせて調整行動をとることでこれらの目的を実現していた．販路の展開過程では，経営目的とそれに対応する販路獲得は段階的に進展せず，家族経営のライフステージに応じた柔軟な対応が見受けられた．課題として，販路の拡大に伴う経営管理の複雑化が確認され，将来的な親世代のリタイアに備えた対処が求められる．今後の経営展開では，内部経営構造の合理化や生産者をグループ化することで管理負担を軽減する方向が考えられる．