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1 1 BSE *,**+ 3 BSE,**- +23,2 + +,3 3+,**, *

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14 14 33,**.,**+,**+ : ,**,, / 1 : --, /. +32* / +320 : , +333,**-,*** +33-,**, :,**-a.+,,**-b 30,**. BSE * +32. Kotler, P. ( +32* ) Marketing Management : Analysis and Control. th. Edition, Prentice-Hall Inc. P +32-.,**. / ++,**. 2 +

15 15 The Situations and Promotion Directions of Marketing Strategy about Brand Products in Beef Industry Kazuhiko H OTTA (Kyusyu University) The main purpose of this study is to make clear the situation and promotion directions of marketing strategy using brand products in the beef industry. In this study, first of all, we analyze the situations and problems of brand products of beef by using the collected data from producing areas of beef brand products in Japan. The results of the analysis lead to the conclusion that after the occurence of BSE problems, the demand of domestic and rural beef products is increasing and many producing areas have marketing strategies of brand certification and increasing the supply of brand products by changing the definition of brand products. Some producing area are making a traceability system in brand products of beef in order to improve the relationship of mutual trust between consumer and producer. The results of this study made clear that the future promotion of brand strategy has three directions, as follows. The first is to improve the quality of beef. The second direction is to have a strategy in reasonable pricing and a focus on the rural areas producing beef. And the third direction is to improve the safety and reliablity of the beef production and distribution system.

05_藤田先生_責

05_藤田先生_責 This report shows innovation of competency of our faculty of social welfare. The aim of evaluation competency is improvement in the Social welfare education effects, by understanding of studentʼs development