小規模農業者の六次産業化における農業者と顧客の双方による新たな「価値創造｣ : 千歳市泉郷「花工房あや」を事例として

概要

The creation of customer value in the sixth industrialization of small-scale farmers was analyzed based on the case of "Hanakobo Aya" In this case, the internal value chain from flower cultivation to the processing, manufacturing, and sale of dried flowers was self-contained. In addition, as a comprehensive business of flowers, marketing functions were fully demonstrated in products, stores, the agricultural environment, etc. From the farmerʼs point of view, the environment of the space including farm equipment was created along with the value of goods and activities. There was also a proposal for the customers to have a lifestyle involving dried flowers. From the customerʼs point of view, there was a case of a customer spending time in an agricultural spatial environment and of a customer creating a new living environment with dried flowers after returning home. I would like to raise the created environmental value as an important element of marketing behind the value of goods and activities.