The purpose of this paper is to study how to enable the agriculture for the farmers by taking advantage of e-commerce as part of a managerial strategy of Korean agriculture in crisis. Korea has been incorporated as the part of the global economics and highly competed with other economic subjects. With WTO launched and FTA signed, Korean agriculture also has reached to the point where gets an advantage over the competitiveness between the imported goods beyond the competitiveness between the domestic farmers. In this situation, this paper gives the foundation to assure the competitiveness with cost saving and diversification of distributor in the production and sale of agricultural products by seeking to how to enable the e-commerce of them utilizing the Internet. For this, this paper gives the concrete ways to enable the e-commerce by studying Yaesan-gun, Chungcheongnam-do, Korea in advance.
The introduction part, Chapter 1 of this paper describes the need and purpose of this study. The purpose of this paper is to describe the direction of research and technology for agricultural e-commerce so far, to indicate the limitation points of the study as well as to present a normative framework for each study per each locale that will be progressed in the future. To this end, the 'survey for agricultural e-commerce consciousness' targeting for 200 local farmers in Yaesan area has been conducted in addition to the literature study for the required materials.
In Chapter 2, the evolution of agricultural e-commerce has been examined through the literature search. The significance of e-commerce and change process has been studied in the distribution of agricultural products while the its future preferred model has been proposed. Then, the information status and distribution structure of Korean farmers have been studied while the current situations for production and sales in Korean agriculture taking advantage of Internet have been looked into. Finally, the process and results of the survey for e-commerce consciousness targeting for Yaesan farmers are described. Based on this research, the ways to enable the e-commerce of agricultural products in Yaesan, Chungnam are proposed specifically. The expansion and standardization of information contents, the improvement of standard code for agricultural products, specification and standardization of quality are prepared while the support measures by government agencies required for this are proposed. To this end, the cultivation of farmers' common marketing organizations and excellent brand management companies and reinforcement of connection with food industry and of producer-driven voluntary supply control system are proposed. Finally, the more concrete ways to enable are described by presenting the good practices of farmers who are implementing the successful e-commerce of agricultural products under the support of the Center for Agricultural Technology, Yaesan, Chungnam.
The chapter 3 consists of the conclusions and recommendations to place an order for the government agencies to assure the agricultural competitiveness by preparing for and spreading the concrete agricultural e-commerce. The agriculture shall be accessed in the managerial aspect through the steady education and awareness transition for the farmers who are the subject of e-commerce for agricultural products, and the government agency and enforcement authorities shall prepare for the common virtual space of e-commerce for its activation and provide the technical assistance such as giving the standard code and packing method as well as the enhancement measures for reliability by taking advantage of the virtual space between producers and consumers.