*

*

*

*()(..)()

*

*

*

*

*

*

*

*

*

*

*

*Kotler1998ExchangeNeedsWants(4P) 37

*(2003) 7P4Pproductpricingplacepromotion peopleprocessphysical evidence4P(position) people6P

* 4Ps4Cs(Customer benefit)(Cost of Customer benefit)(Convenience)(Communication)

*

*

*GLOBALGAP2007.9.7Eurep GAP 1997EUREPEuro-Retailer Produce Working GroupGood Agricultural PracticeGLOBALGAP

*JGAP 20053JGAP(JGAPJGAP JGAP50 JGAPGAP2007.8.17GLOBALGAPJGAP

*95/1/1CASCAS9511CASCAS9697CAS

* 97 7 3 9881,28117,110350,600

*83

*95/1/1CASCAS9511CASCAS9697CAS

* 97 7 3 9881,28117,110350,600

*

*1.GOOD AGRICULTURE PRACTICEGAP2.3.4.95.

( )

1231.2.123123

* 1. 91~9323.0/kg17.3/kg10~20%2. 98

*

*

*160/kg60/kg2~3

*

*

* (2000)

* 2001 16

****1.2.3.4.5.

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