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1、MarketingStrategies,Functions,andBenefitsofForestCertification:ACross-culturalComparisonToshiakiOwari,Ph.D.(TheUniversityofTokyo,Japan)CertifiedForestsandProducts2007(Kraxneretal.,2007)Theareaofcertifiedforestsworldwidetotalled294millionhectares,orabout7.6%oftheworld’sforests.Thepotentialroundwo
2、odsupplyfromtheworld’scertifiedforestsisestimatedatapproximately387millionm3.ThenumberofCoCcertificatestotalled8,600,ofwhich63.4%werebyFSCand36.6%byPEFC.Oct.30,2007IUFROAllDivision5Conference,Taipei(Owari,T.)TheMarketforCertifiedForestProducts…mayhaveasignificantimpactonbusinessandpolicy-making(
3、Kraxneretal.2005)…isnotwellunderstoodduetotheabsenceofofficialtradestatistics(Rametsteineretal.2003)Marketactorsandpolicymakersarehamperedbylackofinformation(UNECE2005)Oct.30,2007IUFROAllDivision5Conference,Taipei(Owari,T.)MotivationWeexaminedtheroleofforestcertificationintheFinnishwoodproductss
4、uppliers(Owarietal.,2006).Inacountrywithdifferentcertificationschemesinoperation,theremaybedifferentperceptionswithincompaniesaboutforestcertification.Furtherresearchshouldexaminethesituationinanumberofdifferentcountriestorevealsimilaritiesanddifferencesamongthem.Oct.30,2007IUFROAllDivision5Conf
5、erence,Taipei(Owari,T.)PurposeThepurposeofthisstudywastocomparetheroleofforestcertificationinmarketingbetweenNordicEurope(FinlandandSweden)andJapan.Oct.30,2007IUFROAllDivision5Conference,Taipei(Owari,T.)StatusofForestCertificationFinlandSwedenJapanCertifiedforest(ha)433,752(FSC)22,144,082(PEFC)1
6、1,233,982(FSC)7,047,960(PEFC)276,492(FSC)391,780(SGEC)Chainofcustodycertificates21(FSC)107(PEFC)115(FSC)68(PEFC)490(FSC)25(PEFC)64(SGEC)FSC:ForestStewardshipCouncilPEFC:ProgrammefortheEndorsementofForestCertificationschemesSGEC:SustainableGreenEcosystemCouncil(August2007)Oct.30,2007IUFROAllDivis
7、ion5Conference,Taipei(Owari,T.)StudyFrameworkMarketingstrategiesProductsCustomersMarketareaCompetitiveadvantageMarketingfunctionsCommunicationPricingSupplierbenefitsBusinessperformanceCustomerrelationsPublicrelationsHowimpor