On-line shopping mall has become a powerful marketing tool recently. On-line shopping malls provide information for consumers about goods and influence the decision-making process of purchasers. Therefore many local government made on-line shopping malls for advertising agricultural production in the region. However, in the face of problems related with effectiveness on shopping mall management, most of on-line shopping malls has been managing by private sector actually. This study aims to propose the plans for development of the on-line shopping malls. For this purpose, this study investigated current management status of the shopping malls and conducted case study on-line shopping malls.

1999년 이후 농업인 홈페이지 지원사업 실시 이래 2008년까지 농업인이 운영하는 홈페이지는 전국적으로 1만개소에 달하고 있다. 전자상거래를 성공적으로 운영하고 있는 농업인들의 경우 고객관리에 대한 중요성 인식도가 높고, 이를 관리하기 위한 다양한 프로모션을 전개하고 있다. 이번 연구에서는 농촌진흥청에서 진행하고 있는 농업인 전자상거래 사업에 참여하고 있는 농업인을 대상으로 하여 이들의 고객관리에 대한 필요성 인식정도, 고객확보를 위한 활동, 고객관리의 방법, 고객관리의 유형과 기준, 확보된 고객의 관리를 위한 활동 등을 조사하였다.농업인들은 전자상거래를 수행하면서, 고객과 직접 접하게 되고, 상품의 판매과정에서 고객관리의 필요성을 높게 인식하고 있으며, 블로그 개설 등 온라인 활동으로 폭을 넓혀가고 있음을 확인할 수 있었다. 하지만, 상당수의 농업인들이 고객관리의 필요성 인식에 비해 이를 실천할 구체적 활동방식과 실행방법에 대해 구체적이지 못하기 때문에, 정부의 시스템 지원과 교육사업에 있어서 새로운 접근이 필요함을 보여주고 있다.

Cabbage head splitting can greatly affect both the quality and commercial value of cabbage (Brassica oleracea). To detect the genetic basis of head-splitting resistance, a genetic map was constructed using an F2 population derived by crossing “748” (head-splitting-resistant inbred line) and “747” (head-splitting-susceptible inbred line). The map spans 830.9cM and comprises 270 markers distributed in nine linkage groups, which correspond to the nine chromosomes of B. oleracea. The average distance between adjacent markers was 3.6cM. A total of six quantitative trait loci (QTLs) conferring resistance to head splittingwere detected in chromosome 2, 4, and 6. Two QTLs, SPL-2-1 and SPL-4-1, on chromosomes 2 and 4, respectively, were detected in the experiments over 2 years, suggesting that these two potential loci were important for governing the head-splitting resistance trait. Markers BRPGM0676 and BRMS137, which were tightly linked with head-splitting resistance, were detected in the conserved QTL SPL-2-1 region using bulked segregant analysis. Synteny analysis showed that SPL-2-1 was anchored to a 3.18Mb genomic region of the B. oleracea genome, homologous to crucifer ancestral karyotype E block in chromosome 1 of Arabidopsis thaliana. Moreover, using a field emission scanning electron microscope, significant differences were observed between the two parental lines in terms of cell structures. Line “747” had thinner cell wall, lower cell density, larger cell size, and anomalous cell wall structure compared with the resistant line “748”. The different cell structures can provide a cytological base for assessing cabbage head splitting.

Wild rice might have previously unidentified genes important for disease resistance and stress tolerance in response to biotic and abiotic stresses. A set of subtractive library was constructed both from leaves of wild rice plants, Oryza grandiglumis (CCDD, 2n=48), treated with fungal elicitor and from wounded leaves. A partial fragment that was homologous to PR10 genes from other plant species was identified via suppression subtractive hybridization and cDNA macroarray. The obtained full-length cDNA sequence (OgPR10) contains an open reading frame of 480 bp nucleotide, encoding 160 amino acids with a predicted molecular mass of 16.944 kDa and an isoelectric point (pI) of 4.91. The multiple alignment analyses showed the higher sequence homology of OgPR10 with PR10 genes identified in rice plants at amino acid level. The OgPR10 mRNA was not expressed by treatment with wounding, jasmonic acid, and salicylic acid, but markedly expressed in leaves treated with protein phosphatase inhibitors cantharidin and endothall, and yeast extract. In addition, the expression of OgPR10 mRNA was induced within 72 h after treatment with probenazole, one of well-known chemical elicitors, and reached the highest level at 144 h. Heterologous expression of OgPR10 caused growth inhibition and seedling lethality in E. coli and Arabidopsis, respectively. Chemically induced OgPR10 expression with glucocorticoid-mediated transcriptional induction system further reconfirmed its lethality on Arabidopsis seedling. In addition, OgPR10-expressing rice plants, Oryzae sativar were resistant against the infection of rice blast fungus, Magnaporthe grisea. These results indicate that OgPR10 is involved in probenazole- and microbe associated molecular patterns-mediated disease resistance responses in plants and is a potential gene for developing disease resistance crop plants.