PROBLEM TO BE SOLVED: To provide a method for producing a substituted vinyl ether derivative by ether exchange from a substituted vinyl ether which has an electron-attracting group as a substituent on a double bond carbon atom to cause the binding site to be electron-deficient.
SOLUTION: The method for producing a substituted vinyl ether derivative comprises subjecting a substituted vinyl ether, which has at least one electron-attracting group as a substituent on a carbon atom which forms carbon-carbon double bond, to ether exchange reaction with an alcohol or a phenol in the presence of a catalyst containing a compound of the group 9 and/or 10 metal in the periodic table, wherein the compound has a counter anion, and when the anion is protonated, the proton has an ionization constant (pKa) of 0 or less.
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