農民直供百貨超市之研究

本研究以T百貨超市進行個案分析，根據其內部提供之資料與數據，建議農民直供百貨超市的互惠模式。本研究試算農民在三種合作方式的成本，三種銷售模式包括：「買斷(不可退)」、「一般銷售(可退換貨)」與「先銷後進」等。就淨利而言，三種銷售方式均顯示農民直供百貨超市未必為最高，但是農民可以引用在百貨超市之銷售價格為參考價格，而訂定在其他通路的售價。若以「可以永續經營」的前提來論，本研究建議農民以「一般銷售(可退換貨)」與百貨超市合作。雖然此模式會增加農民的相關物流與商品損耗成本，但是卻可以增進與賣場彼此良性的互動、自有品牌的專注經營與消費市場對自家農產品的直接回饋等，若與徒增的成本相較，當中所能得到的益處是利多於弊。

關鍵字

農民；百貨超市；零售；市場區隔；農民自有品牌

並列摘要

In this study, T department store supermarket case analysis, according to its internal information and data provided, it is recommended farmers direct supply department store reciprocity model. This study examines the cost of farmers in three forms of cooperation. The three sales models include: "buyout," "general sale (returnable)" and "lead." In terms of net profit, the three sales methods have shown that farmers direct supply department stores may not be the highest, but farmers can refer to the sales price of department stores in the reference price, and set the price of other channels. Based on the premise of "sustainable operation," this study suggests that farmers should cooperate with department stores in order to "general sales (returnable)." Although this model will increase the farmers associated with the cost of logistics and commodity loss, but it can enhance the interaction with the store benign, own brand of focus on business and consumer market direct feedback on their own agricultural products, if compared with the increase in the cost, the benefits of which can be more than disadvantages.

並列關鍵字

Farmers ； Department Stores ； Retail ； Market Segmentation ； Farmers own brand

參考文獻

蔡本原(2011)。「從水蜜桃阿嬤的故事淺談農產品行銷」，《臺中區農業改良場100年專題討論專集》。180-182。

謝桂芬、邱瀞瑢與顏苡年(2013)。「臺灣地區連鎖超市經營策略分析-以全聯福利中心為例」，《管理資訊計算》。第2卷，第2期，46-67。

張山豐與李素箱(2009)。「有機農產品消費者購物導向之探討」，《休閒產業管理學刊》。第2卷，第3期，1-15。

韓子健與李文智(2011)。「離島零售業服務品質與顧客滿意度分析-以農會超市與全聯社為例」，《服務業管理評論》。第9期，105-131。

張珩與邢志航(2006)。「社區環境共用設施之性能評估研究-以傳統式零售市場為例」，《建築學報》。第43期，87-103。

國際替代計量

農民直供百貨超市之研究

全文下載

主題瀏覽