台灣進口乳酪產業在不同通路的訂價策略

本研究以台灣進口乳酪產業為例，採用深度訪談方式，企圖研究五個問題： 1. 探討定價及通路策略與代理商成敗之關係。 2. 定價與通路之關係。 3. 供應商與代理商（或經銷商）的合作關係如何改進？ 4. 如何增進代理商（或經銷商）的營運績效？ 5. 較佳定價模式。研究發現「定價」及「通路」策略對乳酪業者的經營績效有舉足輕重的地位，且通路與定價之間的關係相互影響深遠。在實務上，業務通路最常使用「成本加成定價法」，其次是「現行水準訂價法」；零售通路也幾以「成本加成定價法」來定價，差別只在所訂的毛利率不同。進口商普遍與國外供應商的關係薄弱不穩定，因此代理權常有被收回的危機。受訪的乳酪業者認為欲改善營運績效需先解決包括外在環境、產業競爭、內部人事等的挑戰，同時也需要政府政策配合。關於較佳定價模式，所有受訪者都同意「差別訂價法」最能取得最大利潤，但需自我提昇對定價的認知及政府政策的輔導。本研究結合「定價」、「通路」及「進口乳酪業」三變數做研究，在台灣尚未有類似之研究，故本論文屬於探索性之研究。

關鍵字

定價；通路；代理商；乳酪產業；業務通路；零售通路

並列摘要

This research used in-depth interview method to study the following 5 topics for Taiwan Imported Cheese Industry: The impact of pricing and channeling strategies on the success or failure of agents; The relationship between Pricing and Channels; How to improve the collaboration between suppliers and agents (or dealers)? How to enhance the business performance of the agents (or dealers)? Set a better pricing model. This study finds the “pricing” and “channel” strategy is critical influence to imported cheese industry performance and each factor is interacted by another. In actual market, “Mark-up Pricing” is used most in the Commercial channel, the “Going Rate Pricing” is the next. In the Retail channel, “Markup Pricing” is offered by different gross profit rate. It is unstable to maintain a long-term agency relationship between importers and suppliers. Imported cheese industry now faces the challenges of external environment industry, competition and internal personnel quality. The way to improve its performance is self-educated on pricing strategy and government’s policy assistance. All the interviewees agree with that the “Discriminatory Pricing” is the most adequate practice. This research should be positioned as an exploratory research, because it is a pioneer study of interaction among pricing, channel, and imported cheese.