Farm: ??? ?? ???

1
????? 6??????????????????????????????
119331 ???? 1?.?????? ??????????
2
Upstream
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Farm ??? ?? ??? Raw Farm Product
Downstream
3
?????????? (Retailer)

• ??????????????????????????????????????????????????
  ?????????, ???????????????????????
  ????????????????????????????????
• ??????????????????????????????????
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4
????????????????????? (????????????????????)
Show the result

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5
Assembly Markets
Food Processing

• shippers
• commission houses
• agents, brokers

• auctions
• cooperative
• buying offices

• Nontraditional Stores
• Department store
• Super center

• Importer, Exporter
• Jobbers, Purveyors
• Agents, Food Brokers
• Merchant Wholesalers
• Chainstore Warehouses
• Mfg. Offices, Branches
• Foodservice Wholesalers

• Retail Foodstores
• Supermarkets
• Convenience stores
• Specialized foodstores

• Food Services
• Restaurant
• Institutions
• Plants, offices
• Recreational places

6
6.1 ????????????????????
????????? (Wholesalers) ??? ?????????????????????
??????? ??????????????????? ?????????
??????????????????????????????????????????????????
????????????? ???????????????????????????
???????????????? -??????????????????????????
(Wholesale agents and brokers) -?????????????????
? (Manufacturers sales branches) -?????????
(Merchant wholesalers) ?????????????? ????
????? ?? ????????? ??????? ?????????
7
6.2 ?????????????????????
?????????? (Retailers) ??????????
??????????????????????????????????????????????????
???

• ???????? ???????????????????????????????
• ??????????????????????????????????????????????
• ??????????????????????????????????????????????????
  ??????????????????????????????????????????????????
  ??
• ?????????????????????????????????????

8
Alternative foodstore formats (U.S. Department
of Agriculture)

• 1.Conventional supermarket
• Self-service
• Highest percent of food versus nonfood items
• Size range from 3,000 to 30,000 square feet of
  selling space and up to 16,000 different items

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Alternative foodstore formats (U.S. Department
of Agriculture)

• 2.Combination food and drug store
• Foodstore and drugstore under one roof
• More Product variety
• Nonfood items 25 to 35 percent of sales
• Nonprescription drugs and general merchandise
• Prescription drugs
• Size range from 35,000 to 45,000 square feet

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Alternative foodstore formats (U.S. Department
of Agriculture)

• 3.Superstore
• Some prescription drugs carried
• Generic and specialty product areas such as
  bakeries, delicatessens, cheese shops
• Some self-serve bulk foods
• Average size 35,000 square feet

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Alternative foodstore formats (U.S. Department
of Agriculture)

• 4.Limited assortment store
• Limited number of product brands
• Stock the most popular size products
• Less than 10,000 square feet

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Alternative foodstore formats (U.S. Department
of Agriculture)

• 5.Warehouse store
• Strong price appeal
• Size ranges from 12,000 to 35,000 square
  feetSuper warehouse store range from 50,000 to
  140,000 square feet
• Primarily food, some health and beauty aids, but
  low general merchandise emphasis

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Alternative foodstore formats (U.S. Department
of Agriculture)

• 6.Hypermarket
• Huge variety
• Food and nonfood products
• 100,000 to 200,000 square feet
• Regional market

14
Alternative foodstore formats (U.S. Department
of Agriculture)

• 7.Gourmet foodstore
• Variable size
• High service
• Premium quality products, brands

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Alternative foodstore formats (U.S. Department
of Agriculture)

• 8.Convenience store
• Small, quick service and narrow assortment of
  fast-moving staple and impulse items
• Neighborhood locations
• Limited assortment
• Convenience orientation

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6.3 ?????????????????????????????????????????????
???

• ???????????????????? ?????????????????????????????
  ???????????????????????????????
• ???????????????????????????????????

Gross Margin ?????????????????????
?????????????????
17
Gross Margin ?????????????????????
???????????????????

• ?????????????? ??????????? 25 ???????????????????
  ??????????????????????????????????? 10 ??????????
  ?? Gross Margin ??????? 15 ??? ??? 15 ??? ??? ???
• ????????????????? ???? ???????? ??????????????
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18
??????????????????????????????

1. ???????????????????? ?????????????????????????????
   ?????
2. ???????????????????????????????? ???????
   ??????????????????????????????????

19

• Market basket pricing ??? ???????????????????????
  ???????????????? ???? ?????????????????????
  ??????????????????
• ?????????????????????????????????????????????
  ???????????????? Promotion ????????
• ??????????????????????????????????????????????????
  ? ???????????????????????????????????????????
• Variable price merchandising ???
  ?????????????????????? (?????????????)
  ????????????? ?????????????????
  ???????????????????? ?
• ?????????????????????????????????????????
  ????????????????????????? 1-2 ???
  ???????????????????????????????
• ????????????????????????????????????????????????

20
Everyday low pricing (ELP) ???
???????????????????? ? ?????? ????"?????????"
??????????????????????????????????????????????
????????????????????????????????????????????????
??????????????????????????????????????????
"?????????" ????????????????????????????? Loss
Leader ???????????????????? Loss Leader
?????????????????? "??????" ???? "??????????"
????????????????????????? ????????????????????????
??????????????????????????????????????? "???????"
?????????????????????? ???????????????????????????
???????? ?????????????????????????????????????????
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???????????????????????????????????????
??????????????????????????????????
??????????????? 1 ??? 3 ??? 7 ??? ???????
21
?????????????? Everyday Low Price
???????????????????????????? ?????????????????????
????? ?????????????????????????????????????????
??????????????????????????????????? "?????????"
????? ????????? ??????????????????????????????????
?? ???????????? ??????????????????????????????????
? Pricing Policy ??????????????????????????????
???????????????????????????????????? ????????????
?????????????? ?????????????????????????????????
???? Celebrity Endosement ??????????????????
??????????????????????????????????????????????????
? ????? "????????" ????????? "???????? ????"
????????????????????????????? "?????? ?????"
?????????????????????????????????????????
??????????????? ??????????????????????????????????
??????????????????????????????????????
22

• ???????????????? ????????????????????? ?
  ????????????????????????????

• ???????????????????????????????

23
6.4 ??????????????????????

• ???????????????????????????? ????????????????????
  ?????????????
• ??????????????????????????? ?????????????????????
  ????????????????????
• ??????????????????????????????????????
  ?????????????
• ??????????????????????????????

24
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