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。 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.
