Most of the patterns of distribution channel of eggs traditional industry are through the middlemen. Therefore the distribution channel classifies multiple-steps distribution channel system. The price relationship between producers and sales works out by the middlemen for a long time and consequently cause many different viewpoints and conflicts about the price decision. In spite of the middlemen realize and tacitly agree the system of price establishment is not reasonable. They still can not change the actuality because it goes all the year round. Up to now, the producers and sales can not create a win-win situation.
The change of marketing channels will reform structures of the production, sales and price forms. Therefore this study takes the home delivery as main body for the eggs marketing channels research, and adopts in-depth interview method to get data and information. At the same time this study penetrates the marketing strategy of egg industry , the business developments and characteristics of home deliveries. This study proceeds to interview the above information as SWOT analysis. To find out the feasibility of eggs home delivery and the point of strategy and problems. Finally, this study would offer some solution aspects and suggestions.
The results showed that from the viewpoint of return, the possible pattern of eggs home delivery could create producers much mighty possibilities and big changes by a series of ways to make difference. It means that this study adopts the niche market to be the strategy of market segment and finds the target market and proper marketing mix, the package variation, functional egg developments, confidence-building with home deliveries and regulated contract of products quality. So that producers could develop the private channels and private label brand to change the price-decision system to reach the sustainable development.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0810105-162047 |
| Date | 10 August 2005 |
| Creators | Feng, Chao-chun |
| Contributors | Bih-Shiaw Jaw, Chang-yung Liu, Ming-rea Kao, NONE |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0810105-162047 |
| Rights | not_available, Copyright information available at source archive |
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