ローカル・スーパーの青果物MD戦略における新たな動き : 秋田県A社のインショップを事例に  [in Japanese] New Movement of Greengrocery Merchandising Strategy at The Local Supermarket : A Case Study in Northeastern Local Supermarket's "In-Shop"  [in Japanese]

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Abstract

ナショナル・スーパー(全国大手総合量販店)の広域展開が図られ,地方での量販店間競争が強まるなか,ローカル・スーパー(地方食品量販店)においては地の利を生かした競合他店との差別化の必要性が高まっている。その一部には,地元農家との連携に基づく差別化を追求する動きが見られる。本論では,青果物売場構成を大胆に再編し,地元産青果物インショップコーナーを大々的に位置づけた販売手法によりナショナル・スーパー進出への対抗を図る事例に注目し,そのようなローカル・スーパーの新たな青果物マーチャンダイジング(以下ではMD)の実態を明らかにする。

This study examines the process of greengrocery merchandising at the local supermarket. In particular, the study focuses on the recent trend of "farmer's market in the supermarket (in-shop)." For this study, we analyze data collected from a supermarket located in Akita. The purpose of the study is to examine the following: 1) changes in the marketing strategy of A supermarket for greengroceries, and 2) actual purchases and sales.<br>The results indicate that the store's competitiveness is strengthened by the procurement of high quality greengrocery. That the high quality fruit and vegetables to provide such a "in-shop". In addition, there are shops, just a "rental location" is not. An important part of management is to ensure that fresh (in-shop) and regular (supermarket) items complement each other.

Journal

  • Journal of Rural Problems

    Journal of Rural Problems 48(2), 253-259, 2012-09-25

    The Association for Regional Agricultural and Forestry Economics

References:  12

Codes

  • NII Article ID (NAID)
    10031014950
  • NII NACSIS-CAT ID (NCID)
    AN00202829
  • Text Lang
    JPN
  • Article Type
    SHO
  • ISSN
    03888525
  • NDL Article ID
    024047737
  • NDL Call No.
    Z18-410
  • Data Source
    CJP  NDL  J-STAGE  JASI 
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