文章基本信息

标题：Supply Chain Basics: The Dynamics of Change in the U.S. Food Marketing Environment
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作者：Tropp, Debra ; Ragland, Edward ; Barham, James 等
期刊名称：Journal of Food Distribution Research
印刷版ISSN：0047-245X
出版年度：2008
卷号：39
期号：7
出版社：Food Distribution Research Society
摘要：The growing retail desire for exclusive and specialized food products offers new marketing opportunities for small and medium-sized food suppliers that understand the new world of food merchandising and are capable of delivering food products that satisfy commercial requirements for quality, innovation, and value. This document provides an overview of the changing retail landscape and identifies some of the characteristics associated with successful food retailing. It is designed to help smaller scale food producers and processors develop profitable business strategies and identify customers likely to appreciate their unique products. This publication addresses two major trends changing retail food marketing—a move toward differentiation as a marketing strategy and a simultaneous shift towards vertical integration between food suppliers and buyers. It examines the ramifications of these developments for the smaller scale food supplier and identifies strategies for remaining competitive in this environment.
关键词：Food marketing;agriculture;retail;supply chains;niche;differentiation;small farmers;business models;business strategies;branding;aggregation;distribution;value chains