| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 102 === Under the age of constant evolution, the evolution of the retail industry also change with the time, the process of evolution from traditional market into supermarket, and the rise of supermarket is a successful case. For supermarket consumers, shopping environment, diverse selection of fresh ingredients and food selection, etc., are all factors that make them willing to change shopping place and spending habits. Pricing strategies of supermarket are not only the value judgments of consumer, but also the key impact of the marketing performance.
This study focused on the comparison of two supermarkets in Douliou city: Pxmart supermarkets and Matsusei supermarkets. The differences on the pricing strategy of these two supermarkets are causing the differences in their performance. Assessment methods are commonly used in the industry from the past literature and evaluate marketing performance indicators and data through the industry, experts provided, and through the SCP model, structure - conduct - performance model to analyze and the commonly used data which affect pricing strategies are: turnover, floor effect, commodity turnover, gross profit and loss and defect rate.
There are three main conclusions of the study, 1. Different pricing strategies, will lead to marketing performance differences. 2 The pricing strategy differences take shape from the effects of inter-enterprise for setting pricing strategies and targeting groups. 3 In high pricing strategy, the gross margin, floor effect and commodity turnover rate have greater flexibility for adjustment, the turnover will be determine by the amount of the groups, the defective products and losses are varied by the management capabilities. In low pricing strategy, there is a good turnover performance, but on the gross margin, floor effect and commodity turnover rate due to the inelasticity on the price the performance are poor, only in the loss rate, because of the environmental and consumer factors, the loss rate higher than average. Finally, provides practical suggestions for the two supermarkets on the results of this study and also the direction for the future research.
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