대형유통업체들의 최저가격보상전략에 관한 탐색적 연구

Large-scale discount stores with bargaining power of the market, force food manufacturers to cut supply prices off. On the other hand, food manufacturers insist that discount stores not only distort fair commercial trade by adopting the low price guarantee as a strategy, but also impact negatively on profitability of food manufacturers to lead a decrease in quality, aggravation in employment and orders placed in other countries. In this paper we investigate price cuts competitively made by discount stores, and attempt to analyze channel conflicts between discount stores and food manufacturers on the survey basis. We provide some solutions to building fair trade commissions of the retail market and to conflicts on the channel. And we discuss efforts to be made from the firm`s and governmental perspectives.