A Study on Marketing strategy of Agricultural Cooperatives with POS Data

本研究的目的是在品牌层面上对食品经济进行新的研究，估计了美国人造黄油在品牌层面上的需求系统。主要结论是：自有品牌价格弹性较大，自有品牌市场地位独特，营销策略定量探讨。论文发表在《农村经济学报》上，并获得最佳论文奖。主要结果如下：包装上印有“产自新泻”字样的大图片的优惠价格;等等。这篇论文在农业企业世界论坛上作了介绍，并上传到国际食品和农业企业管理协会协会的网站上。一家农业合作社的附属公司利用我们的研究成果生产了一种新产品。这表明这项研究是有用的。

The objective of this study was to conduct a new research on food economy at brand level.I estimated a demand system of U.S. margarine at brand level. The main results are: rather large own price elasticity; private labels' unique market position; and quantitative discussion on marketing strategies. The paper was published in the Journal of Rural Economics, and awarded best article prize.And I also conducted a hedonic price analysis on cooked and packed rice. The main results are: premium price for the print of "Produced in Niigata" premium for large pictures on the package; and so on. This paper was presented at the Agribusiness World Forum and it was uploaded at the web site of the International Association of Food and Agribusiness Management Association (IAMA). And a affiliated company of an agricultural cooperative produced a new item using our research results. It suggests usefulness of this study.