식품산업의 유통경로전략 ‑ 1960·70년대의 조미료·제과업을 중심으로 ‑

Abstract

Resorting to the methodology in business history, this study examines the channel strategy employed by the makers in the confectionery(Lotte Confectionery Co., Ltd and Haitai Confectionery Co., Ltd) and seasoning goods(Cheil Sugar Co., Ltd and Miwon Co., Ltd) from three perspectives of the company’s internal organization, industry’s competition and relation with the existing distributors during the 1960s and 70s. After late 1960s the makers had the channel leadership for the mass production and mass selling following the three steps.This study reports three major findings. First, a few large independent distributors(e.g. large wholesalers in the Dongdaemun, Namdaemun, Bomun markets) exercised a great influence on the market in the market In the food industry until the early 1960s. Since existing wholesalers focused on the margin rate than turnover rate and dealt with multiple makers with passive perspectives, makers attempted changes in their channel strategy to achieve vertical integration. Second, later 1960s, the makers constructed their exclusive channel in the course of retailing, establishing the direct sale place by the selling man through the route sale system. After this, they could deal with many retailers directly nationwide. Third, organizing of the wholesalers, makers took the area segment strategy throughout the nation. Then, they could establish 200 to 300 exclusive large agents system from 10 to 20 agents system in the wholesale. Forming the national market also had a positive influence on vertical integration of makers through the change of external environment such as government policy on distribution modernization, population concentration in Seoul, development of sales promotion via media, and construction of highway. From then to this these big companies had a power in the distribution channel, opposite to weakening of existing large distributors.