抄録
The aim of this paper is to clarify the characteristics of the marketing channel policy of high-grade beef through a case study on the Maesawa beef, one of the best brands in Japan. The results are summarized as follows. 1) In general, the marketing channel policy consists of development and management. Marketing of high-grade beef is not an exception. However, the high-grade beef distribution system is characterized by auction at wholesale markets; therefore the channel captain can not adopt the limited channel policy. 2) Maesawa-cho in Iwate Prefecture, one of the best beef cattle fattening areas, has produced a large number of champions in the national carcass fair. The branded Maesawa beef formed the marketing channel in cooperation with some influential middlemen at Tokyo wholesale market. 3) Sales promotion of channel participants (bucher shops and restaurants) are supported by a promotional kit which is provided by the channel captain. In addition, the captain grants the participants a reward as a motivation for sales. Thus, channel members combined their efforts to super ordinate goals, i.e., they build up a widespread brand reputation as the differentiated strategy. 4) Channel conflict with profit sharing never arises between channel captain and channel participants, because the former trades with the latter by auction at Tokyo wholesale market. There the channel captain maintains channel cooperation.
