台灣批發市場行銷市占率新變化趨勢與要因之研究
-以台北第二蔬果批發市場為例-

經由批發市場研究歷年來的相關文獻，發現應可依照其採取的研究方法之差異將其區分為3個主要的領域，一、〝商業學〞方法研究，二、〝經濟學〞方法領域研究，三〝市場結構-行為-績效理論〞方法研究。本研究因考察了上述的歷年來的相關文獻之中，近年來，出現與以前迥然不同供銷關係的變化，本研究首先提出此變化的新發現，並將其變化歸納如下列3項內容。第1，南北二大都會圏蔬果批發市場（台北第一批發市場和高雄批發市場）市場占有率明顯地出現逐年下降的趨勢。第2，台北第二批發市場與地方都會的大規模生鮮蔬果批發市場占有率則逐年出現大幅上昇的趨勢。第3，中小規模蔬果批發市場占有率則相對出現逐年下降的趨勢，由於交易量減少而使市場面臨經營困難的現況。本文之研究目的除了瞭解台灣果菜批發市場概況及經營現況與發展外，並針對上述變化中的第2項變化進行深入探討，以市場占有率上昇趨勢明顯的台北第二批發市場為例，針對其供銷關係的變化，經由訪談市場經營業者與次級資料的分析，探究其市場占有率上昇的可能形成原因歸結如下。第1項為台北第二批發市場為首的大規模市場之供應來源擴大（中程產地區域・遠程產地區域）與供應團體供應量的大量増加。第2項現象於90年代以後，亦出現行銷批發能力的増強與行銷範圍的向外擴増傾向。第3項現象是周邊縣市的人口數漸次増加引起都市圏的擴増現象，今後其他的大規模市場可能亦可能趨向「廣域市場」方向展開。

關鍵字

商業學；經濟學；市場結構-行為-績效理論

並列摘要

This dissertation starts with general examining current operations and changes on the wholesale market of vegetables and fruits. Secondly, analyzes and summarizes the possible development directions in the large-scale wholesale market of vegetables and fruits, namely the Second Wholesale Market in Taipei (SWMT). This study produces three findings. The first finding is that about the Business for products collection circle (including the mid-range and the long-range production areas) of the large-scale wholesale market, such as the Second Wholesale Market in Taipei (SWMT) significantly outward expanding. The expansion of products collection circle is positively correlated with increase of the amount and ratio of nationwide products collection. It also finds that about the economics for the Second Wholesale Market in Taipei (SWMT)’s supply capacity and ratio of gradually increased since early 1990s. Thirdly, in light of the population increase that leads to the expansion of urbanization, the distribution capacity for wholesale market is also advanced. In turn, about the market structure - conduct - performance that other similar large-scale wholesale markets are likely to follow suit and develop towards an “open-area wholesale market."