高雄果菜運銷公司行銷市占率變化與要因之研究

整理歷年相關文獻後，發現依照所採取的研究方法及差異，將其區分為三個領域範圍，分別為：1.“商業學”方法研究文獻，2.“經濟學”方法研究文獻，3.“市場結構-行為-績效理論”。經文獻資料分析發現在2000年以後至今，批發市場之供給及銷售出現與以往不同的變化。將其變化情況歸納出以下三項重點： 1. 台北市果菜批發市場和高雄市果菜批發市場的市場占有率(批發交易量比率)出現互有增減情形（蔬菜占有率增加，水果占有率減少趨勢）。2. 地方都會大規模批發市場占有率大部份出現明顯上升(增加)趨勢。3. 其他中小型規模果菜批發市場的市場占有率大部份出現明顯下滑(減少)趨勢。此研究目的除了瞭解台灣果菜批發市場經營現況及未來發展外，並對變化中的第一項深入探討，以高雄果菜運銷公司為例，對供銷關係變化分析其市占率呈現出互有增減（蔬菜占有率增加，水果占有率減少趨勢）的可能因素，經由實地訪談經營業者與次級資料的分析結果，探討市場占有率互有增減的可能形成原因，歸納結果如下： 1. 高雄果菜運銷公司為首的大規模市場之供應來源增加與供應團體供應量的增加。2. 在2000年以後出現行銷批發能力增強與行銷範圍向外擴增的趨勢。3. 周邊縣市的人口數逐漸地增加引起都會圈擴大現象，今後其他類似的大規模市場亦可能趨向「廣域市場」發展。藉此期望提供相關批發市場業務擴展，並為行政單位政策方向修正時之參考依據，也提供業者改善其經營與適當管理模式參考。

關鍵字

商業學；經濟學；市場結構-行為-績效

並列摘要

According to the differences of research methods, we can distinguish the three ranges: 1. "Research of Business Science", 2. Research literature of "economics", 3. "Market structure - behavior - performance theory". The literature found that after 2000, the wholesale market supply and sales of different changes with the past. The study summarizes the following three points: 1. The market share of the fruit and vegetable wholesale market in Taipei and the market share of Kaohsiung's fruit and vegetable wholesale market (the ratio of wholesale trade volume) increased (the increase of vegetable market share and the decrease of fruit share). 2. Local large-scale wholesale market share of most of the significant increase (increase) trend. 3. Other small and medium-sized fruit and vegetable wholesale market, most of the market share of the significant decline (decrease) trend. In addition to understanding the current situation and future development of the fruit and vegetable wholesale market in Taiwan, the purpose of this study is to discuss the change of supply and marketing relationship with Kaohsiung Fruit and Vegetable Marketing as an example. (The increase in the share of vegetables, the trend of reducing the share of fruit), through the field analysis of business operators and secondary analysis of the results of the market share of each other to explore the possible causes of increase and fall, summed up the results are as follows: 1. The supply of large-scale markets, led by Kaohsiung's fruit and vegetable marketing companies, increased with the supply of supply groups. 2. After 2000, there is a tendency to increase the marketing wholesale ability and expand the scope of marketing. 3. The gradual increase in the population of neighboring counties leads to the expansion of the metropolitan area. In the future, other similar large-scale markets may also develop towards the "wide-area market". To provide the relevant wholesale market business expansion, and for the administrative unit policy direction of the reference, but also to provide industry to improve its management and appropriate management model reference.