台灣果菜批發市場行銷市占率變化趨勢與要因之研究
－以桃農綜合農產品批發股份有限公司為例

歷年來台灣的果菜批發市場研究與相關文獻，根據本研究整理與分析後，發現可依照其採取的研究方法之差異，將文獻分類為3個主要的領域如下：1.以〝商業學〞角度相關文獻整理，2.以〝經濟學〞方法論相關文獻整理，3.用〝市場結構-行為-績效〞相關文獻整理。經文獻資料分析後，預測2000年以後台灣果菜市場供銷關係將出現以往迥然不同的變化。本研究將其變化情況歸納如以下3項重點：1.台灣兩大都會的大規模批發市場（台北市批發市場和高雄市批發市場）市場占有率(批發交易數量比率)出現逐年上升的趨勢。2.桃農綜合農產品批發股份有限公司與地方都會的大規模批發市場占有率逐年地出現上升(增加)趨勢。3.其他的中小型規模批發市場的市場占有率則相對地出現排擠的現象，出現逐年下滑(減少)的趨勢，其中有些中小型規模市場因交易量減少而面臨入不敷出的現況。本研究的目的將針對變化中的第2項，「地方都會的大規模批發市場占有率逐年地出現上升(增加)趨勢」探討，如以上升趨勢較有明顯的桃農綜合農產品批發股份有限公司為例，對於供銷關係變化加以分析市占率上升的可能因素，經由實地訪談經營業者與次級資料的分析，探討其市場占有率上升的可能形成原因，而將其結果歸納如下：1. 桃農綜合農產品批發股份有限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.周邊現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。藉此期望提供今後相關的批發市場業務的開展與行政單位的政策方向修正時參考的依據。

關鍵字

商業學；經濟學；市場結構-行為-績效

並列摘要

The dissertation starts with general examination of current operation and changes on the wholesale market of vegetables and fruits in Taiwan. According to the research methods in previous researches and background literature, the background studies are divided into three main aspects: Intermediary, competition, and the market structure-conduct-performance theory. Based on the literature review, the supply and sales relations of the wholesale market of vegetables and fruits in Taiwan has changed dramatically after year of 2000. Three main points can be concluded from this study. First, the market share of the two biggest wholesale markets in Taiwan (Taipei City and Kaohsiung City) has been increasing every year. Second, the market share of the TAOYUAN AGRICULTURAL PRODUCTS MARKETING CO. wholesale market and other large-scale wholesale markets has grown significantly year by year. Third, the market share of other middle-scale wholesale markets has been decreasing due to the oppression of large-scale wholesale markets. Moreover, some middle-scale wholesale markets were unable to make ends meet because of the low volume of trade. This study focuses on the significant growth of the market share of other large-scale wholesale markets. Take the TAOYUAN AGRICULTURAL PRODUCTS MARKETING CO. Wholesale market for example; the possible reasons of the growth of market share are analyzed according to the changes of supply and sale relations. Based on the secondary data and the interviews with the entrepreneurs, the possible reasons of the increase of market share might be: 1. The supply source and amount of large-scale wholesale markets headed by TAOYUAN AGRICULTURAL PRODUCTS MARKETING CO. Wholesale Market have increased. 2. The supply capacity has strengthened and the supply territory has expanded. 3. The growth of population has led to the expansion of urbanization, and the distribution capacity for wholesale market is also advanced. In accordance with this research, the other similar large-scale wholesale markets are likely to follow through and develop towards an “distant-area of wholesale market.”