- 學位論文
台灣果菜批發市場行銷市佔率變化與要因之研究-以新竹果菜運銷股份有限公司為例
Change and reason on the share of fruit and vegetable wholesale market in Taiwan- A case study of the fruit and vegetable wholesale market of hsinchu
摘要
批發市場歷年文獻發現依其採取的研究差異將其區分為3個主要領域。一、商業學方法之研究，二、經濟學方法之研究，三、市場結構行為績效理論方法之研究。經文獻整理後得知約於2000年以後，出現不同的供銷關係之變化，其變化情況之研究歸納如下列的3項。1、南北二大都會圏蔬果批發市場市場佔有率明顯出現各有升降之趨勢。2、地方都會的大規模生鮮蔬果批發市場佔有率則大部份出現上升之趨勢。3、中小規模蔬果批發市場大部份出現佔有率明顯下降的趨勢。 本研究針對上述變化中的第2項，地方都會型的大規模果菜批發市場佔有率的趨勢變化進行深入探討，以上升趨勢較為明顯的新竹果菜運銷股份有限公司為例，經由訪談業者與次級資料的分析，發現其要因將之歸納如下。1. 交易量上升形成的可能要因與立地位置與消費增加等有正向關係。2. 供應範圍向共同運銷與進口商擴大同時，集中化也隨之開展。3. 2002年交易量指數由12.84自2015年14.86，市場的行銷批發能力出現増強現象。4. 蔬果交易業者之零批商由44％上升自80.7％，大致上應可能為市場内零批商業者數増加所致。今後其他類似的地方都會型市場亦可能趨向「市場產銷擴大化」方向展開。
並列摘要
The results of the wholesale market calendar year are divided into three main areas according to their research differences. First, the study of business methods, Second, the study of economic methods, three, market structure behavior performance theory and method research. After finishing the literature, it was found that after about 2000, there were three changes in the relationship between supply and marketing, and the change was summarized as follows. 1, north and south of the two cities will be fruit and vegetable wholesale market share of the market there are obvious movements of the trend. 2, the local will be large-scale fresh fruit and vegetable wholesale market share is the majority of the upward trend. 3, small and medium-sized vegetable and fruit wholesale market, most of the significant decline in the share of the trend. In this study, the trend of the large-scale fruit and vegetable wholesale market share in the above-mentioned changes is discussed in detail. In the case of Hsinchu Fruit and Vegetable Marketing Co., Ltd., the increase trend is obvious, Data analysis, found that the main reason to be summarized as follows. 1. The increase in trading volume may have a positive relationship with the location and consumption of the site. 2. The scope of supply to the common distribution and importers to expand at the same time, centralized also will be carried out. 3. 2002 trading volume index from 12.84 to 14.86 in 2015, the market's marketing and wholesale capacity to enhance the phenomenon. 4. The wholesale and retail trade of fruits and vegetables traders increased from 44% to 80.7%, which is probably due to the increase in the number of retailers in the market. In the future, other similar local markets may also tend to "expand production and marketing" direction.