台灣有機蔬菜銷售通路組織之研究

Abstract

本研究以台灣有機蔬菜產業各成員彼此的交易互動關係作為分析的焦點，利用組織經濟學中的交易成本理論(Transaction Cost Theory) 做為分析的工具，了解有機菜農與不同運銷對象的交易成本種類為何及造成不同交易成本之原因；也利用代理理論(Agency Theory)分析其代理關係及如何激勵與監管、財產權理論(Property Right Theory)分析交易關係之所有權歸屬問題。進而提出改善其互動關係的建議，因而提升有機蔬菜的運銷效率。 根據本研究調查發現，我國有機蔬菜運銷最主要的問題為:1.因為有機蔬菜需求面的不確定性與供給面的不確定性，造成雙方交易的困難、較高的違約可能性產生眾多交易成本。2因為資訊不對稱與投機行為，交易雙方在尋找交易對象及確保有機蔬菜的安全性上，造成交易成本上升。 因此本研究建議：1.菜農應與經常消費的客群簽訂契約建立契作關係，避免銷售風險。2. 菜農對偶爾消費或一次性消費的客群應採取三邊治理模式，透過第三方介入、協調、傳遞資訊與菜農契作，使交易成本下降。3.菜農應先水平整合、合作共同運銷，再進一步垂直整合通路商，減少不確定性與投機行為，穩定交易之順暢。

This study focuses on using Organizational Economics to analyze coordination problem among members of organic vegetable industry in Taiwan. We knew what kinds of transaction costs between organic vegetable farmers and their marketing partners and factors which cause transaction costs based on transaction cost theory. By using agency theory, we found the agency relationships among members of organic vegetable industry in Taiwan and also found how to monitor and motivate. We could clearly define the ownership by using property right theory. Finally, we provided some suggestions to improve transactional relationships and to increase the marketing efficiency in this marketing channel. The main problems of organic vegetables marketing in Taiwan we found are listed as follows. (1)Due to uncertainty and complexity in demand and supply sides, the transaction costs are too high to construct and maintain the vertical coordination relationship. (2)Because of asymmetric information and opportunism, it is hard to select the cooperation fellows and ensure the safety of organic vegetables. Therefore, based on the findings of this study, we suggest that organic vegetable farmers should contract with regular customers to lower uncertainty. In order to reduce transaction costs, farmers who transact organic vegetables with occasional and one time customers should adopt trilateral governance. Vegetable farmers should adopt cooperative marketing mode first, and then start the vertical integration to ensure the stability of transactional relations in this channel.