交易異質與易腐產品之市集機制設計探討-以Verenigde Bloemenveiling Aalsmeer為例

Abstract

本研究主要在探討如何架構一個交易異質與易腐產品的市集，以個案Verenigde Bloemenveiling Aalsmeer(VBA)為例，並以Ajit & Eric（2002）所提出的市集關鍵流程為構面來拆解其所有步驟，以得出VBA成功架構市場的關鍵因素，並提出建議。 文獻探討部份，本研究最主要之理論架構為Ajit & Eric（2002）所提出之建構市集的基本交易流程：搜尋、定價、物流、金流、認證。以及交易環境機制：商品呈現、管制、風險管理、影響、爭議解決。再加上支援基本流程及環境機制的通訊及運算工具共11個構面來探討VBA。 本文第三章由荷蘭的花卉市場改況切入，描述個案公司VBA所處的產業環境，並以「組織架構」、「交易產品的特性」及「提供的服務內容」三個方向來為個案公司VBA做一個明確的定義。 第四、五章為本文的重點，在實際拆解VBA的運作流程之後，本研究發現要建構交易異腐及異質產品的市集較重要的流程分別為搜尋、定價、物流、認證、商品呈現以及影響等機制，其中又以完善的認證機制解決花卉產品的異質性，高效率的物流解決花卉產品的易腐性為最關鍵的做法。 最後，本研究的結論如下： 造市者要成功的經營市集，必須同時為買方、賣方及造市者本身都創造價值， VBA聚集眾多花卉培育公司，並以優良搜尋機制及有效物流機制確實降低了花卉經銷商的搜尋成本及物流成本，另一方面，優良的荷式拍賣設計讓花卉經銷商以較高的成交價格來瓜分這塊多出來的利益，由於降低的搜尋成本及物流成本大於價格上的損失，再加上認證及物流機制解決了花卉的異質及易腐性所造成的問題，因此VBA平台所創造了雙贏的局面，進而成功的經營花卉市集。

Thesis Title: Markets Mechanism Design for heterogeneous and perishable goods – A Case of Verenigde Bloemenveiling Aalsmeer Institute: Graduate Institute of Business Administration, National Taiwan University Author: HUANG, Yong-Yi Advisor: Dr.CHIANG, Jong-Tsong Date: July, 2007 The purpose of this thesis is to find how to build a market place for heterogeneous and perishable goods successfully. Using case study, this research applied the processes of market mechanism construction by Ajit & Eric（2002） to made an analysis of Verenigde Bloemenveiling Aalsmeer(VBA) and tried to find out the key successful factors of this market maker. The most important reference of this thesis is the processes of market mechanism construction by Ajit & Eric, including the basic trading process composed of search, pricing, logistics, payment and settlement, and authentication; the trading context process that contains product representation, regulation, risk management, influence, and dispute resolution. In Chapter 3 I make a exact definition of VBA. In Chapter 4 & 5, the most important part of this thesis, the processes of market mechanism construction by Ajit & Eric are used as a basic structure to tell how VBA makes the market place. The conclusion of the research are as bellows: 1. By reducing buyers searching cost and bringing sellers better prices, VBA creates values to both buyers and sellers, and earns money itself at the same time. 2. The authentication process is the key process to deal with the heterogeneity of flowers, and the logistic process is the key process to deal with the perishable.