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標題: | 臺北市果菜批發市場營運與承銷人行為之研究 A Study on the Management Performance and the Wholesaler’s Behavior in Taipei City Fruit and Vegetable Wholesale Market |
作者: | Kun-Liang Lin 林坤良 |
指導教授: | 陳政位(Cheng-Wei Chen) |
關鍵字: | 產業組織理論,營運績效,批發市場,承銷人,結構-行為-績效, industrial organization theory,operation performance,wholesale market,wholesaler,Structure-Conduct-Performance, |
出版年 : | 2007 |
學位: | 碩士 |
摘要: | 果菜批發市場位居果菜運銷通路的樞紐地位,其經營良窳更影響生產者與消費者之利益。為能瞭解近年來果菜批發市場在外界環境變遷的競爭與衝擊下,所面臨的經營問題與困境。本研究選擇臺北市果菜批發市場為研究對象。應用產業組織理論裡的市場結構-行為-績效模式,將臺北市果菜批發市場視為一個市場範圍。就其批發交易方式而言,買方為承銷人,賣方為供應人;就其零批交易方式而言,買方為零售業者及消費者,賣方為該市場批發交易之承銷人。透過次級資料的分析與對承銷商的問卷,由市場結構、市場行為及市場營運績效之相關指標,分析臺北市果菜批發市場營運績效之良窳與承銷人行為。以提供作為改進農產運銷制度與臺北市果菜批發市場經營管理之參考。
研究結果發現,臺北市果菜批發市場與其它國內果菜批發市場相比,營運量、員工每人勞動生產力、場地利用效率均有不錯的績效表現,而且都有在提升。但第一市場場地利用效率有過高之情形,目前第一市場果菜交易量已是當年規劃之三倍。雖然設備、交易方式都有改進,但必須注意是否有交易空間太小以致於影響交易品質情形問題。另外臺北市果菜批發市場拍賣比率約達七成,電子拍賣率更達百分之百,與國內其他市場相比較,形成之拍賣價格更公開且透明。目前我國大部份果菜共同運銷量約有七、八成是送往臺北市果菜批發市場交易,而且共同運銷成交價和其他果菜批發市場相比,相對較高,值得肯定。但要注意是否有果菜供給過多之情形發生,因為臺北市果菜批發市場是屬於消費地批發市場,本身需求有限,如果果菜供給過多會產生失衡之情形。而市場中承銷人對拍賣交易方式改進意見,認為最需要改進的是「分級包裝不清」,分級包裝須有待加強。且承銷人之市場滿意度,也尚有提升之空間。財務方面,市場多角化經營相當札實,但批發市場淨利主要來自於營業外收入,在氣候穩定時,管理費收入較少,容易發生營業虧損,需尋找解決之方式。 本研究對於臺北市果菜批發市場之經營建議有以下幾點:第一點,加強果菜產品分級包裝,來提升拍賣效率及增加收入;第二點,解決市場擁擠度之問題,以免空間太小影響到交易品質;第三點,多角化經營以增加收入,但要思考其超市之存廢問題;第四點,輔導新進承銷人,使新進承銷人更快融入果菜交易,以增加拍賣競爭性、形成之價格更公正。 The fruit and vegetable wholesale market is the pivot of the approach of fruit and vegetable marketing. Its operation influences the benefits of producers and consumers. In order to understand the management problem and the predicament which fruit and vegetable wholesale market has faced in recent years under the competition and effect due to the changes of environment, this study chooses Taipei city fruit and vegetable wholesale market as a research object. In this article, Market Structure-Conduct -Performance of industrial organization theory was applied and Taipei city fruit and vegetable wholesale market was regarded as a market range. As far as ways of wholesale trading are concerned, buyers are wholesalers and sellers are suppliers; as for ways of retail trading, buyers are retailers and consumers, while sellers are wholesalers of wholesale trading market. Through analyses of secondary data and surveys of wholesalers, the author analyzed the operation performance of Taipei city fruit and vegetable wholesale market and wholesaler’s behaviors according to market structure, market conduct, market operation performance, and other related indexes, which was offered as a reference of improving the marketing system of agriculture products, and the management of Taipei city fruit and vegetable wholesale market. The result showed that compared to other domestic fruit and vegetable wholesale markets, Taipei city fruit and vegetable wholesale market has good performance, and improve increasingly in business quantity, labor productivity per person, and the efficiency of utilizing areas; however, the first market is over high in the efficiency of utilizing areas. At present, Taipei city first fruit and vegetable wholesale market has tripled its volume of trade. Although the equipment and ways of trading have improved, we still need to pay attention to whether the small space of transaction affects the quality of trading. Besides, compared to other domestic markets, the ratio of the auction of Taipei city fruit and vegetable wholesale market reached around seventy percentages, and the ratio of the electronic auction even reached one-hundred percentages. Therefore, the price of auction becomes more public and transparent. For now, most volume of cooperative fruit and vegetable marketing-around seventy or eighty percentages in Taiwan are sent to Taipei city fruit and vegetable wholesale market, and the price of cooperative marketing is relatively high compared to other markets, which are worth to admire. However, we need to pay attention to whether the fruit and vegetables oversupply. Because Taipei city fruit and vegetable wholesale market belongs to wholesale market in consuming area, its demand is limited by itself. If fruit and vegetables oversupply, it will lead to unbalanced situation. As for ways of auction trading, wholesalers think that “unclear grading and packing” needs to be improved most, and ranking and packing needs to be enhanced. In addition, the market satisfaction of wholesalers has space to improve. Financially, the diversification is quite solid, but the profits mainly come from the revenue outside business. During stable weather, the earning of management fee is less, which easily makes a loss and needs to find solutions. This study offers some suggestions regarding the operation of Taipei city fruit and vegetable wholesale market as follows: A. Enhance the grading and packing of the fruit and vegetables products to upgrade the efficiency of auction and increase the revenue. B. Solve the problem about markets' being crowded to avoid that the size of the space will influence the quality of trade. C. Diversification to raise the revenue, but consider the question about whether supermarkets exist or not D. Assist and guide new-coming wholesalers in order to let them involve in the trade of fruit and vegetables quickly, which can strengthen the competition of auction and make the price formed more fair. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/29923 |
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