A Study on the Management Performance and the Wholesaler’s Behavior in Taipei City Fruit and Vegetable Wholesale Market
Date Issued
2007
Date
2007
Author(s)
Lin, Kun-Liang
DOI
zh-TW
Abstract
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.
Subjects
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
Type
thesis
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