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Abstract It is inevitable trend for Taiwan to join the World
Trade Organization (Two). This will definitely have great
influence and impact on domestic agricultural development,
especially to whose who engaged in rice business. The study
focuses on factors affecting the marketing aspiration and
problems of large-scale rice farming families. The main purpose
is to assist them to sell the produce by themselves, therefore,
to increase better profit of their own. Aside from these, it is
also helpful to promote the reform and the development of the
main management of rice business. Furthermore, the study
presents the results of my research. Some problems are brought
up and some suggestions that can be adopted by our government
asa reference on making draft policy and laws of rice business
in the future. The farmers who receive investigation must
possess farming land larger than 5 hectares and be entrusted
operation above 25 hetares. This study is based on the survey
of 128 effective questionnaires by cluster sampling method. The
result shows that large-scale rice farmers'' average age is 51
years old, and they receive little education,(80.5% of them are
graduates of elementary school or junior high seniority and low
education background are two unfavorable factors on agricultural
development. Welearned from investigation that average farm
scales of rice farming families are btn 5-15 hectares,4-5
members(most of the man power comes from the family)27.3% of
them have no follow-on management. It''s a hidden problem of the
rice business. With to the stable status of the rice
business, abundant farming experience and the problem-solving
ability, those farmers who have farming experience from 11 to 20
years have stronger will of marketing aspiration than those ones
with 41-50 years farming experience than those ones with 41-50
year. It is strongly believed that the entrusted operation and
the business to dry the rice for farmers will be an important
industry in the future. With better farming management ability
and better contact withmass medium, those rice farmers are
mostly attected by marketing aspiration. In order to obtain
higher selling price, growers of organic rice enable themselves
to sell organic rice all by themselves. It is also a tendency to
have more farmers to cultivate organic rice. By path
analysis, such factors as personal characters and farming
features play an important role in the marketing aspiration.
Besides, their constant contact with present mass medium enables
them to reinforce their farming management ability. Generally
speaking, the marketing aspiration of the rice farmers is
reinforced through marketing cognition and need. Basically,
there are 16 variances that affects the marketing aspiration of
large-scale rice farming families. A variance shows that farm
area(southern part of Taiwan) and the age of the farmers is
negative effect. Others are positive effect. The total variances
explained 66.64% by full study model. The major marketing
difficulties for large-scale rice farming families are listed
below. (1)High cost of machinery and factory buildings
(2)Competition from wholesalers (3)Undefinite government policy
(4)Lacking assistance from the government (5)Shortage of capital
and high risk of the business. Marketing aspiration requires a
large amount of money. And farmers encounter competition from
related field. Government should take effective measures to help
rice farmers in every aspect. The marketing aspiration of
large-scale rice farming families are that with 54.7% of large-
scale rice managers are in favorable to rice free-marketing
policy, with 56.7% that would be to in partnership, with 77.3%
would like to set up the marketing channel, with 72.5% of them
whose marketing aspiration would be to do wholesale, with 65.2%
that would be entrusted extra work, and with 35.5% among them
would be entrusted packing.
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