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研究生:施承宏
研究生(外文):Cheng-Hung Shih
論文名稱:台灣紅龍果產業通路選擇之關鍵因素
論文名稱(外文):The Key Factor Affecting the Choice of Marketing Channels in Taiwan’s Dragon Fruit Industry
指導教授:陳郁蕙陳郁蕙引用關係
口試委員:李俊鴻詹滿色
口試日期:2018-06-03
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:農業經濟學研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:中文
論文頁數:88
中文關鍵詞:紅龍果產業運銷通路層級分析法通路選擇
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紅龍果為近年興起之明星果品,透過栽培技術的提升與品種的改進,國內消費者對於紅龍果之接受度增加,外加海外市場有所斬獲,因而隨著需求帶動加上紅龍果市場行情優良,使得不少農民相繼投入種植行列。近年來紅龍果之種植面積、產量與產值皆有顯著之提升,自2008年起至2016年紅龍果佔台灣果品之產量成長了2.87倍。
然而過往對於紅龍果產業之研究較缺乏關於運銷通路以及通路配送考量因素之研究,有鑑於此本研究透過加權法以及層級分析法(AHP)來分析台灣紅龍果之各運銷通路佔有率並且更進一步的分析各界專家對於台灣紅龍果配送通路因素之考量。本研究以產量以及交易量為基礎,分析農民、共同運銷單位、零批商等單位之樣本後得知,紅龍果產業仍相當仰賴批發市場所具備形成價格與集散之功能,此外近年來隨著量販店與超市等新興通路的崛起,傳統零售商通路的銷售比例已萎縮至兩成,另有不少農民投入網路與通訊軟體之直銷業務;紅龍果之通路配送因素考量方面,本研究以層級分析法將台灣紅龍果配送因素之考量劃分為三個層級,其中層級一為研究目標,層級二則分為物流、商流、金流、資訊流以及通路特性等五大構面,並且在以上這五大構面下又涵括了若干個考量因素。經實地訪問產、官、學總共13位專家過後,台灣紅龍果通路配送因素之層級分析結果發現層級二全體受訪者首重「通路特性」,其次則是「物流」,物流方面,受訪專家們最重視「交貨時間」,其次為「運費條件」。通路特性方面,受訪專家們最重視「吞吐能力」,其次為「穩定性」。
Through the improvement of cultivation techniques and the improvement of varieties, domestic consumers have increased their acceptance for Dragon Fruit. Besides, thanks to the growth of overseas markets for Taiwan’s dragon fruit. More and more farmers start to cultivate dragon fruit. In recent years, the cultivation area, yield, and output value of dragon fruit have increased significantly, and the proportion of Taiwan''s dragon fruit production and planting area has also increased year by year, and the planting area of dragon fruit is 2.87 times compared with that in 2008. It shows that dragon fruit has become an important fruit in Taiwan.
However, in the past, the research related to the distribution channel and channel distribution decision making of Taiwan’s dragon fruit is limited, so this study tried to use the weighted method and the Analytic Hierarchy Process (AHP) to analyze the market share of Taiwan''s dragon fruit and then analyse the considerations on the distribution channels of Taiwan''s dragon fruit. The calculation of the market share of each distribution channel is based on production volume and this study analysed the sample of farmers, joint salers and venders. The result shows that the Dragon fruit industry still relies heavily on the wholesale market to form the price and make the distribution. Also, due to the growth of supermarket and hypermarket, the marketshare of tranditional venderer has shrinked to lesser than 20%. Besides, many farmers are selling their dragon fruit through social networking and communication software. In order to understand the consideration for Taiwan’s Dragon fruit distribution channels, this study divided the final target in to three levels. Level one is the final goal, and under the level one, logistic, business flow, cash flow, information flow and the characteristics of the distribution channel are included in the level two. Under each element of level two, seveal subelements are included. After this study interviewed thirteen experts, the result shows that at level two, it found out that all of the interviewees firstly focused on “Distribution Channel’s Characteristics”, and then followed by “Logistics”. In terms of logistics, the surveyed experts attached the highest importance to “Delivery Time”, followed by “Freight Condition". In terms of distribution channel’s characteristics, the interviewed experts attached the highest importance to "Throughtout Capacity", and then followed by "stability."
口試委員審定書 i
謝辭 ii
摘要 iii
Abstract iv
目 錄 v
表 目 錄 vii
圖 目 錄 ix
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究步驟與流程 2
第二章 紅龍果產銷概況 5
第一節 國產紅龍果之產業概況 5
第二節 紅龍果之貿易概況 10
第三節 我國紅龍果產業之困境 15
第三章 文獻回顧 17
第一節 國內外行銷之相關文獻 17
第二節 國內外蔬果行銷相關文獻 19
第三節 紅龍果產業相關文獻 22
第四節 層級分析法相關文獻 24
第五節 小結 26
第四章 研究設計與方法 28
第一節 層級分析法 28
第五章 紅龍果各運銷通路占有率之分析 41
第一節 紅龍果調查資料分析 41
第二節 國產紅龍果運銷通路占有率之分析 45
第三節 紅龍果在批發市場交易概況 49
第四節 紅龍果通路選擇之考量因素 52
第五節 紅龍果配送因素統整 60
第六章 紅龍果通路配送之層級分析 61
第一節 紅龍果配送通路選擇因素之架構 61
第二節 問卷設計、調查及樣本敘述統計 64
第三節 一致性檢定及權重計算 66
第四節 小結 78
第七章 結論與建議 80
第一節 結論 80
第二節 建議 81
參考文獻 83
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