| Summary: | 博士 === 國立臺灣大學 === 農業經濟學系 === 81 === In view of the trend of "one-stop shopping" in modern consumer
behavior, the fresh food industry has modernized its retail
practices to provide high quality, diversified and healthful
products through its comfortable and convenient supermarkets.
However, under traditional marketing systems, it is difficult
for supermarkets to keep the fresh food''''''''s price, quality and
variety constant, due to the characteristics of fresh food, i.
e., seasoning, easily fallible and instability. And this is the
major obstacle which must be overcome if the supermarkets wants
to succeed. To find out how the industry has responded to this
problem and how the government policy can facilitate the
industry to tackle it is the purpose of this dissertation. This
dissertation has adopted the economic theories of industrial
organization and transaction cost to analyze the data collected
from statistics and depth interview. We find that under the new
consumption trend, the industry , more or less, take full or
partial integration or long-term contract to reduce transaction
costs to make sure that the adequate quality and quantity of
fresh food can be shelved in supermarkets in time. On the one
hand, supermarkets forwardly integrated with fresh food
preparing center. On the other hand, the fresh food producers,
especially individual farmers, under government''''''''s assistance,
have set up cooperatives forming new assembling centers for
their own supermarkets or others through informal or long-term
contracts. A new distinctive assembling and wholesaling system
was born! However, the efficiency in fresh food marketing
system has not yet been completed. Therefore, the government
should accelerate retail modernization, improve soft-and-
hardware in wholesale market, provide places for trading packed
fresh food, and encourage the establishment of farmers''''''''
cooperatives.
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