The Effects of Retail Modernization on Fresh Food Assembling and and Wholesaling Systems in Taiwan

• Main Authors: Suh-Hwa Sheu, 許素華
• Other Authors: Wen-Fu Hsu
• Format: Others
• Language: zh-TW
• Published: 1993
• Online Access: http://ndltd.ncl.edu.tw/handle/25840816610507445537

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.