| Summary: | 碩士 === 國立海洋大學 === 應用經濟研究所 === 91 === The wholesale market has always been the traditional trading place for domestic agricultural and aquatic products. It brings together supply and demand with a high efficiency of price determination. It provides the important functions of concentration, equalization and dispersion for these products.
There are 18 urban wholesale fish markets in Taiwan. Due to the change of socio-economic situation, technological improvement of production and marketing, and the raising of consumer’s consciousness, as well as a stronger competition of market since Taiwan join WTO, they face with numerous difficulties in operation. How to take strategies for the problems solution and the rising of operation efficiency become very important issues.
Aiming at the above-mentioned purpose, this research, focusing on Taichung fish market, utilizes a secondary data and some investigational data together with theoretical approach in management economics and then carries by a SWOT analysis. After a detail analysis in internal and external environment, and the evaluation of strength, weakness, opportunity and threat of fish market, this thesis study some practicable strategies and measures.
Through out this research, several suggestions are made for Taichung Fish Market as follows:
1.Diversified operation of business: such as the set up of distribution center of seafood, holiday fish market, the business of packing and processing and on-line sales etc.
2.Development of knowledge-economics: such as the utilization of information technology, enhance of innovation, and enforcement of knowledge-capital.
3.Organizational rebuilding: including the reformation of structure, profit sharing of employees, and employee’s training programs.
4.Enstrengthening of business quality: such as the issue of quality assurance certificates, dispute-arbitrating apparatus, strategically alliance of business.
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