The Analysis of Establishing the Asian Flower Auction Center in Taiwan

• Main Authors: Pei-Chen Lee, 李佩蓁
• Other Authors: 羅竹平
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/32216488567892597639

碩士 === 國立臺灣大學 === 農業經濟學研究所 === 99 === Taiwan was founded on agriculture, but the agricultural structure significantly changed compared to before, transforming from food crops into cash crops. The output structure of the various crops has also undergone significant change, the flower industry being one of them. Although the flower export value continues to increase annually, traders remain communication channels for exports. However, without an open and transparent trading platform, unnecessary waste of money and time costs resulted. On top of that, due to the lack of a regional flower auction market for distribution of flowers throughout Asia, the establishment of the Asian Flower Auction Center is imperative. In this study, analysis and comparison were conducted on the representative flora auction markets in the Netherlands, China, Japan, and Taiwan. It was found that the development of the FloraHolland Flower Auction, a Dutch flower auction trade center, was the most mature, followed by Ota Flower Market in Japan. There is still room for improvement for Taiwan and China, especially in the composition of auction market shareholders. They should follow the example of FloraHolland that the flora cultivation company served as the shareholder, while the company commissioned a professional management team, or a florist to run the company in order to create maximum profits and share dividends with the growers. The Asian Flower Auction Center established in Taiwan features four benefits: 1. To enhance the flower export value; 2. to enhance employment in the flower-related industries; 3. to provide a unified flora trading platform in the Asia-Pacific region; and 4. to enhance Taiwan’s international visibility. Taiwan’s strengths lie in its flower varieties, its being the production base, good location, convenient transportation, technology to cultivate a small number of high-priced flower varieties that leads the world, and so on. The 6 crucial success factors that contributed to the establishment of the Asian Flower Auction Center in Taiwan are as follows: logistics, government regulations, introduction of MPS certification, cooperation with Dutch flora trade centers, communication and coordination with five domestic flora wholesale markets, and the business entity made up of flower growers.