| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 101 === Plum was the eighth-largest agricultural products in Taiwan and Japan as the main export market. But later due to the dumpling of continental plum caused shrinking export markets; coupled with the sales pipeline itself is not perfect, so often unmarketable problem. Plum products export blocked, foreign sales decreased year by year, so that there is an oversupply of plum problems.
Due to continental plum at a low price to sell it to Japanese, Taiwan plum lost competitiveness. Not only restrain the international market, even the local market has also been invaded by continental plum. Plum products currently on the market about 70%is continental plum, therefore Taiwan plum can’t compete with continental plum in price.
The highest amount of plum is in Taoyuan district of Kaohsiung county, but it has been low in price and quality. Therefore, the expand in marketing channels is very important for plum industry in Taoyuan.
The research was aimed to understand the present state of plum products’s marketing channels in Taoyuan district of Kaohsiung county, and through depth interviews with producers and dealers, summarized the following conclusions:
1. Basically the Marketing channel structure in Taoyuan district of Kaohsiung county is zero, one and second path.
2. Handed picked plums are more complete, suitable for short path; with bamboo harvesting plums are easy to damage, suitable for long path.
3. Due to the middlemen lack of marketing experience and marketing technical persons, other expand in marketing channels is limited, in addition to rely on farmers sales system.
Therefore, to cope with the changes in market consumption patterns, if the plum products in Taoyuan district are able to start the three aspects in cooperative, promotional and technical through the farmers, middlemen and public agencies, it must be helpful in expand of marketing channel.
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