| Summary: | 碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班 === 104 === Fruit and vegetable wholesale market plays an important role in the distribution and marketing of agricultural products. However, for the 50 fruit and vegetable wholesale markets of Taiwan, only 5 of them are managed by the cooperative mode and nearly ninety percent are managed by the farm alliance and government units. For the two types, the source of funds and supports in operation are total difference. Due to the change of external environment, including traffic, transportation, channel, food safety, and foreign trade organization, and the lack of internal condition, including closed information, old equipment, low efficiency, instable quality, and worker ageing, are the main reasons to cause the hard time of management.
In recent years, Internet marketing and E-Commerce become more and more important by the information technology innovation. Therefore, the main purpose of this study is mainly to discuss about applying the information technology on the management of traditional fruit and vegetable wholesale market and to assist the marketing and the further improvement of its operation.
The research object takes a fruit and vegetable wholesale market as a case study. This study collected relevant literature and case analysis of the object of internal and external situations. This study sets up a dedicated website and Facebook and builds the database for the agricultural data and information of the fruit and vegetable wholesale market. The object is to shorten sales difference and create multiple marketing channels, and to summarize the literature and case studies. This study summed up the three indicators and policy of market operation and network management, which are the information transparency, food safety and standardization, marketing and brand promotion. Finally, this study made the conclusion and suggestions through the analysis of discussion and expert interview data.
Case study results show that the information content, reliability and transparency is most concerned in the information transparency issue. In the issue of food safety and regulation, the organic and non-toxic are the feasible solutions under the premise of security. In the issue of marketing and brand promotion, the network is considered to be a feasible and effective solution to combine social media. But, it requires all aspects of cooperation and long-term adherence and maintenance to show the effectiveness. Finally, this study suggests that the information should be provided with the publicity and be based on the origin of farmers to establish a website, which is composed of the differentiation and regional characteristics.
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