Department of Agricultural Economics College of Bio-resources and Agriculture
National Taiwan University Master Thesis
Producer Profit Comparison between Conventional and Direct Sale Channel: A Case Study of Shui-Jing Guavas
Lai, Kuan-Lu
Advisor Pei-Ing Wu, Ph.D.
109 年 7
July, 2020
Producer Profit Comparison between Conventional and Direct Sale Channel: A Case Study of Shui-Jing
Guavas
P07627024
109
07 31
Abstract
The difference between the wholesale market channel and the direct sales channel for agricultural products. By studying the industry and market profile of guava in Taiwan, we can further understand how the Shui-Jing guava producers in the case of the study have shifted some of their products from the wholesale market to the direct marketing channel in order to maximize their profits in these two channels.
Using the data provided by our case study producers, we compare the difference in revenue, cost, and unit price of Shui-Jing Guava products between traditional and direct channels. Producers often perceive their own labor payout as unpaid and therefore profits are often overestimated. This study compares the average profit per unit in the traditional channel with NT 5.8 and the average profit per unit in the direct channel with NT 69.3 . The average profit per unit is NT -31.4 in the traditional channel and NT 9.4 in the direct channel if the payroll cost is included.
The results of the study show that producers choose the direct channel in pursuit of higher margins, which is far more attractive than the traditional wholesale market channel.
Keywords: guava, transportation and marketing company, agricultural product production cost, output, output value, planting area.
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... ... 44
-
- - - - -
-
- - - - -
2-1 ... 6
3-1 ... 17
3-2 2019 ... 18
3-3 ... 19
3-4 ... 20 -
- - - - - - -
Psidium guajava L. guava
______________________________
1
2 1983 1984
2001 2007
12 2020 2005 6
2005
40% 30% 25% 5%
3 1983
2001
2006 24 12 2006
45% 35%
15% 5%
1998 2016
American Marketing Association AMA
Kotler 1999
product price place promotion 4p s McCarthy
William & Joseph 2014
Engle Kollat
Blackwell 1968 Engel-Kollat-Blackwell Model
EKB
EKB problem recognition
information search alternative evaluation purchase post-purchase
EKB
2001
problem recognition
information search
2016
2007
4P s
alternative evaluation purchase
Kotler 1997 post-purchase
2013
2005
2-1 EKB
Engel Kollat & Blackwell 1968 ; Kotler 1997 problem recognition
Ø Ø Ø Ø Ø
Ø Ø Ø
information search
alternative evaluation
Ø Ø purchase Ø
post-purchase Ø
Ø Ø Ø Ø Ø
AMA Kotler 1999
physiological needs safety needs
Maslow love and belonging needs
esteem needs
need for self-actualization Maslow 1943 EKB
Engel Kollat & Blackwell 1968 Maslow 1943 Kotler 1997
EKB 4P s
2019
three-level
channel two-level channel one-level channel
zero-level channel Kotler et al. 2008
2010 direct-marketing
channel
indirect-marketing channel Seifert Thonemann & Sieke 2006
Kotler 2008
Yazdanifard & Matubako 2012 1945
2016
Facebook FB
486
Yan Zhao & Liu 2018 Yahoo
Freshop
Freshop
2020
2014
City Super 2019
2017
Dong et al. 2011
2019
Avon
Kotler et al. 2010
LeRoux et al. 2010
2020
2012
Zhao 2008
Jaganathan et al. 2018 Zhao 2008
4P s product EKB
price
place
EKB (post-purchase)
4P s promotion
2016 2015
Kotler 2010
2004
EKB
EKB
2-1
Kotler 1997
爲 Navinchandra 1990
2012 50%
24%
Ranjan et al. 2019
2-1 2019
Kakkar & Lutz 1975 Assael 1995 Belk
1974 physical
surroundings social surroundings
temporal perspective task definition
antecedent states
Belk
Dong Yao & Cui 2011
2018 MP3
Liu Li & Kou 2015
short supply chain
Allegra Claudio & Alfonso 2014
Tasca 2017 & Zrakić 2017
Adanacioglu 2016
Bauman 2017 Low 2015 United States
Department of Agriculture USDA Agricultural Resource
Management Survey ARMS
Fiore 2016
Liao et al. 2017
Psidium guajava L. guava
3-1
2017
3-1
2 –
2020a
2001 1696 2019
1915
1975
16
2020b
7,207 2010 2019
3-1 7,200
2013 2016
2017
2020c 3-1
2019 7,500
184,028 4% 136
1% 2019 3-2
2020c 6,400.00
6,600.00 6,800.00 7,000.00 7,200.00 7,400.00 7,600.00 7,800.00
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
面 積
︵ 公 頃
︶
年份
3-2 2019
3-2
2010 7,164.0 167,009.0 2011 6,899.5 168,848.5 2012 7,034.0 181,178.1 2013 7,171.0 182,479.2 2014 7,128.4 168,392.4 2015 7,165.3 150,686.5 2016 7,159.5 133,075.3 2017 7,325.7 172,981.8 2018 7,441.7 176,303.7 2019 7,581.8 179,037.5 7,207.1 165,581.3
3-3 6,000 73,092
144,988184,028
12,75221,849 735
3,853
10,602
114,115 446,537
50,0000 100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000
︵
︶
165,580 160,000 180,000
2016
9 27 1,234
177,538,000 2016
3-3
2020
17 10%
17 -
2,000.00 4,000.00 6,000.00 8,000.00 10,000.00 12,000.00 14,000.00 16,000.00 18,000.00 20,000.00
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
10
17
3-4 2020d
3-3
17
2010 2,600.56 1,599.66 1,235.35 1,728.43 7,164.00
2011 2,608.07 1,421.46 1,134.91 1,735.09 6,899.53
2012 2,622.98 1,444.04 1,170.07 1,796.94 7,034.03
2013 2,645.93 1,487.52 1,192.55 1,845.03 7,171.03
2014 2,689.53 1,372.00 1,182.52 1,884.37 7,128.42
2015 2,668.50 1,383.32 1,227.16 1,886.31 7,165.29
2016 2,680.44 1,386.21 1,207.41 1,885.41 7,159.47
2017 2,672.18 1,455.39 1,239.75 1,958.39 7,325.71
2018 2,694.32 1,466.74 1,257.75 2,022.86 7,441.67
2019 2,710.88 1,499.21 1,299.91 2,071.77 7,581.77
2,659.34 1,451.56 1,214.74 1,881.46 7,207.09 2020c
- 500.00 1,000.00 1,500.00 2,000.00 2,500.00 3,000.00
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
︵
︶
17
29%
1% 2011 2010 2019
8
45.08% 26.62% 23.70% 2.88%
1.50% 0.20% 0.01% 0.01%
2020d
0.1%
2010
2019 3-4
3-5 2010 2019
3-4
2010 11,773,406 5,903,211 6,049,388 566,313 – 2011 12,736,135 6,928,034 7,241,543 718,339 – 2012 12,752,144 6,685,606 7,056,171 827,448 56,469 2013 13,962,027 8,086,172 8,179,395 893,932 67,993 2014 12,123,940 6,979,008 6,389,946 791,817 38,806 2015 11,141,782 7,327,056 5,884,380 865,999 32,639 2016 10,790,184 6,922,631 5,300,472 784,178 49,311 2017 12,072,894 7,912,630 6,396,251 876,563 56,808 2018 10,660,188 6,155,944 4,875,598 697,082 53,552 2019 12,921,954 8,518,975 6,210,013 700,351 68,923 12,093,465 7,141,927 6,358,316 772,202 53,063
2020d
624.1 4%
2010 2011 2%
95% 2012
1%
2%
3-6
2020d 3-5
3-5
2010 13,415.1 390.1 – 297.0 3.9
2011 14,074.8 484.1 – 214.6 3.8
2012 13,286.3 602.2 246.2 190.5 2.5 2013 14,663.6 688.6 259.3 162.6 1.1 2014 12,431.9 698.1 252.0 149.2 0.2 2015 11,508.7 677.8 187.6 182.0 4.0 2016 11,542.3 565.2 171.7 159.0 0.8 2017 12,623.8 615.8 164.2 181.0 1.5 2018 11,486.3 703.7 181.0 178.5 0.2 2019 13,653.6 815.3 222.3 188.0 0.4 12,868.6 624.1 210.5 190.3 1.8
0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
︵
︶
2020d 3-6
2010 2019
3-6
47.6 43.4
30.2 3-7
2010 2016 2018
4.2
珍珠芭樂
92.61%帝王芭樂
4.49%紅心芭樂
1.52%水晶芭樂
1.37%世紀芭樂
0.01%珍珠芭樂 帝王芭樂 紅心芭樂 水晶芭樂 世紀芭樂
3-6
/
2010 23.5 34.1 35.7 16.7 –
2011 23.4 37.2 33.0 15.6 –
2012 25.8 39.9 36.4 12.3 26.3
2013 24.0 48.0 34.3 24.3 22.4
2014 33.3 52.9 45.4 19.2 28.7
2015 34.5 50.2 45.3 36.0 30.2
2016 39.2 55.4 57.4 30.0 35.5
2017 33.8 57.3 49.8 24.8 32.5
2018 32.9 48.1 50.4 13.4 30.9
2019 31.7 53.0 46.1 18.4 31.7
30.2 47.6 43.4 21.1 29.8
2020d
2020d 0.0
10.0 20.0 30.0 40.0 50.0 60.0 70.0
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019
︵
／
︶
4-1
12
2020
3 20
7 30
4
2018
AM:03:20
AM:12:00 ~AM:07:30
AM:04:00
2018
2
2 3
4-2 FB FB
11
1
11 1.5
FB
1998 2016
0.45
4-1
0.45
12
*12 /
/ 2016
2020
Consumer Price Index CPI 2016 F
P
(1)
4-2
2003 35
58.3 2004-2005/09/24 40
66.7 2005/09/25-2006 50
83.3 2007 70 116.7
2008 60
100 2016
F =100 CPI × P
4-1 -
% / /
1998 7,705.0 472.0 5,664.0 73.5 161,628.3 191,820.9 28.5 33.9
1999 5,606.0 236.0 2,832.0 50.5 61,174.7 72,473.3 21.6 25.6
2000 4,942.0 194.0 2,328.0 47.1 87,247.0 102,079.1 37.5 43.8
2001 4,553.0 339.0 4,068.0 89.3 129,304.3 151,303.9 31.8 37.2
2002 8,660.0 330.0 3,960.0 45.7 56,630.5 66,397.6 14.3 16.8
2003 8,029.0 304.0 3,648.0 45.4 66,080.7 77,696.3 18.1 21.3
2004 9,120.0 432.0 5,184.0 56.8 166,235.5 192,357.7 32.1 37.1
2005 8,998.0 106.0 1,272.0 14.1 58,822.2 66,525.9 46.2 52.3
2006 8,751.0 318.0 3,816.0 43.6 32,459.2 36,491.5 8.5 9.6
2007 6,197.0 28.0 336.0 5.4 8,324.4 9,193.1 24.8 27.4
2008 4,593.0 6.0 72.0 1.6 1,621.7 1,730.0 22.5 24.0
2009 4,033.0 47.0 564.0 14.0 15,037.5 16,183.3 26.7 28.7
2010 4,235.0 17.0 204.0 4.8 1,332.0 1,419.7 6.5 7.0
2011 4,457.0 101.0 1,212.0 27.2 36,007.2 37,842.6 29.7 31.2
2012 1,692.0 – – – – – 0.0 0.0
2013 1,002.0 – – – – – 0.0 0.0
2014 1,653.0 – – – – – 0.0 0.0
2015 957.0 – – – – – 0.0 0.0
2016 1,748.0 24.0 288.0 16.5 10,970.4 10,970.4 38.1 38.1
4-2
% / /
1998 7,705.0 2,041.0 26.5 119,000.0 141,229.5 58.3 69.2 1999 5,606.0 2,774.0 49.5 161,700.0 191,565.0 58.3 69.1 2000 4,942.0 2,614.0 52.9 152,400.0 178,308.2 58.3 68.2 2001 4,553.0 485.0 10.7 28,290.0 33,103.2 58.3 68.3 2002 8,660.0 4,700.0 54.3 274,010.0 321,268.6 58.3 68.4 2003 8,029.0 4,381.0 54.6 292,200.0 343,562.6 66.7 78.4 2004 9,120.0 3,936.0 43.2 262,500.0 303,749.1 66.7 77.2 2005 8,998.0 7,729.0 85.9 547,400.0 619,090.7 70.8 80.1 2006 8,751.0 4,935.0 56.4 411,070.0 462,136.0 83.3 93.6 2007 6,197.0 5,861.0 94.6 684,010.0 755,394.8 116.7 128.9 2008 4,593.0 4,521.0 98.4 452,100.0 482,291.4 100.0 106.7 2009 4,033.0 3,469.0 86.0 346,900.0 373,331.9 100.0 107.6 2010 4,235.0 4,031.0 95.2 403,100.0 429,652.5 100.0 106.6 2011 4,457.0 3,245.0 72.8 324,500.0 341,040.5 100.0 105.1 2012 1,692.0 1,692.0 100.0 169,200.0 174,451.0 100.0 103.1 2013 1,002.0 1,002.0 100.0 100,200.0 102,495.9 100.0 102.3 2014 1,653.0 1,653.0 100.0 165,300.0 167,087.8 100.0 101.1 2015 957.0 957.0 100.0 95,700.0 97,029.3 100.0 101.4 2016 1,748.0 1,460.0 83.5 146,000.0 146,000.0 100.0 100.0
4-3
1998-2011
5,500 2012-2015 2,750
2016 4,125
2,300 /1,000 *2,300
1,300 /15,000
1998-2011 14
380 120 190 70 190 14
2579 2012 210 40 5
2013 100 40 4
10 / 12 / * 560
4-3
1998 7,705 145,472 119,000 5,500 62,100 2,340 2,579 12,320 1999 5,606 54,216 161,700 5,500 46,000 1,733 2,579 12,320 2000 4,942 79,420 152,400 5,500 46,000 1,733 2,579 12,320 2001 4,553 116,947 28,290 5,500 69,000 2,600 2,579 12,320 2002 8,660 48,548 274,010 5,500 69,000 2,600 2,579 12,320 2003 8,029 57,842 292,200 5,500 69,000 2,600 2,579 12,320 2004 9,120 150,405 262,500 5,500 73,600 2,773 2,579 12,320 2005 8,998 53,910 547,400 5,500 71,300 2,687 2,579 12,320 2006 8,751 25,931 411,070 5,500 69,000 2,600 2,579 12,320 2007 6,197 7,438 684,010 5,500 98,900 3,727 2,579 12,320 2008 4,593 1,441 452,100 5,500 69,000 2,600 2,579 12,320 2009 4,033 13,489 346,900 5,500 69,000 2,600 2,579 12,320 2010 4,235 1,006 403,100 5,500 64,400 2,427 2,579 12,320 2011 4,457 32,469 324,500 5,500 46,000 1,733 2,579 12,320 2012 1,692 - 169,200 2,750 18,400 693 1,680 12,320 2013 1,002 - 100,200 2,750 13,800 520 2,680 12,320 2014 1,653 - 165,300 2,750 23,000 867 2,680 12,320
2015 957 - 95,700 2,750 23,000 867 2,680 12,320
2016 1,748 9,992 146,000 4,125 18,400 693 2,680 12,320
4-4 1998 2016
2001
30,000 30,000 /1,000 *2,300 69,000
30,000 /15,000 *1,300 2,600
4-4
1998 27,000 27 62,100 18 23,400
1999 20,000 20 46,000 13 17,333
2000 20,000 20 46,000 13 17,333
2001 30,000 30 69,000 20 26,000
2002 30,000 30 69,000 20 26,000
2003 30,000 30 69,000 20 26,000
2004 32,000 32 73,600 21 27,733
2005 31,000 31 71,300 21 26,867
2006 30,000 30 69,000 20 26,000
2007 43,000 43 98,900 29 37,267
2008 30,000 30 69,000 20 26,000
2009 30,000 30 69,000 20 26,000
2010 28,000 28 64,400 19 24,267
2011 20,000 20 46,000 13 17,333
2012 8,000 8 18,400 5 6,933
2013 6,000 6 13,800 4 5,200
2014 10,000 10 23,000 7 8,667
2015 10,000 10 23,000 7 8,667
2016 8,000 8 18,400 5 6,933
4-5
2000 16 2001-2010
20 2011-2016 22
*
4-3
4-1 *
*
* *
/
5.7%
4-5
1998 7,552.0 4,043.1 45,650.1 1,720.2 1,895.8 9,056.5 69,917.7 12.3 9,212.8 7,363.2 16,576.0 2.9 1999 3,776.0 2,778.5 23,238.0 875.6 1,302.8 6,223.7 38,194.6 13.5 3,487.0 3,681.6 7,168.6 2.5 2000 3,104.0 2,590.9 21,669.0 816.5 1,214.9 5,803.5 35,198.7 15.1 4,973.1 3,026.4 7,999.5 3.4 2001 6,780.0 4,914.1 61,649.9 2,323.0 2,304.3 11,007.6 88,979.0 21.9 7,370.3 5,288.4 12,658.7 3.1 2002 6,600.0 2,515.0 31,552.0 1,188.9 1,179.3 5,633.6 48,668.8 12.3 3,227.9 5,148.0 8,375.9 2.1 2003 6,080.0 2,498.9 31,350.4 1,181.3 1,171.8 5,597.6 47,880.0 13.1 3,766.6 4,742.4 8,509.0 2.3 2004 8,640.0 3,126.3 41,835.8 1,576.4 1,466.0 7,002.9 63,647.4 12.3 9,475.4 6,739.2 16,214.6 3.1 2005 2,120.0 777.5 10,079.3 379.8 364.6 1,741.6 15,462.8 12.2 3,352.9 1,653.6 5,006.5 3.9 2006 6,360.0 2,398.4 30,088.4 1,133.8 1,124.6 5,372.3 46,477.5 12.2 1,850.2 4,960.8 6,811.0 1.8
2007 560.0 298.2 5,362.3 202.1 139.8 668.0 7,230.4 21.5 474.5 436.8 911.3 2.7
2008 120.0 86.2 1,081.6 40.8 40.4 193.1 1,562.2 21.7 92.4 93.6 186.0 2.6
2009 940.0 769.2 9,649.4 363.6 360.7 1,722.9 13,805.7 24.5 857.1 733.2 1,590.3 2.8
2010 340.0 264.9 3,102.1 116.9 124.2 593.5 4,541.7 22.3 75.9 265.2 341.1 1.7
2011 2,222.0 1,495.6 12,508.9 471.3 701.3 3,350.2 20,749.3 17.1 2,052.4 1,575.6 3,628.0 3.0
2012 – – – – – – – – – – – –
2013 – – – – – – – – – – – –
2014 – – – – – – – – – – – –
2015 – – – – – – – – – – – –
4-6
4-4
4-3 4-2
*
* *
* /
2003 2004
Internet Protocol address IP 2005
100
2,000 20,000 1998 2016
19 1,052.6
/
4-7
CPI
2020 CPI 2016
4-3
-6
1998 334.8 1,456.9 16,449.9 619.8 683.2 3,263.5 22,808.1 11.2 1,052.6 0.5
1999 680.9 2,721.5 22,762.0 857.7 1,276.2 6,096.3 34,394.6 12.4 1,052.6 0.4
2000 609.3 2,909.1 24,331.0 916.8 1,364.1 6,516.5 36,647.0 14.0 1,052.6 0.4
2001 49.0 585.9 7,350.1 277.0 274.7 1,312.4 9,849.0 20.3 1,052.6 2.2
2002 1,194.0 2,985.0 37,448.0 1,411.1 1,399.7 6,686.4 51,124.2 10.9 1,052.6 0.2
2003 1,451.4 3,001.1 37,649.6 1,418.7 1,407.2 6,722.4 51,650.4 11.8 3,052.6 0.7
2004 966.7 2,373.7 31,764.2 1,196.9 1,113.0 5,317.1 42,731.6 10.9 3,052.6 0.8
2005 815.9 4,724.3 61,244.5 2,307.8 2,215.3 10,582.5 81,890.2 10.6 4,252.6 0.6
2006 2,143.0 3,101.6 38,911.6 1,466.2 1,454.4 6,947.7 54,024.5 10.9 4,252.6 0.9
2007 7,036.6 5,201.8 93,537.7 3,524.6 2,439.2 11,652.0 123,391.8 21.1 4,252.6 0.7
2008 5,787.8 5,413.8 67,918.4 2,559.2 2,538.6 12,126.9 96,344.6 21.3 4,052.6 0.9
2009 5,057.7 4,730.8 59,350.6 2,236.4 2,218.3 10,597.1 84,191.0 24.3 3,952.6 1.1
2010 5,577.7 5,235.1 61,297.9 2,309.8 2,454.8 11,726.5 88,601.7 22.0 4,052.6 1.0
2011 4,084.5 4,004.4 33,491.1 1,262.0 1,877.7 8,969.8 53,689.4 16.5 4,052.6 1.2
2012 2,640.0 2,750.0 18,400.0 693.3 - 12,320.0 36,803.3 21.8 3,752.6 2.2
2013 1,870.0 2,750.0 13,800.0 520.0 - 12,320.0 31,260.0 31.2 3,652.6 3.6
2014 2,640.0 2,750.0 23,000.0 866.7 - 12,320.0 41,576.7 25.2 3,752.6 2.3
2015 1,650.0 2,750.0 23,000.0 866.7 - 12,320.0 40,586.7 42.4 3,652.6 3.8
2016 1,837.5 3,445.4 15,368.4 579.1 2,238.4 10,290.2 33,759.0 23.1 3,752.6 2.6
-7
/
1998 28.5 12.3 2.9 13.3 15.8 58.3 11.2 0.5 46.6 55.3 1999 21.6 13.5 2.5 5.6 6.6 58.3 12.4 0.4 45.5 53.9 2000 37.5 15.1 3.4 19.0 22.2 58.3 14.0 0.4 43.9 51.4 2001 31.8 21.9 3.1 6.8 8.0 58.3 20.3 2.2 35.8 41.9 2002 14.3 12.3 2.1 -0.1 -0.1 58.3 10.9 0.2 47.2 55.3 2003 18.1 13.1 2.3 2.7 3.2 66.7 11.8 0.7 54.2 63.7 2004 32.1 12.3 3.1 16.7 19.3 66.7 10.9 0.8 55.0 63.6 2005 46.2 12.2 3.9 30.1 34.0 70.8 10.6 0.6 59.6 67.4 2006 8.5 12.2 1.8 -5.5 -6.2 83.3 10.9 0.9 71.5 80.4 2007 24.8 21.5 2.7 0.6 0.7 116.7 21.1 0.7 94.9 104.8 2008 22.5 21.7 2.6 -1.8 -1.9 100.0 21.3 0.9 77.8 83.0 2009 26.7 24.5 2.8 -0.6 -0.6 100.0 24.3 1.1 74.6 80.3 2010 6.5 22.3 1.7 -17.5 -18.7 100.0 22.0 1.0 77.0 82.1 2011 29.7 17.1 3.0 9.6 10.1 100.0 16.5 1.2 82.3 86.5
2012 – – – – – 100.0 21.8 2.2 76.0 78.4
2013 – – – – – 100.0 31.2 3.6 65.2 66.7
2014 – – – – – 100.0 25.2 2.3 72.5 73.3
2015 – – – – – 100.0 42.4 3.8 53.8 54.5
2016 38.1 17.4 3.5 17.2 17.2 100.0 23.1 2.6 74.3 74.3 20.4 16.6 2.8 5.1 5.8 84.0 19.0 1.4 63.6 69.3
15.8 6.6 22.2
8.0
-0.1 3.2
19.3 34.0
-6.2 0.7
-1.9 -0.6 -18.7
10.1
– – – –
17.2 55.3 53.9 51.4
41.9
55.3 63.7 63.6 67.4 80.4
104.8
83.0 80.3 82.1 86.5 78.4
66.7 73.3 54.5
74.3
-40.0 -20.0 0.0 20.0 40.0 60.0 80.0 100.0 120.0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
︵ /
)
/ /
4-8 1998-2016
2019b 0.45
2016
3
60 0.5
1998-2006 66 2007-2010 95 2011
98 2012 103 2013 109 2014 115 2015-2016 120
2019 *0.5 *60
2016
-8
1998 459,691 206,861 245,503 1,980 2,350
1999 459,971 206,987 245,216 1,980 2,346
2000 460,251 207,113 242,322 1,980 2,317
2001 454,002 204,301 239,060 1,980 2,317
2002 454,769 204,646 239,941 1,980 2,321
2003 381,586 171,714 201,897 1,980 2,328
2004 389,985 175,493 203,070 1,980 2,291
2005 368,768 165,946 187,679 1,980 2,239
2006 376,301 169,335 190,372 1,980 2,226
2007 355,813 160,116 176,826 2,850 3,147
2008 355,205 159,842 170,517 2,850 3,040
2009 365,632 164,534 177,071 2,850 3,067
2010 365,692 164,561 175,401 2,850 3,038
2011 363,765 163,694 172,038 2,940 3,090
2012 375,604 169,022 174,267 3,090 3,186
2013 361,588 162,715 166,443 3,270 3,345
2014 348,213 156,696 158,391 3,450 3,487
2015 364,930 164,219 166,500 3,600 3,650
4-9 1998-2016
4-7 4-8
St 4-1 C 4-1
Cv c1
(2)
(2)
Cp1 c1 Cp2
(3)
(3)
2016 4-7
D%
Sm Dv
c2 (4)
(4)
Dp1 c2 Dp2
(5)
(5)
2016
4-4 4-3 4-4
4-3
4-4
@c1=St×C% Cv
@!" =(S#× D%) + S% D&
C!"= C!#− @$#
!!"= !!#− @$"
-9
/
1998 13.3 26.8 -13.5 -16.1 46.6 27.8 18.78 22.3
1999 5.6 36.9 -31.3 -37.1 45.5 37.6 7.86 9.3
2000 19 41.9 -22.9 -26.8 43.9 42.7 1.23 1.4
2001 6.8 44.9 -38.1 -44.5 35.8 49.0 -13.15 -15.4
2002 -0.1 23.6 -23.7 -27.8 47.2 24.1 23.15 27.1
2003 2.7 21.4 -18.7 -22.0 54.2 21.8 32.36 38.0
2004 16.7 19.2 -2.5 -2.9 55.0 19.7 35.25 40.8
2005 30.1 18.4 11.7 13.2 59.6 18.7 40.90 46.3
2006 -5.5 19.4 -24.9 -27.9 71.5 19.8 51.75 58.2
2007 0.6 25.8 -25.2 -27.9 94.9 26.3 68.58 75.7
2008 -1.8 34.8 -36.6 -39.0 77.8 35.4 42.37 45.2
2009 -0.6 40.8 -41.4 -44.6 74.6 41.6 32.98 35.5
2010 -17.5 38.9 -56.4 -60.1 77.0 39.6 37.44 39.9
2011 9.6 36.7 -27.1 -28.5 82.3 37.6 44.67 46.9
2012 – – – – 76.0 101.7 -25.7 -26.5
2013 – – – – 65.2 165.7 -100.5 -102.8
2014 – – – – 72.5 96.9 -24.4 -24.6
2015 – – – – 53.8 175.4 -121.6 -123.2
2016 17.2 95.8 -78.6 -78.6 74.3 98.3 -24.0 -24.0
6.4 35.0 -28.6 -31.4 63.6 56.4 7.2 9.4
-16.1
-37.1-26.8 -44.5
-27.8-22.0 -2.9
13.2
-27.9-27.9
-39.0-44.6 -60.1
-28.5
– – – –
-78.6 22.3 9.3 1.4
-15.4
27.138.0 40.846.358.2 75.7
45.235.5 39.946.9
-25.3
-100.5 -23.2
-120.7 -22.4
-150.0 -100.0 -50.0 0.0 50.0 100.0
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
︵ /
︶
/ /
2 3 1.5
3 4
7 2019
4-5 1998-2016
4-6 2005
2012
2005
2012-2016
-5
73.51
50.52 47.11 89.35
45.73 45.44 56.84 14.14
43.61
5.42 1.57 13.98 4.82
27.19
- - - -
16.48 26.49
49.48 52.89 10.65
54.27 54.56 43.16 85.90
56.39
94.58 98.43 86.02 95.18
72.81
100.00 100.00
100.00 100.00
83.52
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1998 1999
2000 2001
2002 2003
2004 2005
2006 2007
2008 2009
2010 2011
2012 2013
2014 2015
2016
年份
間接行銷產銷佔比 （%） 直接行銷產銷佔比 （%）
19 2005
2012-2016
123.2
FB
5.8
1998-2016 19 40.8
47.6
85 116.7
37.4
37.4
2020 CPI
https://estat.dgbas.gov.tw/cpi_curv/cpi_curv.asp 2020/06/28 2020
https://www.tefa.org.tw/zh/company.html 2020/07/20
2007 EMBA
IMBA 2013
4 1-9
2000
- 10 16
https://www.coa.gov.tw/ws.php?id=3040 2020/07/20
2001 105
https://www.coa.gov.tw/ws.php?id=1895 2020/07/05
2005 94 153
https://www.coa.gov.tw/ws.php?id=8291 2020/07/05
2006 95 165
https://www.coa.gov.tw/ws.php?id=10816 2020/07/05
2019a
https://agrstat.coa.gov.tw/sdweb/public/book/Book.aspx 2020/07/20 2019b
https://agrstat.coa.gov.tw/sdweb/public/inquiry/InquireAdvance.aspx 2020/07/05
2006
https://amis.afa.gov.tw/fruit/FruitChartMarketTransPriceVolumeCP.aspx 2020/04/29
2016 105 9
https://www.coa.gov.tw/theme_data.php?theme=news&sub_theme=agri&id=66 78 2020/05/08
2019 ~CITY SUPER
https://www.afa.gov.tw/cht/index.php?code=list&flag=detail&ids=307&article_i d=42143 2020/05/16
2020a
https://kmweb.coa.gov.tw/subject/subject.php?id=1231&show_num=20&catego ry=01 2020/04/29
2020b
https://kmweb.coa.gov.tw/subject/subject.php?id=11931 2020/04/29 2020c
https://agr.afa.gov.tw/afa/afa_frame.jsp 2020/04/29 2020d
https://amis.afa.gov.tw/fruit/FruitChartMarketTransPriceVolumeCP.aspx 2020/04/29
2016
NSC 103-2410-H-324-011
2019
2017 New
https://news.housefun.com.tw/news/article/190970180284.html 2020/04/07
2016
5 1 156 168
2017
2019
https://info.organic.org.tw/9603/ 2020/05/16
2015 連
10 1 16–34
2001
2011 益
108 76-94
2019
https://www.mol.gov.tw/topic/3067/5990/13171/19154/ 2020/07/20 2014
https://shop.greeninhand.com 2020/05/4 2019
2018
https://www.qiongpu.com.tw/brand.php 2020/05/04
1998 23
6-10
2019
2012 32 60-63
2004
5 3 59 68
2019
https://zh.wikipedia.org/wiki/ 2020/06/17 2018
http://www.tapmc.com.taipei/Pages/Info/Supply 2020/06/17
2011
2019 10 2
2001 117
2020 Freshop
https://www.freshop.com.tw/ 2020/05/04 2007
EMBA IMBA
2013
10 4
2017
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