台中果菜批發市場經營績效之研究

Abstract

As an important Taiwan's agricultural product trade center, the Taichung Fruit and Vegetable Wholesale Market not only functions to balance the concentration and distribution of fresh produce, but also provides price information and fast trading platform for production and marketing. The operation of Taichung Fruit and Vegetable Wholesale Market has been considerably impacted by the diversity of distribution channels, changes in consumption patterns, and the popularity of internet online order and home delivery. In the pursuit of sustainable business excellence, this study is concerned about developing a performance evaluation system of wholesale market management to enhance operational efficiency. The balanced scorecard was used to as a strategy performance management tool in order to achieve improved operation performance for Taichung Fruit and Vegetable Wholesale Market. First, we conducted the literature review and in-depth case study to analyze the operational conditions to design the questionnaire of operational performance. The case study interview asked the strategic-level managers of Taichung's Fruit and Vegetable Wholesale Market to obtain in-depth knowledge and rich background information for the performance evaluation system. Finally, the comprehensive performance evaluation system was built according to the balanced scorecard centered on four performance perspectives: financial, customer, internal business processes, learning and growth to serve as a strategic planning and management system.

台中果菜批發市場為我國農產品交易重要樞紐 其主要功能為集中、均衡、分散等運銷職能，提供產銷雙方快速交易的平台，並形成可供參酌的合理價格。由於近年來果菜運銷通路的多元化，消費型態的改變，網路宅配等新興通路的興起，對台中果菜批發市場的經營產生相當程度之衝擊。因此，台中果菜批發市場面對運用經營績效評鑑制度提升經營效率，追求企業永續經營之課題將更為迫切。本研究的目的是以平衡計分卡的方法探討如何提升台中果菜批發市場經營績效與管理。首先，藉由相關文獻整理和個案訪談分析個案批發市場的經營型態，並設計內部經營績效的問卷。訪談對象為個案批發市場管理者，其提供個案批發市場的績效評估關鍵指標，藉由訪談與問卷的內容對個案批發市場的每一項經營績效的問項，逐一設計出一套評鑑指標。指標設計並依平衡計分卡的財務、顧客、內部流程及學習與成長等四大構面作有系統的整理設計。本研究為個案批發市場設計一套完整經營績效評鑑考核制度表，可作為依循與參考，進而成為其他批發市場的典範。