| Summary: | 碩士 === 國立嘉義大學 === 農學研究所 === 93 === Taiwan is geographically located in semi tropic area, which makes it the perfect place for all types of fruit growing well during the year. This advantage should ensure the competitiveness of Taiwan fruit export business in oversea market. However, the marketing problems and difficulty in fruit production industries restrain it to become internationalized. Therefore, this research focuses on papaya exportation and conduct the following analysis. (1) Marketing Mix (8P), Gap theory, IPA (Important-Performance Analysis) and SWOT (Strength, Weakness, Opportunity, Threat) to (2) analysis the personal background, imaged difficulty of 8P, real difficulty of 8P, importance of 8P, satisfaction of 8P, willingness to export and the interrelation between them. This research has collected 320 valid questionnaires and the results show that (1) the measuring model of this research enables the diagnoses of Taiwan’s papaya exportation problems and (2) the personal background of farmers will effect their imaged difficulty of 8P, real difficulty of 8P, importance of 8P, satisfaction of 8P and willingness to export papaya; respondents of different personal background have different imaged difficulty of 8P and importance of 8P; respondents’ imaged difficulty of 8P is higher than their real difficulty of 8P, therefore, government needs to do something to reduce farmers’ imaged difficulty of 8P and help farmers to build their confidence on export papaya; respondents’ importance of 8P is higher than their satisfaction of 8P, therefore, government needs to do something to improved their service quality of 8P and make the farmers satisfied with of 8P; respondents’ real difficulty of 8P and satisfaction of 8P can effect their willingness to export papaya. Hopefully, the finding of this research will become a reference to papaya export related business.
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