| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 98 === Production and distribution of fertilizer in Taiwan is a relatively specific market with particular consumer groups and people are like to be less concerned about the fertilizer market. However, fertilizer, being an agriculture material with critical value, has been used in agriculture more than a hundred years, and it affects not only global agricultural development but also stimulates the rural economy of Taiwan. Six five years ago, the R.O.C. government established the Taiwan Fertilizer Company (TFC) and began to strategically manage and distribute fertilizer through Farmers’ Association. As time goes, the industrial environment is very different from the past and the distribution channel in the industry has been changed dramatically in recent years.
The purpose of this study is to explore the channel evolution of Taiwanese fertilizer industry and the role of Government, Farmers’ Association and TFC play for this evolution. In-depth interviews are employed to collect primary data from six selected top management and experts. In addition, 288 Farmers’ Association branches in Taiwan are surveyed with the questionnaire and total 240 valid samples are collected.
Major results of this study are as the following:
(1)Government : The government used to support and
control distribution of fertilizer in early days.
However, the government nowadays tends to have a more
open market and liberalize the distribution channel.
(2)Farmers’ Association: This organization established
about hundred years ago. Since 1945, it has become the
exclusive channel of fertilizer distribution because of
government’s policies. With particular structure and
function, Farmers’ Association used to be a major
cooperate partner of TFC for a long time. Nevertheless,
it is no longer the only fertilizer sales channel in
Taiwan and has to face the intensive competition
resulting from market liberalization.
(3)Taiwan Fertilizer Company: TFC was established by the
government and currently is the largest and the most
stabilized domestic fertilizer supplier. In the past,
TFC, following the national industrial policy,
distributed fertilizer it produced through Farmers’
Association. After privatization of TFC in 1999 and the
government withdrew from fertilizer marketing in 2003,
TFC begins to have distribution channel other than
Farmers’ Association. As far as distribution channel
is concerned, TFC also has a strategic alliance with
Sinon Corporation to enter the international market.
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