| Summary: | 碩士 === 臺中技術學院 === 事業經營研究所 === 98 === The Government selected Phalaenopsis, Oolong tea, Taiwan tilapia and mango as the exports of Taiwan''s flagship agricultural products in 2004. Mango is only to banana as the second largest fruit export project. Japan is Taiwan''s main mango export target market. The market share of Taiwan mango imports in Japanese market rapidly increased from 8 tons and 0.10% in 1998 to 990 tons and 8.92% in 2009. At same period of times, imports value and market share also rose from 6 million yen and 0.21% to 622 million yen and 14.49%, respectively.
This study adopted the constant market share (CMS) model to analyze the trend and the degree of competitiveness in Japanese mango imports market during 1998-2009. With 2004 as the cutoff point, we compare the performance of exports and the variability of market competitiveness before and after tracking system implement for Japan''s major source countries of mango export in order to understand Taiwan''s mango export competitiveness in the international market changes.
The empirical results show that the import value growth of Japan mango imports source countries, only Philippines is positive. Especially Taiwan grew 90 times in 1998-2009. According to CMS analysis, Taiwan’s growth effects and competitiveness effects were still increasing, especially in 2004. Due to the significantly increased the market share in Japan market, Taiwan has greatly enhanced competitiveness. It shows the implementation of the traceability system in Taiwan will be helpful to enhance of the competitiveness in international market.
The implementation of traceability systems and security management system for export mango have resulted in the changes of export structure, and made rapidly increasing the competitiveness of the mango market in Japan. Furthermore, strengthening the construction of the export supply chain security and stability, enhancing the health security of the whole quality management, and maintaining excellent quality and safety image of agricultural products will be beneficial to create potential competitive ability of agricultural export, then promoting the competitive position in the international market.
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