大型水果專賣店是台灣近年來興起的新通路與新現象，它是台灣獨存的，在全球其他地方並未見到此種通路。本研究除了作次級資料的歸納演繹外，並採用問卷調查、深度訪談及參與觀察等方法，探討下列有關大型水果專賣店通路之經營模式：大型水果專賣店形成的背景因素？大型水果專賣店對台灣水果產業的衝擊？大型水果專賣店經營的關鍵成功因素？網路行銷對大型水果專賣店的影響？大型水果專賣店的消費者購買偏向／行為之分析。本論文對上述問題均有初步的發現或觀點，本研究可視為探索性之研究。 It’s a new channel or phenomenom that a bigger specialty fruit channel (BSFC) emerging in Taiwan recently. This kind of channel is unique, which is not found in other place over the world. Research methods including questionnaire survey, deep interview & participation ovservation are used in this research, in addition to the deduction induction of secondary data. This study is focused on the following questions about BSFC: what’s the backround of BSFC booming in Taiwan? What’s the impact of BSFC on the furit industry in Taiwan? What are the key success factors for BSFC? How does the networking marketing affect on the BSFC? What is the consumer’s preference for BSFC? This research has showed some finding view points, but it’s still positioned as on exploratory study.
