Abstract
This study is based on the lemon market and research methods including collecting relevant literature, in-depth interviewing and participation observation are used to explore the issue needed to be solved and to develop new strategy in lemon chain. And then, the author separates the lemon chain into traditional-type chain and new-type chain to research. The result of research is the following: Because the over-long traditional chain that lead to high cost and the wide gap in price is still needed to be solved and the lemon farmers are deficient in capital, the lemon farmers will still sell products through middlemen even if they are passive in setting prices. Although the middleman has the initiative in setting prices, however, the price is setting by the middleman, other middlemen and consumers. So the author think that not all middlemen exploit farmers. There is the company of middleman that is large enough to merge purchasing and selling to shorten lemon chian successfully, but not all company can do that. So, the problem of cost and price cannot still be solved completely. Although new-type middlemen can make disintermediation, they still have the wide gap in price when they shorten the lemon chain. In addition, the author finds that there is potential to develop export of lemon. Currently, there are no special zones for the export of lemons which is the long-term crops. If we can improve all limitation of lemon special zones, this is expected to bring business opportunities and huge profits to Taiwan. Finally, this study provides a new-type platform that has not been developed in the past as an idea and details its trading model.