• The Journal of Fisheries Business Administration
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• v.38 no.3
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• pp.89-108
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• 2007

The purpose of the study are summarized as follows: First, it has researched the new functions of middleman in Fisheries Port Market. Second, the new functions which middleman have to perform in Fisheries Port Market consist of the origin function, marketing function, logistics function. The origin function consists of the discrimination of fish species and freshness, making the price by auction, financing, etc. Marketing function consists of various species assortment from not only fisheries port market but also non fisheries port market as frozen and import fish markets, finding the new selling markets as not broker but wholesaler, making the price and margin non through the action, processing, etc. Logistics function consist of fish stock, delivery Third, it has recognized the upcoming important problems by building up the new functions as middleman in Fisheries port Market. This study has used a questionnaire to verify 3 hypotheses. Research model, factor analysis, regression analysis. The result of this study are summarized as follows: The origin function influences positively on the effectiveness of middleman's performance in Fisheries port Market. Marketing function influences positively on the effectiveness of middleman's performance. However, logistics function did not directly influences on the effectiveness of middleman's performance.