台灣農民因為果菜價格波動幅度巨大常有今年某項果菜價格好，來年該果菜就大量種植的現象，由此引發的價格崩盤年年耳聞，因此農民常常面臨入不敷出的狀況。緣此作者有一想法，拓展果菜的業務範圍，不再局限於國內，也不是國際間現存的有一單沒兩單的單次貿易模式，長期穩定的國際貿易會是台灣農民的需要。
為此藉由合作社的團體運作，從商業模式分析的角度出發，試圖找出農產運銷合作社可以創新改進的方向。藉由訪談各位農業界的先進，了解現在台灣農產品漲跌劇烈的原因與外銷上的困境，農產運銷合作社在其中能做到什麼改革，尋求良好的外銷管道，提供農民一個穩定種植特定農產品的方式，用外銷抵禦內需市場不足所導致的價格漲幅震盪。
Taiwanese farmers have suffered from huge fluctuations in fruit and vegetable prices. There is often a phenomenon that the price of a certain fruit and vegetable is good this year, and the fruit and vegetable will be planted in large quantities in the coming year, which will cause the price to collapse. Therefore, the farmers are often faced with the situation of making ends meet. In view of this, the researcher has an idea of expanding the business scope of fruit and vegetable, no longer limited to domestic nor international existing single trade mode. Long-term and stable international trade will be the needs for Taiwanese famers.
Because of this, through the group operation of cooperatives and from the perspective of business model analysis, the researcher tries to find out the innovation and improvement directions of agricultural products marketing cooperative. Through the interviews with the advanced people in the agricultural field, understanding the reasons why the prices of agricultural products rise and fall sharply and the difficulties of exporting in Taiwan, what innovation the agricultural products marketing cooperative can do, seeking good export channels, providing farmers with a stable way to grow certain agricultural products, and using export sales to resist price fluctuations caused by insufficient domestic demand.
