水產產業在天然資源日漸枯竭的大環境下，以海洋牧場形式轉型以做為未來重要的人類優良蛋白質來源之重要地位已然確立。全球水產漁獲總量水產養殖比例更已超越天然捕撈，正持續加速促成這種轉變。 越南水產品出口產值2011年達50億美元，是越南出口創匯重要產業。水產產業價值鏈也逐步完整建立，從種苗、養殖、飼料、到水產品加工，形成完整的產業鏈。其地理位置與天然環境更是促成水產產業發展的重要條件，因此吸引本地與跨國企業進入越南發展，產業內競爭激烈。 本論文以案例公司發展為軸線，分析比較主力競爭廠商行為，以綜觀越南水產飼料產業競爭策略演變與發展歷史，以及探討越南境內主要競爭廠商行銷競爭的策略選擇。分析價格競爭策略與品質競爭策略差異與效益以及消費者選擇和市場影響。以及市場新進入廠商與既有廠商的各自行銷選擇和市場競爭消長變化。越南的水產飼料市場競爭變化說明了辨認與選擇真正的客戶，並以超越客戶期待的產品價值，或者設計結構性產品以進入市場，不管何時都是行銷競爭的關鍵課題。 最後並分析案例公司面臨的未來挑戰與機會，思考可能的競爭者策略以及因應選項。並初步思考有關品牌策略的未來展望。 / Aquaculture industry changing into ocean farming in order to function as an important protein sources for human beings in the future has been surely admitted while natural environment is facing natural resources depletion problem. Meanwhile the amount of aquaculture seafood has already surpassed the natural fishing amount in global total fishing scope. This resulted in speeding up the changing. Vietnam seafood export with total value over 5 billion US dollars has become an important export item in year 2011. The aquaculture industry has become a complete seafood integration value chain by starting from hatchery to culture, feed industry, and to seafood processing. Vietnam’s geographical location and natural environment encourage the development of aquaculture industry, which attracts many local and international companies to penetrate into this market. As a result, severe competition is unavoidable. This dissertation studies the development of case company as an axis. Analysis and compare the competitor behaviors to make a comprehensive survey of the strategies and history of development in aquaculture industry of Vietnam. Also will discuss the marketing strategies among the main players, which also indicates the differences and effectiveness of price strategy VS quality strategy and its result in consumer selection and market influence which eventually facilitate the growth and decline situation between the new comer market attackers and exist market defenders in Vietnam. The changes of competition situation within Vietnam’s aquaculture feed market also indicates that either to identify and select the correct customer to offer the product value or to develop a niche product which are above customers’ expectation shall be a top issue in all the times. In the end, the possible challenges and the chances for the case company and the competitor strategies will be discussed. And for the worldwide scale, Branding issue will also take into consideration briefly as a future topic of the case company.

本文主要是以討論日治時代臺灣水產業的發展與轉變為主軸，透貫時性視角切入，從史前文化考古遺跡討論開始，進至荷西入據前、荷西時期、鄭氏王國、清領時期，再到討論的核心—日治時代。 本文從帝國整體水產業發展切入觀察、相互比對，殖民地臺灣在此日本統治時期的水產業如何發展、因應及調整。首先，透過清代志書與日治初期的水產基礎調查，彙整同時相互比對，釐清何以清代志書中水餉漁課何以變動不大的原因並試圖重建清末治日治初期臺灣漁業發展圖像。 其次，透過時序的劃分，分別從1895-1920年代、1920-1930年代、1930-1937、1937-1945等四個時軸線切入觀察、分析，藉由1895-1920年代，日本領臺前及領臺後，帝國本身水產業的改良轉型與政策方向調整，漁業制度等各項基礎整備建立，來觀察對照殖民地臺灣水產業如何因應與整備，尤其漁業制度法規的建立及水產改良、行政確立、獎勵等，是臺灣與帝國水產業接軌的重要指標。 再者，透過1920-1930年代，日本帝國遠洋漁業發展戰略調整的討論，尤其是1897年遠洋漁業獎勵法的頒布實行開始，帝國擬定策略就是驅逐歐美遠洋漁獵勢力，積極獎勵扶植發展遠洋新式拖網漁業，促使其快速發展之結果，就是產生嚴重對立與利益衝突，進而發生與中國嚴重的漁事外交衝突，迫使帝國日本不得不再度修訂調整戰略，配合殖民臺灣在「南支南洋」調查的基礎，開始往南方發展移動。而1930-1945，是帝國擴張主義下，生存與生命線維繫，極其關鍵重要的時期，從準戰時階段，進入戰時體制，帝國與臺灣密集展開「南支南洋」水產調查，從而發展出以「南支、外南洋」拖網、機船底曳網為主，及以「內南洋」鮪旗延繩漁業為主，兩大「帝國生命線」遠洋漁業發展軸線。