Taiwan Island has magnificent resources, one of them is fishery industry, which happens to be one of Taiwan¡¦s major economical activities. Seafood is considered by the people general to be a health choice, primarily for its assortment, tenderness, high nutrition of values and low in both calories and cholesterols. Gallant Ocean International Inc. exports 66% of Taiwan¡¦s total annual seafood productions, indicating its industry leading status and capacity. To the current Taiwanese seafood industry, there is only focus in seafood processing and production, and commonly lacks the knowledge and experience of marketing, branding and distribution channels.
It is the aim of the study to discuss and explore the operations and influences of corporate integrated purchasing, e-commerce, organic produce channels, marketing activities and Blog marketing; based on the case study of Gallant Ocean International Inc. In the research design perspective, this study employs Gallant Ocean International Inc. as the primary research target, by adapting exploratory analysis of single case study, qualitative case study research and in-depth interviews to acquire the necessary data for research purpose.
The case study intends to provide a reference business model in the domestic traditional industries for the transition and development from B to B to B to C.
This study has observed that the Taiwanese traditional industries¡¦ development of B to C possesses the following trends:
1.The establishment of ¡§Own-Brand¡¨ has an influential effect on market development: developing own-brand is a current trend and also an assurance to quality. Transforming product to brand does not only require product being ¡§consumer-focus¡¨, but also needs to take into consideration of the quality and competitiveness. This is particularly important in order to attain seafood ¡§quality¡¨, ¡§freshness¡¨ and ¡§safety¡¨ being the primary considerations.
2.¡§Integrated marketing¡¨ has concrete results in operational effectiveness: Effective utilization of actual and E-channels in integrated marketing have concrete operational results in developing B to C retailing market.
3.Adaptation of ¡§Blog marketing¡¨ to establish virtual communities: Blogs have become increasingly popular due to its easiness to use, with low technical barrier, free of charge provides direct of interaction between both parties. Blog, being a free community marketing channel have attracted many B to C corporate utilizing them for relationship marketing.
Finally, this research will present an argument for ¡§people being the most critical factor for domestic traditional industries in developing B to C markets.¡¨ Consequently the decision markers¡¦ decision-making ability and adaptation of integrated marketing tools are the critical success factors for the traditional industries¡¦ B to C markets¡¦ development.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0624109-164626 |
| Date | 24 June 2009 |
| Creators | Ho Hsu, Yueh-yuan |
| Contributors | Hsin-Hui Lin, Feng-Yang Kuo, Jen-Her Wu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624109-164626 |
| Rights | withheld, Copyright information available at source archive |
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