碩士 / 國立臺灣海洋大學 / 應用經濟研究所 / 94 / After Taiwan becomes an official state of the World Trade Organization (WTO), the domestic fishery market will be open under the tendency of world free trade. The tuna market will face more serious price competitions from foreign suppliers. Currently, tuna dealers sell tuna by the traditional marketing channels, few is sold by the Internet in Taiwan. This study examines ways to incorporate the traditional marketing methods into Internet markets.
This study surveyed 306 tuna customers and 23 dealers using the convenient sampling method. Factor analysis and reliability analysis were used to study tuna customers and tuna dealers separately; then the central tendency analysis and multivariate regression analysis were used to analyze the merge customer and dealer samples. Results show that:
1) the weighted average of the fresh tuna prices that customers are willing to pay and that the dealers are willing to sell is NT$353.5 per catty (600gram).
2) before the Internet becomes the common places for selling fresh tuna, dealers still need to use traditional media, such as printed media and TV commercials, to advertise their tuna products.
In addition, dealers should use the Internet to provide up-to-date information, to auction their products, to provide discount coupons, and quantity discounts to sell their tuna products.
3) tuna dealers should use “frozen express (-18℃)” or “cold express (3~5℃)” to ship fresh tuna to their customers and “frozen vacuum” or “cold vacuum” process should be used to package their fresh tuna.
4) dealers should make the Internet transactions as convenient as possible, e.g., 24/7 Internet service; standardize fresh tuna products by species, weight, and grade; list detailed charges for shipping and handling, and delivery methods or pick-up locations.
5) dealers should make clear about the payment methods, e.g., credit cards, direct transfer from bank account, or postal money order, etc.; and related fees.
Keywords: Fresh Tuna, Internet Marketing, Factor and Reliability Analyses, Taiwan
| Identifer | oai:union.ndltd.org:TW/094NTOU5452027 |
| Date | January 2006 |
| Creators | Teng-Yao Cheng, 鄭登耀 |
| Contributors | Fu-Sung Chiang, 江福松 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 130 |
Page generated in 0.002 seconds