碩士 / 國立臺灣海洋大學 / 水產養殖學系 / 99 / The mainland China’s economic growth, promotes the aquatic products to expand and the grouper’s market demand is also increasing. This huge consumer market and the high economic efficiency, attract various countries in the Southeast Asian to invest in production competitively. Taiwan grouper aquaculture industry has the basic conditions, such as exquisite cultivation technology, meticulous work divisions, sufficient related industrial supports. In addition, Taiwan has the absolute advantages of best spot near consumer markets and the low transportation costs. Moreover, the economic cooperation framework agreement (ECFA) and the direct ports open make the transportation channels fluently and save the import tariff also. Based on above reasons, Taiwan has a very good opportunity in grouper export industry, so it’s better to draw up the appropriate production and marketing strategy to expect for sustainable development.
In production side, this research collected industrial production profile, and used the industrial life cycle theory to analyze the maturity of this industry. The result showed that the grouper industry has gradually entered the mature period stage. To face the future turning periods of sustainable growth or decline, this industry has to utilize the economic and trading opportunity between sides of the strait and integrates the production and marketing structure to expand the market size in mainland China. Expecting it will reach another growing peak.
The Porter Diamond Theory, estimated the external environment and internal organization of Taiwan grouper industry to clarify industrial advantages and disadvantages. The results showed that Taiwan provided the sufficient elements in production, the market demand fitted with industrial developing conditions, sufficient supports of surrounding industries, well industrial structure and competition, government’s supportive counseling ,and the external opportunities for economic and trade exchanges. Grouper industry should emphasize on product differences and create industrial advantages.
With SWOT analysis, draws up four strategies for industry:
SO Attack Strategy: use the excellent production technology and draw close to superiority of the market with the view to expand international percentage as the goal.
ST Diversification Strategy: use the brand superiority, emphasiz the market variation. Develop the transportation and sales circuit to expand emerging market.
WO Reverse Strategy: expand the capacity, improve transport vehicles,
Negotiation and examination mechanism, strengthen competitiveness.
WT Defense Strategy: strengthen disaster warning, integrate production and marketing system, expand industrial scale, and improve industry economic efficiency.
Draws up in 4P theory in sales side:
Product Strategy: increase the market superiority by quality and quality control and diverse the differentiation to interlacing sales segmentation.
Price Strategy: by the high quality unit price’s fixed price strategy expends in mainland China high-spending group.
Channel Strategy: integrated industry and establish the aquatic products distribution center. Take the North China and the Central China as the goal to expand the market share.
Promote Strategy: create brand benefits, implementation of food safety certification and public information to enhance product visibility.
In the end, using the advantage modern physical distribution develops the strategy fitting grouper’s sale system logistics, and strengthens Taiwan’s grouper export and logistics system. Integration of the industrial structure, to simplify the process, expand the market size, the transparent production and marketing information to carry out by the examination mechanism to increase the consumer confidence purchase. On all above things, grouper can be promoted and enhanced the market competitiveness!
| Identifer | oai:union.ndltd.org:TW/099NTOU5086093 |
| Date | January 2011 |
| Creators | Hsueh-Ping Wang, 王學平 |
| Contributors | Sha Miao, 繆峽 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 114 |
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