碩士 / 國立臺北大學 / 公共行政暨政策學系 / 100 / As a small subtropical island nation surrounded by the ocean with excellent geographical
turn-key location, Taiwan relies on this advantage to develop its primary economy by product
export. However, this advantage has not been fully utilized in flower industry, especially in
marketing of orchid breed improvement technology and industry. In 2010 Taipei International
Flora Exposition, promotion of orchid was not solid enough to achieve a broader goal in
shaping a distinctive product/technology image for Taiwan’s orchid breeding industry. The
exposition also ignored to accommodate long-term development trends and defining
economic incentives for the industry. This research and dissertation primarily focused on two
perspectives: fist perspective is to review the growth of orchid industry in Taiwan. Second
perspective is focused on how the Taiwanese government can both support growth of this
industry and help to develop international marketing for orchid export to the new markets.
Two research methods were adopted in this research: the first method was literature
analysis to review orchid breed development method and overall development of orchid
industry in Taiwan. The second method was taking the depth interview across experts in the
industry. Using open questions to shape and define potential “blue ocean” markets. “Blue
ocean” markets from the analysis were further broken down into by two types: major “blue
ocean” market was referring to international export, including Asian markets for fresh orchid
delivery, and sub-products for European markets due to geographic location constraints of
Taiwan. Minor “blue ocean” market was to penetrate domestic gift markets. As a result, the research offered strategic recommendations on international export and domestic sub-markets
penetration. This research hopefully could serve as the baseline for the government in
defining policies supporting the industry, and support stabilizing market positioning for
international export.
| Identifer | oai:union.ndltd.org:TW/100NTPU0610036 |
| Date | January 2012 |
| Creators | Tsai,Hsini, 蔡欣怡 |
| Contributors | CHIOU, CHANG-TAY, 丘昌泰 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 161 |
Page generated in 0.011 seconds