碩士 / 國立臺灣海洋大學 / 水產養殖學系 / 102 / This study was conducted on the ornamental fish feed industry of Taiwan and was aimed at understanding the value of domestic and exports sales in recent years. Data was collected between 2010 and 2013 via questionnaire surveys and direct interviews with producers and consumers at the annual ornamental fish feed expo and during other events; feed producers, equipment manufacturers and brand owners were interviewed face-to-face and in some cases, via telephone. In an effort to analyze the competitiveness of Taiwan’s ornamental feed industry, both domestic and international, several analyses were conducted, including: S.W.O.T Analysis, Value Chain Analysis, Porter Five Forces Analysis, and the Smiling Curve Analysis.
Results indicate that product labeling is one of the major problems of production; the vague labeling on the products often confuses consumers and affects purchase decisions. Furthermore, regulatory restrictions as well as costly inspection procedures further limit the exportation of these feed products in international markets. Export data shows that from 2008 to 2013, there has been a gradual increase within the Asian region, mainly Japan and Malaysia. However, it also shows that exports to the United States have been decreasing over the past few years.
On the side of the consumers, it was noted that experience with ornamental fish breeding is between 1-5 years and mainly constitutes the breeding of smaller fishes given their popularity. In addition, half of consumers spend between $1000 to $5000 NT annually on aquarium equipment. However, unlike the purchase of aquarium equipment, feed is purchased based on brand name; consumers are willing to spend $100 to $500 NT on a single purchase. Furthermore, out of ten items purchased and used by the consumers, feed proves to be the item that gives the greatest satisfaction.
Noteworthy: Taiwan’s domestic market for ornamental fish feed and equipment shows signs of saturation and therefore domestic expansion will remain limited. Internationally, while Taiwan has established markets for its equipment in Europe, America and Japan, exportation remains in the expansion phase. Although Taiwan also has the ability to produce high quality ornamental fish feed, the ability to establish markets in Europe, America and Japan is lacking. It is believe that in order for Taiwan to expand and enter into the international ornamental fish feed markets, greater effort must be placed into strengthening the current marketing strategies.
| Identifer | oai:union.ndltd.org:TW/102NTOU5086005 |
| Date | January 2014 |
| Creators | Yu, Chen-Hua, 余成華 |
| Contributors | Liou, Chyng-Hwa, 劉擎華 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 106 |
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