碩士 / 國立高雄第一科技大學 / 行銷與流通管理研究所 / 103 / The industrial structure and circumstance of cultivation industry of ornamental fishes in Taiwan is fast changing. Competition from all over the world, especially strong rivals from Southeast Asia countries, low-price supply from mainland China, both factors make Taiwan ornamental fish industry facing rigorous situation. To survive in rigorous competition, Taiwan’s fish farms have to continuously enforce their advantage of competition based on present foundation. Proper transformation of business model and market segmentation can make this industry get stronger competitive power, so that fish farms can well develop and effectively improve advantage of competition.
Case study method and indirect observation are adopted as the research methods. This research is based on operating characteristics, market analysis and policy of some ornamental fish farms in Taiwan. The major goal is to discuss present situation and difficulty of business model, the product positioning. With reviewing of literature, industry analysis, SWOT analysis, STP analysis, find out present situation and difficulty, analyze advantage and disadvantage of Taiwan’s ornamental fish industry. This research also tries to find out advantage of competition of business model by collecting secondary data and deep interviews, so that can be the reference for development of survey candidates and industry.
The result of this research indicates that Taiwan’s ornamental fish industry uses contract farming model and integrates self-resource to improve the difficulty of inadequate space and increase production capacity, maximize profit and effectiveness. The second, with culture technique, these fish farms breed unique fishes, create unique advantage of differential competition. The last, fish farms focus on using one species to cultivate lots of variety of high value commodity. Hence, to ornamental fish industry, the transforming of market strategy is the most effective advantage of competition, which is very useful in industry upgrading. In addition, improving customer service and shortening delivery period can get better reputation.
| Identifer | oai:union.ndltd.org:TW/103NKIT5691031 |
| Date | January 2015 |
| Creators | Yi-Chi Lin, 林翌綺 |
| Contributors | Dr. Albert J F Yang, 楊景傅 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 136 |
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