碩士 / 國立清華大學 / 高階經營管理碩士在職專班 / 106 / The research is based on the recent serious problems in food safety and trend on the e-commerce economy, and researches on the development of newly-established micro e-commerce of fresh seafood. Through the researches of fresh seafood e-commerce industry, consumer Online shopping analysis and case studies, the research on the feasibility of a newly-established e-commerce business development. In past few years, the fresh goods delivered directly by fresh food e-commerce have developed vigorously, and the threshold for resource of seafood products has not been a bottleneck. How to create differentiation, specialization, and value through the knowledge learned by the Executive Master of Business Administration（EMBA）in National Tsing Hua University to establish the brand value of Fresh Fish Store, and then extended the brand value to the primary fresh seafood procurement, to deliver to consumers the fresh and delicious high-end and affordable fresh, bring customers a healthy life and enjoy the food.
In terms of theoretical development, this research was aimed to the problems faced by the fresh e-commerce companies, and analysis the primary factors of profitability and low survival rate of the fresh e-commerce providers. After confirming the existence of the opportunity, how can the newly-established micro e-commerce of fresh seafood provider to use their resources to grasp opportunities? With the continued participation of micro-scale and giant fresh electronics e-commerce companies, this research emphasizes how to enhance the visibility, consumer confidence and profitability of newly-established fresh seafood e-commerce companies through innovation, including core innovation, simple innovation and naming innovation. In this research, a comparative case study method was adopted to explore the operations strategies and entrepreneurial trajectories of the four business cases of the traditional market, Mamafisch, Mr. Good, and TANHOU Food, and the differences and commonalities of the development were interpreted. This article concludes with discussions, case proposals, and future research recommendations.
Keywords： e-commerce of fresh seafood, food safety
| Identifer | oai:union.ndltd.org:TW/106NTHU5457065 |
| Date | January 2018 |
| Creators | Wang, Tzu-Wen, 王子文 |
| Contributors | Hung, Shih-Chang, 洪世章 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 50 |
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