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博碩士論文 etd-0111115-100402 詳細資訊
Title page for etd-0111115-100402
論文名稱
Title
電子商務對於養殖漁業品牌管理影響之研究
The Effects of Electronic Commerce in Brand Management of Fish Farming
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
53
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2015-01-29
繳交日期
Date of Submission
2015-02-11
關鍵字
Keywords
個案研究、電子商務、品牌優勢、關鍵成功因素
case studies, e-commerce, brand advantage, Critical Success Factors
統計
Statistics
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中文摘要
過去的台灣養殖漁業,具有相當地成熟的繁殖技術及養成率,也都享譽國際。然而在台灣加入了WTO,造成市場開放,台灣的漁產品的產銷競爭已經步入國際化階段,而以前的傳統經營模式,目前遭遇更加嚴苛的挑戰。
過去的研究多針對如何提升個別的養殖漁種生產力、漁貨市場價格反應,及穩定養殖產業發展的政策探討等分析,而在養殖虱目魚的業者經營模式,或是如何建立品牌甚少著墨,本研究將探討個案公司如何透過電子商務,來提升競爭優勢及建立自有品牌的具體作法,冀望達到經營管理的經濟效益,承擔市場風險,更進一步地能快速建立品牌權益與優勢。
研究結果發現電子商務平台不僅能結合其他產業的管理及營運模式,來改善漁業環境資源,進一步地健全漁業產銷機制;透過電子商務平台建立出的品牌,對於顧客價值的提升及價值鏈的整合,更是扮演著一個極為重要的角色。
Abstract
Taiwan’s Aquaculture Production in the past, given its fairly mature technological and developed breeding record, is well known internationally. However, once Taiwan opened its market after joining the WTO (World Trade Organization), its competitive standing with regards to production and the ability to market Taiwan’s aquatic products has lagged. Since entering the international stage, Taiwan’s traditional business model has suffered harsh challenges.
In the past, most research had been on how to improve the production of individual Aquaculture species, the reaction of fishing market price, and the discussion of stable Aquaculture industry development policy, etc. Little research has discussed the business model for the milkfish industry or how to build brands. The research will analyze the single Aquaculture cooperation through e-commerce to enhance competitive advantages and establish specific practices within its own branding, with hopes to achieve economic benefit of management and risk self-retention, and further be able to quickly build brand equity and advantages.
The research found that e-commerce platforms can not only combine the management and operation model for other industries to improve the fishery resources in the environment, but also improve the fishery production and marketing mechanisms. It is playing a very important role which through the e-commerce platform to build a brand by increasing of customer value and integrating of value chain.
目次 Table of Contents
論文審定書 i
中文摘要 ii
英文摘要 iii
目錄 iv
表目錄 vi
圖目錄 vii
第一章 前言 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 SWOT分析 5
第二節 關鍵成功因素 9
第三節 品牌優勢及顧客價值優勢 12
第四節 電子商務 18
第三章 研究設計 20
第一節 研究方法 20
第二節 研究的進行方式 23
第四章 產業簡介與個案公司分析 25
第一節 產業簡介 25
第二節 個案公司分析 29
第五章 結論與建議 38
第一節 結論 38
第二節 建議 40
參考文獻 42
中文部份 42
英文部份
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