一直以來，漁業相關產業依靠著各類漁業維生。當漁業面臨重大危機時(如：遠洋漁船減船政策及漁獲配額減縮)，漁業相關產業將受到牽連。海洋衛星遙測資訊系統，一個幫助搜尋漁場的工具，是否也將面臨同樣的危機。本研究協助此產業了解台灣遠洋漁業對各項海洋衛星遙測資料類型的需求，如何傳送資料的模式喜好，以及漁業界採購行為模式。最終，將以問卷調查結果及情勢分析此產品的目前市場狀況，提出相關行銷策略而完成一套行銷計畫。

In Taiwan, the business of fishery and its related industries always rely on every kind of fish for living. Once the fishery has faced a difficult situation, catch limited and vessels reduced, it will affect against the business. The oceanographic satellite information system is a tool which can help in fishing, if it also faced the same difficult situation. The current study assists this industry to understand Taiwan Far Ocean Fishery’s demand on what kinds of oceanographic satellite data, the way in retrieving data, and purchase behavior. Finally, it analyzes the current situation for the products. With these found data, to think up the strategies and write a marketing plan for the oceanographic satellite data.

Table of Content

I. Introduction --------------------------------------------------------- 1
i. Research Background and Motivation --------------------------------- 1
ii. Research Objectives ------------------------------------------------ 2
iii. Research Boundary ------------------------------------------------- 2
II. Literature Review ----------------------------------------------------- 3
i. Marketing Planning ------------------------------------------------- 3
1. What is marketing? --------------------------------------------- 3
2. What is the planning? --------------------------------------------- 4
3. The role of marketing planning ------------------------------------- 5
4. The marketing plan --------------------------------------------- 10
ii. Marketing Strategy ------------------------------------------------- 11
1. What is Strategy? ------------------------------------------------- 11
iii. Marketing Mix ----------------------------------------------------- 16
1. Product --------------------------------------------------------- 17
2. Price ---------------------------------------------------------- 17
3. Promotion ----------------------------------------------------- 17
4. Place ---------------------------------------------------------- 17
iv. High Technology Marketing ----------------------------------------- 18
III. Methods ------------------------------------------------------------- 20
i. Research Framework ------------------------------------------------- 20
ii. Data Collection Methods --------------------------------------------- 21
1. Sampling Methods --------------------------------------------- 21
2. Questionnaires ------------------------------------------------- 21
IV. Data Analysis --------------------------------------------------------- 23
i. Part I: The Demand for the Produces ------------------------------------- 25
ii. Part II: The Purchase Behavior ----------------------------------------- 30
iii. Part III: Personal Information and Company Information Analysis ------------ 32
V. Results and Suggestions ------------------------------------------------- 35
i. Marketing Plan ----------------------------------------------------- 35
1. Executive Summary --------------------------------------------- 35
1.1 Mission ----------------------------------------------------- 35
1.2 Target Market ------------------------------------------------- 35
1.3 Sales Revenues ------------------------------------------------ 35
2. Situation Analysis ------------------------------------------------- 37
2.1 Economic Trends --------------------------------------------- 37
2.2 Political-Legal Trends ----------------------------------------- 41
2.3 Technological Trends ------------------------------------------- 42
2.4 Social-Culture Trends ----------------------------------------- 43
2.5 Ecological Trends --------------------------------------------- 45
3. Current Market Situation ----------------------------------------- 46
3.1 Marketing Analysis ------------------------------------------ 46
3.2 Product Character --------------------------------------------- 47
3.3 Needed Product Analysis ------------------------------------- 49
3.3.1 Potential Market Volume -------------------------------- 54
3.3.2 Annual Sales Volume ----------------------------------- 54
3.4 Competition Analysis ----------------------------------------- 54
3.5 Cost and Profit Analysis ------------------------------------- 56
4. SWOT Analysis ------------------------------------------------- 56
5. Target Markets ------------------------------------------------- 58
6. Marketing Strategy --------------------------------------------- 58
6.1 Market Segment Analysis ------------------------------------- 58
6.1.1 Target Business Market --------------------------------- 58
6.1.1.1. Business Purchaser Demographic Variety---------------- 58
6.1.1.2. Business Purchaser Decision Making Process and Purchase Behavior ------------------------------------------------- 59
6.2 Marketing Mix --------------------------------------------- 60
6.2.1 Product Strategy ------------------------------------- 60
6.2.3.1. Brand and Package strategy ------------------------- 60
6.2.3.2. Customer Service ----------------------------- 61
6.2.3.3. Product Lift Circle ----------------------------- 61
6.2.2 Price Strategy ------------------------------------- 61
6.2.3 Promotion Strategy --------------------------------- 62
6.2.3.1. Promotion Objective and Strategy --------------------- 62
6.2.3.2. Advertising Activities ------------------------- 62
6.2.3.3. Public Relation Activities ------------------------- 62
6.2.3.4. Sales Promotion Activities ------------------------- 63
6.2.3.5. Salesperson promotion ----------------------------- 63
2. Finance Forecasts --------------------------------------------- 63
2.1 Revenues ------------------------------------------------- 63

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