越南水產業競爭策略與品牌演進之研究

• Main Author: 劉宜松
• Language: 中文
• Published: 國立政治大學
• Subjects: 越南; 水產業; 競爭策略; 品牌
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0097932405%22.

水產產業在天然資源日漸枯竭的大環境下，以海洋牧場形式轉型以做為未來重要的人類優良蛋白質來源之重要地位已然確立。全球水產漁獲總量水產養殖比例更已超越天然捕撈，正持續加速促成這種轉變。 越南水產品出口產值2011年達50億美元，是越南出口創匯重要產業。水產產業價值鏈也逐步完整建立，從種苗、養殖、飼料、到水產品加工，形成完整的產業鏈。其地理位置與天然環境更是促成水產產業發展的重要條件，因此吸引本地與跨國企業進入越南發展，產業內競爭激烈。 本論文以案例公司發展為軸線，分析比較主力競爭廠商行為，以綜觀越南水產飼料產業競爭策略演變與發展歷史，以及探討越南境內主要競爭廠商行銷競爭的策略選擇。分析價格競爭策略與品質競爭策略差異與效益以及消費者選擇和市場影響。以及市場新進入廠商與既有廠商的各自行銷選擇和市場競爭消長變化。越南的水產飼料市場競爭變化說明了辨認與選擇真正的客戶，並以超越客戶期待的產品價值，或者設計結構性產品以進入市場，不管何時都是行銷競爭的關鍵課題。 最後並分析案例公司面臨的未來挑戰與機會，思考可能的競爭者策略以及因應選項。並初步思考有關品牌策略的未來展望。 === Aquaculture industry changing into ocean farming in order to function as an important protein sources for human beings in the future has been surely admitted while natural environment is facing natural resources depletion problem. Meanwhile the amount of aquaculture seafood has already surpassed the natural fishing amount in global total fishing scope. This resulted in speeding up the changing. Vietnam seafood export with total value over 5 billion US dollars has become an important export item in year 2011. The aquaculture industry has become a complete seafood integration value chain by starting from hatchery to culture, feed industry, and to seafood processing. Vietnam’s geographical location and natural environment encourage the development of aquaculture industry, which attracts many local and international companies to penetrate into this market. As a result, severe competition is unavoidable. This dissertation studies the development of case company as an axis. Analysis and compare the competitor behaviors to make a comprehensive survey of the strategies and history of development in aquaculture industry of Vietnam. Also will discuss the marketing strategies among the main players, which also indicates the differences and effectiveness of price strategy VS quality strategy and its result in consumer selection and market influence which eventually facilitate the growth and decline situation between the new comer market attackers and exist market defenders in Vietnam. The changes of competition situation within Vietnam’s aquaculture feed market also indicates that either to identify and select the correct customer to offer the product value or to develop a niche product which are above customers’ expectation shall be a top issue in all the times. In the end, the possible challenges and the chances for the case company and the competitor strategies will be discussed. And for the worldwide scale, Branding issue will also take into consideration briefly as a future topic of the case company.