| Summary: | 碩士 === 國立中山大學 === 國際高階經營管理碩士班 === 91 === Thanks to Taiwan’s geographic advantage of being located in subtropics, tropical fruits in Taiwan have high quality. There is never shortage of variously fresh and high-quality fruits in four seasons of a year in Taiwan, which should have gained Taiwan competitive advantages in international markets and should have made Taiwan nominated to be a standard for international markets. However, a large number of problems and difficulties in production and marketing system of the fruit industry have caused tropical fruits in Taiwan unable to get into foreign markets. The prospect of this research is to find out the influential marketing factors by carefully examining export and other related difficulties; consequently, the purpose of this research is to find out the most effective solutions among a large number of marketing factors to help the fruit industry in Taiwan out of difficulties.
The research methods used in this study are interviewing fruit production and marketing professionals to analyze the fruit export difficulties, assisted with marketing 4P and STP structure, brand thesis, and real case studies. With the above mentioned methods, I structurally analyze difficulties and problems. According to the findings of this research, tropical fruits in Taiwan evidently have powerful competitive advantages; however, the “Product” aspect of 4P is still the major factor that should be solved at first when tropical fruits in Taiwan confront export competition. All of the followings, fruit classification, production capacity management, packing, freezing, inspection, brand and the other related factors, are the main problems mentioned consistently by professionals. This research also finds that “brand” makes industry, government, schools reach one accord; therefore, it should be taken as our long-term developmental direction and the best strategy to resuscitate Taiwan’s fruits in international markets. Nevertheless, as it is shown on the related documents, Council of Agriculture’s brand identification system is nothing more than just providing a name to a species of fruit, which is unable to build up its fame to domestic consumers and much less to foreign markets.
According to the above findings of this research, four suggestions are proposed as follows:
1. Establishment of national brand series: to take advantage of Taiwan’s great fame, using its name to sell our tropical fruits, and to take rural towns’ or Co-operatives’ brand as the sub-brand or the extensive brand.
2. Brand clock: to promote and cross sell fruits in different seasons based on different fruit periods. To construct brand life span with brand clock by taking national brand as the principal axis and assisted with season fruits’ production periods; as a result, Taiwan’s fruits can be sufficiently provided to export markets all the year around, keeping out from unstable supply that Taiwan has confronted for a long time.
3. Market Segmentation and Positioning: tropical fruits enjoy the advantage of freshness and numerous species, but they are difficult to keep fresh. Although freezing technology has been improved a lot, keeping tropical fruits fresh during a long distance transportation is always a real challenge. Consequently, choosing a proper market to do marketing according to the feature of every kind of fruit is highly recommended. This will avoid fruit quality from declining caused by blindly selling all fruits to uncompetitive markets or caused by a long distance transportation. Both of the above situations will cause a negative impact on brand.
4. Fruit identification: to take fruits that agricultural units can easily promote as the major products, to enhance production, to abandon uncompetitive species of fruits, to effectively manage and control fruit cultivating technology (Intelligent property right and species control), and to promote fruit identification system. All of the above methods will help Taiwan’s fruit industry have their competition in the market.
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