| Summary: | 碩士 === 義守大學 === 管理科學研究所 === 92 === Since the hydrological situation is not stable in Taiwan, 60% of the rainfall directly goes to the ocean. The fresh water volume allocated to every civilian is only about 3,913 square meters per year in average, which is much less than that of 33,975 square meters per civilian in foreign countries. Therefore, Taiwan has long been listed as the 18th country in the world with water shortage crisis. Especially that in recent years, water restriction measures have been implemented in different regions in several stages, the civil water use has been seriously affected. It also affects the demand of industrial-use water of science parks, and thus the international competitiveness of industries is profoundly affected.
Under the limitation of high cost, the establishment of reservoir, pumping of underground water and desalination of sea water are not workable at all. According to the experience of the development of deep ocean resources in the Untied States and Japan, the two countries successively used the low-temperature properties of “Deep Ocean Water” in 1979 and 1981 to develop power generation by temperature difference of deep ocean water. They made the full use of this characteristic, and successfully bred fish, shrimps, medical-use seaweed and cold-farming fruit in Hawaii. In 1989 Japan extensively developed this technique, and applied it on various directions and for many purposes. Due to the commercialization of “Deep Ocean Water” and its drinkability after desalination, people can no longer be threatened by the crisis of water shortage. It thus arouses the researcher’s interest in “Deep Ocean Water.”
Generally speaking, the sea water at the depth of above 200 meters can be called “Deep Ocean Water.” It has the characteristics of low temperature, cleaned and nutritious, etc. Apart from being applied on power generation by temperature difference, air conditioning, breeding, farming, etc., Deep Ocean Water can be used on the multiple usages of food, drinks, drugs, beauty care and recreational tourism, etc. Since its development and the R&D (research and development) of products belong to the areas of technology and nutriology, this research only focuses on the successfully developed products for classification. Focusing on the 3 aspects of customers’ “product impression” of “Deep Ocean Water,” its “consumption characteristics” and “marketing strategies,” this research proposes a research structure.
Although Taiwan has not engaged in the development of “Deep Ocean Water,” there have been the relevant products sold in the market, mostly drinks, food, health care food, cosmetics and drugs, etc. Since they are the newly promoted products, there are not many related literatures presented. In view of the lack of data for analysis, this research designs a questionnaire to make investigations. Some questions are assumed to verify the theories and practices. Both the investigation results and the contents of questionnaire have certain extent of effectiveness and credibility. Due to the different attributes of individuals, part of the assumptions has obvious differences among the attributes of individuals, population variables and various research variables.
After the research synthesizes the discussions, in order to promote the competitiveness of the relevant industries of Taiwan, create higher economic value of products, develop overall economy, and re-create economic miracle for Taiwan, this research especially proposes the following 6 suggestions as a reference for the government departments, the related industries and the later researchers:
1. Taiwan is possessed of the favorable conditions for development of Deep Ocean Water, which should be better developed as soon as possible so as to grasp the first beneficial opportunity.
2. For the sake of unified business and authorities, the Ministry of Internal Affairs should cope with the development and establish the responsible units so as to avoid different government departments from undertaking administration independently, but undertake effective management.
3. The related industries or the government departments can invite the relevant firms to hold large activities to attract consumption groups for participation so as to facilitate the prosperity of the local region together.
4. Regarding the introduction of the products related to Deep Ocean Water in the market, manufacturers should provide “good and healthy” information so as to promote consumption and transfer the needs of potential customers.
5. The marketing strategies of Deep Ocean Water should take customers as the core targets and be customer-oriented. This strategy should be flexibly used to create the highest value of customers.
6. By means of the marketing strategies of “network marketing” and “television shopping channels,” website or channel owners should let buyers know the names, addresses and telephones of companies so as to show the sense of responsibility and credibility to customers.
Keywords: Deep Ocean Water, product impression, consumption characteristics, marketing strategies
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