| Summary: | 碩士 === 國立暨南國際大學 === 國際企業學系 === 93 === The main output of domestic Water Bamboo accounts for nearly 90% in the area in Puli of Nantou County, the annual production exceeds 10,000 tons. There is Japan for export of 40 to 50 metric tons every year. This research is from the past to understand Water Bamboo industry of Taiwan and present situation, probe into the chance and threat of industry's environment of Water Bamboo, the advantage after the accession to the WTO of Water Bamboo in Taiwan and inferior position, analysis that Water Bamboo in Japanese market, Japanese agricultural product consumer behavior investigation and Taiwan Water Bamboo investigate.
Among the 129 interviewees of research questionnaire, interviewees regard 31-40 years old as the majority mainly at age, the housewife is a main interviewee, number, population of family, rely mainly on population several three people's family. The family of the above of round of 350,000 yen of family's income per month is the main fact, the education degree regards the university and research institute as the majority of taking, the family buys the number of times and regards taking 3-4 times as the majority every week, round following rates of number of people are most that the family spends with 10,000 yen equally. The average in Japan the family that the family cooks the number of times, 6-9 times is highest every week.
Discover that the general information of consumer's knowledge of Taiwan Water Bamboo is insufficient, the rate answered ' not know ' in eating and cooking ways, buying easy degree and relevant problem of rational price is relatively high, and consumers, to use vacuum packaging, national food authentication, organic authentication, ordering the interest with height of the rate through the network, choose ' the Water Bamboo ' to run after fame in majority in name of Taiwan Water Bamboo.
The consumer behavior finds while studying that will be influenced and consumed the ability and will bought under different age and income , family's numbers of people , job. Shown in Japanese consumer's basic materials by the positive research of questionnaire investigation, age, job, academic credentials, family's numbers of people, family's income will influence the consumer buying motive. The consumer buying motive, including the security of eating, convenience of buying, fair price, products nutrition, products brand, attitude, attractive in packing convenient to eat, producing area source are consumer influence factors while buying, while we explored Taiwan Water Bamboo actively and are sold in Japan. We will understand consumers' choice change too at the same time; deepen different consumption strata in different form, packaging and price, in order to accord with the consumer demand.
According to the result of study finally, it is on sale throughout strategies, including product, price, place, promotion and government on sale throughout the strategies to propose externally to export Taiwan Water Bamboo
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