| Summary: | 碩士 === 國立臺北大學 === 企業管理學系碩士在職專班 === 100 === Following the success of deep sea water development and promotion in the U.S and Japan, in order to maintain equal development of the west and the east, in 2000, the Government initiated a series of “deep sea water industry” researches regarding to the deep sea water development potential in the east part of Taiwan and took advantage of the resources with the plan of establishing three deep ocean water Industrial park in Ilan, Haulien, and Taitung.
And the Bureau of Standards, Metrology & Inspection, M.O.E.A., R.O.C established the Voluntary Product Certification for deep sea water in 2007 with the hope to set up a VPC system which regulates the Deep Sea Water industry in Taiwan and strictly examines the quality of the products；Companies including Taiwan Yes Deep Ocean Water Co., Ltd.(Taiwan Fertilizer),Deep Sea Water Resource Co.,Ltd. (Kung-Long), East Life Biotech Co., Ltd (Lucky) have already acquired the right to obtain deep sea water and have progressively commoditized their production for a long period of time; However, failure to attract companies to the industrial park and the unexpected slow growth of the industry development have caused suspicions of the Deep Sea Water industry several times.
Findings of the research: 1. Consumers’ understandings on deep ocean water products are weak due to lack of advertisement and marketing. Most consumers only purchase basic drinking products. 2. Females and non-trendy group purchase deep ocean water products for medical or health reasons. 3. Family-oriented, high-income, and healthy consumers value product certification and product labels more and tend to purchase those products. 4. Consumers’ recognition of products and evaluation components do not affect consumers’ willingness to purchase the product, but purchase initiative and life style do.
Suggestions: 1. To promote product certification and to enhance consumers’ confidence on deep ocean water through industry-university cooperative research project. 2. To focus on health-oriented group market as an initial target. 3. To adopt a centralized market differentiation of product strategy and to introduce an immediate product.
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