International Marketing Strategy of Taiwan Paphiopedium：A case of M Orchids

• Main Authors: Chen En Chia, 陳恩佳
• Other Authors: 潘立芸
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/mc638k

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === The object of this study is to figure out the competition advantage of Taiwan Paphiopedium and the international marketing strategy. The study approach is based on qualitative analysis. The study process include two major steps. The first step is to review the related literatures about the marketing strategies of Orchid, Phalaenopsis and Paphiopedium and to collect government report of this industry. The second step is to interview experts of this field. Based on the previous literatures, government reports and the opinions of experts, the competition advantage can be condensed. In the international market, the proprietors of Taiwan Paphiopedium have competition advantages on three phases, the sources of Paphiopedium seeds, growth environment and government policy. For the international market, the sale strategies of Paphiopedium can follow the previous sale strategies of Phalaenopsis.