The Effects of Electronic Commerce in Brand Management of Fish Farming

• Main Authors: Shun-Qing Dai, 戴順卿
• Other Authors: Jen-Her Wu
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/98mjqx

碩士 === 國立中山大學 === 高階經營碩士班 === 103 === Taiwan’s Aquaculture Production in the past, given its fairly mature technological and developed breeding record, is well known internationally. However, once Taiwan opened its market after joining the WTO (World Trade Organization), its competitive standing with regards to production and the ability to market Taiwan’s aquatic products has lagged. Since entering the international stage, Taiwan’s traditional business model has suffered harsh challenges. In the past, most research had been on how to improve the production of individual Aquaculture species, the reaction of fishing market price, and the discussion of stable Aquaculture industry development policy, etc. Little research has discussed the business model for the milkfish industry or how to build brands. The research will analyze the single Aquaculture cooperation through e-commerce to enhance competitive advantages and establish specific practices within its own branding, with hopes to achieve economic benefit of management and risk self-retention, and further be able to quickly build brand equity and advantages. The research found that e-commerce platforms can not only combine the management and operation model for other industries to improve the fishery resources in the environment, but also improve the fishery production and marketing mechanisms. It is playing a very important role which through the e-commerce platform to build a brand by increasing of customer value and integrating of value chain.