摘 要
超低溫鮪魚在日本，相信是大家耳熟能想的產業。但為什麼在台灣，卻會成為是名不經傳的行業呢?相信大家對鮪魚的印象，應該大多停留在每年的4-6月 是每年東港拍賣季上，熱鬧喊價的要角。殊不知在國人的眼中，鮪魚雖貴為皇帝美食，在日本卻是平民餐桌上的一品，那又為什麼會產生如此大的差異?原因來自但對魚貨的保存有不同的執著。日本在科技不斷的提昇中，對鮪魚的保存，進行到發展零下負五十的研究與技術的導入。台灣在二戰時期，因為一時成為日本的殖民地，因此相關技術也間接傳承台灣。在研究設計與目的方面，希望能將台灣現況的瓶頸與改善方向做檢討。
本研究希望藉由五力分析文獻探討，了解產業現況。也藉由SWOT分析了解個案內外部的優劣勢，加強企業的競爭力，並藉用競合相關行銷策略及賽局理論中的運用，去了解及思考未來的發展趨勢。如何創新與改變?在競爭激烈的產業中，走出合適產業的格局並強化企業的優勢﹐唯有不斷的創新與研究才能走出新世紀。
結論在各項分析工具與理論的輔助下，個案分別提出以下的經營策略:(一)創新服務(二)互動銷售(三)鮪魚創新研發(四)加強營運館理(五)建立知識平台(六)集中行銷。在未來執行計畫裡建立執行基礎與能力，在未來的發展方向上有效透過社群平台與客戶產生互動。讓消費者在資訊,教育,行銷對稱的模式下,能有改善超低溫鮪魚產業目前的問題,深耕市場並貼近使用者的需求。

Abstract
Ultra-low temperature Tuna is believed to be an industry that everyone can understand. But why in Taiwan, it will become an unnamed industry? I believe that everyone's impression of squid should stay in the April-June year of each year! It is the main corner of the annual Donggang auction season. As everyone knows, in the eyes of the Chinese, the squid is expensive for the emperor's food, but in Japan it is a product on the table of the civilians! Then why is there such a big difference? The reason comes from the fact that there are different attachments to the preservation of the fish. In the continuous improvement of science and technology, Japan has carried out the research and technology introduction of the development of squid to minus 50%. In the period of World War II, Taiwan became a Japanese colony for a while, so the related technology also indirectly passed on Taiwan. In terms of research design and purpose, I hope to review the bottleneck and improvement direction of Taiwan's current situation.
This study hopes to understand the current state of the industry through five-force analysis of the literature. It also generates the competitiveness of the company through SWOT analysis, and uses the competition strategy to formulate relevant marketing strategies and the application of the game theory to understand and think about the future development trend. How to innovate and change? In the fiercely competitive industry, out of the pattern of suitable industries and strengthen the advantages of enterprises, only continuous innovation and research can get out of the new century!
Conclusion With the help of various analytical tools and theories, the following business strategies are proposed separately! An innovative service, two interactive sales, three squid innovation research and development, four to strengthen the operation of the museum, five to build a knowledge platform, six centralized marketing. Establish execution foundations and capabilities in future implementation plans, and effectively interact with customers through the social platform in the future direction. Let consumers in the information, education, marketing and symmetrical mode, can improve the current problems of the ultra-low temperature squid industry, deepen the market and close to the needs of users.

目 錄
論文審定書 i
誌謝 ii
摘 要 iii
Abstract iv
目 錄 vi
圖次 viii
表次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 1
第三節 研究流程 2
第四節 研究範圍與限制 3
第二章 策略行銷分析工具 5
第一節 五力分析 5
第二節 SWOT分析 7
第三節 行銷策略 8
第四節 賽局理論 11
第五節 競合策略 16
第三章 研究設計 19
第一節 研究結構 19
第二節 研究方法 19
第四章 產業與個案實證分析 23
第一節 產業現況 23
第二節 產業五力分析 24
第三節 個案公司介紹 27
第四節 個案公司ＳＷＯＴ分析 32
第五節 個案行銷分析 33
第六節 賽局理論之競爭對手分析 37
第七節 個案競合策略之研究 41
第五章 實證分析 46
第一節 結論 46
第二節 建議 49
參考文獻 53

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三、網路
魚有王(www.tunaking.com.tw)