Title page for etd-0111115-100402


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URN etd-0111115-100402
Author Shun-Qing Dai
Author's Email Address for8801@gmail.com
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Department EMBA
Year 2014
Semester 1
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Effects of Electronic Commerce in Brand Management of Fish Farming
Date of Defense 2015-01-29
Page Count 53
Keyword
  • case studies
  • e-commerce
  • brand advantage
  • Critical Success Factors
  • Abstract 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.
    Advisory Committee
  • San-Yia Hwang - chair
  • Pei-How Huang - co-chair
  • Jen-Her Wu - advisor
  • Files
  • etd-0111115-100402.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2015-02-11

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