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http://nhuir.nhu.edu.tw/handle/987654321/19572
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| 題名: | 台灣蘭花產業在歐洲行銷策略之研究 |
| 其他題名: | A Study on Marketing Strategies of Taiwan's Orchid Industry in Europe |
| 作者: | 王怡婷
Wang, Yi-ting |
| 貢獻者: | 歐洲研究所
王憶如
Yi-ju Wang |
| 關鍵詞: | 歐洲;蘭花產業;台灣;蝴蝶蘭;行銷
Phalaenopsis;Orchid industry;Europe;Taiwan;marketing |
| 日期: | 2009 |
| 上傳時間: | 2015-03-16 13:22:23 (UTC+8) |
| 摘要: | 在貿易國際化、自由化的國際競爭市場，環境變遷的快速今非昔比。台灣雖已加入跨國花卉貿易的行列，但為使能在國際性市場中佔有一席之地，國內產官學研界勢必要作更多的努力。蘭花產業被喻為當前炙手可熱的生技產業，為帶領台灣走向國際舞台的重要踏板之一。繼日本與美國之後，歐洲市場的龐大商機是台灣下一個急需開發之新市場。台灣蘭花產業欲開拓歐洲市場，必定會遭遇強勁對手之激烈競爭。面對先進國家如荷蘭的品質競爭，與後進國家如中國大陸的價格競爭，雙重壓力下，台灣業者以個別的力量，承受內外競爭壓力，如何因應諸如：生產管理、爭取品種權保護、環保認證、檢疫通關與行銷推廣等各項考驗，是產業能否順利成長的重要課題。 本研究以國內的蘭花產業為主要對象，透過企業個案深入訪談方式，企圖了解台灣蘭花業者在歐洲行銷之策略。主要目的為探討台灣蘭花產業在前進歐洲時該如何調整其行銷策略。本研究架構是先從蘭花產業的環境分析、行銷策略規劃階段談起，再與四家個案公司前進歐洲的行銷策略探討做一個相結合，經由深入訪談分析結果來瞭解該個案之經營與行銷概況，並探討台灣蘭花產業本身外銷往歐洲市場之問題以及赴歐洲直接投資時可能遭遇的挑戰與前景，藉以完整建構台灣蘭花業者在歐洲的行銷策略。
In the trade internationalization, liberalized competition market, the environment changes rapidly shrunk. Although Taiwan has joined the ranks of transnational flowers and plants trade, but it unable to hold the space in the international market, the domestic industry, government and academia, and science community will need to make more efforts. The Orchid industry has been hailed as the current hot biotech industry, which will be one of the important pedals in order to lead Taiwan into the international arena. After Japan and US, the opportunity of European market is the next new market that Taiwan needs to develop. If Taiwan's orchid industry, want to open up the European market, it will face a strong opponent with a fierce competition. Compare with some other countries, such as the quality competition of Holland or the price competition of China, under the dual pressures, Taiwanese entrepreneurs will face many problems to be overcome with, such as: The production management, strives for the varieties protection, environmental certification, quarantine clearance and marketing promotion etc. those are the most important topics to determine if the industry can growth. This research take Taiwan's orchid industry as the main target, thorough the way of case interviews, attempt to understand how the Taiwan's orchid industry to adjust the marketing strategy in Europe. The main purpose is to let the domestic orchid industry adjust and plan the marketing strategy before entered Europe. The framework of this research mention from the environmental analysis of orchid industry, the planning stage of marketing strategy, and then discussion the marketing strategy with four companies in Europe to do a combined analysis. By way of the interview analysis to understand their management and the marketing survey, and confer all challenges, risk and possibility in Europe. In order to construct the construction of Taiwan's orchid industry in the European marketing strategy completely. |
| 顯示於類別: | [國際事務與企業學系(亞太研究碩士班,公共政策研究碩士班,歐洲研究碩士班)] 博碩士論文-歐洲研究碩士班
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