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    题名: 越南水產業競爭策略與品牌演進之研究
    The research on the evolution of branding and competitive strategies of Aquacultural industry in Vietnam.
    作者: 劉宜松
    贡献者: 洪順慶
    劉宜松
    关键词: 越南
    水產業
    競爭策略
    品牌
    日期: 2010
    上传时间: 2011-09-29 16:55:16 (UTC+8)
    摘要: 水產產業在天然資源日漸枯竭的大環境下，以海洋牧場形式轉型以做為未來重要的人類優良蛋白質來源之重要地位已然確立。全球水產漁獲總量水產養殖比例更已超越天然捕撈，正持續加速促成這種轉變。
    越南水產品出口產值2011年達50億美元，是越南出口創匯重要產業。水產產業價值鏈也逐步完整建立，從種苗、養殖、飼料、到水產品加工，形成完整的產業鏈。其地理位置與天然環境更是促成水產產業發展的重要條件，因此吸引本地與跨國企業進入越南發展，產業內競爭激烈。
    本論文以案例公司發展為軸線，分析比較主力競爭廠商行為，以綜觀越南水產飼料產業競爭策略演變與發展歷史，以及探討越南境內主要競爭廠商行銷競爭的策略選擇。分析價格競爭策略與品質競爭策略差異與效益以及消費者選擇和市場影響。以及市場新進入廠商與既有廠商的各自行銷選擇和市場競爭消長變化。越南的水產飼料市場競爭變化說明了辨認與選擇真正的客戶，並以超越客戶期待的產品價值，或者設計結構性產品以進入市場，不管何時都是行銷競爭的關鍵課題。
    最後並分析案例公司面臨的未來挑戰與機會，思考可能的競爭者策略以及因應選項。並初步思考有關品牌策略的未來展望。
    Aquaculture industry changing into ocean farming in order to function as an important protein sources for human beings in the future has been surely admitted while natural environment is facing natural resources depletion problem. Meanwhile the amount of aquaculture seafood has already surpassed the natural fishing amount in global total fishing scope. This resulted in speeding up the changing.
    Vietnam seafood export with total value over 5 billion US dollars has become an important export item in year 2011. The aquaculture industry has become a complete seafood integration value chain by starting from hatchery to culture, feed industry, and to seafood processing. Vietnam’s geographical location and natural environment encourage the development of aquaculture industry, which attracts many local and international companies to penetrate into this market. As a result, severe competition is unavoidable.
    This dissertation studies the development of case company as an axis. Analysis and compare the competitor behaviors to make a comprehensive survey of the strategies and history of development in aquaculture industry of Vietnam. Also will discuss the marketing strategies among the main players, which also indicates the differences and effectiveness of price strategy VS quality strategy and its result in consumer selection and market influence which eventually facilitate the growth and decline situation between the new comer market attackers and exist market defenders in Vietnam.
    The changes of competition situation within Vietnam’s aquaculture feed market also indicates that either to identify and select the correct customer to offer the product value or to develop a niche product which are above customers’ expectation shall be a top issue in all the times.
    In the end, the possible challenges and the chances for the case company and the competitor strategies will be discussed. And for the worldwide scale, Branding issue will also take into consideration briefly as a future topic of the case company.
    "第壹章 緒論---1
    一、水產產業綜合介紹---1
    二、越南概觀---3
    三、在越南廠商面對的發展、挑戰與機會---4
    四、全興的發展過程困境與克服及未來有關議題---5
    第貳章　水產產業介紹---7
    一、水產產業---8
    二、水產種苗產業---9
    三、水產養殖產業---12
    四、水產飼料產業---16
    五、水產加工產業---20
    第叁章　越南政經及產業環境與公司未來發展策略---22
    第一節 越南歷史、經濟政策---22
    一、越南歷史---22
    二、越南民族與地理---23
    三、近代的越南---25
    四、越南水產產業---27
    第肆章 越南的競爭環境與全興市場策略選擇---29
    一、絕對佔有市場的卜蜂集團（CP Group）與策略---29
    二、全興進入市場的困境與策略選擇---31
    三、價格策略與品質策略的分水嶺---35
    第一節　全興的產品策略與策略槓桿運用以打開通路---41
    一、全興試圖運用新競爭規則與差異產品---41
    二、全興以功能命名的品牌意圖---44
    三、領先者的盲點與全興配銷系統切入策略---47
    四、三強鼎立現況與競爭策略變化---49
    第二節 市場環境變動與未來全興的挑戰---CP再起之機會？---53
    一、白蝦養殖興起，誘發市場變化問題---53
    二、全興未來可能遭遇最大危機與市場變化可能性---55
    三、各競爭者的對策與CP啟動的策略迷思---58
    四、全興的可能因應策略與課題---60
    五、當地金融與商業大環境與的挑戰---66
    第伍章　未來展望：越南之外，全球競爭策略---68
    一、從百億到千億市場---68
    二、全興的差異化與品牌之路思維---71
    三、關於品牌議題後記---74
    參考文獻---76
    參考文獻: 洪順慶.(2005).行銷管理. 臺北市: 新陸書局.
    洪順慶.(2006).台灣品牌競爭力 台灣企業從代工走向自創品牌的策略.(臺北縣新莊市): 大和總經銷.
    Chu, V.L., Luong, Q.H., Pham, M.D., Ha, T., Truong, D.H., Trieu, L.Q. & Nguyen, T.H. (2003). Viet Nam`s fisheries development and integration. National Politics Publishing House, 2003. 492 pp.
    Le, B.N. (2004). Study on the nutrient dynamics in intensive catfish (ca tra) culture ponds. Master thesis, Can Tho University, Viet Nam.
    Le, N.T. (2004). Quality and solutions for sustainable development of catfish production. Paper presented at the National Conference on Quality and Trade Name for Catfishes of Viet Nam. An Giang Province, December 14-15, 2004, 19 pp. (in Vietnamese).
    Le, T.L. (2005). Achievements, challenges, trends and proposes for the science and technology activities in aquaculture. In: Proceeding of the national workshop on research and technologies applied in aquaculture. Agricultural Publishing House, Ha Noi, 2005. pp: 25-39.
    Decree No. 224/1999/QD-TTg. Approval of aquaculture development plan period from 1999-2010, 6 pp. 1999 (in Vietnamese).
    MoFI. (2003). Annual report on Aquaculture achievements in 2002 and implementation plan for 2003. 12 pp. (in Vietnamese).
    MoFI. (2004). Annual report on Aquaculture achievements in 2003 and implementation plan for 2004. 15 pp. (in Vietnamese).
    MoFI. (2005). Annual report on the state achievements of 2004 and action plan of 2005 of the fisheries sector. 25 pp. (in Vietnamese).
    Nguyen, T.P., Duong, N.L. & Ly, V.K. (2005). Integrated aquaculture system in the Mekong river delta. In: Proceeding of the national workshop on research and technologies applied in aquaculture. Agricultural Publishing House, Ha Noi, 2005. pp: 299-313.
    Nguyen, T.P., Pham, M.D., Vu, N.S., Tran, V.B. & Au, T.A.N. (2004). Application of high technologies for quality improvement of catfish, tilapia and giant freshwater prawn products and reduction of their production costs. Report submitted to An Giang Department of Science and Technology; 24 pp. (in Vietnamese).
    Nguyen, V.T. (2005). Achievements of scientific researches and technological transfer of seed production for sustainable aquaculture development. In: Proceeding of the national workshop on research and technologies applied in aquaculture. Agricultural Publishing House, Ha Noi, 2005. pp: 15-20.
    Tran, T.M. (2004). Issues on planning and management for catfish production to the year 2010. Paper presented at the National Conference on Quality and Trade Name for Catfishes of Viet Nam. An Giang Province, December 14-15, 2004, 14 pp. (in Vietnamese).
    Vu, N.S., Yang, Y. & Nguyen, T.P. 2005. River pen culture of giant freshwater prawn Macrobrachium rosenbergii (De Man) in Southern Viet Nam. Aquaculture research. No. 36, 284-191.
    FAO. (2005). Aquaculture production, 2003. Year book of Fishery Statistics - Vol.96/2. Food and Agriculture organization of the United Nations, Rome, Italy. (Also available at Fishstat Plus, Version 2.3).
    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    97932405
    99
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097932405
    数据类型: thesis
    显示于类别:[經營管理碩士學程EMBA] 學位論文

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