台灣冷凍水產加工業進入穆斯林市場策略之研究-以阿拉伯聯合大公國為例

• Main Authors: Yih-Tzu Huang, 黃意慈
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/v69n2n

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 104 === In order to promote business in the newly emerging countries’ market, Taiwan Government has recently tried to facilitate and encourage Small and Medium Enterprises to enhance exportation. The Muslim countries’ market in the Middle East is one of the most growing flash points among the emerging markets, because its population keeps increasing, and the market scale keeps expanding, so it has become the critical exportation target of Taiwanese companies. The industry of Taiwanese frozen processed seafood has matured and advanced techniques, no matter its source is provided by domestic fish farm or purchased from abroad and processed in Taiwan then re-export, it has strong competitive capability of exportation. The thesis accordingly aims at the study of the promoting strategies of the industry of Taiwanese Frozen processed seafood on Muslim Market, and taking United Arab Emirates as an example. United Arab Emirates (Dubai) is the regional hub of transportation and busy business activities of Middle East area, and it is also the gateway for Taiwanese businessmen to enter such an emerging market. Based on statistics, it shows the demand of the frozen seafood and its importation has increased remarkably in the Middle East countries. Frozen processed seafood products from Taiwan are better in quality, packaging and price compared with other competing countries. However, without sufficient information and proper promoting strategy, Taiwanese businessmen in frozen processed seafood industry have not had effective or aggressive plan on this Muslim market, and yet the government and academics has neither attention or study on this subject. Consequently, in addition to collecting data and elaborating, the researcher of this thesis went to Dubai, United Arab Emirates for a field visit, in order to inspect market of seafood products, and to interview importers, as well as to collect information through special designed questionnaire. Before opening or promoting an international market, an enterprise needs to consider its business strategy. Each strategy has its advantage and challenge, and it is related to capability of enterprise and the real condition of target market, so different enterprise may adopt different strategy on the same target market. There are basic reference criteria for choosing the above mentioned strategy, and thus this thesis will focus on resource based theory, competition advantage theory, 5 power competition model, and SWOT analysis model, and to reach the result. Through field trip, multilateral interviews of importers, exporters and trade promoting officials, and detailed questionnaire, the researcher will explain current situation of exportation of the industry of Taiwanese frozen processed seafood on Muslim Market, especially in the Dubai, United Arab Emirates, and the ways of promoting business. Finally, the researcher wishes to combine the analysis of interviews of Taiwanese industries and trade promotion officials, with the information study and business theories, to conclude the niche of the industry and its best strategy on Muslim Market in the Middle East.