A Study on the Marketing Strategy of Ecological Cultivation on Aquatic Products: A Case of Care Food Farms

• Main Authors: Ying-Hui Wu, 吳映慧
• Other Authors: Chien-Yuan, Sher
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/s28775

碩士 === 國立中山大學 === 高階經營碩士班 === 104 === 《Research issue》 After the plasticizer incident in May 2011, a series of food safety issues followed, including contaminated cooking oil and illegal aquatic additives, causing consumers to feel unsafe in using any aquatic products. The Care Food Farms focus on consumer and environment safety, expanding and developing the aquaculture industry so as to“care for the environment, care for the consumers, care for the people, and care for the fish.”It will release non-toxic and fresh aquatic products from its own brand“Care Goods.” 《Research design》 The goal of this research is to study the process of ecological cultivation of aquatic products as a starting point to improve potential future products of“Care Goods,”integrating innovative marketing strategy and plausibility analysis by: (1) Discovering novel strategies for marketing aquacultural goods. (2) Implementing the innovative technique of aquaculture farming in traditional aquaculture farms so that manufacturers and consumers feel at ease. (3) Making sure that manufacturers can reduce costs and increase profit through the integrated marketing strategy, as well as ensuring better prices and healthier products for consumers This study used in-depth consumer interviews of consumers and aquaculturalists, consumer, five-forces, and SWOT analyses to elaborate on various marketing strategies and plans for improvement. 《Research Results & Contribution》 The results of this study indicated that ecological cultivation of aquatic products is absolutely the best strategy for future manufacturers facing harsh weather. Consumers will be able to choose healthy, safer and cheaper aquatic products, in this win-win situation.