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研究生:李奕誠
研究生(外文):I-Cheng Lee
論文名稱:以價值系統觀點分析水產養殖業在虛擬市場擴張情境下不同商業營運模式之效益
論文名稱(外文):Based on the study of value system to analyze the performance of major business operation models under the expansion of the virtual marketing for aquatic farming industry
指導教授:劉賓陽劉賓陽引用關係
指導教授(外文):Ping-Yang Liu
學位類別:碩士
校院名稱:國立中山大學
系所名稱:國際經營管理碩士學程
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:104
語文別:英文
論文頁數:77
中文關鍵詞:價值系統水產養殖電子商務平台商業營運模式
外文關鍵詞:EC platformAquacultureBusiness operation modelValue system
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摘要
這篇研究主要的貢獻是試圖透過商業模式的升級,去改善養殖魚業者現在所面臨的狀況。在台灣養殖漁業既有的價值鏈中,養殖戶並沒有參與許多。也就是說,在創造附加價值的過程中,養殖漁戶大部分是缺席的。在這樣的情況底下,此篇研究致力於分析與評估新興商業模式,進而為養殖漁戶創造更多的價值。
從產出些許可行性方案,在經過一些資料的過濾產生目標可行性方案,進而透過SWOT、五力分析以及價值系統的概念,這篇研究將顯示出目前養殖漁戶所面臨的困境。而在最後的部分,此篇研究採取個案研究法,以高雄的一個養殖漁場當作案例來套用,評估各個不同商業模式的可行性以及其預計所產生的價值,包括創立自己的電子商務平台或是與現有的電子商務廠商合作,每一項的可行方案,本研究都有整理出養殖漁業戶應該投入些什麼,然後將會獲得些什麼。
最後,此篇研究做了結論即是建議養殖漁戶直接跟現有的電子商務平台進行合作。而這樣的論述點建立於電子商務平台的蓬勃發展以及財務、管理方面上的考量。換言之,這樣的合作方式,本研究認為是目前最適合養殖漁業戶前往發展的。
The main contribution of this research is trying to improve the current situation faced by the aquatic farm owners via upgrading the business model. Among the current value chain of the aquaculture industry in Taiwan, there is not a lot of room for aquatic farm owners. Namely, along with the value added process, the aquatic farm owners do not participate a lot. Under this circumstance, this research dedicates to evaluate alternative business models for aquatic farm owners to create more value.
By evaluating the business operation models with SWOT, five forces analysis and model of value system, this research suggests the status met by the aquatic farm owners. In the end of the research, it applied the method of case study, an aquatic farm from Kaohsiung, to evaluate the feasibility and expected value of several business operation models.
Lastly, this research makes a final suggestion that aquatic farm owners should consider cooperate with the existed EC platform. Considering the financial and managerial issues, this suggestion is the most suitable strategy for aquatic farm owners to solve the current problem.
Table of Contents
CHAPTER 1- Introduction 1
1.1 Background and Motivation 1
1.2 Research objectives 2
1.3 Structure of the research 3
CHAPTER 2- Literature Review 5
2.1 SWOT analysis 5
2.2 Five Forces analysis 6
2.3 Value chain system analysis 8
2.4 Electronic Commerce 10
2.5 Fishery industry 12
CHAPTER 3- Alternative business operation model 15
3.1 Problem statement 15
3.2 Data preparation 19
3.3 Alternative generation 21
3.3.1 Input/output analysis for the alternatives 22
3.3.2 Focused alternatives 24
3.3.3 Business operation model of building own network 26
3.3.4 Business operation model of cooperating with existed EC platform 27
3.4 Business operation model analysis 30
3.4.1 Value chain analysis of aquatic industry 30
3.4.2 Virtual value chain of virtual stores 32
3.4.3 SWOT analysis 35
3.4.4 Five forces analysis 40
3.5 Value chain system of aquatic industry & virtual stores 45
3.6 Evaluation 49
3.7 Suggestions for decision making 53

CHAPTER 4- Case study evaluation 54
4.1 Introduction of the case study 54
4.2 Case study evaluation- cooperating with existed EC platform 55
4.3 Case study evaluation- building an independent network 59
4.4 Suggestion 63
CHAPTER 5- Conclusion 64
References 66
Arnason, R; Kelleher, K; Willmann, R (2008). The Sunken Billions: The Economic Justification for Fisheries Reform. World Bank and FAO
Delia, M. 2008. Impact of E-Commerce in Supply Chain Management
Eisingerich, Andreas B.; Kretschmer, Tobias (March 2008). "In E-Commerce, More is More". Harvard Business Review 86: 20–21.
Fisheries Agency, Council of Agriculture, Executive Yuan Fishery World magazine 2013
Fisheries Agency, Council of Agriculture, Executive Yuan Fisheries extension 334 July,2014
Hilbourn, Ray (2011) The evolution of quantitative marine fisheries management 1985–2010Natural Resource Modeling
Jeffrey F.Rayport & JohnJ.Sviokla “ExpoitingtheVirtualValueChain“,1995
McGoodwin JR (2001) Understanding the cultures of fishing communities. A key to fisheries management and food security FAO Fisheries, Technical Paper 401
Mahon, R.; McConney, P. (2004). "Managing the managers: improving the structure and operation of small fisheries departments, especially in SIDS". Ocean and Coastal Management
Michael E. Porter. "The Five Competitive Forces that Shape Strategy", Harvard Business Review, January 2008, p.86-104

Porter, M.E. (1980) Competitive Strategy, Free Press, New York, 1980
Porter, M. E. (1998). Clusters and the Economics of Competition. Harvard Business Review, pp. 77-90.
Sena S. De Silva et al.,2009. FAO Fisheries and Aquaculture Technical Paper.
Schniederjans, M. and Cao, Q. (2002). E-Commerce operations management. Singapore: World Scientific.
Weihrich. Heinz (1982)”The SWOT Matrix-A Tool for Situational Analysis”, Long Range Planning, Vol.15, No.2, P.60
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