| 英文摘要 |
The Study did survey on producers and marketing channels of certificated or branded fishery products to find out the status quo and marketing strategies of the surveyed products. It is found that farms of aquaculture are poor in bargaining situation in selling fishery products. Fishery brokers almost dominate in price determination. However, some active farmers sell products directly to restaurants and other markets with better prices to make more profit. To help overall aquaculture industry to make more profit, several marketing strategies are suggested to suit for different branded or certificated fishery products to increase sales of related products. At least three new marketing models, including establishment of retail systems for certificated fishery products through extension of seafood wholesale market institution to establish likeness of consumers and retailers to use/sell certificated fishery products, establishment of electronic commerce systems with efficient use of marketing resources of farmer associations, extension of certificated products with public label or logo of Taiwan Fishery Association to increase overall credibility of the fishery products. Hopefully, policy implications may help the development of fishery industry in this country. |