海洋深層水的產業商機評估及其消費者行為之研究

An Investigation of Business Opportunity and Consumer Behavior of Deep Ocean Water

賴龍樟(Lung-Chang Lai)

指導教授 ： 黃國隆

淡江大學/管理學院/管理科學研究所企業經營碩士在職專班/碩士(2007年)

https://doi.org/10.6846/TKU.2007.00444

摘要

台灣東海岸擁有所謂「藍金」的深層海水資源，可據以發展食品科技與生機保健等產業，專家研究我國由於地理位置之優勢在台灣東部有優越深層海水資源，此為他國少有。海洋深層水因具有低溫、富礦物質及營養、清澈乾淨、病原菌極稀少等特性，可應用在淡化造水、生產飲料水、水產養殖、低溫蔬果種植、保建食品、飲料、化妝品、等多種目標產業上，以深層海水資源為原料，應用新科技方法強化傳統技術，可創造高附加價值，屬於新興水資源。
海洋深層水是可永續經營之環保綠色經濟產業。深層海水應用，主要可分兩類：深層海水原水物理或化學特性直接利用，及原水經分水後供商品化產業之利用。
如果海洋深層水淡化技術同時獲得突破性進展，人類社會將擺脫缺水危機威脅，則可更加繁榮昌盛，而海洋深層水多用途運用所衍生的產品，因有益人體健康，保健又是近年來的熱門話題，如何通過飲食來達成保健效果，一直是消費者與產業非常重視的課題，因此，引起研究者對於海洋深層水相關產品關切與注意。本文將有詳細之討論。故本研究目的簡述如下：
一、欲針對國內產業目前已開發上市之海洋深層水產品及消費族群之生活型態及消費行為進行探討。
二、從產業環境面探究台灣地區對於海洋深層水之特性、產業結構以及上下游的關係，瞭解外在環境及消費者對海洋深層水相關產品方面之影響，並進一步探討海洋深層水的產業商機。

關鍵字

海洋深層水 ； 淡化技術 ； 消費特性 ； 行銷策略

並列摘要

Eastern Coast of Taiwan owns the so called “Blue Gold” of deep ocean water resource which can be used to develop the industries in food technology and health care. Professionals had studied and pointed that due to the superiority of geographical position of our nation, the East of Taiwan possesses ascendant deep ocean water resource which is rare in other nations. For having the features of low-temperature, full of mineral and nutrition, clean and clear, and few germs, deep ocean water can be applied in desalination of sea water, producing drinking water, aquafarm, planting of low temperature vegetables, health food, drink, cosmetic and so on. Use deep ocean water as raw materials and apply new technique to strengthen traditional technology for creating high value added. It is new water resource.
Deep ocean water is a green economic industry of environmental protection which can be operated perpetually. The application of deep ocean water can be divided into two types: direct using physical or chemical features of deep ocean raw water, and the application of commercialized industry after diverting the raw water.
If the desalination technology of deep ocean water can have penetrating progress, human society can get rid of threatening of insufficient water and the society would be prosperous more and more. There are many products of multi-usage derived from deep ocean water. For they are benefit to human body and health care becomes the hot subject in recent years, how to reach the effect of health care through food always is a very important subject emphasized by consumers and industries. Therefore, it causes researchers caring and noticing relational products of deep ocean water. This paper is going to have detailed discussion, briefly illustrates as below:
A. Discuss current developed and market products of deep ocean water, life style of consumer groups and consumers behaviors for internal industries.
B. Discuss the characteristic, industry structure and relationship for up/down stream of deep ocean water in Taiwan area from the industry environment phase. Understand the effect of outside environment and consumers to corresponding products of the deep ocean water, then advance to study the industry opportunity of deep ocean water.

並列關鍵字

deep ocean water ； desalination technologies ； consumer characteristics ； marketing strategy

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