馬來西亞燕窩業的發展及行銷策略的研究

馬來西亞的引燕業及燕窩加工業發展至今，可分為三個主要階段，第一、最初階段是在九十年代前，馬來西亞還出現大規模人工引燕業，出產皆以東馬沙巴、砂拉越的天然洞燕為主。其次則是起步階段，因為印尼森林大火促使金絲燕遷移來馬，加上金融危機導致產業價格暴跌，在這兩大因素契合的機遇下，造就了馬來西亞燕窩業奇蹟般的崛起。第三、成長階段：西元2000年初期，馬來西亞燕窩業穩健成長，成為世界第二大燕窩出口國。第四、調整階段：2010年初期，由燕窩業沒有節制的發展也趨向複雜化，終導致爆發“假血燕事件”，中國下令禁止馬來西亞燕窩進口，馬來西亞燕窩業遭受重創，價格滑落至新低點。這期間，許多燕窩管制法規及管理制度開始實施，缺乏競爭力的燕窩業者也相繼被淘汰。第五、穩定期：2014年之後，隨著各項政策及制度的落實，中國恢復入口馬來西亞燕窩，馬來西亞的燕窩開始慢慢的恢復生機，價格也穩定上漲，馬來西亞燕窩的出口量也逐年增長即2014的145噸激增至2017年的380噸。本研究將探討這些階段的發展過程中馬來西亞燕窩業的優勢、弱勢環境、威脅與機會，及建議採取的行銷的策略。本研究建議為(一)關注和維護自然環境，(二)真誠善待燕子，用心經營事業，(二)注重燕窩教育文化，提升科研邁向多元(四)結合國內外優勢，共同成長締造雙贏。

關鍵字

金絲燕；燕窩；環境威脅；行銷策略

並列摘要

Malaysia's feeding swallows industry and bird's nest processing industry have been developed to five major stages. The first stage was before the 1990s. Malaysia also had a large-scale artificial introduction of swallows, which was produced in East Masaba, Sarawak. The natural cave is dominated by. Secondly, it was the initial stage, because the Indonesian forest fire prompted the swiftlet to migrate to the Malaysia. The financial crisis caused the industrial price to plummet. Under the opportunity of these two factors, the miraculous rise of the Malaysian bird's nest industry was created. Third, the growth stage: In the early 2000s, the Malaysian bird's nest industry grew steadily and became the world's second largest exporter of bird's nest. Fourth, the adjustment phase: In the early 2010, the unregulated development of the bird's nest industry also became more complicated, which eventually led to the outbreak of the “fake blood swallow incident”. China ordered the ban on the import of Malaysian bird's nest. The Malaysian bird's nest industry was hit hard and the price slipped to a new low. During this period, many bird's nest control regulations and management systems began to be implemented, and uncompetitive bird's nest operators were also eliminated. Fifth, the stable period: After 2014, with the implementation of various policies and systems, China resumed the importation of Malaysian bird's nest. The bird's nest in Malaysia began to recover slowly and the price also rose steadily. The export volume of Malaysian bird's nest also increased year by year. The 145 tons in 2014 surged to 380 tons in 2017. This study will explore the advantages, disadvantages, threats and opportunities of the Malaysian bird's nest industry during the development of these phases, as well as the recommended marketing strategies. The research suggests: (1) Paying attention to and maintaining the natural environment. (2) Treating the swallows with sincerity, and managing the business with care. (3) Paying attention to the education culture of bird's nest, and improving the scientific research towards diversification. (4) Combining domestic and foreign advantages, and jointly growing together to create a win-win situation.