臺灣鰻魚出口至日本競爭力研究─以M公司為例

本文主要是研究臺灣鰻魚進入日本市場所面臨的競爭力分析。以水產養殖業的鰻魚輸出而言，臺灣每年產量約超過五萬公噸以上，95%以上外銷日本，在日本市場佔有率超過50%。自1992年至2006年，日本的活鰻魚進口金額與數量呈現大幅度的增長，其成長率分別為29.32％與47.52％。1992~1994年間，台灣的平均市場占有率為75.12％，中國則為21.61％，但是，2004~2006年間，則分別為51.68％與48.30％。在2006年，中國的出口金額更首次超越台灣，顯現來自中國的競爭壓力相當的大。經由本研究深度訪談結果及文獻分析，整理出臺灣鰻魚產業的狀況，本文並針對臺灣鰻魚產業的M公司進行研究，作為其它業者未來發展的參考依據。一、在水產養殖類別當中，鰻魚產業始終名列前茅，為國家創造了可觀外匯金額，但中國大陸的崛起為臺灣投了一顆震撼彈，加上人力資源成本都較臺灣來的低，臺灣在內銷的比例需增加。二、臺灣初期多運用天然環境養殖，但現在則改為循環水養殖系統，雖然養殖成本較一般養殖成本高，但品質相對良好。三、臺灣鰻魚大都往日本鰻魚專門店外銷，雖然受到中國大陸的覬覦，但絕多數鰻魚專門店要求的品質都必須為最優等的鰻魚。四、臺灣業者絕大多數都將鰻魚外銷，留在本地銷售的數量少之又少，未來如能夠提高內銷數量，勢必也能為鰻魚產業的發展帶來另一波不一樣的消費需求。五、臺灣鰻魚的生長履歷相當完整，不僅符合全球的產業發展趨勢，也能為確保消費者健康盡一份心力。

關鍵字

鰻魚；五力分析

並列摘要

The research mainly explored the export competitiveness of Taiwan’s Eel to Japan. According to the statistics, in the field of aqua-culture, the yearly output volume of Taiwan Eel has surpassed fifty thousand tons in Taiwan, over 95% of which is exported to Japan and accounts for 50% of its market share. In Japan, the total import sum and amount of Eel has increased greatly over the years from 1992 to 2006 by 29.32% and 47.52% respectively. While the average market share of Eel in Taiwan was 75.12％ and 21.61％ in China from 1992 to 1994, the number has changed from the year 2004 to 2006 to 51.68% in Taiwan and 21.61% in China. In 2006, China’s exporting sum has even exceeded that of Taiwan for the very first time, which shows its formidable competitiveness. Drawing from the in-depth interview and the literature review, the research presents the industry condition of Taiwan’s Eel and the case study result of M Company for the reference of future development. I. In the field of aqua-culture, Eel is always top on the list for creating considerable foreign exchange for Taiwan. Nevertheless, the rise of China has thrown a bomb in our market and the cost of its human resources is much lower than that of Taiwan. Therefore, it’s necessary for Taiwan to increase its home sales. II. Taiwan used to breed Eel in the nature environment. Now with circulatory system, the cost is higher but the quality better. III. Despite the covetousness and threats from China, with the Japan Specialty Shops insisting on the best eels, the export of the Taiwan eels to them still maintains high competitiveness. IV. Taiwan sells most of its eels to other countries and saves only a few for our local markets. Therefore, if home sells rates can be raised, it shall bring Taiwan Eel industry another strong consumer demand. V. With a sound and complete eel traceability system, Taiwan eel industry not only goes well with the global industry development trend, but also makes sure the product safety for the consumers.