Rozprawy doktorskie na temat „Fish Marketing”

Shrimps occupy a commanding position in the global market by virtue of its ever increasing demand and competetive international prices. A major advantage of aquaculture is that production can be market oriented as against the production oriented marketing in capture fisheries, A proper understanding of consumer demand and the consumers attitudes is a major pre-requisite in planning a viable aquaculture production programme. The systems and technologies of farming to be adopted will also be governed by the nature of the market. It is also quite obvious that the quality and size at harvest, as well as the methods of processing depends very much on the market. The world market for shrimp has been doubled within the last 10 years and aquaculture race for shrimp has started vigoursly in many parts of the world. As the production increases the market is also expanding every year due to the increase indispensable income of the consumers together with the increased rate of consumption. Commercial shrimp landing in the world is now reportedly stagnating at 1.7 million tonnes and the only alternate means of increasing production is to resort to shrimp culture.

Thesis (MTech (Business Administration))--Peninsula Technikon, Cape Town, 2002
The growing and declining demand of the different fish oil application markets. The price of heavy furnace oil compared to fish oil selling price. (Heavy furnace oil is used to generate energy) . The research also investigated the impact of low price fish oil substitutes on the South African fish oil producers. The most important substitute in the current South African majority market, the animal feed market, is vegetable oils. The research finding is that the South African fish oil producers must follow the vegetable oil selling price trend. The most important finding of the research is the high priority the fish oil quality achieves in all the fish oil market segments. The South African domestic market is limited in that it is only the animal feed market and the refinery. export market. The alternative market to sell to is the However, the international fish oil market perceives the South African fish oil to be of low quality. A mindset regarding the importance of fish oil quality has to start at the South African fish oil producers. It is vital that the South African fish oil producers institute quality systems to improve their fish oil quality. The South African fish oil producers must gear themselves to become globally competitive.

The distribution system in the fishing industry has attracted little attention from academics in comparison to the catching sector. This realisation came in the early 1980's with questions being raised about system efficiency and the identification of problems. A lack of understanding of the distribution system led to various calls for an investigation. This research builds on existing understanding by identifying the distribution system in Devon and Cornwall and develops a modelling framework with forecasting properties within which distribution system problems can be analysed. A review of the marketing and distribution literature reveals that system efficiency and the impacts of changes in external conditions are important areas for study. The literature also reveals that few attempts have been made to develop analytical and conceptual modelling frameworks that enable the study of these phenomena in existing distribution systems. Attempts that have been made suffer from conceptual and data problems. The research identities the major features of the fresh fish distribution system, especially the structural determinants including lack of standardisation and variability of supply. Studies of the system in the United Kingdom and overseas are found to be descriptive, concentrating upon trends and past problems. Few modelling approaches have been used or developed. The system in Devon and Cornwall is identified through interview techniques and presented in quantitative terms. From an identification of the system, it is determined that a model should focus on the port merchant sector and have the ability to explain and forecast the effects of supply variation. Econometric methods are used to develop a model with exogenous supply and seasonality characteristics which when combined with sample data on costs and pricing provides a method of analysis and forecasting. The research discusses the wide range of applications possible with the model developed.

Ricefield based fish seed production (RBFSP) in irrigated spring (boro) ricefields after initial introductions by external promoters has spread among farmers in parts of Northwest Bangladesh. This approach to producing juvenile fish, rather than by specialised geographically clustered hatchery and nursery enterprises, has been recognised as a strategy for decentralised production that makes large high quality seed available locally and supports food fish production. RBFSP has been promoted by the international NGO CARE as part of a process to improve rice-based livelihoods of farming households using a farmer field school (FFS) approach in two consecutive projects between 1993 and 2005. The approach is technically simple and is based on the stocking of common carp (Cyprinus carpio) eggs and Nile tilapia (Oreochromis niloticus) broodfish in ricefields. As a new approach to farmer level fish seed production, its livelihood impacts on the farming households as well as associated actors; its adoption, adaptation and rejection process in farming households; and its cost-effectives for dissemination at farmer level were not well understood. This thesis mainly applies the concept of the sustainable livelihood approach (SLA) using tools and processes of the growing family of participatory research. A systems approach was used to ensure that the key stakeholders including households, community and extension organizations were included. The study was initiated with a well-being analysis of community households to identify poorer households before exploring impacts of RBFSP on poorer producing households (RF) compared to non-producing (NRF) households based on one-off and longitudinal surveys. Livelihoods impacts on other actors linked directly and indirectly with RBFSP were also investigated. The adoption process of RBFSP at the household level and the cost-effectiveness of its promotion were assessed. Impact studies at the household level showed that RF households were significantly larger and had lower levels of formal education than NRF. Adoption of RBFSP had improved practical skills and hence substantially improved human capital in RF households. RF households tended to have more of their ricefish plots located adjacent to their households. Poor and intermediate adopters had smaller riceplots than better-off households but higher seed production efficiencies (poor-315.1 kg fingerlings/ha; intermediate-419.1 kg fingerlings/ha) than better-off households (294.6 kg fingerlings/ha). In addition to direct consumption of large fingerlings, RF households restocked them for further growth in their household ponds in doing so increasing yields by 60%. Fish consumption increased substantially in RF households based on their own production reducing their dependency on purchase from markets. The year round longitudinal survey revealed that activities for RBFSP were compatible with their existing rice-based agriculture activities for household members including men, women and children. The relatively limited income from fingerling production improved cash flow in the low income months. Consumption of large size fingerlings from ricefields provided nutrient dense food in the ‘hungry gap’ months when supplies of wild fish were poor, smoothing consumption. Apart from RF households, RBFSP extended its livelihoods impacts to a wide range of actors in and around the seed producing community. Poor fry traders were found to be key actors in the spread and support of RBFSP. On average fry traders supplied fingerlings to 35 foodfish producers within a mean distance of 5 Km from producing households in a community where RBFSP was well established. The end users (foodfish producers) included households with their own ponds, ponds with multiple ownership and larger waterbodies leased by small groups. Locally available RFBSP juveniles were attractive to each of these groups, supplementing hatchery derived seed. A large number of complex socio-cultural and technical factors were related to household level adoption of RBFSP. The major factors included use of cash generated to prevent distress sales of rice; lack of requirement to use pesticide in ricefields; meeting the household consumption demand; capacity to restock fingerlings in ponds; lack of any negative effects on rice production; increased non-stocked fish production in riceplots; simplicity of the technology; ease of fish harvest from riceplots; increased ability to gift fingerlings/foodfish to relatives and neighbours; more efficient use of both riceplot and irrigation pumps. The most important reasons for households not attempting or quickly rejecting RBFSP were labour conflicts with other activities. However, lost access to the riceplots through changes in tenure was the most common cause of late rejection by households who had practiced RBFSP for several years after withdrawal of CARE support. Location of fish seed producing plots close to the homesteads facilitated household women to contribute to seed production activities through feeding and looking after fish. Women were able to decide and control resources generated from fingerling sales as well as choosing to gift fingerlings to their relatives. Informal transfer of fingerlings in this way stimulated spread of RBFSP. Decentralised fish seed production was promoted through FFS very cost effectively. The introduction of an improved strain of Nile tilapia (GIFT) broodfish greatly enhanced the returns from decentralised seed production based on common carp alone. High levels of secondary adoption improved benefits from promoting RBFSP. The major benefit derived from the improved returns to food fish farmers using locally produced seed. Higher levels of net present value (NPV) and benefit cost ratio (BCR) were achieved based on promotion of mixed-sex tilapia in RBFSP than mono-sex tilapia produced in a large scale central hatchery. Cost-effectiveness in terms of multiplier development impacts on ramification of secondary adopters and, income of fry traders and foodfish producers, RBFSP also showed better performance than a mono-sex tilapia hatchery.

The potential for commercial tilapia aquaculture to be developed taking an economic-focused approach was investigated in Mexico. The research examined various issues related to production, marketing and the business environment of the industry. Findings revealed that farmed tilapia products in Mexico can be produced competitively and profitably in large quantities, not only due to its suitability for culture in most of the country; but also due to the availability of more profitable markets (i.e. supermarkets), increasing demand for high quality tilapia products (e.g. fresh, large sizes and more value-added products) and implementation of more efficient business strategies (e.g. economies of scale and partnerships) and newer technologies (i.e. husbandry and equipment). Public/private sector partnerships proved to be the most feasible way to promote and develop tilapia farming in Mexico, particularly in the case of small and medium enterprises (SMEs). Through either economical, technological or consumables support from development bodies; and integration with other agri-business (e.g. agriculture and livestock) or within the industry (i.e. horizontally and/or vertically). In which economies of scale were promoted, efficiency was improved, dealing power was increased, and costs and risks were reduced. In which larger businesses reported production costs 50% lower (around MX 11 kg⁻¹) than SMEs, allowing them to compete against larger sources (i.e. fisheries and imports).Additionally, a strong and fast moving domestic market influenced by the decline outputs (22% between 1990 and 2003) from the main source (i.e. catching sector) and the availability of more value-added products (e.g. fillets in various presentations) have promoted its expansion into more profitable markets (i.e. supermarkets and exports) and in sustained and/or increased prices within the past decade (compared to other seafood commodities, e.g. shrimp and salmon).However, concerns arise about the long-term sustainability of tilapia farming due to the high production costs (overall median value MX$ 19 kg⁻¹), small and inconsistent outputs (85% of the farms interviewed produced less than 100 t year⁻¹), lack of knowledge of proper farming techniques and marketing strategies, unlawful competition from imported products (labelling and taxes), poor law enforcement and monitoring from regulatory institutions, and poor institutional support and inadequate extension services, all of which have affected the sustainable development of tilapia farmers and associated groups. Further research is required for the development and promotion of more efficient and economically viable strategies for tilapia farming businesses to target key internal markets. Similarly, improved and more rigorous monitoring of development and support programs performance is required.

The potential for aquaculture development to make up for an annual 400,000mt shortfall in domestic fish supply was investigated. This involved an overview of the sector to determine its trends and operations and identifying strengths and constraints, a financial viability assessment of the sector, based on mode and levels of operation of existing farms, an assessment of the market and trade for cultured fish with a focus on Oreochromis niloticus, and finally, a GIS approach to update and reassess the potential for aquaculture development in Ghana. Data were obtained from both primary and secondary sources, the former, via fish farmer, dealers and consumer questionnaire surveys. Results of the study showed that interests in fish farming continue to grow with an overall annual average growth rate of 16% since 2000. The existing farms, 1300 in number were however very small with a mean farm size of 0.36ha and a median 0.06ha of which commercial farms accounted for less than 3%. Based on sizes, mode of operation and levels of input and output, five subsistence farm types were identified. Mean production from these pond-based farms ranged from 1436kg/ha/yr- to 4,423kg/ha/yr while that of a medium sized intensive commercial pond farm was 45,999kg/ha/yr. Commercial farming accounted for about 75% of 2006 aquaculture production. The main strength identified was the growing interest in both commercial and non-commercial fish farming and the main constraints were lack of quality seed, low levels of technical support and of knowledge in fish farming practices among non-commercial farmers. Net profits of commercial farms ranged from GH¢ 3,341 (US$3480)/ha/yr to GH¢ 51,444 (US$ 53,587)/ha/yr with payback from 1 to 4yrs, IRR at 35% to 105% and NPV from GH¢ 5,898 to GH¢ 236,412. By contrast, only two of the five non-commercial farm types made positive net returns ranging, from GH¢158 to GH¢1100/ha/yr, with minimum payback period of 14yrs, NPVs of less than 1 and the best IRR being just 4%, when initial capital requirements are full costed. Uncosted family labour inputs and negligible land opportunity costs improved viabilities for two farm types, where net returns/ha/yr increased by more than 50%, minimum payback dropped to 2 years, NPV from GH¢ 4839 to GH¢ 9330 and minimum IRR of 45%. Main constraints identified as affecting the profitability of subsistence farming were the relatively low prices of fish and the low levels of output which could be improved through better farming practices. From the market survey, a huge market potential for tilapia was identified with a current supply deficit of 41,000mt. The most preferred sizes by consumers and with potentially good market price for traders were those weighing at least 200g. For dealers, trading in cultured fish was found to be more profitable than trading wild capture tilapia because of lower wholesaler prices, gross profit margins were GH¢ 0.49/kg and GH¢ 0.25/kg respectively. Preference for tilapia was influenced by taste, availability, and its perceived health benefit. A key constraint to the sector was poor post-harvest handling and preservation of the fish resulting in shorter shelf life. From the GIS study, 2% (3,692 km2) of available land area was identified as very suitable for subsistence and about 0.2% (313.8km2) for commercial farming. A further 97.4% and 84.0% were identified as suitable for subsistence and commercial farming respectively. Areas with potential for cage culture were also identified, which were largely in the southern and mid-sections of the country. The overall conclusions are that based on natural resource requirements, market potential and financial viability, Ghana has the potential to totally make up the shortfall in domestic fish supply through aquaculture production. The current 400,000mt shortfall in domestic fish production can be achieved by 2020 by increasing overall aquaculture production by 60% per annum.

This thesis adds the market orientation approach to a global value chain analysis of four farmed seafood value chains from two Asian countries to the EU. The overall aim of the research is to critically evaluate whether, and to what extent, access to market information is the key to unlocking the potential of developing countries to create greater value: whether knowledge is power. The objectives of the thesis are therefore to explore the process of generating market information in seafood value chains from Asia to the EU; understand under what conditions market information is, is not or is only partially disseminated; and, evaluate the role of market information in responses by chain agents that create value. In order to achieve these objectives, fieldwork was conducted along the length of shrimp (Penaeus monodon) and prawn (Macrobrachium rosenbergii) from Bangladesh, and shrimp (Penaeus vannamei) and tilapia (Oreochromis niloticus) from Thailand to the EU. The EU is the world’s largest single market for imported fish and fishery products. France, Germany and the UK were selected for fieldwork as they are primary importers of the species from the selected countries. The research found that although increased knowledge is necessary, it is not a sufficient condition for increased value creation. Instead, the research advances existing understanding of seafood value chains by revealing that successful integration of developing country producers into global markets is partly dependent on governance and industry development in the exporting country. Weaknesses in these structures and relationships undermine supplier power by reducing access to market information, lessening incentives for sharing information, and restricting response capabilities. A number of methods for overcoming these constraints were found in the chains examined, focusing on direct links between market and value chain agents. Importantly, the research found that integration is also dependent on the willingness of those with a market presence in importing countries to share knowledge and power. Critically, the research has led to the conclusion that the possession of market information is one way for value chain agents, particularly those downstream, to guard knowledge and power for themselves. A better understanding of seafood markets and an improved analysis of aquaculture value chains from Asian countries to the EU revealed through the research will facilitate public and private responses that focus on the competitive advantage of the whole chain as a means to more sustainable development. This may well promote new chain configurations that place a premium on stronger and more collaborative linkages, increasing coordination between weak and strong suppliers and contribute to private sector development assistance. Only when knowledge is shared and suppliers gain power, will the market orientation of seafood value chains be improved, if not optimised.

In this thesis, I conducted an analysis of the consumption patterns associated with demographic and socio-economic characteristics, using Tobit and double-hurdle models. Data were collected for 11,574 households from the US Bureau of Labor Statistics for the year of 2014. Specific determinants included household size, age, income, gender, education, race, region, marital status, and whether the household lived in a coastal state. The results reveal that seafood expenditures are sequential decisions. Asian racial groups, households headed by married couples, a large number of members in households, higher income households, and households residing in the Atlantic and Gulf Coasts were variables that significantly impacted seafood expenditures.

Content of this diploma thesis is business plan for fish restaurant foundation. This restaurant is focused on freshwater fish and it is located in České Budějovice. Document is divided into theoretical part which is followed by practical part. In theoretical part are described basic therms from field of business. Requisites, used methods and processes of doing business plan are described and then used in practical part. Practical part of this diploma thesis is focused on business plan itself. It also contains summary of business goals for the purpose of evaluation. If they are realistic and achievable for accomplishment.

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Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES)
Anthropology Fisheries is a social science research subfield born in a context has put in question the guidelines of their own Social Anthropology, acquiring the discipline status or scientific research field only from the 1980s. Discipline built elements epistemological that allow us to uderstand the existing social relations among fishermen, putting into play important data for analysis and knowledge of the peculiarities of life of these social groups whose way of life is related to the fishing resources. Artisanal fishing in the mucipality of Penalva, in Maranhão Lowlands, presents itself as one of the main economic activities and livelihoods of families who depend on fishing activity to stay. This thesis aims to make a study on the daily life and practice of fishing activity carried out by a group of penalvenses fisherfolk, analyzing how these socially organized in practical and symbolic terms. Thus, from the report and the fishermen's social memory, I try to analyze how is constructed and reconstructed the way of life of this group. The Work in Fishing gives fisherfolk Penalva construction, over the years, knowledge which are inherent to the craft, which are acquired and passed on orally from one generation to another, offering subsidies to interact fishermen with the environment in which they live in the development to the fishing activity. Fishing favors the relationship established between the various actors involved in the production of fish, allowing a set of actions that are resignified by the group in a sociability marked by the marketing of fish.
A Antropologia da Pesca é um subcampo de investigação das ciências sociais que nasceu em um contexto que colocou em questão as orientações da própria Antropologia Social, adquirindo o status de disciplina ou campo de investigação científica somente a partir da década de 1980. A disciplina construiu elementos epistemológicos que permitem entender as relações sociais existentes entre os pescadores, colocando em cena importantes dados para análise e conhecimento das particularidades da vida desses grupos sociais, cujo modo de vida está relacionado com os recursos pesqueiros. A pesca artesanal no município de Penalva, na Baixada Maranhense, apresenta-se como uma das principais atividades econômica e de sustento das famílias que dependem da atividade pesqueira para se manter. Esta Tese visa fazer um estudo sobre o cotidiano e prática da atividade da pesca desenvolvida por um grupo de pescadores e pescadoras artesanais penalvenses, analisando como estes se organizam socialmente em termos práticos e simbólicos. Dessa forma, a partir do relato e da memória social dos pescadores, busco analisar como é construído e reconstruído o modo de vida deste grupo. O trabalho na pesca confere aos pescadores e pescadoras artesanais de Penalva a construção, ao longo dos anos, de conhecimentos que são inerentes ao ofício, os quais são adquiridos e repassados oralmente de uma geração à outra, oferecendo subsídios para os pescadores interagirem com o meio em que vivem no desenvolvimento da atividade da pesca. A pesca favorece as relações que se estabelecem entre os diversos agentes envolvidos na produção do pescado, viabilizando um conjunto de ações que são ressignificadas pelo grupo em uma sociabilidade marcada pela comercialização do pescado.

Šiame darbe nagrinėjamas mėgėjiškos žūklės valstybinis valdymas Lietuvoje. Darbe aptariami mėgėjiškos žūklės valdymo pasiekimai kitose šalyse bei mėgėjiškos žūklės vaidmuo darniajame vystyme. Tyrimas taip pat atskleidžia esamas mėgėjiškos žūklės valdymo problemas Lietuvoje teisiniame, organizaciniame ir aplinkosauginiame lygmenyje. Valdymo trūkumams nustatyti pasitelktos suinteresuotų asmenų – meškeriotojų nuomonės. Buvo atlikta jų apklausa, kurioje dalyvavo 825 žmonės. Magistro darbą sudaro įvadas, dešimt skyrių, išvados ir rekomendacijos bei naudotų literatūros šaltinių sąrašas. Darbą sudaro dvi pagrindines dalys. Pirmoji dalis supažindina su esama situacija mėgėjiškos žūklės sektoriuje Lietuvoje ir pasaulyje, aptaria meškeriojimo teisinį reglamentavimą, žuvų išteklių naudojimą. Antroji dalis supažindina su mėgėjiškos žūklės valdymo aspektais ir atskleidžia šio valdymo problemas ir trūkumus, supažindina su meškeriotojų nuomonėmis valdymo klausimais bei įvertina ekonominį mėgėjiškos žūklės potencialą viešajame ir privačiame sektoriuje. Tyrimo metu nustatyta, kad valstybinis mėgėjiškos žūklės valdymas yra neefektyvus ir kad esantis mėgėjiškos žūklės ekonominis, aplinkosauginis ir socialinis potencialas yra labai menkai naudojamas valstybės. Darbe pateikiamos rekomendacijos ir pasiūlymai identifikuotom problemom spręsti. Darbas turėtų būti naudingas ir įdomus aplinkos apsaugos, ichtiologijos, gamtos išteklių valdymo, rekreacinio turizmo specialistams, meškeriotojams.
This paper presents the research of angling management in Lithuania. There are some examples of successful management of angling in other countries as well as recreational fishing role in sustainable development. The research also reveals the current angling management problems in Lithuania in the legal, organizational and environmental levels. To identify weaknesses in the angling management there was executed survey of really stakeholders. Totally the 825 anglers took part in it and their opinions are presented here. The thesis consists of an introduction, ten chapters, conclusions and recommendations, and used references. Paper can be divided into two main parts. The first part presents the current situation of recreational fishing in Lithuania and the world, also discusses the angling legislation and stocks of fish resources in general. The second part discusses the angling management and reveals aspects of the management problems and shortcomings, and introduces the anglers views on governance issues. Also there are evaluating the economic potential of the recreational fishing in the public and the private sector. The study set out that recreational fishing management is ineffective in Lithuania. The governance is using only a small part of possible advantages and benefits from recreational fishing. After conclusions of research you can find the recommendations to solve identified problems of management. This paper would be useful and interesting for ichtiologists... [to full text]
В работе анализируется государственное управление в области любительского (рекреационного) рыболовства. Представлены результаты и опыт других государств и выявляются проблемы управления любительского рыболовства в Литве на юридическом, организационном и природоохранном уровнях. Работа представляет интерес для ихтиологов, специалистов по управлению природными ресурсами, специалистов в области рекреационного рыболовства.

In spite of the enormous scope and potential of marine fisheries, majority of fishermen who depend on this industry, still live under the low income trap due to various production and marketing problems. The present study attempts to identify the major problems and prospects in the marine fisheries industry of Tamilnadu. The practical utility of this investigation is that it will be highly helpful to evolve appropriate production and marketing management strategies in future to increase the productivity of capture fisheries and efficiency of marketing system in Tamilnadu.

The marketing fish research in the Czech Republic is directed to the sale of the fresh water fish, which are typical for our country. The consummation of fresh water fish has a long tradition in the Czech Republic, by contrast the marine fish are of the business in the modern life, which made possible to import this raw from the seaside country. In spite of the long term of the being fish in our market its consummation has got a low level. I directed above all to the young people and their board custums considering to the fish consummation in my dissertation. More than two third of inhabitants consumms fish, that means that it is a big chance for the motivation directed to the higher consummation of the fresh water fish. The Czech people eat much more salt water fish than fresh one. The reason is the wider choise of the salt water fish in the market , its better preparation for cooking purposes and lower prices than by the fresh water fish products. There is a low or almost no choice of the fresh water fish meals in the restaurants. With the boarder fish advertisiment by chefs and education it is possible to reach the more frequent using of fresh water fish in the reastaurant´s menus, which the young generation likes.

Biochemical properties, functional properties, and market potential of Pacific whiting (PW) fish sauce were investigated. Biochemical properties of fish sauce made from whole fish (W) and a mixture (1:1) of whole fish and surimi byproducts (WB) were compared. Market potential was evaluated through phone interviews and consumer panelists. Proteolysis was primarily affected by cathepsin B-like and L-like enzymes. Acidic pH (4-5) with low salt concentration (15-20%) provided a greater degree of hydrolysis (DH), total nitrogen, and amino nitrogen content in PW fish sauce compared to the traditional process. The greatest Angiotensin Converting Enzyme (ACE) inhibition (96.8%) was found in samples fermented with 15% salt at pH 5.0 for 30 days. Anti-oxidative activity (AT) increased when fermentation continued and depended on fermentation pH. Peptides with MW <590 Da possibly played an important role in ACE inhibition. Consumer tests disclosed no significant difference in flavor liking and overall liking among fish sauce samples (W, WB, and commercial anchovy fish sauce).
Graduation date: 2004

碩士
國立臺北藝術大學
文創產業國際藝術碩士學位學程
104
Not long ago an entrepreneur with a good idea needed to appeal to credit cards, family, friends, bank loans and personal savings to fund a business startup; and in order to pitch firms or investors the entrepreneurs were required to give them a detailed business plan with the intention to prove that their idea could be successful. After achieved this hard work the entrepreneurs needed to do marketing in order to promote their idea to recover the invested capital; but doing marketing campaigns used to be expensive and the worst of all: it was considered as interruptions or non-valuable information. The emergence of crowdfunding has allowed entrepreneurs the ability to get their business ideas financed easier and social media has allowed the marketers to communicate and express a more accurate message to their potential consumers. In order to satisfy the new trends there are many enterprises dedicated to guide and develop crowdfunding and marketing campaigns; Spark Starter is one of those. The following document is an internship report that describes and analyze the making process of a successful social media and crowdfunding campaign for a smart aquaponics named Herb&Fish CONNECT. The internship was carried out from July 2015 to November 2015 at Spark-Starter. Although, the period of time to carry out the campaign was consider as a limitation the whole process was very enriching and rewarding. The most significant lessons learned in the internship were: 1) Identifying a very specific audience during the planning phase could lead to a successful marketing campaign and 2) the community building in an essential key to construct social media and crowdfunding campaigns.

The aim of work was to conduct marketing research on the fish market and then analyze and assess consumer behavior on this market. The first part of work was focused on stydying the literature and other sources. Second part was focused on the marketing research. On the basis of the obtained data, was suggested an improvement of business operations for chosen company.

碩士
國立屏東科技大學
農企業管理系所
102
This thesis is aimed to, under the module of service quality proposed by Parauraman, Zeithaml and Berry（abbr. P.Z.B.）, and in the case of Tung Kang Fish Marketing Center, study the relations between service quality and the customers’ satisfaction. By means of descriptive statistics, reliability analysis, factor analysis, t-test, One-way Analysis of Variance, correlation analysis and Multiple Regression Analysis, it can be concluded as follow: 1.The marketing center is considered to be in high intermediate level in service quality and customers’ satisfaction. 2.The diverse definition in service quality between genders. 3.The diverse definition in customers’ satisfaction among different professions. 4.Service quality poses significant influence on customers’ satisfaction, and, in all respects, they are positively influenced by each other. Besides the conclusion of this study, the advice is also made as follow: 1.The improvement in the advertising of the marketing center, especially on the Internet and publication. 2.Putting up the fishery information board including the fish auction information, which helps to spread fishery culture by making customers experience it in person. 3.Seminars on e-commerce, e-marketing can be held to develop a bigger market and elevate the profit.

碩士
國立中山大學
高階經營碩士班
95
Situated at seaside, Mi-Tuo area is lack of natural resources since long time ago. In addition our government didn’t put much effort and budget into area development for quite long time, the fishing harbor and seaside are merely regarded as natural resources for Min-Tuo area. The rest is contributed to our local resident’s hard work in this barren and salty land. Yet tourism sector gains dominance in recent years and five-day workweek is adopted by our government, this kind of area poses great potential to develop its own characteristics. Besides tourism sector will certainly bring enormous economical effect to local area. While emphasis shall be put on sustainable development of tourism and natural resources. Besides strength and weakness of internal development as well as external opportunity and threat should be recognized. Therefore the contingency strategy will be timely drafted to maintain sustainable growth in the changing environment. This research aims to study the current tourism sector in Mi-Tuo county and focus on ecological tourism as well as sustainable development for local area under industrial operation environment. After recognizing strength and weakness of internal development and internal opportunity and threat, the feasible marketing strategy is thus drafted with hope of benefiting tourism sector in Mi-Tuo area. To prevent analytical process from falling into subjective judgement, it is suggested to cope with practical research. As a result development of tourism sector in Mi-Tuo will adapt market change. It is further expected that scenery of fishing village, seaside fishing, sunset gazing at turn of century, returning of fishing boat, sleeping in windbrerk, sea wind listening, stars counting, enjoying milkfish feast, and so on will not only become the best recreational place for people, but draft feasible marketing strategy to industrial development environment.

碩士
國立屏東科技大學
農企業管理系所
104
Abstract Student ID：N10350008 Total page：119 Title of thesis：Research on Customer Service Quality and Satisfaction of the Leisure Fishing Industry: a Study of the Ke-Zi-Liao Fish Marketing Center Name of Institute：Department of Agribusiness Management, National Pingtung University of Science and Technology Graduate date：June, 2015 Degree Conferred：Master Name of student：Lin, Jhih-Wun Adviser：Dr. Lin, Yeong-Shenn The contents of abstract in this thesis： This thesis is aimed to, under the module of service quality proposed by Parauraman, Zeithaml and Berry(abbr. P.Z.B.), and in the case of Ke-Zi-Liao Fish Marketing Center, study the relations between service quality and the customers’ satisfaction. By means of descriptive statistics, reliability analysis, factor analysis, t-test, One-way Analysis of Variance, correlation analysis and Multiple Regression Analysis, it can be concluded as follow: 1. The marketing center is considered to be in high intermediate level in service quality and customers’ satisfaction. 2. The diverse definition in service quality between genders. 3. The diverse definition in customers’ satisfaction among different professions. 4. Service quality poses significant influence on customers’ satisfaction, and, in all respects, they are positively influenced by each other. Besides the conclusion of this study, the advice is also made as follow: 1. The improvement in the advertising of the marketing center, especially on the Internet and publication. 2. Putting up the fishery information board including the fish auction information, which helps to spread fishery culture by making customers experience it in person. 3. Seminars on e-commerce, e-marketing can be held to develop a bigger market and elevate the profit. Keywords: Fish Marketing Center, service quality, customers’ satisfaction

The Czech fishery analysis, SWOT analysis of processing fish department and the fish commodities sale marketing survey of the most important firms were done. Next the consumer marketing survey was done by means of printed questionnaire. 110 informants were spoken and men and women at working age with family were destined as a target group in the Vysočina region. Calculation, co called ratio coefficient of differentiation (P=4s2/R2), was done, which showed, that informants used by determining of meat kind popularity by fish meat of whole answers scale (P=0,33) and by determining of importance of product characteristic the freshness had minimum answers differentiation (P=0,009), which 98% of informants marked as very important. By next questions informants evaluated importance of individual quality attributes by means of 4 point scale (1-very important, 2-rather important, 3-rather uninportant, 4- unimportant). The questions of this type were interpreted by means of weighted arithmetic average (x), and so their importance rate was detected. The freshness (x=1,02) and the palatableness (x=1,34) were marked as 2 the most important product characteristic and as at least important characteristic the ease of food preperation (x=2,23) and the size of package. The consumer awareness about positive influence over human health was marked as the most acceptable promotion of fish commodities (x=1,44) and the TV advertising (x=1,45) and the programmes about cooking (x=1,57) were marked as the best promotion. Next questions evaluation was done by means of percentage share and absolute, cumulate and relative frequencies.

JEL Classification I10 – Health General; M13- Start-up; M31- Marketing; Q22- Fishery & Aquaculture
This project is intended to create a marketing plan for a new consultant company, Wasted Value, specialized in business related to the sea. This project comes through an opportunity identified at the fish market, including the reuse of fish waste. The business of fish waste is too small, such in number as in value, because these residues are only used for fishmeal production, which is subsequently sold at very low prices. Thus, there is an opportunity to create products and derivatives with higher economic value. The objective is to create added value through a raw material of low market value. With this marketing plan, the goal is to use the new company disclosure and communication techniques in order to reach customers and investors, both national and international, and also to provide an excellent consulting service for customers, by the creation of a relationship of trust and loyalty. Thereby, the main goal, in addition to providing consulting services and, with strategic partners, to create products and by-products such as burger fish, fish sausage, products for animal feed, aquaculture and nutraceutical, in a long-term, the company will produce peptides, highly valued product on the market that can be used in areas with high value market as the cosmetic and pharmaceutical industries. To sum up, the project Wasted Value aims to be a pioneer consultant specialized in business related to sea, in order to satisfy the greatest number of companies related to this sector.
O presente projecto tem como intenção criar um plano de marketing para uma nova consultora, Wasted Value, especializada em negócios relacionados com o mar. Este projecto surge através de uma oportunidade identificada no mercado do peixe, nomeadamente o reaproveitamento dos resíduos e desperdícios do mesmo. O negócio dos resíduos do peixe é actualmente pouco expressivo, tanto em termos de número como em valor, pois estes resíduos apenas são utilizados para a produção de farinha de peixe, que é, posteriormente, vendida a preços muito baixos. Assim, existe uma oportunidade de criar produtos com maior valor económico. O core business da “WV” passa por prestar serviços de consultoria e também, através dos seus parceiros estratégicos, criar produtos e derivados de valor acrescentado, através de uma matéria-prima de baixo custo, como são os resíduos de peixe. Através deste plano de marketing, o objectivo será utilizar técnicas de divulgação e comunicação da nova empresa, de modo a atrair clientes e investidores, tanto nacionais como internacionais, e prestar um serviço de consultoria de excelência para os clientes, criando assim uma relação de confiança e fidelidade. De salientar que, para além da prestação de serviços de consultoria e criação de produtos e derivados, como hambúrguer de peixe, salsicha de peixe, produtos para rações, para aquacultura e nutracêutica, a longo prazo a empresa irá aconselhar a produção de péptidos, um produto bastante valorizado no mercado, que poderá ser utilizado em áreas com elevado valor de mercado, como é o caso da cosmética e da farmacêutica. Em suma, a elaboração deste plano de marketing passará por apresentar a criação deste novo projecto Wasted Value, uma consultora pioneira especializada em negócios relacionados com mar, de modo a satisfazer o maior número de empresas ligadas a este sector.

The observation that similar firms faced with a similar situation and seemingly applying similar market strategies and achieving differing degrees of success sparked the study. The question that arose was whether the market strategies applied by these firms adhered to the principles of a sound market strategy put forward in the literature. The study found that the market strategy applied by the firms in question complied with the principles of market strategy, to varying degrees. The firms that adhered to these principles to a greater degree appeared to have been more successful than the others. It appeared that the latter firms neglected the principle "sustainable competitive advantage''. It was concluded that the adherence to the principles of a sound market strategy could lead to improved performance.
Business Management
D. Comm. (Business Management)

碩士
康寧大學
國際企業管理研究所
102
ABSTRACT Tourism industry has risen and developed in recent years. Many traditional manufacturing plants have been transformed into tourism factories that have become booming. Meanwhile, tourism factories have been popular and burgeoning scenic spots. In this study, the concept of experiential marketing and experiential value were combined with customer satisfaction and repurchase intention in order to probe into the relationship among the four dimensions. This study used questionnaires to conduct data collection. The tourists, visiting Da-Tung Soy Sauce Black Gold Brewing Museum and Choalou Fish Shop in June and July of 2013, were the objects of the study. Totally we send out 500 questionnaires and retrieve 485 valid questionnaires of which were analyzed by use of the SPSS17.0 and AMOS21.0 statistic software. It can be realized that the percentage and the distribution of the personal information of the visitors through the descriptive static. By Independent Samples T Test and one-way ANOVA, we can know if there are significant differences among experience marketing, experiential value, customer satisfaction and repurchase intention under personal variables. We can find out the relationships among experience marketing, experiential value, customer satisfaction and repurchase intention, and testify the study hypotheses by means of Structural Equation Modeling（SEM）. Lastly, based on the average scores of the items of the questionnaires, we can make a comparison of the satisfaction between the two factories. The study results that experiential marketing is positively related to experiential value and repurchase intention. Experiential value is positively related to customer satisfaction. Customer satisfaction is positively related to repurchase intention. It shows that parts of the study hypotheses are worked. Based on the study results, we bring up some practical advices to the two tourist factories.

The purpose of this master project is to develop a communication plan for a new Portuguese off-shore mariculture company called AtlanticPrime. The ever-rising demand for good quality protein requires finding new sustainable alternatives to meat production and intensive fishing. Overfishing is one of the greatest challenges of our times. It threatens the survival of various marine species, the balance of the ecosystems and the living conditions of entire communities who depend on fishing to make a living. Aquaculture is an industry that has been significantly growing in the last years. It has become a very competitive market that counts with multiple players from all parts of the world. The species produced and the methods used are extremely diverse. Being so recent, AtlanticPrime does not have a communication strategy yet. Moreover, considering that mariculture is not a commonly known subject, it is extremely important to invest in effective and innovative communication ideas that generate brand awareness and differentiate the company right from the beginning of its activity. AtlanticPrime’s proposed communication strategy integrates both traditional and digital tools and is meant to be implemented during the period of one year. Prior to the creation of this plan, it was made an extensive research of external and internal factors related to the company, using different sources of information. The recommended ideas are directed to other businesses (buyers), as well as to end-consumers, and follow the latest communication trends
O objectivo deste projecto é desenvolver um plano de comunicação para uma nova empresa portuguesa de Maricultura off-shore. A crescente procura de proteína de qualidade requer que encontremos alternativas sustentáveis à produção de gado e à pesca intensiva. A sobrepesca é um dos maiores desafios que enfrentamos na actualidade, uma vez que ameaça a sobrevivência de inúmeras espécies marinhas, o equilíbrio dos ecossistemas e a subsistência de várias comunidades que dependem da pesca tradicional como forma de sustento. A indústria da Aquacultura tem tido um crescimento significativo nos últimos anos. Tornou-se num mercado bastante competitivo que conta já com múltiplos concorrentes de diferentes partes do mundo. As espécies produzidas, bem como métodos de produção praticados são já bastante diversificados. Sendo uma empresa recente, a AtlanticPrime ainda não desenvolveu a sua estratégia de comunicação. Tendo em conta que o tema da maricultura é ainda desconhecido para grande parte dos consumidores, é extremamente importante investir em ideias de comunicação eficientes e inovadoras que criem brand awareness e ajudem a empresa a diferenciar-se desde a sua entrada no mercado. A estratégia de comunicação proposta para a AtlanticPrime integra ferramentas tradicionais e digitais e foi pensada para ter a duração de um ano. Antes da elaboração deste plano, foi feita uma extensa pesquisa de factores externos e internos da empresa, recorrendo a variadas fontes de informação. As ideias recomendadas estão direcionadas a outras empresas (compradoras), bem como a consumidores finais, seguindo as últimas tendências de comunicação.

New England’s seafood industry has been searching for opportunities to diversify their landings and build resilience as it faces socio-economic challenges from a changing climate. Developing markets for underutilized species is one way the New England community could help their seafood industry build resilience. This thesis identified New England’s underutilized fish species and explored their marketplace potential by examining their availability in a changing climate, current availability to consumers, and consumers’ responses. In Chapter I, I account how New England’s seafood preferences have changed over time. In Chapter II, I identify New England’s seven underutilized seafood species: 1) Acadian redfish (Sebastes fasciatus), 2) Atlantic pollock (Pollachius virens), 3) butterfish (Peprilus triacanthus), 4) the Georges Bank and Georges Bank East stocks of haddock (Melanogrammus aeglefinus), 5) scup (Stenotomus chrysops 6) the northern stock of silver hake (Mercluccius bilinearis), and 7) white hake (Urophycis tenuis). In the same chapter, I show that climate change will likely affect the availability of these species differently and that the broader ecological and socio-economic responses from shifting distributions and phenology are largely unknown. In Chapter III, I demonstrate that besides haddock, underutilized species were rarely accessible to consumers in restaurants. In the same chapter, I show how resources would likely help consumers and restaurants connect with their underutilized species since popular seafood suggestion guides either overlook or provide inconsistent recommendations for all underutilized species. In Chapter IV, I suggest that younger generations (Millennials and Generation Z) are interested in engaging with underutilized species. These younger consumers responded positively to hake, haddock, and Atlantic pollock in sensory assessments. Finally, in Chapter V, I suggest how New England’s seafood supply chain can use results from this research to make more informed policy, marketing, and purchasing decisions that align with their sustainability goals. These insights into availability, access, and consumer response may help New England’s seafood industry strategize approaches that will connect younger consumers to their local seafood options and build new adaptive markets in a changing climate.

This thesis deals with the organic livestock production in South Bohemian region. The aim of the thesis was to analyze the South Bohemian organic meat production, production of eggs and honey and distribution of the biocommodities. Through the processing of data from the database IAEI and questionnaire survey, conducted at the level of organic farmers farming in the South Bohemian region with a valid certificate for meat production, development and the current market situation of organic meat production were assessed in the South Bohemian region.