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探討台灣植物肉產品之推廣策略：以消費者文化理論為視角

為了解決經濟部技術處logo的問題，作者顏冠如 這樣論述：

誌謝 I摘要 IITable of Contents IVList of Figures VIIList of Tables IXCHAPTER 1 INTRODUCTION 11.1 Research Background 11.1.1 Global Change of Food and Agriculture: Raising Awareness 11.1.2 The Growing Vegetarian Population Leading the Plant-Based Meat Trend 11.1.3 The Plant-Based Meat Market Si

tuation in Taiwan and Globally 41.2 Research Motivation 51.2.1 Academic Motivation 51.2.2 Industry Motivation 61.3 Research Objectives and Questions 81.4 Key Terminology and Concepts 9CHAPTER 2-LITERATURE REVIEW 122.1 Changing of Food and Agriculture: from Awareness to Action 122.1.1 The Dev

elopment of Agriculture around the World 122.1.2 Increasing Consumer Awareness of Food Consumption 132.1.3 Trends of the Food and Agriculture Based Industry 142.2 Green Food Consumption: Environmentally Sustainable Food Consumption 162.2.1 Concept of Green Food Consumption and Sustainable Food C

onsumption 162.2.2 Plant-Based Meat as Good Food Consumption 172.2.3 The Global Plant-Based Meat Trend 222.2.4 Brands of Plant-Based Meat 252.3 Consumer Culture Theory 312.3.1 Concept of Consumer Culture Theory 312.3.2 Illuminating Four Programs of Consumer Culture Theory 33CHAPTER 3-METHODOL

OGY 373.1 Research Framework 373.1.1 Research Concept 373.1.2 Research Design 393.2 Case Introduction 413.2.1 Selected Criteria 413.2.2 Case Background 413.3 Research Method 423.3.1 Literature Analysis 433.3.2 Questionnaire Survey 433.3.3 Semi-Structured In-depth Interview 443.3.4 Expert

Interview 453.4 Data source 463.4.1 Data Collection 463.4.2 Data Analysis 49CHAPTER 4-DATA COLLECTION AND ANALYSIS 514.1 Vegan and Plant-Based Meat Trend in Taiwan 514.1.1 Introduction of Plant-Based Meat 514.1.2 Current Situation of Vegan and Plant-Based Meat Trend in Taiwan 524.2 Consumer

Perceptions and Behavior Regarding Plant-Based Meat: Questionnaire Survey of Plant-Based Meat Consumers 554.2.1 Consumers’ Viewpoints and Consuming Experience of Plant-Based Diet and Food Trend 564.2.2 Influential Factors from CCT: Consumer Identity Project 634.2.3 Influential Factors from CCT: M

ass-Mediated Marketplace Ideologies and Consumers’ Interpretive Strategies 684.2.4 Consumer Background Information 704.2.5 Summary 714.3 Deep Insights of Consumer Perceptions and Behavior of Consuming Plant-Based Meat: Semi-Structured In-Depth Interview with Consumers 724.3.1 Consumer Perception

and Consuming Experience of Plant-Based Diet and Food Trend 734.3.2 Perception and Context from CCT: Consumer Identity Project 794.3.3 Perception and Context from CCT: Social and Mass-mediated marketplace ideologies and consumers’ interpretive strategies 844.3.4 Summary 884.4 Taiwanese Enterpri

ses’ Viewpoint and Promotion Strategies: In-Depth Interview with Two Local Brand Experts 904.4.1 The Insights of Vegan and Plant-Based Meat Trend 934.4.2 The Action of Research and Development of Plant-Based Meat Product 964.4.3 The Current Promotion Strategies of Plant-Based Meat Product 984.4.

4 Summary 104CHAPTER 5 DISCUSSION AND CONCLUSION 1065.1 Discussions on Research Questions 1065.1.1 Food Innovation Should be Better Connecting to Our Culture and Society 1065.1.2 Narrowing the Gap Between Intention and Behavior 1095.1.3 Promotion Strategies of Plant-Based Meat Product for Young

Generation in Taiwan 1155.2 Implication for Theory 1205.3 Implications for Practice 1225.4 Research Limitations and Recommendations for Future Study 123REFERENCES 125APPENDIX 139Questionnaire Questions 139Interview Guide-Consumer 145Interview Guide-Expert 146Interview Transcripts-Consumer

148A. Ms. Huang 148B. Ms. Lin 172C. Mr. Lu 187D. Mr. Brown 201E. Ms. Lien 223F. Ms. Wang 236G. Ms. Wu 257H. Ms. Long 266Interview transcripts-Expert 277Hung Yang Foods-VVeat 277

臺灣廠商進入穆斯林市場之探討

為了解決經濟部技術處logo的問題，作者侯瑛慧 這樣論述：

因受全球市場競爭激烈的影響，臺灣中小企業進出口在多集中在中國大陸市場，但大陸市場的關稅及勞動生產成本的增加，造成利潤相對的減少，多數投產的產業也因國際大廠的進入呈現市場及產業飽和狀態，減少企業的競爭力低落，另有政治因素約制，迫使臺灣中小企業需另開拓市場，對臺灣企業未來發展是個勢在必行的一步。近年來，政府積極推動新南向政策釋出的利多鼓勵下，臺灣中小企業針對未進入東南亞市場也引起關注，雖臺灣政府提出利多的投資條件及配套政策，就臺灣中小企業的不同生產類型廠商如何進入穆斯林市場，並針對其HALAL清真認證動機、進入海外市場的策略、遇到的困難及因應之道等，就投資穆斯林市場的最佳的入口國家馬來西亞及印尼

，因其政經、人口、生活型態等為臺灣廠商進入穆斯林市場最低門檻，可運用供應鏈、通路的配套模式。訪談問卷並依所得資料分析及實務對比後歸納結果，證實臺灣廠商海外投資模式普遍多以接單生產 （BTO）、原廠委託設計代工（ODM）、代工生產（OEM）為主要運作商業模式，要進行清真認證動機也多屬為代工廠商需求而進行，對於市場的了解也是依合作廠商的要求協同進行開發該市場，因此就已進入的中小型廠商也無法擴大市場。後續建議以產業網絡將市場臺灣產業串連各廠商不同的專業分工，共同發展自有品牌為臺灣中小企業擴大市場。