水產品銷售平台行銷企劃之研究

Research on the Marketing Planning of Aquatic Product Sales Platform

據調查顯示，臺灣民眾對於購買水產品最重視的因素為新鮮度，但因現代人工作繁忙，下班後的料理時間有限，往往只能到附近的超市購買冷凍包裝的水產品。本研究發現此現象，以評估研究法設計出一個水產品銷售平台，連結漁夫及消費者，讓消費者在平台上即可購買到新鮮水產品。本平台係將漁夫或養殖業的漁獲資訊匯整，銷售後則與低溫物流合作直接進行出貨，並透過冷鏈物流監控以確保在運送過程中的品質。本平台除了提供多項水產品的選擇外，還提供水產品料理食譜及搭配訂閱制按時運送給會員不同的食材組合，希望能讓水產品的供需雙方都透過平台達成共享經濟的效益。

According to the survey, the most important factor for Taiwanese to buy aquatic products is freshness. However, due to the busy work of modern people, the cooking time after work is limited, and they often only buy frozen and packaged aquatic products at the nearby supermarket. This study found this phenomenon, and designed an aquatic product sales platform with an evaluation research method to connect fishermen and consumers, so that consumers can buy fresh aquatic products on the platform. This platform integrates the timely information of fishermen or aquaculture. It cooperates with low-temperature logistics to ship directly after sales, and monitored by cold-chain logistics to ensure the quality in the delivery process. In addition to providing a variety of aquatic product choices, this platform also provides a variety of seafood cooking methods and offer subscription system to deliver different aquatic products combinations to members on time. This platform hopes to enable both the supply and demand sides of aquatic products to achieve the benefits of sharing economy through the platform.