康敏平Kang, Min-Ping王姵云Wang, Pei-Yun2024-12-172024-05-282024https://etds.lib.ntnu.edu.tw/thesis/detail/d02e4b1e2eb5db09d65f2cfd5b995d5a/http://rportal.lib.ntnu.edu.tw/handle/20.500.12235/123910翡翠曾是台灣珠寶交易市場的主流，從民國90幾年一路推升，當年的假日建國玉市人聲鼎沸，每個翡翠攤上都在談生意，而今此番景氣已不復見。許多珠寶、翡翠商的二代、三代接班人也逐漸淡出這個產業。當產業的發展遇到了瓶頸必然有其原因，探究其背後的問題，找出可能的解決之道，才有機會讓產業重新發展。　　本研究係以翡翠產業的核心–中國為研究主體，針對其翡翠產業的運作模式、交易形態進行深入的實地觀察，從原礦標售、切磨廠、零售交易市場及電商直播間皆親身參與觀察，再根據策略形貌分析法，建構策略形貌的六大構面及產業矩陣對翡翠產業進行分析，並且配合上行銷交換問題的四個成本及訪談業內人士來解析翡翠產業零售端所面臨的交易上的問題。　　透過本研究發現翡翠產業建立與推廣翡翠品質分級是消除交易上的資訊不對等問題相當重要的一環；面對翡翠原產地緬甸的不穩定，翡翠原礦的逐漸稀少，建構一個二手交易機制平台將有助於穩定翡翠的價格；隨時代潮流的改變，透過品牌化創造翡翠商品的全新定位，改變翡翠產品線的特色，拓展目標客群將是翡翠產業再生的重要關鍵。Fei Cui was once the mainstream of Taiwan’s jewelry trade market, rising from the 2000s. The holiday Jianguo Jade Market was bustling with people who were trading Fei Cui by majority. Yet such prosperity is no longer seen today. Many of the second and third generations of jewelry and Fei Cui merchants have gradually faded out of this industry. Behind this conundrum of industry development, it’s crucial to study the cause and to find possible solutions for its future.This study focuses on the in-depth field observations on the operation model and transaction patterns in China, the main market of Fei Cui industry. The research involves personal participation and observation in the original mine bidding, cutting and polishing factories, retail trading markets, and e-commerce live streaming rooms. This research analyzes the transactional problems faced by the retail end of the Fei Cui industry by applying the Strategic Analysis method, along with 4C Frameworkof Strategic Marketing Analysis.This research finds that: 1. the establishment and promotion of Fei Cui quality grading in the industry is a crucial part of eliminating the problem of unequal information in trading; 2. establishing a second-hand trading platform will help stabilize the price of Fei Cui in coping with the unstable situation in Myanmar, the origin of Fei Cui, and the gradual scarcity of Fei Cui mine; and 3. repositioning of Fei Cui products via branding, creating new characteristics of its product line, and expanding the target customer group will be the key to the rejuvenation of the Fei Cui industry.翡翠策略形貌產業矩陣交換成本Fei CuiStrategic AnalysisIndustry Matrix4C Framework學術論文