台灣有機農產品產業的經營模式 學生:蔡倍榮 指導教授:湯玲郎 元 智 大 學 管 理 研 究 所 摘 要 發展有機農業,可以提供人們每天食用食品的安全及健康,保護自然生態,永續經營國土,營造自然田園美景,提供失業人口的有機農產品產業就業機會。有機農產品的定義為:不使用化學肥料、農藥、除草劑等化學資材,而使用天然有機資材生產的農產品。 世界有機農產品產業的發展,到2003年美國有機農業耕地面積95萬公頃,佔世界第一大,並且是世界第一大有機食品及飲料市場,達到130億美元的規模。歐盟先進國家的有機農業面積都已佔總耕地面積5%以上,而台灣卻只佔大約0.25%左右。有機農產品市場的成長率每年大約25%,可說是明日之星產業。 成功的經營模式必需有的因素為:好客戶、容易銷售及事業可長期經營。其主要趨動因子為客戶特徵、公司價值、客戶價值、獲得客戶成本、銷售利潤及所需要的投資。經營模式亦可由營業計劃所表達出來。 有機農產品產業可用有機農產品的目標客戶、目標市場、行銷通路、產品與優勢及主要競爭者來分析產業,並使用經營模式的主要評估因素及有機農產品產業分析方法,研究有機農產品產業業者的經營模式。本文研究統一生機個案的經營模式,可以歸納出客戶構面、銷售構面、長期經營構面。 最後,本研究歸納出以下四點結論: 1、有機農產品的定義、規範與驗證,必須使消費者容易清楚的瞭解與信任。 2、政府及民間必須共同努力推動台灣有機農產品產業的發展。 3、有機農產品的成功經營模式,可以引導企業走到成功之路。 4、台灣有機農產品產業經營模式,主要為成長期的目標市場、產品容易銷售、滿足客戶價值、低管銷服務支援成本及有機專賣店或連鎖店客戶關係。 關鍵字:有機農業、有機農產品、經營模式、公司價值、客戶價值、目標客戶、 目標市場
The Business Models of Taiwan Organic Farming Product Industry Student:Pei-Yung Tsai Advisor:Ling-Lang Tang Graduate School of Management Yuan-Ze University Abstract The development of organic farming may provide to people everyday eating food with safety and health, protecting natural ecology, and sustaining the use of the country land, which may also construct beautifully natural countryside sceneries and increase the employment opportunities from the organic farming industry. The definition of organic farming products is which produced without applying chemical fertilizer, insecticides, herbicide and so forth chemical material, which should be produced with natural organic material. The development of organic farming products in the world, until the year 2003 the organic farming lands in the USA had reached to 950,000 hectares, the biggest in the world, and the USA had been also the biggest market of organic foods & beverages, which had reached the market size of 13 billion dollars. The measure of area of organic farming lands of almost all the developed European countries had exceeded 5% of their total cultivated lands, which in Taiwan was only about 0.25%. The growth rate of organic product market is about 25% every year, the tomorrow star industry. The successful business models must include following factors: “good customer”, “easy sales” and “long life”. The main driving factors are characteristics of customer, value to company, value to customer, the cost of obtaining customer, sales margins and the investments required. The business models may also be illustrated by business plans. The organic farming product industry may be analyzed by target customers, target market, marketing channels, products and its’ advantage and major competitors. The study of the business models of organic product industry is based on the concepts from the main driving factors of business models and the industry analysis of the organic product. The research conclusion of the business model of Uni-President Organic Corp. can be summarized as: Customer Dimension, Sales Dimension and Long Life Dimension. Eventually the research can get the following conclusions: 1. The definition, the norm and the test of organic products must make the consumers easily understand and trust. 2. The government and the public need endeavor to push the development of organic farming product industry in Taiwan. 3. The successful business models of organic farming products may lead an enterprise to a way of success. 4. The business models of Taiwan organic farming product industry is mainly from the growing stage target market, easy sales of products, satisfactory customer value, low sales support expenditures and the customer relationship of organic specialty stores or chain stores. Key Words: Organic Farming, Organic Product, Business Model, Company Value, Customer Value, Target Customers, Target Markets
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