養殖冷凍水產品流通創新行銷模式設計-以石斑魚加工品為例

隨著台灣人口結構、飲食文化、家庭收入來源、高齡化、少子化以及未婚單身趨勢的改變，消費者飲食型態轉為快速便利為主，生鮮冷凍食品需求也快速成長。其中，冷凍水產品最具發展潛力，但是通路與商業運作卻一直未建立可參考的模式。本研究以石斑魚冷凍加工冷凍，並以符合家庭料理需求為研究案例對象，依量販店、企業福利委員會、百貨公司、電商平台等不同通路性質，設計冷凍加工、包裝、流通與銷售網路平台，並且設置可快速計算成本的平台，形成創新商業模式。本研究結果可以解決石斑魚產銷失衡問題，透過產品銷售包裝、廣告宣傳製作、銷售網站建置，以拉式策略，從市場端整合到養殖池，可以建立創造整體產業效益的商業模式。

關鍵字

冷凍水產品；石斑魚；家庭料理需求；商業模式

並列摘要

In compliance with the trend of population pattern, food culture, sources of family income, ageing, low child birth rate, and single, food pattern has been altered to quickness and convenience, and the market of fresh frozen food is simultaneously growing in the past decades. Potentially, aquaculture frozen foods are the main item but their channel and business operational in terms of business model is still required. Regarding the frozen manufactured grouper, this study aims at the establishment of creative business models for household food ingredients. Marketing channels considered in this study are warehouse, business welfare committee, departmental store, and networking platforms and their frozen pattern, package, distribution, and marketing specifications are individually designed. In addition a cost computation platform is also conducted to quick response commodity requirements in different channels. All business models designed in this study are verified in a workable case in which commodity package, advisement, and platform are conducted and results indicated that the problem of production and sales can be solved via the creative pull strategy.