馬來西亞溯源碼燕窩經營個案分析-以世燕公司為例

食用燕窩(Edible Bird’s Nest, EBN)主要產於東南亞國家，具有極高的營養和藥用價值，自古被中華民族視為珍稀的進補食材。隨著1990年代中國經濟起飛，生活水平的提高，對食用燕窩需求快速成長，馬來西亞抓住了契機，食用燕窩行業也逐漸火熱。好景不常，由於當時沒有一套完善的加工規範與機制，在2011年引發了燕窩食品安全信任危機，導致馬來西亞燕窩被禁止出口至中國，以及影響香港澳門等出口市場，燕窩產業鏈跌入冰點。直至2014年，東南亞各國與中國商討並制定食用燕窩加工規範，實施燕窩溯源，禁令才得以解封。通過馬來西亞資深燕窩業者數年的努力經營，馬來西亞傳統燕窩產業逐步轉型，燕窩溯源逐漸成為主流。鑑此，為避免重蹈覆轍，本論文將以「世燕公司」溯源碼燕窩經營為探討對象，讓更多欲加入溯源碼燕窩加工的同儕瞭解燕窩規範化加工的發展趨勢，以及通過潛力分析、損益平衡點分析，個案經營SWOT分析，瞭解燕窩市場發展潛力、損益平衡點，以及溯源碼燕窩經營之優勢、劣勢、機會、威脅。

關鍵字

燕窩溯源；潛力分析；損益平衡點分析； SWOT分析

並列摘要

Edible bird’s nest (EBN) is mainly produced in Southeast Asian and has extremely high nutritional and medical value. Since ancient times, it has been regarded as a rare and valuable supplementary food by the Chinese. With the China economy took off in the 1990s and the improvement of the standard of living, the demand for edible bird’s nest has grown rapidly. Malaysia seized the opportunity for development, and the edible bird’s nest industry was gradually become a magnificent and extensive business. The good time did not last, because there was no proper processing specification and mechanism at that time, which triggered the bird’s nest food safety and trust crisis in 2011, which led to the ban on export of Malaysian bird's nest to China and the impact on Hong Kong and Macao’s export markets. The bird's nest industry chain fell to freezing point. It wasn't until 2014 that countries in Southeast Asia negotiated with China to formulate processing regulations for edible bird's nest and trace the source of bird's nest. Through years of hard work by senior and experience Malaysian bird’s nest operators, Malaysia’s traditional bird’s nest industry has gradually transformed and bird’s nest traceability has gradually become mainstream. In view of this, in order to avoid repeating the previous mistakes, the paper will focus on the management of bird’s nest traceable source of “TK Company”, so that more peers who want to join the processing of bird’s nest traceable source can understand the development trend of standardised processing of bird’s nest, and through potential analysis, break-even point analysis, SWOT analysis of case management, understand the market development potential of bird’s nest, the threshold of the break-even points, and the advantages, disadvantages, opportunities and threats of traceable source bird’s nest management.