梨山果園經營模式之研究：以青山蔬果園為例

果樹的栽種與水果的消費是台灣光復後農業生產與飲食生活發展上改善最明顯的，且對台灣社會經濟具有務實性的價值與意義。梨山是一個地區品牌鮮明的溫帶水果產地，近年來受到進口水果價格干擾，以及氣候暖化之影響，嚴重衝擊梨山地區水果產量及整體收益，對果農造成生計的嚴重衝擊，因此其商業模式探討更顯重要。Osterwalder ＆ Pigneur（2012）提出的商業模式理論具有圖表輔助思考之功能，提供整合九項要素之架構，並從環境分析以助洞察個案組織所面臨之經營壓力，最後藉由SWOT分析提出改善之具體建議。研究結果顯示：（一）以商業模式之目標客層、價值主張、顧客關係、通路、收益流、關鍵活動、關鍵資源、關鍵合作夥伴、成本結構九要素評析梨山青山蔬果園之經營模式內涵；（二）透過經營模式九元素間之關係檢視梨山青山蔬果園之商業模式架構；（三）以市場力量、產業力量、關鍵趨勢及總體經濟力量評析梨山青山蔬果園面臨之環境現況；（四）根據前述之分析，本研究提出五項商業模式再設計之建議：（1）落實產品驗證以助開發多元農產品販售通路；（2）深化自然農法的種植系統；（3）透過品種選育，因應環境變化；（4）開發農產品伴手禮；（5）發展與觀光景點店家之良好關係積極佈點。

關鍵字

商業模式；臺灣溫帶水果產業；蔬果園

並列摘要

The cultivation of fruit trees and the consumption of fruits are the most obvious improvements in the development of agricultural production and dietary life after Taiwan Restoration. They also bring pragmatic value and significance to Taiwan's economy. Lishan is a region with a distinct brand of temperate-climate fruit. In recent years, it has been affected by the price of imported fruits and the influence of climate warming. It has severely impacted the fruit yield and overall income of the Lishan area, causing serious impact on the living of the fruit farmers. The discussion on its business model thus is even more important. The business model theory proposed by Osterwalder & Pigneur (2012) enables graph-assisted thinking. It provides an architecture that integrates nine elements. By the environmental analysis, it insights the operating pressure that the individual organizations face. Eventually, it proposes substantial suggestions via SWOT analysis. The research results show: (I) Evaluating the business model of Lishan X vegetable and fruit garden, based on the target customer, value proposition, customer relationship, channel, revenue, key activities, key resources, key business partners and cost structure of the business model; (II) Examining the business model structure of the Lishan X vegetable and fruit garden through the relationship among these nine elements; (III) Evaluating the current situation faced by the Lishan X vegetable orchard by market power, industrial strength, key trends and overall economic strength; (IV) Based on the above analysis, this study proposes five business model redesign recommendations: (1) implementation of product verification to develop multiple sales channels for agricultural products; (2) deepening the cultivation system of natural agricultural methods; (3) selection on breeding, in response to environmental changes; (4) creation on gifting package of agricultural products; (5) development positive relationship with stores in the tourist attractions to active distribution.