乳製品線上平台創新商業模式

Innovative Online Business Model of Dairy Products

藍亮宇(Liang-Yu Lan)

指導教授 ： 游張松

國立臺灣大學/管理學院/商學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201700860

摘要

三聚氰胺毒奶粉事件、食安風暴抵制鮮乳品牌導致消費者對乳製品失去信任，渴望更安全、無添加的乳製品。有鑑於此，本研究目的為一個生生不息運作的創新商業模式，達到乳製品供需平衡，及提供一個鏈結的產銷平台。

台灣現行的乳製品通路環境中，生產者與消費者距離太過遙遠，產品運送與冷藏成本高，又存在損壞風險。此外，對於酪農小戶而言，由於需透過中間商製造與行銷，往往將生產者的收購價格壓低以達到規模經濟。而建立自有品牌需要自行尋找新的銷售通路也不容易。

基於上述問題，本研究希望設計一個乳製品電子商務產銷平台，藉由線上與線下互動交流，經營社群商務。除了幫助酪農小戶解決產銷問題，將中間商的利潤回歸酪農，進一步透過計算食物里程的概念強調環境保護，同時建立公平透明的驗證機制，確保消費者買到新鮮無毒的優質乳製品，創造另類酪農商機，同時也讓更多人願意投入酪農業，打造酪農小戶充滿幸福感的農場定位，並擴大其專業市場。

關鍵字

電子商務 ； 乳製品 ； 產銷平台 ； 商業模式

並列摘要

2008 China Toxic Milk Powder Incident and 2014 Food Safety Storm led to people’ losing trust of dairy products and looking forward to safer and inartificial ones. Thus, the purpose of this study is to create a new business model, to meet the balance between supply and demand, and to provide a linking platform to market.

In Taiwan’s current dairy products market, the producer and the consumer are too far away; the risk of damage, product delivery and refrigeration costs are high as well. There are some companies who do the purchase and shipment business, we call them middleman. For small farmers, due to the need of manufacturing and selling the products through middleman, who tend to reduce the purchase price to reach economies of scale, or the establishment of its own brand and finding their own new channel, both these ways are not easy.

Based on the above problems, this paper designs a new platform, through online and offline interaction, to manage community business. In addition, the platform further calculates the food mileage so as to emphasize environmental protection. Establishing a fair and transparent verification mechanism to ensure that consumers buy fresh and non-toxic high-quality dairy products is another goal. The business model’s future will be fantasized and positioned as farms full of happiness.

並列關鍵字

E-commerce ； dairy products ； production and marketing platform ； business model

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一、 中文部分