冷凍食品電商經營之研究-以A公司為例

台灣的生鮮電商產業是近年來許多本土丶甚至外商的企業欲發展的新興領域，近幾年台灣生鮮電商及相關農產品電商蓬勃發展，但是未有顯著市場代表性的企業。本研究選擇A公司為研究標的是因為A公司是台灣生鮮電商中唯一擁有自有冷凍冷藏倉儲、最多冷凍(4000SKU)商品數以及全台唯－生鮮任選模式的生鮮電商，具有代表性，但是發展過程難免遇到其他生鮮電商的挑戰，因此本研究主要是在探討A公司行銷通路經營面對的劣勢與威脅並提出改善策略分析，採用文獻探討、個案訪談與分析的方法研究，透過SWOT分析及因應策略分析，得到以下五點結論及建議：一、透過整合，提供一條龍服務。二、劃出市場區隔，專攻巷內美食。三、強調把關食材品質，建立嚴格允收標準。四、成為垂直型電商，強化市場競爭力。五、虛實通路互補，帶動口碑行銷。

關鍵字

生鮮電商；滲透率；虛實整合；垂直型電商

並列摘要

Taiwan's fresh e-commerce industry is an emerging field for many local and even foreign companies in recent years. In recent years, Taiwan's fresh e-commerce and related agricultural products e-commerce has flourished, but there are no significant market representative enterprises. This study chose Company A as the research target because Company A is the only fresh e-commerce company in Taiwan that has its own frozen and refrigerated storage, the maximum number of frozen (4000 SKU) products, and the whole Taiwan-only fresh selection model. However, the development process inevitably encounters the challenges of other fresh e-commerce. Therefore, this study is mainly to explore the disadvantages and threats faced by A company's marketing channel management and propose improvement strategy analysis. It uses literature discussion, case interview and analysis methods. Through SWOT analysis and response strategy analysis, the following five conclusions and recommendations are obtained: 1. Through integration, providing one-stop service. 2. Draw out the market segment, specializing in the food in the lane. 3. Emphasize the quality of the ingredients and establish strict acceptance criteria. 4. Become a vertical e-commerce, strengthen market competitiveness. 5. Complementary virtual and real channels, leading to word-of-mouth marketing.