產業價值網路重構與價值創造之研究
─ 以稻米產業為例

近年來已有許多農業單位以重構產業價值網路之方式，突破了台灣農業的困境，並創造出新的利潤與價值，為台灣農業發展帶來新的契機，例如目前台灣有許多農民為因應近年來消費者健康意識的抬頭，結合擁有技術與資源之廠商運用有機的耕作方式耕作以提高農產價格而增加利潤，或整合生產、生活、生態、旅遊、景觀及文化資源與特性發展，或以資源整合方式經營傳統農會創造整體優勢及價值，皆為農業經營模式之轉型與價值鏈活動與網路重組之現象，也在在顯示出農業在面臨強大的競爭壓力下，如何維持產業競爭力及獲得利潤，創造出新型態經營模式的最佳典範。本篇論文之以紮根理論為研究方法，目的在於探討台灣農業價值網路重構達成價值創造之事實與過程，並觀察各位置對農業價值網路重構之經營模式的影響。此外，為闡述農業價值網路位置與價值網路重構之關聯，並說明價值網路重構對價值創造之影響，因此本篇論文將試圖回答出在產業價值網路中，價值網路成員條件如何推動價值網路重構？以及價值網路重構後如何達成價值創造與分配？研究結果以價值網路重構為核心主軸概念，探討其網路重構與價值創造之關連，最後歸納出三種包涵價值概念之網路形態，分別為顧客端推動型價值網路、通路端推動價值網路重構與互補者推動價值網路重構。

關鍵字

價值網路；經營模式；價值創造

並列摘要

There are already a lot of agricultural units restructure the industrial value network in recent years, they have broken through the predicament of the agriculture of Taiwan, and create new profit and value, bringing new opportunity for Taiwan agricultural development. For example, as the consumer healthy consciousness spring up, some farmers corporate with the companies who have the resources and ability to produce the agriculture products in organic way in order to advance the price, or they add with some elements to develop agriculture such as the production, life, ecosystem, travel, landscape, the characteristics and resources of the culture, or taking the resource-integrated way to run the business model of the traditional farmers' association, and the new agriculture investment model, called the rice members system, which is blooming up in recent years, the examples are the successful facts which take the new business model and restructuring value network activities. The evidences show that under the pressure of the competitiveness, how they keep the strengths, and create the new type of the business model. This research use the ground theory in order to discuss the facts and the process that value network restruction and value creation in Taiwan, and oberserving the effect on each position in the network. Moreover, in order to discuss the relationships between network restructuring and the value creation, and what the effects on it, so this research tried very hard to answer the questions that what are the basis of the participants and how they create value in the industry network. The results of this research focus on the core concept, the value network restructuring, and the relationship between restructuring and value creation, and I concluded three types of the value network, which are the consumer-driving value network, the place-driving value network, and the complement-driving value network.