泰國素食產業的創新發展

本研究根據全球植物性飲食 (plant-based food) 的趨勢探討及因應競爭日益強烈的泰國素食產業市場，以及如何創新及擴大植物肉 (plant-based meat) 市場，並結合個案研究法深入了解泰國領導品牌，以植物肉的創新策略為核心架構，從全球議題層次、產業規模層次、經營策略層次以及消費者觀點層次進行分析。研究對象是泰國素食產業，當前素食已不再是傳統單調的青菜豆腐，而是隨著科技的進步與創新研發，逐漸在藍海中找出一片天。本研究探討泰國產業的創新策略及執行過程，並提出下列研究結論： 1. 全球植物性飲食已成潮流，泰國素食產業的全球在地化 (glocalization) 以泰國當地的成本以及當地人所喜愛的口味進行研發與創新，結合民間習俗九皇齋節活動，除了吸引人們嘗鮮，也讓植物性飲食更廣為人們所接受。 2. 經營者以漸進式的產品創新與行銷創新提升彈性素食者 (flexitarian) 選擇植物性飲食的頻率，並藉由突破性的創新快速吸引更多人參與植物性飲食。

關鍵字

素食產業；創新策略；植物肉；九皇齋節

並列摘要

This study explores the global trend of plant-based food and the soaring expansion of plant-based meat market as research background to response to the increasingly competitive Thai vegetarian food industry, and have an in-depth analysis of Thai leading brands based on cases study. The core concept of the study is the innovation strategy of plant-based meat, which is analyzed in the aspects of global issues, industry scale, business strategy and consumer perspective. The subject of this study is Thai vegetarian food industry, which is no longer the traditional monotonous food, such as vegetables and tofu, but with the advancement of technology and innovative research and development, it gradually carves out a niche. This study explores the innovative strategies and implementation processes of the Thai industry, and draws the following conclusions: 1. Plant-based diet has become a globalized trend. With the folk custom of the Nine Emperor Gods Festival activities, Thai people are more willing to accept plant-based diets. Young generation also involved in as it is the growing trend. 2. Progressive product and marketing innovations are increasing the frequency of plant-based diet choices among flexible vegetarians, and rapidly attracting more people to plant-based diets through groundbreaking innovation.