區域型食品批發業經營模式創新個案研究

Case Study on the Business Model Innovation of a Regional Food Wholesale Company

潘榮松(Jung- Sung Pan)

指導教授 ： 曾喜鵬

國立暨南國際大學/管理學院/兩岸高階主管經營管理境外碩士在職學位學程/碩士(2018年)

摘要

傳統食品批發業主要係以零售及餐飲相關企業為其目標客群，並透過大量採購壓低進貨成本，再透過較高價格販售給企業以賺取價差做為商業模式。食品批發業在台灣整體批發業中佔有不小產值，然而過去卻較少被政府及學術研究重視。近幾年因外在環境變遷，食品批發業面臨業績下滑、成本提高、獲利減少等問題，實有創新轉型必要性。有鑑於此，本研究以區域型食品批發業為研究範圍，選取南投一家食品批發商為個案研究對象，以商業模式及創新相關理論為基礎，經由案例分析、專家訪談、工作坊與焦點團體等方法，建構傳統食品批發業之創新經營模式，並藉此建立全富之創新經營模式架構。研究結果歸納出傳統食品批發業創新經營包括六個構面：(一)經營定位創新，從【倉儲-物流】改變為【總部-門市】模式；(二)客群創新，從傳統企業客戶B2B模式，改變為B2B+B2C模式；(三)產品創新，從傳統加工廠與貿易商進貨，增加在地小農產引創造差異化；(四)物流模式創新，從傳統大型倉庫出貨，改變為從門市出貨，減低庫存壓力；(五)服務創新，包含提供企業客戶更精準與客製化服務、提供小農銷售通路與物流、媒合小農與食品加工廠服務、提供食品專業諮詢與食農教育知識傳遞傳服務；(六)成長策略創新，【總部-門市】模式讓原有企業可以品牌方式發展門市，增加企業成長管道。本研究也提出個案研究對象創新經營模式可能帶來的效益。

關鍵字

食品批發 ； 小農 ； 商業模式 ； 創新 ； 物流

並列摘要

The purpose of this study is to explore innovative business models for the traditional food wholesale industry, using case studies, expert interviews, workshops and focus groups as methods. The research found that the innovative operation of the traditional food wholesale industry includes six facets, (1) value proposition innovation, from [warehousing-logistics] to [headquarters-store] mode; (2) customer segment innovation, from traditional B2B mode, changed to B2B+B2C mode; (3) Product innovation, from traditional processing plants and traders to purchase goods, increase the differentiation of local small-scale agricultural production; (4) Logistics model innovation, from traditional large warehouse shipments, Changed to shipment from the store, reducing inventory pressure; (5) service innovation, including providing more precise and customized services for corporate customers, providing smallholders' sales channels and logistics, matching small farmers and food processing plants, providing food professional consultation and Food and Agriculture Education Knowledge Transmission Service; (6) Growth Strategy Innovation, [Headquarters-Store] mode allows existing enterprises to develop their stores in a branded manner and increase their growth channels. This study also proposes the benefits that the case study object may bring to the innovative business model.

並列關鍵字

food wholesale ； small-scale agriculture ； business model ； innovation ； logistic

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