產地直銷創新營運模式與策略之研究- 以T平台水產銷售為例

台灣在食物管理方面卻頻頻出狀況，目前傳統通路及大盤商對生產資訊並沒有控管機制及記錄，品牌及通路也無法完整掌握食物來源及生產履歷，生產來源資訊不透明，所以國人對自己吃的食物來源資訊並不夠了解，加上忙碌的工作常常忽略了飲食健康，從目前食安的個案看來，政府/法律對黑心廠商的約束力有限。因此本論文目的在研究發展一套產地直銷機制，以設計系統性的創新營運模式，參酌台灣電子科技產業，從產品計劃、生產品質控制、預測市場機制、營銷全球的管理，將科技管理嚴謹的態度加以運用到食物供應鏈生產管理過程，提升食品安全的控管，並解決食物產銷過剩的問題。藉由此創新營運模式，除了所有產品皆有生產履歷記錄且經第三方實驗室檢驗合格外，將使得產地生產者於生產過程的每一環節，更能有效控管及追蹤生產品質，透過系統性平台服務，快速媒合買、賣雙方，減少交易程序，縮短交貨時間，去除中間商的剝削，直接從生產者銷售至消費者，同時把利潤回饋給消費者，為消費者提供安心的食材，確保國人身體的健康，為社會帶來更健康更有味道的台灣。

關鍵字

產地直銷；創新平台；商業模式九公格

並列摘要

Taiwan recently has a lot of problems in food management. Currently, traditional retailers and wholesalers don't have any control mechanism or record, brand vendors and distributors also can't fully control food source and traceability. The source of food is not transparent which causes public is difficult to understand what they have eaten. In addition, we usually ignore healthy diet due to busy work. From current food safety cases, government/law has limited restriction to unscrupulous vendors. The purpose of this paper is to develop a direct selling mode in the agricultural products habits by designing a systematic and innovative operation mode. Referring to the methods applied in Taiwan's technology industry, like product planning, production quality control, predicting market mechanism, global sales management, we've learned the strict manners from technology management and apply them to production process of food supply chains to enhance food safety control and resolve the problem of excess food. With this innovative operation mode, not only all products can have its own traceability and be qualified by third party certifying lab, it also helps anything made by habitat producer can be efficiently controlled and monitored. Through systematic platform service, it can quickly match sellers and buyers, reduce procedure of transaction, shorten shipping time, reduce reseller exploitation, directly sell products to consumers, gives profits back to consumers, provides safety food to consumers in order to secure public health, and earns a healthier Taiwan society!