以供應鏈整合觀點探討在地農業電子商務經營模式

臺灣在地農業的產銷系統長久以來都是仰賴地方農會系統負責運作，近年來隨著電子商務的興起，在地農業的經營模式也隨之改變，電子商務相關技術深入農會的產銷系統之中，透過供應鏈整合，將上游農產原料加工廠至下游的行銷商整合成一個完整的體系，協助在地農業的發展。農產品電子商務發展現況存在諸多挑戰，本研究主要以供應鏈整合觀點探討在地農業產銷體系中各個供應鏈角色所面臨到的問題，以個案研究方法進行深入探究。本研究以農會為主體分析其Osterwalder企業經營模式，以此為基礎分析在企業經營模式中電子商務的資訊流、金流、物流如何運作，本研究選擇七個在地農業供應鏈上的不同角色進行深度訪談，藉此得知這些不同的廠商目前在電子商務相關技術的發展上所面臨到的問題，最後給予結論與建議，研究結果將有助於在地農業發展電子商務經營模式。

關鍵字

在地農業；電子商務；供應鏈整合；經營模式；個案研究

並列摘要

Taiwan's local agricultural production and marketing system has long relied on the local Farmers' Association. In recent years, with the rise of e-commerce, the business model of local agriculture has also changed. The E-commerce related technologies have been deeply applied in the production and marketing system of Farmers’ Association. Through the integration of the supply chain, the upstream agricultural raw material processing factories and the downstream marketing companies are integrated into a complete system to assist the development of local agriculture. However, there are many challenges in the current development of agricultural e-commerce. This research mainly discusses the problems faced by various supply chain roles in the local agricultural production and marketing system from the perspective of supply chain integration. This research uses a local Farmers’ Association as the core to analyze its Osterwalder business model. Based on this, it explores how the information flow, cash flow, and logistics of e-commerce in the business model. This research selects seven different roles in the local agricultural supply chains as the research objects. By in-depth interviewing, we can explore the problems that these different roles are currently facing in the development of e-commerce. The research results will be helpful to the development of local agriculture e-commerce.