台灣烘焙產業之商業模式分析-以國內某烘焙公司為例

由於食安風暴嚴重，國人對於健康飲食的要求日益提高，此一要求也延伸至烘焙產業。本研究以健康烘焙產業作為研究領域，並選擇國內「高典生技股份有限公司，以下簡稱高典」作為研究對象，針對該公司進行自我分析，以得出個案的優劣勢；之後再針對個案進行PEST環境分析、SWOT分析以及商業模式。研究結果顯示，個案公司擁有十項優勢、十三項劣勢、五項機會與三項威脅，本文根據SWOT矩陣內容，為該個案規劃出五項策略。之後，再針對個案公司現有商業模式內容，增列三種目標客群、三個關鍵合作夥伴以及六項關鍵活動，透過商業模式之調整與創新，期能提升個案公司之競爭力。此外，本研究結果還可提供給予其他從事健康烘焙事業的工作坊，試圖找出適合自己的創新營運模式，為健康烘焙產業注入新的元素，此舉除可提升競爭力外，還能讓健康烘焙的理念得以永續傳承。

關鍵字

SWOT 分析； PEST 分析；台灣烘焙產業；商業模式

並列摘要

Due to the food safety issues, the domestic people are increasingly demanding the healthy diet now and this requirement also extends to the baking industry.This research chooses the healthy baking industry as the research domain, and selects the Taiwanese firm "Gaodian Biotechnology Co., Ltd., hereinafter referred to as Gaodian" as the research object. The study conducts self-analysis of the company to acquire the strengths and weaknesses, and conducts PEST environmental analysis, SWOT analysis and business model for the Gaodian . The analysis results reveal that the Gaodian has ten advantages, thirteen disadvantages, five opportunities and three threats. This study has drawn up five strategies based on the SWOT matrix. In addition, the study adds three target customers, three key partners and six key activities for the existing business model of the case company. We hope to enhance the competitiveness of the Gaodia through business model adjustment and innovation. By the way, the results of this study can also be offered to other workshops engaged in healthy baking, trying to find an innovative business model, injecting new elements into the healthy baking industry. Not only can improve self-competitiveness, but also make the concept of healthy baking keep moving forward.