農產品銷售營運模式導入服務創新之研究—以水果為例

Business model of selling agricultural products with service innovation - A case of fruit retailer

蔡晏彰(Yen-Jang Tsai)

指導教授 ： 湯玲郎

元智大學/管理學院/管理研究所/碩士(2009年)

https://doi.org/10.6838/YZU.2009.00174

摘要

傳統農產品銷售通路以實體店面為主，消費者只能透過實體店面進行選購活動，隨著資訊科技及網際網路的普及化，消費者現在也能透過電子商務購買所需商品。營運模式是企業如何獲利與持續維持利潤的重要機制。因此，農產品銷售業者在遭遇產業多樣的競爭時，如何依顧客需求適時修訂服務流程發展營運模式以創造顧客價值，是業者永續經營創造優勢的重要議題。
本研究採用Hamel (2000) 提出營運模式的定義並運用質性研究方法，深入訪談四家農產品水果銷售業者，經分析及歸納訪談內容後，發現營運模式之四項共通點：（1）重視產品品質可與消費者建立信任關係，進而成為忠誠顧客、（2）利用公共媒體與消費者接觸，可提升消費者購買意願、（3）重視售後服務，可提升消費者再購意願、（4）強化與供應商及合作夥伴建立關係，以促使業者具備成本競爭優勢。
從研究結果可歸納出三項結論：（1）業者與顧客建立良好的關係能創造出較佳的競爭優勢、（2）農產品銷售導入服務創新差異化策略為優先考量、（3）業者建立品牌可提升消費者的購買意願。最後，本研究提出農產品水果銷售營運模式，提供給現有水果零售商及未來要進入該產業的業者作為發展之參考。

關鍵字

營運模式 ； 產品屬性 ； 行銷通路 ； 服務創新

並列摘要

Traditionally, agricultural products were primarily sold in physical store; hence, customer only could buy product via physical distribution. Due to the popularization of informational technology and the internet, customer can buy the product via e-commerce channel. Business model is the important mechanism that enables the firm to make and sustain profit continually. Under diversified competition, how the firms timely based on the customer need to revise their operational model of developing service process and create customer value is the critical issue for business to gain sustained and competitive advantage.
This study mainly adopted the Hamel (2000) definition of business model. In addition, the methodology of this research is qualitative research to interview with four agricultural firms. From the result of analysis, the research found the four common points of operational model, as follows: Firstly, when firms focus on the quality of product, they can set up trust in the customer relationship; furthermore, that customer will be the loyalty customer. Secondly, firms can increase the willingness that customers purchase the product by using the mass media to connect with them. Thirdly, when firms pay much attention to post-service, they can increase the willingness that customers repurchase the product. Finally, when firm the strengthen relationship of supplier and collaborative partner, that can enable them to acquire cost competitive advantage.
Based on the result of analysis, we make the conclusion of the research, as follows: Firstly, when firms establish the well relationship with customer, they can gain the superior competitive advantage. Moreover, to set up the differentiation strategy of service innovation in the field of selling agricultural products is the first consideration for the firm. Besides, when firms set up the brand, they can increase the willingness that customers buy the product. Eventually, our research brings forth the new framework of business model in the field of selling agricultural products; therefore, that can provide the reference to the existing fruit retailer and the firms who want to enter agricultural industry in the future.

並列關鍵字

business model ； product attribute ； marketing distribution ； service innovation

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