台灣農產品創新營運模式個案分析-以芒果恰恰公司為例

Taiwan’s Agricultural Innovation New Business Model - A Case Study of MangoChaCha Company

張智閔(Zhi-Min Chang)

指導教授 ： 張宏浩

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201703740

摘要

中文摘要
因為全球暖化，台灣冰品市場從2007年的20億，逐年攀升至40億，而這股『熱商機』將持續蔓延。早在日據時代，剉冰就已隨著製冰技術引進台灣，從早期的清冰、加糖水、加果醬到加果塊等。而隨著經濟條件、生產技術與健康意識抬頭，新鮮果塊取代了傳統的加工製品，但相對的，生鮮蔬果保存不易，生鮮蔬果在採收後仍然會進行相關熟成(ripening)與老化(senescence 或aging)的過程，而這將使食物品質變差，甚至腐敗不堪食用。因此，要維持生鮮蔬果的保存期，就必須控制其相關熟成與老化作用。

為堅持與確保全年都有美味可口的愛文芒果可供民眾享用，芒果恰恰藉由創新的瞬間急凍IQF(Individually Quick Frozen)保鮮技術，維持材料品質，以提供消費者品質穩定之芒果食材。因為冷凍過程會使水分凍結成冰，而這些冰晶會破壞芒果的組織，對芒果本身產生傷害，冰晶越大造成的破壞就越大；但倘若冷凍速度越快，傷害就越小。因此急速冷凍可使芒果的風味與品質能被更完整的保存。冷凍後的芒果可以置放於中央冷凍倉庫，減少店面對芒果冷凍所佔用的冷凍設備、空間與電力！更因為冷凍後的果條可以快速切丁解凍，減少店面人員的作業時間、增加工作效率、快速服務顧客與增加翻桌率， 將有效提升整體店面營收與獲利。

本研究以產業競爭力觀點進行探討，因此本研究以芒果恰恰應用急速冷凍技術與創新營運模式之個案分析，包含以 (一）鑽石模型分析芒果產業總體環境，再以（二）五力分析、（三）價值鏈分析與（四）SWOT分析芒果恰恰現況；並藉由分析結果擬定競爭策略，包含（一）市場發展策略(通路、品牌)；(二)創新應用與研發策略；與(三)國際佈局策略。亦提出相關建議與未來研究方向，以作為台灣芒果產業未來發展方向之參考。

關鍵字

急速冷凍 ； 芒果 ； 五力分析 ； SWOT分析 ； 价值鏈分析 ； 鑽石模型 ； 競争力 ； 策略

並列摘要

Abstract

The product value of Taiwan's ice market reached 2 billion in 2007 it reduced to 4 billion in 2015. The global warming makes this "hot business" continue to spread in the future. As early as the Japanese colonial period, ice technology has been introduced in Taiwan which is from the early ice, add sugar, add jam to the fruit and so on. With the economic conditions, production technology and health awareness, fresh fruit has replaced the traditional processing products. Because fresh fruits and vegetables are not easy to be preserved, fresh fruits and vegetables in the harvest will still be in the ripening (Ripening) and aging (Senescence Or Ageing) process, which will make the food quality worse, and even corrupt consumption. Therefore, to maintain the preservation of fresh fruits and vegetables, the relevant ripening and aging must be controlled.
  In order to insist and ensure that the delicious mangos are sufficient for people to enjoy ice products in the entire year, MangoChaCha company maintains the quality of materials to provide consumers with stable quality of mango ingredients by IQF (Individually Quick Frozen) preservation technology. Because the frozen process makes the water freeze into ice, and these ice will destroy mango organization, the mango will damage, the greater the damage caused by the greater the ice; but if the faster freezing. Quick froze makes mango flavor and quality more preserved and complete. In addition, frozen mango can be placed in central frozen warehouses, which reduces the store face mango frozen by the use of refrigeration equipment, space and electricity. Because the frozen fruit can be quickly diced thawing, it can reduce the store staff operating time and to increase efficiency.
In the past, the study of mangoes in Taiwan was more focused on the application of related extracts and pest control, and less explored in terms of industrial competitiveness. Therefore, this study to MangoChaCha focuses on the application of rapid freezing technology and innovative business model of the case analysis. Including (A) diamond model analysis mango industry overall environment, (B) five force analysis, (C) value chain analysis and (D) SWOT analysis MangoChaCha status; and by analyzing the results of the development of competitive strategies, (A) development strategy (access, brand), (B) innovative application and R&D strategy and (C) international distribution strategy. This study also aims to propose the relevant recommendations and future research direction, as the direction of future development of Taiwan's mango industry of reference.

並列關鍵字

quick freezing ； mango ； five force analysis ； SWOT analysis ； value chain analysis ； diamond model ； competitiveness ； strategy

參考文獻

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