臺灣蔬菜進口商商業模式之研究-以H公司為例

Study on the Business Model of A Taiwanese Vegetable Importer─ The Case of H Company

周冠誠(Kuan-Cheng Chou)

指導教授 ： 雷立芬

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2022年)

https://doi.org/10.6342/NTU202202579

摘要

本研究透過相關文獻分析並以國內的H蔬菜進口商做為個案研究，選擇該公司的高階主管為訪談對象，採用質性研究將訪談結果整理分析。研究結果指出，蔬菜進口商的商業模式特性可歸納成以下4大領域：1. 目標客群（WHO）：以各縣市大型果菜市場、包裝廠（供應連鎖超市）、餐飲業者、截切加工廠、個人消費者為主要客戶。2. 價值主張（WHAT）：「進口品質控管」、「服務與產品客製化」、「合理價格」的服務價值。3.資源與能力（HOW）：冷藏庫（安裝即時監控系統）(並安裝即時監控系統)、冷鏈車、國外契作、專業的業務人員為關鍵資源；訂單穩定的長期客戶、供貨量穩定的國外供應商、美歐蔬菜溯源和認證單位為關鍵合作夥伴；控管進口量、配送完善、避免造成蔬菜巨大瑕疵、將瑕疵產品供給適合的客戶為重要關鍵活動。4. 財務狀況（Cost Structure Revenue Streams）：主要收益來自提供定價與時價之訂單（對公司戶）及參考傳統市場小販商零售價並額外增加服務之銷售活動（對個人戶）；主要支出為廠房成本、冷藏庫建設成本、人力資源分配成本、包裝資材成本、貨物損耗、其他不確定因素（天氣狀況、船運費用漲跌、國際匯率波動）。
本研究總結國內蔬菜進口商經營模式的重要影響因素為：國外供應商、船運條件、匯率、冷凍設備與冷鏈、國內氣候、國內客戶，並對臺灣蔬菜進口商之商業模式，提出經營實務之建議：1. 蔬菜進口商應能調整相關產品供貨的來源；2. 蔬菜進口商須監測國際船運價格及匯率變動；3. 蔬菜進口商須建置完整且高品質冷凍設備與冷鏈運送；4. 蔬菜進口商須熟悉臺灣氣候變化並具備即時監測之能力；5. 蔬菜進口商須能提供客製化產品及服務。

關鍵字

進口蔬菜 ； 行銷通路 ； 商業模式

並列摘要

To identify the business model of a typical vegetable importer, a case study of H company is undertaken in this study. Based on literature review and personal interview with the top managers of H company, the results show that the business model of a typical vegetable importer can be categorized into four main areas: 1. Target customer (WHO): large fruit and vegetable markets, packing plants (supplying supermarket chains), caterers, cutting and processing plants, and individual consumers are the main customers. 2. Value proposition (WHAT): "import quality control", "service and product customization", and "reasonable prices" are the core value. 3. Resources and capability (HOW): Key resources include refrigerated warehouse (with real-time monitoring system installed), cold chain trucks, foreign contract farming, and professional sales representatives; Key partners include long-term customers with stable orders, foreign stable suppliers, U.S. and European agencies responsible for the traceability and certification of vegetables; Key activities include controlling import volume, improving distribution, avoiding serious vegetable defects, and supplying defective products to suitable customers. 4. Cost structure revenue streams: The main income comes from customer orders based on list prices and current prices (for companies), and sales activities based on market prices (for individual households); the main expenses include plant costs, construction costs for the refrigerated warehouse, costs for human resources allocation, costs of packing materials, cargo loss, and other uncertain factors (such as weather conditions, fluctuations in shipping costs and foreign exchange rates).
The results also show that the important factors affecting the business model of domestic vegetable importers include: foreign suppliers, shipping conditions, foreign exchange rates, refrigeration equipments and cold chain, domestic climate, domestic customers. Some practical suggestions for the business model of Taiwan vegetable importers are proposed as follows: 1. Vegetable importers should be able to adjust the sources of supply of related products; 2. Vegetable importers must monitor changes in international shipping prices and foreign exchange rates; 3. Complete and high-quality refrigeration equipments should be set up for cold chain delivery; 4. Vegetable importers must have awareness of Taiwan's climate change and be capable of monitoring sudden changes when needed; 5. Vegetable importers must be able to provide customized products and services.

並列關鍵字

Imported Vegetables ； Marketing Channel ； Business Model

參考文獻

Osterwalder, A. and Pigneur, Y., 2012. 獲利世代（尤傳莉譯）。臺北：早安財經文化。（原著出版於2010）。

角度數據，2021。「2020台灣的生鮮蔬菜」。（https://www.an9le.com/） （2022/07/02）。

青年農民輔導平台，2022。「臺灣地區蔬菜生產概況」。（https://academy.coa.gov.tw/YF/opendata.php?func=vegetableproduction ws_id=1165 page=41）（2022/07/02）。

國科會，2019。「正視臺灣的氣候變遷」，臺灣氣候變遷推估資訊與調適知識平台電子報018期。（https://tccip.ncdr.nat.gov.tw/km_newsletter_one.aspx?nid=20180507164804）（2022/07/14）。

國科會，2022。「氣候變遷整合服務平台（TCCIP）」。（https://tccip.ncdr.nat.gov.tw/index.aspx）（2022/07/14）。