臺灣小麥蛋餅粉開發與銷售研究營運模式

臺灣在國際上享有美食天堂美譽之稱，多元豐富的飲食文化，代表性食物不勝枚舉，而美味食物往往也是人與人溝通時最好的媒介。有句話說想認識一個國家、一座城市，就要從在地美食開始。本研究產品是以最具臺灣味的早餐餐點，蛋餅原料蛋餅粉為發想，持續一年多來找尋蛋餅粉原料，從臺灣西部平原到東部花東縱谷，與農民和工廠不斷的反覆試驗，最終選定以臺灣在地友善契作種植的臺灣小麥為蛋餅粉的主原料，並搭配特色優質穀物及天然食材融入做成蛋餅粉以增加多元口味。期間聯手烘焙業界專業職人，透過無數次的反覆試吃，就是為了引出食材最好的滋味，我們期待以百變蛋餅粉的姿態，讓這臺灣最實在的美味直達每個家庭裡、每個餐桌上。本研究透過以「商業模式圖」(Business Model Canvas)探討其可行的商業模式，以五力分析、OT分析理論架構來評估其內外在市場的可行性，從行銷4P分析擬定本研究產品開發時程及行銷通路布局的依據。本研究最大價值主張是建構以從原料產地、生產工廠、銷售平台直到消費者手上，期待能以共好、共創、共榮、共益為出發點，也寄望未來能將讓我們最引以為傲的臺灣美味能在世界落地發光。

關鍵字

臺灣小麥；臺式早餐；蛋餅；蛋餅粉

並列摘要

Taiwan enjoys the reputation of a gourmet paradise in the world. It has a diverse and rich food culture and numerous representative foods. Delicious food is often the best medium for communication between people. There is a saying that if you want to know a country or a city, start with local cuisine. The product of this entrepreneurial project is based on the most Taiwanese breakfast meal, and the omelet powder is the raw material for the omelet. The planning team has been searching for the raw material of the omelet powder for more than a year, from the western plains of Taiwan to the eastern Rift Valley of Huadong, with farmers Repeated experiments with the factory finally selected Taiwanese wheat grown in Taiwan's friendly local contract as the main raw material for the omelet powder. It is combined with special high-quality grains and natural ingredients to make omelet powder to increase the variety of flavors. During this period, we have joined hands with professionals in the baking industry to elicit the best taste of the ingredients through countless experiments. We look forward to bringing the most authentic taste of Taiwan to every table in every family with the attitude of a variety of quiche powder. This plan is based on the "Business Model Canvas" (Business Model Canvas) to explore its executable business model, and then use the five-force analysis, OT analysis theoretical framework to evaluate the feasibility of its internal and external markets, from the marketing 4P analysis to formulate this plan the product development schedule and the basis of marketing channel layout. The biggest value proposition of this project is to build from the raw material origin, production plant, sales platform to consumers, looking forward to the starting point of entrepreneurship with mutual benefit, co-creation, co-prosperity, and mutual benefit, and hope that the future can attract us the most. Proud of Taiwanese delicacy, the Taiwanese breakfast will one day shine in the world.