農產品銷售營運模式導入服務創新之研究—以水果為例

蔡晏彰

doi:10.6838/YZU.2009.00174

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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 , Masters　　Advisor：湯玲郎　　

繁體中文 DOI： 10.6838/YZU.2009.00174

營運模式；產品屬性；行銷通路；服務創新； business model ； product attribute ； marketing distribution ； service innovation

Abstract │ Reference (92) │ Times Cited (2) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

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.

Reference ( 92 ) 〈TOP〉

1.王秀伯（民96，12月）。魚、水果及蔬菜可以降低老年癡呆之風險。健康世界，264，7-7。
連結：
3.王盈超（2006）。物流服務業導入創新服務對營運績效之影響。元智大學，碩士論文。
連結：
5.行政院農業委員會。「95年糧食供需年報」，台北，行政院農業委員會。
連結：
6.宋餘俠、劉士豪（2006）。發展永續經營之數位機會：拉拉山電子商務數位機會模式案例。研考雙月刊，30(1)，47-57。
連結：
7.林南宏、王文正、邱聖媛、鍾怡君（2007）。產品知識及品牌形象對購買意願的影響－產品類別的干擾效果。行銷評論，4(4)，481-504。
連結：

Times Cited (2) 〈TOP〉

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