臺灣博碩士論文加值系統

因應零售市場的高度競爭，零售業在顧客價值主張的轉變之下，經營模式就要重新調整，零售業經營模式必須發展彼此尚未提供的商品、服務與市場，填滿自己與競爭者之間的空隙才有機會創造商機及利潤。本研究以裸市集 (Naked Market) 的經營模式設計案例深入探討其如何滿足消費者在量販店與超市之間未被滿足的需求，從價值發掘及其價值活動的創造、更新、取捨、鏈結觀察新經營模式的創造與調整。研究結果發現，裸市集 (Naked Market) 採計量式西式食材販售方式滿足顧客在有限的預算下買到好食材的需求，解決顧客在量販店無法零買食材或是在頂級超市購買好食材太昂貴的困擾。顧客能在裸市集輕鬆便利的一站購齊所需西式料理食材或由裸市集 (Naked Market) 代為尋找及訂購食材，方便顧客採買食材及節省顧客尋找食材的時間及精力。台灣首家計量式食材專賣店新的經營模式滿足了顧客需求及提供顧客更好的價值為顧客帶來便利及舒適的購物環境，也成功將歐美行之多年 Zero Waste 商店不浪費食物及環保的訴求帶入台灣消費市場。

In response to the high competition and the change of customers’ value proposition, retailers have no choice but to re-adjust their business model. Retailers have to develop their own goods, services and markets that they have never offered before to bridge the competition gap and further to create more business opportunities and profits. Based on the model of Naked Market, this study attempts to examine how retailers meet customers’ need that wholesale stores and supermarkets cannot give to, from value perception, value creation, renewal, trade-off, and chain observation on the new business model’s creation and adjustment. This study found that the Naked Market tended to employ the Western-style food sales approach to solve customers’ problems—at wholesale stores customers cannot purchase small quantities of items whereas they, with a limited budget, cannot buy high-quality goods at the supermarket. The Naked Market is a convenient and hassle free one-stop shop where customers can buy all kinds of goods once and for all; it saves customers time and effort. Indeed, the first metered-food specialty store in Taiwan is a new business model which not only serves customers’ need but also provides them with a better purchasing value. In addition, it gives customers a convenient and comfortable shopping environment; meanwhile, it brings the value of zero-waste stores in Europe and America into Taiwan’s consumer market—the demand of food waste prevention and environmental protection.

摘要 i
ABSTRACT ii
誌謝 iii
目錄 iv
表目錄 vi
圖目錄 vii
1. 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 3
2. 文獻探討 4
2.1 價值與價值活動 4
2.1.1 價值 4
2.1.2 價值活動 7
2.2 價值活動的鏈結與傳遞 9
2.3 價值活動的差異化 14
2.3.1 競爭優勢與獨特活動 14
2.3.2 獨特性與價值活動鏈結 16
2.4 經營模式 17
3. 研究方法 24
3.1 研究策略 24
3.2 研究流程 24
3.3 研究對象 25
3.3.1 個案簡介 25
3.4 資料來源 25
3.5 資料蒐集 25
3.6 資料整理與分析方法 26
3.6.1 紮根理論分析法 26
3.6.2 譯碼程序 26
4. 個案描述與編碼 32
4.1 創業條件 32
4.2 經營模式畫布 35
4.2.1 價值主張 35
4.2.2 目標顧客 36
4.2.3 顧客關係 37
4.2.4 通路 43
4.2.5 關鍵合作夥伴 44
4.2.6 關鍵資源 48
4.2.7 關鍵活動 57
4.2.8 營收模式 66
4.2.9 成本結構 71
4.3 價值活動的鏈結 72
5. 個案分析與命題發展 96
5.1 經營模式畫布 96
5.1.1 裸市集經營模式畫布設計 96
5.1.2 量販店好市多經營模式畫布設計 99
5.1.3 頂級超市 JASONS Market Place 經營模式畫布設計 101
5.2 裸市集的價值系統圖 102
5.3 價值活動 104
5.3.1 顧客價值活動 104
5.3.2 裸市集的價值活動與鏈結 106
5.3.3 裸市集與顧客價值活動的鏈結 110
6. 結論與建議 112
6.1 研究結論 112
6.2 研究建議 113
6.3 研究限制 113
參考文獻 114

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