臺灣博碩士論文加值系統

台灣有許多道地美食小吃聞名於巷弄間，但往往屬於個體戶的小型經營模式。為擴大其銷售範圍，易受限於資金、人力、物力等因素而無法進行。因此，許多商家希望藉由網路團購，能夠接觸到傳統通路無法觸及的客群以擴大營業額及銷售量，並藉由網路資訊透明的特性，使消費者能夠透過口碑與比價以提升成交率，創造更佳的營業額並觸及到不同的消費群。
沈媽豆花認知到上述的好處，因此逐漸由實體銷售逐漸轉向搭配網路團購銷售，實屬於第一次的銷售轉型，但所面臨的消費習性卻大不相同，因此沈媽豆花該如何調整其經營策略以突破現有銷售量，乃是本論文研究主要動機。據作者所知，目前尚未有研究豆花業者創新商業模式之相關論文，故藉由本論文進行沈媽豆花商業模式的分析結果，期望可提出有效的具體建議和未來可行性高的經營策略，以提供沈媽豆花作為未來第二次轉型的營運參考。
本研究採用Osterwalder and Pigneur (2010)所主張的Business Model Canvas九大要素作為探討範疇，並透過沈媽豆花的重要成員與顧客訪談和資料整理分析，以企業外部及內部兩個面向，提出沈媽豆花於商業模式中的調整建議，以及未來改變的各種可能性，如提升生產效率、包裝自動化程度、研發新口味及配料、開發新合作夥伴以拓展通路以及推出新包裝等。本研究除了提供沈媽豆花轉型的參考之外，亦可作為其他小型美食業者改變經營策略的重要依據。

In Taiwan, there are many well-known snacks sold in lanes and alleys; however,the shops that sell snacks often belong to an individual or are in a small-scale operation.Although in want of expanding the sales scale, problems such as capital, manpower and material resources become obstacles of execution. Thus, many businesses hope to increase sales revenue and sales volume through Internet group buying to reach customers beyond traditional channels. The Internet information transparency provides customers with opportunities to share their opinions and compare products’ prices increases the chance to sell the products, and creates better sales revenue through different groups of consumers.
In recognition of the benefits mentioned above, Shen Ma Tofu Pudding has gradually combined its physical sales with Internet group buying. This is the first sales ransformation for Shen Ma Tofu Pudding; however, quite different consuming habits are waiting behind. Thus the main motivation of this study is that how Shen Ma Tofu Pudding can adjust its operative strategies to increase the current sales revenue. So far, to my knowledge, there are no related studies investigating tofu pudding perator’s innovative business model. Hence, it is expected that by studying the business model of Shen Ma Tofu Pudding and the results, effective concrete suggestions and highly feasible operative strategies could be produced as references of the future second sales transformation for Shen Ma Tofu Pudding.
Using nine major elements of Business Model Canvas proposed by Osterwalder and Pigneur (2010) as the research basis, this study attempts to analyze information gathered from interviews with members and customers of Shen Ma Tofu Pudding. Based on the results of analyses, this study proposes suggestions for the business model change of Shen Ma Tofu Pudding from the internal and external erspectives, such as enhancing production efficiency,packaging automation, the development of new flavors and ingredients, as well as the establishment of partnerships which makes the exploration of channels and release of new packaging possible. This study could be considered as the references for business model change of Shen Ma Tofu Pudding. It also provides important examples for other small-scales snack businesses which tend to change their operative strategies.

摘要 ................................................................................................................................................................ I
ABSTRACT ................................................................................................................................................ II
致謝辭 ......................................................................................................................................................... IV
目錄 ............................................................................................................................................................... V
表目錄 ........................................................................................................................................................VII
圖目錄 ...................................................................................................................................................... VIII
第壹章 緒論 ............................................................................................................................................... 1
第一節 研究背景與動機 ............................................................................................................ 1
第二節 研究目的 ........................................................................................................................ 4
第三節 研究流程 ........................................................................................................................ 5
第貳章 文獻探討 ....................................................................................................................................... 7
第一節 台灣美食小吃團購簡介 ................................................................................................ 7
第二節 商業模式 ........................................................................................................................ 8
第三節 OSTERWALDER AND PIGNEUR 商業模式九大區塊觀點 ............................................... 10
第參章 研究方法 ..................................................................................................................................... 12
第一節 研究方法 ...................................................................................................................... 12
第二節 研究設計 ...................................................................................................................... 14
第三節 個案公司簡介與訪談大綱 .......................................................................................... 15
第肆章 資料分析結果 .............................................................................................................................. 20
第一節 內部營運 ...................................................................................................................... 20
第二節 核心價值 ...................................................................................................................... 25
第三節 外部市場 ...................................................................................................................... 29
第四節 財務效益 ...................................................................................................................... 35
第伍章 結論與建議 ................................................................................................................................. 39
摘要 ................................................................................................................................................................ I
ABSTRACT ................................................................................................................................................ II
致謝辭 ......................................................................................................................................................... IV
目錄 ............................................................................................................................................................... V
表目錄 ........................................................................................................................................................VII
圖目錄 ...................................................................................................................................................... VIII
第壹章 緒論 ............................................................................................................................................... 1
第一節 研究背景與動機 ............................................................................................................ 1
第二節 研究目的 ........................................................................................................................ 4
第三節 研究流程 ........................................................................................................................ 5
第貳章 文獻探討 ....................................................................................................................................... 7
第一節 台灣美食小吃團購簡介 ................................................................................................ 7
第二節 商業模式 ........................................................................................................................ 8
第三節 OSTERWALDER AND PIGNEUR 商業模式九大區塊觀點 ............................................... 10
第參章 研究方法 ..................................................................................................................................... 12
第一節 研究方法 ...................................................................................................................... 12
第二節 研究設計 ...................................................................................................................... 14
第三節 個案公司簡介與訪談大綱 .......................................................................................... 15
第肆章 資料分析結果 .............................................................................................................................. 20
第一節 內部營運 ...................................................................................................................... 20
第二節 核心價值 ...................................................................................................................... 25
第三節 外部市場 ...................................................................................................................... 29
第四節 財務效益 ...................................................................................................................... 35
第伍章 結論與建議 ................................................................................................................................. 39
第一節 分析結果彙總 .............................................................................................................. 40
第二節 未來營運方向建議與實務意涵 .................................................................................. 43
第三節 研究限制與後續建議 .................................................................................................. 48
參考文獻 ..................................................................................................................................................... 49
表目錄
【表2-1】商業模式的定義 .......................................................................................................................... 8
【表2-2】OSTERWALDER AND PIGNEUR 的商業模式九大要素內涵 .............................................. 10
【表3-1】商家訪談大綱 ............................................................................................................................ 18
【表3-2】顧客訪談大綱 ............................................................................................................................ 18
【表3-3】受訪者基本資料簡介 ................................................................................................................ 19
圖目錄
【圖1-1】研究流程圖 ................................................................................................................................ 6
【圖2-1】商業邏輯層次 (OSTERWALDER AND PIGNEUR, 2002) ................................................................. 8
資料來源:本研究整理 ................................................................................................................................ 11
【圖3-1】個案研究優缺點比較表 (YIN,1994) ........................................................................................ 13
【圖3-2】商業模式的四個核心路徑 (OSTERWALDER AND PIGNEUR, 2010) ........................................... 15
【圖5-1】個案公司商業模式九大要素現況 ........................................................................................... 39
資料來源:本研究整理 ............................................................................................................................... 39
【圖5-2】建議個案公司調整後之創新商業模式 ................................................................................... 44
資料來源:本研究整理 ............................................................................................................................... 44

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