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研究生:蔡晏彰
研究生(外文):Yen-Jang Tsai
論文名稱:農產品銷售營運模式導入服務創新之研究—以水果為例
論文名稱(外文):Business model of selling agricultural products with service innovation - A case of fruit retailer
指導教授:湯玲郎湯玲郎引用關係
學位類別:碩士
校院名稱:元智大學
系所名稱:管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2009
畢業學年度:97
語文別:中文
論文頁數:71
中文關鍵詞:營運模式產品屬性行銷通路服務創新
外文關鍵詞:business modelproduct attributemarketing distributionservice innovation
相關次數:
  • 被引用被引用:9
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  • 下載下載:14
  • 收藏至我的研究室書目清單書目收藏:5
傳統農產品銷售通路以實體店面為主,消費者只能透過實體店面進行選購活動,隨著資訊科技及網際網路的普及化,消費者現在也能透過電子商務購買所需商品。營運模式是企業如何獲利與持續維持利潤的重要機制。因此,農產品銷售業者在遭遇產業多樣的競爭時,如何依顧客需求適時修訂服務流程發展營運模式以創造顧客價值,是業者永續經營創造優勢的重要議題。
本研究採用Hamel (2000) 提出營運模式的定義並運用質性研究方法,深入訪談四家農產品水果銷售業者,經分析及歸納訪談內容後,發現營運模式之四項共通點:(1)重視產品品質可與消費者建立信任關係,進而成為忠誠顧客、(2)利用公共媒體與消費者接觸,可提升消費者購買意願、(3)重視售後服務,可提升消費者再購意願、(4)強化與供應商及合作夥伴建立關係,以促使業者具備成本競爭優勢。
從研究結果可歸納出三項結論:(1)業者與顧客建立良好的關係能創造出較佳的競爭優勢、(2)農產品銷售導入服務創新差異化策略為優先考量、(3)業者建立品牌可提升消費者的購買意願。最後,本研究提出農產品水果銷售營運模式,提供給現有水果零售商及未來要進入該產業的業者作為發展之參考。
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.
書名頁...................................................i
論文口試委員審定書 ......................................ii
授權書..................................................iii
中文摘要.................................................iv
英文摘要..................................................v
誌謝....................................................vii
目錄...................................................viii
表目錄....................................................x
圖目錄...................................................xi
第一章 緒論................................................1
第一節 研究背景 ........................................1
第二節 研究動機 ........................................2
第三節 研究目的 ........................................3
第四節 研究範圍與研究流程...............................3
第二章 文獻探討.........................................5
第一節 產品屬性 ........................................5
第二節 選購水果重視因素.................................6
第三節 行銷通路........................................9
第四節 服務創新........................................13
第五節 營運模式........................................17
第三章 研究設計........................................25
第一節 研究架構........................................25
第二節 研究方法........................................26
第三節 個案的信度與效度................................29
第四節 研究對象........................................30
第五節 個案訪談流程....................................31
第四章 個案分析........................................32
第一節 個案A公司.......................................32
第二節 個案B公司.......................................36
第三節 個案C公司.......................................40
第四節 個案D公司.......................................44
第五節 個案比較與討論..................................49
第五章 結論與建議......................................60
第一節 研究結論........................................60
第二節 研究貢獻........................................61
第三節 研究限制........................................61
第四節 研究建議........................................62
參考文獻..................................................64
中文參考文獻..............................................64
英文參考文獻..............................................66
網路參考文獻..............................................69
附錄......................................................70
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