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| Title: | 新創於台灣鮮乳產業經營策略之探討：以鮮乳坊為例
The Business Strategy of Startup in Taiwan Milk Market : A Case Study of Puremilk |
| Authors: | 林亭妤
Lin, Ting Yu |
| Contributors: | 黃國峯
林谷合
Huang, Kuo-Feng
Lin, Ku-Ho
林亭妤
Ting Yu Lin |
| Keywords: | 3S理論
安索夫矩陣
鮮乳產業
鮮乳坊
經營策略 |
| Date: | 2022 |
| Issue Date: | 2022-08-01 19:00:05 (UTC+8) |
| Abstract: | 大多新創成功案例多於產業成長期時進入市場，搶先贏得市場機會，有較少成功案例在面臨競爭眾多且技術成熟的產業成熟期時仍能如魚得水。而台灣鮮乳產業正於2014年因食安事件的爆發，讓小農企業有崛起的機會，共同與消費者一同改變目前不公平的產業機制。
本研究以酪農產業作為研究的個案產業，並以目前已成立七年的鮮乳坊為個案研究對象。首先以五力分析作為產業分析的主要架構，探討台灣酪農產業的競爭態勢，歸納上下游議價能力對此產業的影響、產業的進入障礙及產業機制對於酪農的不公平。再以3S理論分析鮮乳坊從存活期（Survive）至永續期（Sustain）的經營策略如何進行創新，成功改變產業機制，並於2020年獲得國際B型企業認證，透過獨有的商業模式，打造與酪農、消費者、通路三方共好的平台，讓台灣酪農產業能永續發展，期待為台灣其他有志投入酪農產業的其他新創做為參考。
Most of the successful cases of startups have more growing opportunity when entering the market at growing stage. However, There are fewer cases that can still grow in the fast paced during the industry entering the phase of maturity which more competitors have the mature technologies and increase their sales by cutting prices. The dairy industry in Taiwan experienced the outbreak of food safety incidents in 2014 and it makes small farmers have the golden opportunity to rise up and work with consumers to change the unfair industrial mechanism.
This study investigates the business strategy of a new company in maturity stage of industry with the case study method. We will focus on the dairy industry in Taiwan and take Puremilk as the case company which has been established for seven years. Firstly, the Five Forces analysis is used as the main framework of the industry analysis to discuss the competition of the dairy industry in Taiwan, and the study summarizes the influence of supplier’s bargaining power and consumer’s bargaining power, the barriers to entry of the industry and the unfairness of the industrial mechanism to dairy farmers. Secondly, 3S theory is the main method to analyze how Puremilk drives its growing strategy from Survive stage to Sustain stage which successfully changes the industrial mechanism, and even obtained the international B-type enterprise certification in 2020. Through its unique business model, Puremilk uses the small farmer’s platform to create increasing value between dairy farmers, consumers and channels. It makes dairy industry in Taiwan can be well developed and grow sustainably. |
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| Description: | 碩士
國立政治大學
企業管理研究所(MBA學位學程)
109363078 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109363078 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200700 |
| Appears in Collections: | [企業管理研究所（MBA學位學程）] 學位論文
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