Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/98052
標題: 以商業生態系統觀點探討業務用食用油脂流通創新的成功關鍵因素
To Determine The Key Success Factors for The Edible Oils and Fats from Business Ecosystem Perspective
作者: 蔡國樑
Kwo-Liang Tsai
關鍵字: 商業生態系統;流通;創新產品;影響買賣雙方關係的關鍵因素;business ecosystem;circulation;innovative products;key factors affecting the relationship between buyers and sellers
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摘要: 
商業生態系統(Business Ecosystem)是類比生態系統(Ecological Systems)的概念,在商業生態系統中企業都不能只靠一己之力發展,必須透過合作與競爭才能創造穩健發展的市場。本研究參考文獻學者的定義,以產業實務經驗提出業務用油脂產業的商業生態系統定義:「為一群跨產業的獨立個體企業,經濟規模是主導者(關鍵者)競爭的基礎,創新與多樣化需求不高,彼此互相影響且競爭與合作,自有各自調節消長的運作機制,但都以共同油脂產業標準與利益為最終目標」。
因此研究設計以具加值性訴求的創新產品及吸引小型批發商到供應商倉儲自運的流通服務創新為探討方向,期找出業務用油脂生態系統的創新發展機會及影響成功的關鍵因素。
研究方法在創新產品研究以半結構質性訪談研究方法訪談12家連鎖餐飲通路、雜糧批發商、現代化物流商、及跨業態麵粉製造廠商的專業採購及專業經理人,探討具加值性創新產品的潛在市場機會及影響關鍵因素。流通創新研究以B2B組織採購行為中,供應商評選重要準則歸納出六個準則產品品質、價格、服務、企業聲譽、人員專業性、信任,加上行為意向合計為七個構面,透過文獻蒐集發展問卷題項進行問卷調查,並運用GRA灰關聯分析方法探討小型批發商參與供應商建置倉儲自運流通模式的影響關鍵因素。
本研究結果以商業生態系統理論描繪出以自身企業為主導者的商業生態系統,透過系統圖示供應鏈,以瞭解現狀成員的角色與互動關係。而創新產品研究以質性訪談結果,歸納有三點關鍵問題1.成本考量2.小眾市場3.末端消費者無法認知油品品質需要考慮,並以業務用油脂產業經驗提出建議作法,作為新產品流通模式發展的參考。其次在倉儲自運流通模式研究,回收114份問卷以GRA灰關聯分析法萃取出七個構面共計14項關鍵因素,同樣提出建議作法,因素分別為:
(一)產品品質構面關鍵因素:產品知名度、產品品質、食品安全認證。
(二)價格構面關鍵因素:出廠價格、運費補貼、利潤。
(三)服務構面關鍵因素:理貨時間、車程距離。
(四)企業聲譽構面關鍵因素:供應商信用。
(五)人員專業性構面關鍵因素:人員態度、人員回應速度。
(六)信任構面關鍵因素:供應商可靠性、供應商誠實。
(七)行為意向構面關建因素:發展合作關係。
本研究透過商業生態系統觀點,導入創新產品新的流通營銷模式,取代傳統價格競爭的推廣模式,及透過建置倉儲自運流通模式策略,縮短與B2B顧客溝通距離,以擴大區域市場規模並整合行銷資源強化加值性訴求,形成新的商業生態系統的創新經營模式,期許能做為企業流通創新的發展機會提供新思維模式參考。

Business Ecosystem is one of the concepts of Ecological Systems. In the business ecosystem, enterprises cannot develop on their own. Only through cooperation and competition processes to create a market steady development.In this study, the definition of reference scholars, based on industrial practice experience, proposes a business ecosystem definition of the business oil industry: 'For the independent individual enterprises that cross the industry, the economic scale is the basis of the competition of the dominant (Key person).The demand for innovation and diversification is less, however, they affect each other, also competition and cooperation. They have their own market mechanisms for regulating growth and decline, but they all aim at the common oil industry standards and interests.'

Therefore, the research explores direction of innovation products with added value and the circulation service innovation that attracts small wholesalers to suppliers' warehousing and self-transportation. It is to find out the innovative development opportunities and the key factors affecting the success of the business oil ecosystem.

This research method is for innovative product research interviewed 12 chains of food, grain wholesalers, modern logistics suppliers, and professional procurement and professional managers of cross-industry flour manufacturers to explore value-added innovative products in potential market and the key factors affecting.Circulation Innovation Research in the B2B organization procurement behavior, the supplier selection criteria are summarized into six criteria: product quality, price, service, corporate reputation, personnel professionalism, trust, and behavioral intentions are aggregated into seven facets, and questionnaire survey through the literature collection development questionnaire and GRA grey correlation analysis methods were used to explore the key factors affecting the participation of small wholesalers in the construction of warehouses.
The results of this study are based on the theory of business ecosystems, which depicts the business ecosystem dominated by its own business, and through the systematic representation of the supply chain, to understand the roles and interactions of current members. Innovative product research, based on the results of qualitative interviews, summarizes three key issues. 1. Cost considerations 2. Niche market 3. End users cannot recognize the quality of oil products, and propose practices based on the experience of business oil industry as a new a reference for the development of product circulation models.In the study of warehousing and self-transportation mode, retrieve 114 questionnaires and 14 key factors were extracted from the seven facets by GRA gray correlation analysis. The recommended methods were also proposed. The factors are as follows:
(1.) Key factors of product quality facet: product reputation, product quality, food safety certification.
(2.) Key factors of price facet: ex-factory price, freight subsidy, and profit.
(3.) Key factors of service facet: tally time and driving distance.
(4.) Key factors of corporate reputation facet: supplier credit.
(5.) Key factors of professional facet: personnel attitude and speed of personnel response.
(6.) Key factors of trust facet: supplier reliability and supplier honesty.
(7.) Behavioral intentional facet with construction factors: development of cooperative relations.
This study introduces a new circulation marketing model of innovative products through the view of commercial ecosystem, replaces the traditional price competition promotion model, and shortens the communication distance with B2B customers, establishment of warehousing and self-transportation strategy to expand regional market and integrate marketing resources strengthen the value-added appeal and form an innovative business model of the new business ecosystem. It is expected to provide a new thinking model for the development opportunities of enterprise circulation innovation.
URI: http://hdl.handle.net/11455/98052
Rights: 不同意授權瀏覽/列印電子全文服務
Appears in Collections:高階經理人碩士在職專班

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