截切蔬果公司經營策略之研究

Abstract

由於截切蔬果產業串起農場到餐桌完整供應鏈，因此，截切蔬果產業永續經營不但造福生產者、運銷者及消費者三方，也可為農業開拓遠大市場。本研究採個案研究探討截切蔬果業者的經營策略，以提供產業尋找新的定位與加速轉型之參考。 本研究為質化研究，在資料蒐集受限於機密或不公開等因素，所得結論或不夠完備。但研究程序與資料分析仍可供相關業者在擬定經營策略之參考。

A complete food supply chain from farm gate to customer’ dining table as the establishmet of fresh-cut produce in Taiwan. Therefore, the sustainable operation of the fresh-cut vegetables and fruits industry not only benefits producers, distributors, and consumers, but also opens up a huge market for the agricultural sector. This study aims to analyze the suitable business strategy for fresh-cut produce industry. It is suggested that the case company can choose to develop its own brand or channel, or to build a market expansion strategy aiming for another region. In addition, with the advantages of its core resources and business network, the case company can also adopt strategies such as strategic alliances, cross-industry cooperation, or resource integration.