小型壓榨食用油廠發展策略之個案研究

Abstract

食用油是飲食中五大營養素之一，因此是重要民生必需品。我國食用油種類多元，但是無論原料如大豆或成品油如棕欖油，都高度倚賴進口，因此消費市場一向由少數大型企業掌握。小型家族經營的業者只能以自製之花生油、芝麻油或苦茶油經營特殊客層，長期存在經營危機。然而，近來層出不窮之食品問題，造成消費者困擾，特別是高價油品混充廉價油等標示不實的事件，讓消費者更加審慎選購食用油。小型食用油廠若能掌握消費趨勢，即時調整經營策略，或許有機會開創新契機。 本文以彰化縣三代經營之製油廠為個案，經由波特五力和SWOT分析之情勢分析後，以「國產農作如花生、芝蔴、苦茶為原料，提供讓消費者安心的產品」作為核心價值，進而規劃經營策略。具體做法，首先，以契作原料加工，同時進行原料源頭管理，加強原料檢驗和品質管控，落實HACCP制度。其次，改善多項產品單一過濾管線之生產流程，以單一產品單一過濾管線，才能有效避免產品遭受污染。最後，避免與大廠在傳統行銷通路競爭的劣勢，而以在地產品特殊性作為推廣主題，著重深耕重視低食物里程、在地食材的消費族群。 由於部分食用油之原料是由國內供應，因此類似個案之中小製油廠的興衰也攸關農業發展。農政單位在研擬農業政策時，應該以供應鏈概念全面考量，若過於強調下游業者之競爭優勢，而盡力協助其獲得更便宜原料，其結果不僅造成我國食品工業結構傾斜，更會傷害農民權益，不可不慎。

Edible oil is one of the five nutrients in daily diet. Taiwan’ edible oil industry is dependent on material imports and market share is dominated by several major brands. Consumers more concern on food safety issues since edible oil scandal. It is very critical for small-scale oil extractors to adjust operation schemes in order to satisfy the needs of consumers. This paper aims to analyze the development strategies of a small-scale edible oil extractor by presenting a case study in Changhua County. This case constitutes a business strategy through five forces and SWOT analysis, and determines “providing the safety products to fulfill consumers’ needs” as core value. The differential and focus strategies as mentioned in Porter (1985) are chosen. In the functional level, the main improvement plans in production is to replacing a single product a pipeline filter to avoid product contamination. The firm implies raw material source management to strengthen the material inspection and quality control to comply with HACCP. In addition, marketing plans are to create a brand image with competitors to make segmentation, and promote products through more diversified channels such as Internet. Finally, it is worthy to mention that edible oil industry is close related agriculture sector, which providing raw materials. The government should be more broadly concern the overall benefits from the view of supply chain when conducting trade policy.