有機醜蔬果交易平台商業創新模式

Abstract

本研究針對台灣的有機醜蔬果常因賣相不佳而被丟棄的浪費問題加以審視，加上近年來食安問題湧現，食品生產者的誠信問題在市場上受到挑戰，也使得有機農產品在市場上漸受喜愛，然而，目前卻沒有完整的、具有公信力的認證，使得許多有機農在市場上經營的日漸辛苦。 有鑑於此，本研究提出了創新的平台商業模式進行解決。透過平台，媒合供需兩端的「有機農」和「消費者」，給予雙方在平台進行交易的誘因，並搭配其他差異化的服務（具公信力的認證、完整的危機賠付機制、雲端資源效率配置），設計出以高品質、低價格以及完整的售後服務為主要價值主張的有機醜蔬果交易平台創新商業模式。 最後，本研究以循環式創新架構（Vision Position Scenario, VPS）和價值創造循環（Value Creation Cycle, VCC）來重新拆解系統架構，找出此創新平台商業模式的應用情境和價值附加，探討如何以永續發展為經營目標，達到平台使用者在理性自利選擇的情況下，仍能穩定運作，完成社會效益的柏拉圖改善，並持續創造附加價值。

This study revises the issue of that the organic fruits and vegetables are usually discarded since their bad appearances, which causes tons of waste every year. On the other hand, a series of food scandals have emerged the distrust of food suppliers, and made the organic food the rock star in the market. However, there is still no any authentic and unified certification of organic food that severely challenges the organic food suppliers. Due to the issues that mentions above, this study purposes a new pattern of sharing economies themed “Transaction platform of unselected organic fruits and vegetables”, trying to solve the problems. By giving incentives to both sides of players—the organic farmers and consumers, platform can stimulate the transactions occurred. With other value-added services provided (e.g. authentic certification, well-designed mechanism of compensation, and resources efficiently allocation), the platform also purposes to figure out how a such business platform to develop continuously by high quality, low prices, and well-organized after-sale services in unselected organic fruits and vegetables transactions. At last, this study reconstructs the system and finds out the applied scenarios and additional values by “Vision, Position, Scenario Framework” and “Value Creation Cycle”. The platform is able to achieve self-sufficient, stable operation, and Pareto-improvement that continuously creating additional value to society.