美菜網商業模式在台灣實施的可行性研究

Abstract

台灣農業產銷供應鏈面臨多方面的困難，上游生產分散、流通效率不彰且農民收益普遍偏低，同時消費者也面臨黑心廠商取巧投機、食安問題一再爆發的窘況。 農產品電子商務作為新型態的農產品流通方式，將大幅影響了農企業的經營模式：減少農產品流通成本、提升溝通效率，並形成產業協作網絡形成積極的作用。 本研究以近年來農產品電子商務蓬勃發展的中國案例為參考，分析歸納其成功關鍵因素，並對其商業模式與可發展空間進行探索性的研究，對照台灣農業產業現況，嘗試提出一個創新商業模式，期能提供未來從事相關領域研究的學者與運營業者參考。 本研究首先整理電子商務和農產品流通的基本理論，接著對農產品電子商務的現狀、交易模式進行探討，同時在商業模式的理論與架構進行比較、研究，以九因子架構歸納分析中國美菜網商業模式，本研究發現其成功關鍵在於以電子商務整合市場需求，快速達到採購的規模經濟，突破現有農產品批發市場供應鏈環節，並藉由資訊科技提升實體流通的倉儲物流營運效率，同時解決現狀餐廳食材採購的困境。

The production and supply chain of agriculture industry in Taiwan is facing many difficulties:(1) The production of the upstream supply chain is scattered and their logistic system is not efficient;(2) The farmers' profit is generally low;(3) The consumer is suffered by the issues of dishonest traders and adulterated food. Therefore, the problem of serious risky food is happening again and again. By using the E-Commerce as a new type of circulation for agricultural products, will significantly change the operation model of agriculture enterprises: to reduce the cost of products circulation, to improve the efficiency of circulation, and to rapidly develop the supply chain network from the upstream to downstream firms. In this paper, we analyze the key success factors of meicai.com, and explore its business model and follow-up sustainable development model. Comparing with the current situation of agricultural industry in Taiwan, we try to bring out an innovative business model, and to provide future research as a reference for scholars and operators in the relevant areas. The first part of the study is to sort out the basic theory of E-Commerce and agricultural products circulation, and then to discuss the status of agricultural E-Commerce, trading model. We use the nine factor analysis to compare and to analyze the business model and structure of meicai.com. In the second part of the study, we found out that the key success factor is that meicai.com uses E-Commerce platform to integrate market supply and demand, quickly reaches the procurement scale, reduces procurement costs. It breakthroughs the existing agricultural supply chain, by using IT system to enhance the physical circulation efficiency of warehousing logistics operations. While solves the procurement difficulties of purchasing full range of fresh food.