台灣循環容器服務廠商競爭分析：以好盒器和環海淨塑為例

Abstract

隨著全球永續發展意識抬頭與政府減塑政策的推行，台灣的「循環容器服務」產業正迅速崛起。本研究旨在探討台灣循環容器服務產業的競爭動態，透過對產業結構的深入分析，並以「好盒器」與「環海淨塑」兩家指標性企業作為比較個案，剖析其商業模式、競爭策略與核心優勢，藉此歸納出產業內的關鍵成功因素與未來發展路徑。 本研究首先運用PEST分析與波特五力分析，探討驅動產業發展的總體環境力量與競爭結構，並針對國際案例進行探討。本研究指出，成功的循環容器服務不僅需解決消費者的便利性與衛生痛點，更需建立具備商業附加價值的創新營運模式。在個案分析，本研究歸納出兩種截然不同但同樣有效的經營典範。 本研究結論認為，台灣循環容器服務產業的競爭已超越單純的容器租借，演變為商業模式與附加價值的綜合性競爭。企業的成功關鍵在於其「策略定位」與「資源配置」能否精準契合其選擇的「目標客群」。

Amid the worldwide surge of sustainability consciousness and the Taiwanese government’s single-use-plastic-reduction policies, Taiwan’s reusable container service industry is expanding rapidly. This study explores the industry’s competitive dynamics through a detailed structural analysis and a comparative case study of two emblematic firms—GoodToGo and Blue Ocean Vision—to dissect their business models, competitive strategies, and core advantages, and to distill the field’s key success factors and future development pathways. The research first applies PEST analysis and Porter’s Five Forces to illuminate the macro-environmental drivers and competitive structure shaping the sector, and then examines relevant international cases. The findings suggest that successful reusable-container services must not only address consumers’ needs for convenience and hygiene but also establish innovative operating models that generate additional commercial value. The case evidence further reveals two distinct yet equally effective managerial archetypes. Overall, competition in Taiwan’s reusable-container service industry has evolved beyond simple container rental into a multi-faceted contest over business models and value-added offerings. A firm’s long-term success hinges on how precisely its strategic positioning and resource allocation align with its chosen target segments.