YORA Pet Foods商業模式個案分析：永續寵物食品產業創新轉型研究

Abstract

本研究以YORA Pet Foods為案例，探討昆蟲蛋白寵物食品產業的商業模式創新與市場實踐。YORA作為全球首家將昆蟲蛋白商業化應用於寵物食品的企業，於2020年7月進入台灣市場，為研究永續商業模式的跨文化適應提供了理想案例。 研究採用質性研究為主的混合方法，通過深度案例分析、文獻回顧、專家訪談等方式，系統分析YORA的商業模式創新機制、市場擴張策略及台灣市場實踐成效。運用商業模式畫布、SWOT分析、五力模型等工具，深入探討永續導向商業模式如何在跨文化情境中實現環境價值與商業價值的整合。 研究發現YORA成功創建了以昆蟲蛋白為核心的永續商業模式，通過價值主張創新、供應鏈重構和市場教育策略，在全球28個國家建立了市場地位。在台灣市場，公司面臨文化適應、價格敏感度和消費者教育等挑戰，但憑藉本土化策略和專業渠道建設，展現出良好的發展潛力。 本研究為寵物食品產業的永續轉型提供實證參考，為理解替代蛋白質商業化路徑和跨文化市場擴張策略具有重要理論與實務價值。

This study examines the business model innovation and market practices in the insect protein pet food industry through a case study of YORA Pet Foods. As the world's first company to commercialize insect protein in pet food, YORA entered the Taiwan market in July 2020, providing an ideal case for studying the cross-cultural adaptation of sustainable business models. The research employs a mixed-methods approach with a qualitative research focus, systematically analyzing YORA's business model innovation mechanisms, market expansion strategies, and Taiwan market implementation effectiveness through in-depth case analysis, literature review, and expert interviews. Utilizing tools such as the Business Model Canvas, SWOT analysis, and Porter's Five Forces model, the study explores in depth how sustainability-oriented business models achieve integration of environmental and commercial value in cross-cultural contexts. The research findings reveal that YORA has successfully created a sustainable business model centered on insect protein, establishing market presence in 28 countries globally through value proposition innovation, supply chain restructuring, and market education strategies. In the Taiwan market, the company faces challenges including cultural adaptation, price sensitivity, and consumer education, but demonstrates strong development potential through localization strategies and professional channel development. This study provides empirical reference for sustainable transformation in the pet food industry and holds significant theoretical and practical value for understanding alternative protein commercialization pathways and cross-cultural market expansion strategies.