本文研究冷凍檸檬原汁是否適合在電商平台銷售。採用收集與分析資料、訪談、實際參與經營的方式。
檸檬因現在大陸禁止台灣農產品進口，前幾年成為滯銷的農產品之一。然而今年2022年氣候異常，台灣所有水果產量減少，檸檬也因為產量減少。今年七、八月的盛產價格比往年同期高2-3倍。
冷凍檸檬汁是檸檬的主要加工品，零售產業鏈主要供應手搖飲料店，其他像泰式餐廳，越式餐廳或一般消費者。檸檬是調製飲料最百搭的果汁，所以用量大。泰式料理或越南料理可做調味或沾醬使用。一般消費者加水稀釋成自製飲品。冷凍也方便儲存保鮮與物流配送，只是物流成本較高。但一箱可裝滿24瓶800ml飲料，冷凍物流費用是160-240元，平均一瓶增加十元。
因冷凍的特性使冷凍檸檬汁退冰後風味和鮮榨相同。線上銷售可以讓屏東加工的冷凍檸檬汁直接賣到全台灣的買家手上。產品特性適合網路銷售，且實際經營也發現詢問度和訂單轉換率均有不錯效果。筆者提供個人經驗與加工業者訪談內容，規劃讓線上銷售能夠穩定成長與永續經營。

This paper studies whether frozen lemon juice is suitable for sale on e-commerce platforms. The methods of collecting and analyzing data, interviews, and actual participation in management are adopted.
Lemons have become one of the unsalable agricultural products in the past few years due to the fact that China banned the import of Taiwan agricultural products. However, due to the abnormal climate in 2022 this year, the production of all fruits was reduced, and the production of lemons was also reduced. In July and August this year, the price was 2-3 times higher than last year.
Frozen lemon juice is the main processed product of lemon, and the retail industry chain mainly supplies beverage shop or general consumers. Freezing is also convenient for storage, preservation and logistics distribution, but the logistics cost is higher.
Due to the characteristics of freezing, the flavor of frozen lemon juice is the same as that of freshly squeezed after being defrosted. The product characteristics are suitable for online sales, and the actual operation also found that the inquiry degree and order conversion rate have a good effect. The author provides personal experience, interviews, and plans to enable online sales to grow steadily and operate sustainably.

論文審定書 i
摘　要 ii
ABSTRACT iii
CONTENT iv
List of Figures vi
List of Tables vii
1 Introduction 1
1.1 Motivation 1
1.2 Research objects and questions 1
1.3 Research Process 2
2 Literature Review 3
2.1 Traditional Agricultural Products Transportation and Sales Channels 3
2.2 New Forms of Agricultural Product Transportation and Sales Channels 4
2.3 Online Shopping Platform - Shopee Shopping 6
2.4 The Core Issues of Frozen Lemon Juice Selling on Shopee Shopping 13
3 Research Methods 15
3.1 Methodology 15
3.2 Introduction of lemon industry 15
3.3 Introduction to the Lemon Juice Industry 17
3.4 E-commerce sales of frozen juice business model 20
3.5 SWOT Analysis 24
3.6 Overview of Lemon Juice Store on Shopee shopping 25
3.7 Shopee Shopping Competitor Analysis 27
3.8 Online Store Marketing Strategy - “Wang-Jay-Hi ‘s Island Fruits “ 28
4 Research Findings and the Performance of Shopee Stores 31
4.1 Findings from interviews with lemon processors 31
4.2 Lemon Sales Performance 31
4.3 Lemon Juice Buyer Inquiries 37
5 Discussion and Conclusion 39
Reference 43

Reference
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