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博碩士論文 etd-0618122-151414 詳細資訊
Title page for etd-0618122-151414
論文名稱
Title
嬰幼兒副食品之商業模式探討-以新創公司Little Spoon為例
Study of business model for non-staple food - A Case Study of Little Spoon
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
59
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2022-07-13
繳交日期
Date of Submission
2022-07-18
關鍵字
Keywords
副食品、高壓加工、商業模式、D2C(Direct to Customer)、訂閱制
Non-staple foods, HPP, Business model, D2C(Direct to Customer), Subscribe
統計
Statistics
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The thesis/dissertation has been browsed 178 times, has been downloaded 0 times.
中文摘要
隨著嬰幼兒衛教日漸完善與社群網站普及,現在的父母已普遍認知0-3歲是嬰幼兒大腦發展的黃金時期。同時,少子化與健康育兒觀念加深,使家長更有意願在兒童生長發育的關鍵時期透過提供多樣化的副食品來豐富嬰兒飲食結構轉換,提供新鮮、無添加且方便食用的副食品則是家長最為重視。 本文考量美國是一個以內需為導向的經濟體,消費市場兼具深度和廣度,故採用個案研究法探討美國新創公司Little Spoon的商業模式,公司專注於為嬰兒及兒童提供健康食品,提供營養均衡且無添加的方便食用的食品,並提供宅配至全美的服務,其創新的商業模式正在改變嬰兒食品的市場現況,個案公司透過高壓加工應用於副食品的加工上,並跟上電子商務模式的流行風潮上,以創新獨特的D2C(Direct to Customer)及訂閱制服務,加上成功的品牌經營,已解決了諸多父母的育兒痛點,並且在競爭的副食品市場脫穎而出。本文透過SWOT工具與商業模式分析,得到面對逐漸擴張的市場應發揮自身優勢並順應市場趨勢,加強服務與商品力,從原料來源控管產品品質,透過客製化與訂閱服務強化競爭力以及確保現金流的穩定。個案公司在此領域已取得成功的績效,但在競爭激烈的嬰兒副食品市場中仍面對潛在的威脅與機會,該如何面對逐漸擴大的市場以及增加的消費力,如何持續保持公司競爭力,並適時調整商業模式才得以延續「健康有機、方便親民、新鮮配送」的品牌價值以及永續環保的理念。
Abstract
Considering that the United States is a domestic demand-oriented economy, and the consumer market has both depth and breadth, this paper adopts a case study method to explore the business model of Little Spoon, an American start-up company, which focuses on providing healthy food and nutrition for infants and children. Its innovative business model is changing the market situation of baby food. The company applies HPP high pressure processing to the processing of non-staple food, and keeps pace with popular e-commercial trend of the business model, with innovative D2C(Direct to Customer) + subscribe services, and successful brand management. It has solved many parenting problems and stands out in the competitive non-staple food market.
Through the analysis of the SWOT tools and Business Models, this paper finds that in the face of the gradually expanding market, we should give full play to our own advantages and comply with market trends, strengthen service and commodity power, control product quality from the source of raw materials, strengthen competitiveness through customization and subscription services, and ensure stable cash flow. The case company has achieved successful performance in this field, but it still faces potential threats and opportunities in the highly competitive baby non-staple food market, how to face the gradually expanding market and increasing consumption power, and how to maintain the competitiveness, and timely adjust the business strategy to continue the brand value of "healthy and organic, convenient and friendly, fresh delivery" and the concept of sustainable environmental protection.
目次 Table of Contents
論文審定書i
誌謝ii
摘要iii
Abstractiv
目錄v
圖目錄vii
表目錄viii

第一章 緒論
第一節 研究背景與動機1
第二節 研究目的3
第三節 研究流程4
第二章 文獻探討
第一節 嬰幼兒食品的重要性5
第二節 嬰兒副食品市場現況與展望6
第三節 高壓加工技術9
第四節 高壓加工技術應用於蔬果產品11
第五節 D2C電子商務與訂閱制之商業模式16
第三章 研究方法
第一節 研究架構22
第二節 研究設計24
第四章 個案公司商業模式探討與創新商業模式
第一節 公司簡介29
第二節 公司之SWOT分析33
第三節 公司之商業模式分析38
第四節 創新商業模式探討與挑戰41
第五章 結論與建議
第一節 結論44
第二節 建議45
參考文獻
中文部份46
英文部份47
參考文獻 References
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