食用油在健康系統中的“作用”－以台灣市場為例

Abstract

商業生態系統中的企業都不能只憑一己之力發展，必須透過與其他企業合作、競爭才能創造出穩健發展的市場。而台灣歷經一連串食安及油安事件後，導致人們更加重視及關注產品品質與健康。本研究對食用油商業生態系統中的的12個業務成員進行質性訪談。訪談顯示，需要滿足以下條件：具有「永續農業認證」、「非基因改造」油脂、「純淨配方」等具「加值性」原料與訴求，作為食用油之創新產品發展方向；顧客不願接受創新產品的三大原因是：「成本考量」、「小眾市場」、「消費者無法認知」。本研究因此利用TRIZ理論中的40條創新原理，發展出相對應的建議，再根據前述結果推論出創新產品之食用油商業生態系統，以作為創新產品發展的參考。

Companies exist as part of an interconnected ecosystem, but in terms of an industry and an economy as a whole. Stability in the market comes from a combination of cooperation and competition with other companies. Taiwan suffered a number of edible fats and oils health scares which led to increased attention being given to healthy alternatives and product quality assessments. This study examines what can be done to encourage innovation in this mature industry, in a sustainable way, while improving health outcomes for consumers. This research conducted qualitative interviews with 12 business members of the edible oil business ecosystem. Interviews revealed that there was a need for the following: value added benefits from raw materials, certification of agricultural sustainability, and oils. These factors would be responsible for driving the development of innovative products in the industry. The top three reasons given for customers being unwilling to accept innovative products were: cost, niche market status, and poor product recognition. The key success factors for these points were developed using the 40 innovation principles from TRIZ theory, and then relating them to the ecosystem as a whole. Recommendations for the industry were developed.