台灣創新食用魚商業模式分析:以媽媽魚與江醫師魚舖子為例

Abstract

民以食為天，隨著人口增加及台灣人民攝取食用魚作為蛋白質來源之飲食習慣，台灣食用魚的需求亦是與日俱增。然而消費者對於食品安全意識的抬頭，及家庭結構及消費習慣的改變，使得傳統食用魚加工及銷售模式已無法滿足現今消費者的需求。於是市場上出現越來越多提供消費者創新價值 (如提供食品安全驗證、便利的消費時段及舒適的消費環境)之食用魚公司。本研究即透過分析兩家台灣創新食用魚的個案公司(媽媽魚及江醫師魚舖子)的商業模式，瞭解此兩家個案公司是如何運作其商業模式以提供價值給消費者，同時亦分析此兩家個案公司是如何透過其核心能力去運作其商業模式。

本研究主要是採用 Osterwalder and Pigneur (2010) 的商業模式架構進行分析，同時並對消費者進行問卷調查，以確認並彙整分析此兩家個案公司商業模式之相同及相異處，並提出創新食用魚產業發展的契機及擴張的挑戰。

Food is what matters to the people. With the increase of population and the Taiwanese diet habit of obtaining protein from edible fish, the demand for edible fish also increase day by day. However,the awareness for food safety and the changing of household structure and consumer behavior, traditional edible fish processing and selling industry couldn’t meet consumers’demand in these days. Therefore, there are more and more edible fish companies that provide the innovative value (ex. Offer food safety inspection, convenient shopping hours and comfortable shopping environment) to consumers.

The research is aimed to analysis the business model for two innovative edible fish industry case companies (Mamafisch and drfish), to understand how the case companies run the business model to provide value to consumers, and also to analysis how the two case companies using the core competence to run the business models. The research adopts the business model proposed by Osterwalder and Pigneur (2010) for analysis, and makes the survey through the questionnaire, to ensure and summarize what are the similarities and differences of the business models between the two case companies, and propose the opportunity for the development of Taiwan edible fish industry and the challenges for business expansion.