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題名 “果藝盒”商業企劃書: 為協助臺灣農民之社會企業
Business Plan for “Frui-idea Packaging”:A Social Enterprise That Supports Local Farmers in Taiwan
作者 楊子瑩
Yang, Tzu-Ying
貢獻者 劉秀明
Liu, Sandra
楊子瑩
Tzu-Ying Yang
關鍵詞 農業企業
水果禮盒
水果供應鏈
在地農民
台灣水果
Agricultural enterprise
Fruit packaging
Fruit supply chain
Local farmers
Taiwanese fruits
日期 2022
上傳時間 1-Aug-2022 17:40:19 (UTC+8)
摘要 In the current fruit supply chain, local farmers have relatively little benefit and control over the value of fruits. The implementation of RCEP (Regional Comprehensive Economic Partnership) and CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership) further impact the potential profitability of the businesses of the local farmers.
     To anticipate the issue and the potential risks, Frui-idea Packaging will be created to deliver financial and social value to the stakeholders of the fruit industry. It aims to help local farmers in Taiwan enter new markets by packaging design and marketing services, and create new business opportunities in addition to the existing markets. The vision of Frui-idea Packaging is to provide marketing support and stylish fruit packaging design for local farmers in Taiwan to enter multiple market segments. Farmers will have another opportunity to develop businesses and become agricultural enterprises.
參考文獻 British Council. Social enterprise. https://www.britishcouncil.org/society/social-enterprise
     The ASEAN Secretariat. Regional Comprehensive Economic Partnership (RCEP). https://rcepsec.org/about/
     The World Bank, Estrades, C., Maliszewska, M., Osorio-Rodarte, I., & Pereira, M. S. e. (2022). Estimating the Economic and Distributional Impacts of the Regional Comprehensive Economic Partnership.
     Smith, C., & UK Parliament. (202). UK membership of the trans-Pacific trade agreement. https://lordslibrary.parliament.uk/uk-membership-of-the-trans-pacific-trade-agreement/
     Lee, Y. N., & CNBC. (2021). World’s largest trade deal will come into force in January. The U.S. won`t be part of it. https://www.cnbc.com/2021/11/03/worlds-largest-trade-deal-rcep-to-come-into-force-in-january-2022.html
     Foreign Affairs & Trade New Zealand. Regional Comprehensive Economic Partnership. https://www.mfat.govt.nz/en/trade/free-trade-agreements/free-trade-agreements-in-force/regional-comprehensive-economic-partnership-rcep/rcep-overview
     Association of Southeast Asian Nations. (2022). RCEP Agreement enters into force. https://asean.org/rcep-agreement-enters-into-force/
     McBride, J., Chatzky, A., Siripurapu, A., & Council on Foreign Relations. (2021). What’s Next for the Trans-Pacific Partnership (TPP)? https://www.cfr.org/backgrounder/what-trans-pacific-partnership-tpp
     Government of Canada. CPTPP explained. https://www.international.gc.ca/trade-commerce/trade-agreements-accords-commerciaux/agr-acc/cptpp-ptpgp/cptpp_explained-ptpgp_apercu.aspx?lang=eng
     Pan Pacific Agency. CPTPP. https://panpacificagency.com/cross-pacific/cptpp/
     張靜貞, & Institute of Economics Academia Sincia. (2021). 我國加入CPTPP的農業結構調適策略. https://view.ctee.com.tw/analysis/33187.html
     Council of Agriculture Executive Yuan. (2021). 加入CPTPP對我國農業影響與契機. https://www.coa.gov.tw/ws.php?id=2503919
     Council of Agriculture Executive Yuan. (2019). 中華民國108年臺灣地區農家戶口抽樣調查報告.
     WebstaurantStore. Types of Corrugated Boxes. https://www.webstaurantstore.com/blog/1138/types-and-sizes-of-corrugated-boxes.html
     Mukamaa, M., Ambawb, A., & LinusOpara, U. (2020). Advances in design and performance evaluation of fresh fruit ventilated distribution packaging: A review. Science Direct, 24. https://www.sciencedirect.com/science/article/pii/S2214289419306519
     Revista Interiorgráfico de la División de Arquitectura Arte y Diseño de la Universidad de Guanajuato. (2020). Japanese Style – Features of packaging design. https://interiorgrafico.com/edicion/decimo-septima-edicion-diciembre-2017/japanese-style-features-packaging-design
     Doyle, S., & FlexPAC. (2017). How Humidity Affects Corrugated Boxes. https://www.flexp.com/humidity-affects-corrugated-boxes/
     READ01. (2017). 梅雨季節紙箱廠碰到的所有問題,一次幫你全搞定!. https://read01.com/Q35QzzM.html
     Taiwan Design Research Institute. (2021). 讓國產食材帶你微旅行!ACO農產電子商務包裝及品牌輔導計畫成果發表. https://www.tdri.org.tw/35898/
     Tsai, M. J., Kung, T. L., & Taoyuan District Agricultural Research and Extension Station. (2001). An Investigation of the Characters of Cardboard Carton for Fresh Vegetable Packaging. Bulletin of Taoyuan District Agricultural Research and Extension Station, 44, 48-54.
     Council of Agriculture Executive Yuan. (2015). TGA包裝好農•品牌臺灣-十年計畫回顧. https://www.coa.gov.tw/ws.php?id=2503328
     TGA select. TGA select Providing Natural, Purity, and Life. http://www.coatga.com/Select/en-US/Home
     News & Market. (2021). 農用紙箱超缺,農民四處找二手箱應急,政院協調三大紙廠七天內交貨. News & Market. https://www.newsmarket.com.tw/blog/150438/
     The News Lens. (2021). 網購需求大爆發,包材紙箱要等3週,造紙廠產能全開優先供應內需. The News Lens. https://www.thenewslens.com/article/151967
     Agriculture and Food Agency, & Directorate General of Budget. (2019). Number of Farmers` Households in Taiwan Area. https://echart.coa.gov.tw/index.php?cid=23
     Council of Agriculture Executive Yuan. (2020). 果品生產概況. https://agrstat.coa.gov.tw/sdweb/public/official/OfficialInformation.aspx
     Watchinese. (2017). 文創經紀人郭紀舟立足迪化街賣小農水果. https://www.watchinese.com/article/2017/23041
     FFLAVOUR TAIWAN. FFLAVOUR TAIWAN. https://www.fflavour.com/
     Green Box. Green Box. https://greenbox.tw/
     Tim Stobierski, & Harvard Business school Online. (2020). WHAT IS A VALUE CHAIN ANALYSIS? 3 STEPS. https://online.hbs.edu/blog/post/what-is-value-chain-analysis
     Kaohsiung Veterans General Hospital. (2021). 2022年(民國111年)勞健保保費及勞退提繳三合一費用對照參考用表. https://wwwfs.vghks.gov.tw/Download.ashx?u=LzAwMS9WZ2hrc1VwbG9hZEZpbGVzLzI4NC9yZWxmaWxlLzc4NzMvMjk1NS8yNzEzNjk5Yi1lMGEzLTRjZDctYWExMy0wZDdjZGNiMDZiYWQucGRm&n=MjAyMuW5tOWLnuWBpeS%2FneS%2Fneiyu%2BWPiuWLnumAgOaPkOe5s%2BS4ieWQiOS4gOiyu%2BeUqOWwjeeFp%2BWPg%2BiAg%2BeUqOihqDA1MTkucGRm&icon=.pdf
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
108933008
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0108933008
資料類型 thesis
dc.contributor.advisor 劉秀明zh_TW
dc.contributor.advisor Liu, Sandraen_US
dc.contributor.author (Authors) 楊子瑩zh_TW
dc.contributor.author (Authors) Tzu-Ying Yangen_US
dc.creator (作者) 楊子瑩zh_TW
dc.creator (作者) Yang, Tzu-Yingen_US
dc.date (日期) 2022en_US
dc.date.accessioned 1-Aug-2022 17:40:19 (UTC+8)-
dc.date.available 1-Aug-2022 17:40:19 (UTC+8)-
dc.date.issued (上傳時間) 1-Aug-2022 17:40:19 (UTC+8)-
dc.identifier (Other Identifiers) G0108933008en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/141120-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 108933008zh_TW
dc.description.abstract (摘要) In the current fruit supply chain, local farmers have relatively little benefit and control over the value of fruits. The implementation of RCEP (Regional Comprehensive Economic Partnership) and CPTPP (Comprehensive and Progressive Agreement for Trans-Pacific Partnership) further impact the potential profitability of the businesses of the local farmers.
     To anticipate the issue and the potential risks, Frui-idea Packaging will be created to deliver financial and social value to the stakeholders of the fruit industry. It aims to help local farmers in Taiwan enter new markets by packaging design and marketing services, and create new business opportunities in addition to the existing markets. The vision of Frui-idea Packaging is to provide marketing support and stylish fruit packaging design for local farmers in Taiwan to enter multiple market segments. Farmers will have another opportunity to develop businesses and become agricultural enterprises.
en_US
dc.description.tableofcontents 1. Executive Summary 1
     2. Company Description 2
     2.1 Name and Logo 2
     2.2 Mission 3
     2.3 Vision 3
     2.4 Social Value 3
     2.5 Background Information 4
     2.5.1. The Fruit Supply Chain 4
     2.5.2. RCEP 5
     2.5.3. CPTPP 10
     2.5.4. The Succession Status of Family Farms in Taiwan 12
     2.6 Products and Services 13
     2.6.1. Fruit Packaging Design 14
     2.6.2. Business Development 17
     2.6.3. Marketing Service 17
     3. Business Model Analysis 19
     3.1 Value Proposition 19
     3.2 Customer Segment 20
     3.2.1. Empathy Map 21
     3.3 Channels 22
     3.4 Customer Relationships 24
     3.5 Revenue Stream 25
     3.6 Key Resources 25
     3.7 Key Activities 25
     3.8 Key Partners 27
     3.9 Cost Structure 29
     4. Market & Competition Analysis 32
     4.1 Industry Analysis 32
     4.1.1. The History of Fruit Packaging 32
     4.1.2. The Trend of Fruit Packaging 32
     4.1.3. The Challenges during the COVID-19 34
     4.1.4. The Trend of Content Marketing 34
     4.2 Market Analysis 35
     4.2.1 Demographic 35
     4.2.2 Geographic 37
     4.3 Competitor Analysis 40
     4.3.1 Direct Competitors 40
     4.3.2 Indirect Competitors 40
     5. Strategy & Company’s Position 45
     5.1 External Analysis:Competitive Forces Framework (Porter’s 5 Forces) 45
     5.1.1. Threat of New Entrants 45
     5.1.2. Rivalry among Existing Competitors 46
     5.1.3. Bargaining Power of Suppliers 47
     5.1.4. Bargaining Power of Customers 48
     5.1.5. Threat of Substitute Products 48
     5.2 Internal Analysis:SWOT Analysis 49
     5.2.1. Strengths 49
     5.2.2. Weaknesses 49
     5.2.3. Opportunities 49
     5.2.4. Threats 50
     5.3 Positioning (Perceptual Brand Mapping) 50
     5.4 Marketing Strategy 52
     5.4.1. Product 52
     5.4.2. Price 53
     5.4.3. Place 54
     5.4.4. Promotion 55
     6. Operational Plan 56
     6.1 Primary Activities 57
     6.1.1. Inbound Logistics 57
     6.1.2. Operations 58
     6.1.3. Outbound Logistics 59
     6.1.4. Marketing and Sales 60
     6.1.5. Service 61
     6.2 Supporting Activities 62
     6.2.1. Firm Infrastructure 62
     6.2.2. Human Resource Management 62
     6.2.3. Technology Development 62
     6.2.4. Procurement 63
     7. Management & Organizational Structure 64
     8. Financial Statements 66
     8.1 Costs and Expenses 66
     8.1.1. Direct Costs 66
     8.1.2. Indirect Costs 68
     8.2 Sales Forecast 71
     8.3 Pro Forma Income Statement 73
     9. Reference 74
zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0108933008en_US
dc.subject (關鍵詞) 農業企業zh_TW
dc.subject (關鍵詞) 水果禮盒zh_TW
dc.subject (關鍵詞) 水果供應鏈zh_TW
dc.subject (關鍵詞) 在地農民zh_TW
dc.subject (關鍵詞) 台灣水果zh_TW
dc.subject (關鍵詞) Agricultural enterpriseen_US
dc.subject (關鍵詞) Fruit packagingen_US
dc.subject (關鍵詞) Fruit supply chainen_US
dc.subject (關鍵詞) Local farmersen_US
dc.subject (關鍵詞) Taiwanese fruitsen_US
dc.title (題名) “果藝盒”商業企劃書: 為協助臺灣農民之社會企業zh_TW
dc.title (題名) Business Plan for “Frui-idea Packaging”:A Social Enterprise That Supports Local Farmers in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) British Council. Social enterprise. https://www.britishcouncil.org/society/social-enterprise
     The ASEAN Secretariat. Regional Comprehensive Economic Partnership (RCEP). https://rcepsec.org/about/
     The World Bank, Estrades, C., Maliszewska, M., Osorio-Rodarte, I., & Pereira, M. S. e. (2022). Estimating the Economic and Distributional Impacts of the Regional Comprehensive Economic Partnership.
     Smith, C., & UK Parliament. (202). UK membership of the trans-Pacific trade agreement. https://lordslibrary.parliament.uk/uk-membership-of-the-trans-pacific-trade-agreement/
     Lee, Y. N., & CNBC. (2021). World’s largest trade deal will come into force in January. The U.S. won`t be part of it. https://www.cnbc.com/2021/11/03/worlds-largest-trade-deal-rcep-to-come-into-force-in-january-2022.html
     Foreign Affairs & Trade New Zealand. Regional Comprehensive Economic Partnership. https://www.mfat.govt.nz/en/trade/free-trade-agreements/free-trade-agreements-in-force/regional-comprehensive-economic-partnership-rcep/rcep-overview
     Association of Southeast Asian Nations. (2022). RCEP Agreement enters into force. https://asean.org/rcep-agreement-enters-into-force/
     McBride, J., Chatzky, A., Siripurapu, A., & Council on Foreign Relations. (2021). What’s Next for the Trans-Pacific Partnership (TPP)? https://www.cfr.org/backgrounder/what-trans-pacific-partnership-tpp
     Government of Canada. CPTPP explained. https://www.international.gc.ca/trade-commerce/trade-agreements-accords-commerciaux/agr-acc/cptpp-ptpgp/cptpp_explained-ptpgp_apercu.aspx?lang=eng
     Pan Pacific Agency. CPTPP. https://panpacificagency.com/cross-pacific/cptpp/
     張靜貞, & Institute of Economics Academia Sincia. (2021). 我國加入CPTPP的農業結構調適策略. https://view.ctee.com.tw/analysis/33187.html
     Council of Agriculture Executive Yuan. (2021). 加入CPTPP對我國農業影響與契機. https://www.coa.gov.tw/ws.php?id=2503919
     Council of Agriculture Executive Yuan. (2019). 中華民國108年臺灣地區農家戶口抽樣調查報告.
     WebstaurantStore. Types of Corrugated Boxes. https://www.webstaurantstore.com/blog/1138/types-and-sizes-of-corrugated-boxes.html
     Mukamaa, M., Ambawb, A., & LinusOpara, U. (2020). Advances in design and performance evaluation of fresh fruit ventilated distribution packaging: A review. Science Direct, 24. https://www.sciencedirect.com/science/article/pii/S2214289419306519
     Revista Interiorgráfico de la División de Arquitectura Arte y Diseño de la Universidad de Guanajuato. (2020). Japanese Style – Features of packaging design. https://interiorgrafico.com/edicion/decimo-septima-edicion-diciembre-2017/japanese-style-features-packaging-design
     Doyle, S., & FlexPAC. (2017). How Humidity Affects Corrugated Boxes. https://www.flexp.com/humidity-affects-corrugated-boxes/
     READ01. (2017). 梅雨季節紙箱廠碰到的所有問題,一次幫你全搞定!. https://read01.com/Q35QzzM.html
     Taiwan Design Research Institute. (2021). 讓國產食材帶你微旅行!ACO農產電子商務包裝及品牌輔導計畫成果發表. https://www.tdri.org.tw/35898/
     Tsai, M. J., Kung, T. L., & Taoyuan District Agricultural Research and Extension Station. (2001). An Investigation of the Characters of Cardboard Carton for Fresh Vegetable Packaging. Bulletin of Taoyuan District Agricultural Research and Extension Station, 44, 48-54.
     Council of Agriculture Executive Yuan. (2015). TGA包裝好農•品牌臺灣-十年計畫回顧. https://www.coa.gov.tw/ws.php?id=2503328
     TGA select. TGA select Providing Natural, Purity, and Life. http://www.coatga.com/Select/en-US/Home
     News & Market. (2021). 農用紙箱超缺,農民四處找二手箱應急,政院協調三大紙廠七天內交貨. News & Market. https://www.newsmarket.com.tw/blog/150438/
     The News Lens. (2021). 網購需求大爆發,包材紙箱要等3週,造紙廠產能全開優先供應內需. The News Lens. https://www.thenewslens.com/article/151967
     Agriculture and Food Agency, & Directorate General of Budget. (2019). Number of Farmers` Households in Taiwan Area. https://echart.coa.gov.tw/index.php?cid=23
     Council of Agriculture Executive Yuan. (2020). 果品生產概況. https://agrstat.coa.gov.tw/sdweb/public/official/OfficialInformation.aspx
     Watchinese. (2017). 文創經紀人郭紀舟立足迪化街賣小農水果. https://www.watchinese.com/article/2017/23041
     FFLAVOUR TAIWAN. FFLAVOUR TAIWAN. https://www.fflavour.com/
     Green Box. Green Box. https://greenbox.tw/
     Tim Stobierski, & Harvard Business school Online. (2020). WHAT IS A VALUE CHAIN ANALYSIS? 3 STEPS. https://online.hbs.edu/blog/post/what-is-value-chain-analysis
     Kaohsiung Veterans General Hospital. (2021). 2022年(民國111年)勞健保保費及勞退提繳三合一費用對照參考用表. https://wwwfs.vghks.gov.tw/Download.ashx?u=LzAwMS9WZ2hrc1VwbG9hZEZpbGVzLzI4NC9yZWxmaWxlLzc4NzMvMjk1NS8yNzEzNjk5Yi1lMGEzLTRjZDctYWExMy0wZDdjZGNiMDZiYWQucGRm&n=MjAyMuW5tOWLnuWBpeS%2FneS%2Fneiyu%2BWPiuWLnumAgOaPkOe5s%2BS4ieWQiOS4gOiyu%2BeUqOWwjeeFp%2BWPg%2BiAg%2BeUqOihqDA1MTkucGRm&icon=.pdf
zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU202201070en_US