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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 1-八月-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, Sandra en_US dc.contributor.author (作者) 楊子瑩 zh_TW dc.contributor.author (作者) Tzu-Ying Yang en_US dc.creator (作者) 楊子瑩 zh_TW dc.creator (作者) Yang, Tzu-Ying en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-八月-2022 17:40:19 (UTC+8) - dc.date.available 1-八月-2022 17:40:19 (UTC+8) - dc.date.issued (上傳時間) 1-八月-2022 17:40:19 (UTC+8) - dc.identifier (其他 識別碼) G0108933008 en_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) 108933008 zh_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/#G0108933008 en_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 enterprise en_US dc.subject (關鍵詞) Fruit packaging en_US dc.subject (關鍵詞) Fruit supply chain en_US dc.subject (關鍵詞) Local farmers en_US dc.subject (關鍵詞) Taiwanese fruits en_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 Taiwan en_US dc.type (資料類型) thesis en_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/NCCU202201070 en_US
