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研究生： 黃依雯
Yi-Wen Huang
論文名稱： 食物設計之策略創業與商業模式
The Strategic Entrepreneurship and Business Models of Food Design
指導教授： 董芳武
Fang-Wu Tung
口試委員: 陳建雄
Chien-Hsiung Chen
林廷宜
Ting-Yi Lin
學位類別： 碩士
Master
系所名稱： 設計學院 - 設計系
Department of Design
論文出版年： 2017
畢業學年度： 105
語文別： 中文
論文頁數： 107
中文關鍵詞： 食物設計 、策略創業 、商業模式 、動態能力理論
外文關鍵詞： Food Design, Strategic Entrepreneurship, Business Model, Dynamic Capability Theory
相關次數： 點閱：499  下載：22 
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    • 近年來隨著體驗經濟的發展，食物設計被重新定義與發揮，形成一股風潮的同時也是一門學科，為設計產業注入新血。本研究藉由探討國內外7家食物設計工作室，以動態能力理論，比較分析各個案的策略創業與商業模式的運作，進而歸納出食物設計的經營建議及未來發展。

    研究結果指出，食物設計工作室的策略創業與商業模式在進行上，先驗經驗影響了創辦人對於創業起點的選擇。具工作經驗或特殊經歷者，於醞釀、摸索階段時，累積資金與知識資本以待時機；反之則以低成本顧客為目標，販售小額產品來快速累積創業資本和經驗。位處成長階段時，則仰賴設計能耐的主導。食物設計經常需要跨領域的合作，設計師的角色常因應合作對象而改變。除了設計美學的能耐培養，也需著重於設計管理與知識、技術等新知的吸收。又食物設計轉型的方向與創辦人的個人價值主張關係密切，利於避免與他人重複發展方向，也能在招攬新客戶的同時，完成自我的實踐。

    另一方面，臺灣食物相關口味、造型、包裝、產品等設計深具實力，但以服務和體驗進行的食物設計呈現則是近幾年才開始的趨勢。多數工作室還處於摸索階段，案源以政府合作案為主，或擔當企業、廠商之顧問來累積人脈與資本。雖然相較於國外案例，國內之設計委託案能自由發揮的程度較少，仍可從中發現食物設計在市場上的需求，仰賴更進一步地推廣與行銷，是塊值得探索與投入的白地。

    In recent years, with the development of experience economy, food design has been redefined and developed into a trend as well as an academic subject, becoming the new blood for the design industry. This study compares and analyzes 7 domestic and foreign food design studios, by using dynamic capability theory to understand their strategic entrepreneurship and business model, hence come up with the conclusion of future development and advice for further food design business.

    The result of the study points out, in the scheme of strategic business and business model, previous experience affects founder’s choice of starting point. During the exploration stage, those business runners with prior work or other special experiences would accumulate funds and intellectual capital to wait for the best timing; whereas the others would target at lower-cost customers, and sell cheap products in order to rapidly gain their venture capital and experience. During the growth stage, it is deeply dependent on the dominance of design capability. Food design often requires cross-disciplinary cooperation, the designer's role often changes due to their cooperation partner. In addition to aesthetic ability, the acknowledgement of design management, and other new technology are also very crucial. And the direction of food design transformation is closely related to the personal value of the founder, so to avoid overlapping with others’ direction, and to achieve self-fulfilment while attracting new clients.

    On the other hand, while design for the taste, shape, style and package of food has been well developed in Taiwan, but design relative services and experiences has just been a trend in recent years. Most studios are still in exploring stage, with mainly the projects from the government as well as consultancy for enterprises for more resources and professional network. Compared to the requests abroad, there is less space for imagination, but more requests are to be found, which makes it a white space for investments and further promotion into the market.

    目錄 I 圖目錄 III 表目錄 V 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 3 第三節 研究流程與架構 4 第二章 文獻探討 5 第一節 體驗經濟 5 2.1.1 體驗經濟的來臨 5 第二節 食物設計 8 2.2.1 食物如何影響人類生活 8 2.2.2 食物設計的定義 9 第三節 策略創業 16 2.3.1 創業與策略 16 2.3.2 機會辨識與開發 19 第四節 商業模式 20 2.4.1 商業模式之定義 20 第五節 資源基礎動態能力 26 2.5.1 資源基礎的特性 26 2.5.2 動態能力理論 29 第三章 研究方法 33 第一節 研究方法 33 第二節 研究架構 34 第三節 研究對象 35 第四節 資料分析 36 第五節 信度與效度 36 第四章 研究結果 37 個案分析 37 4.1 個案S1 37 4.2 個案S2 42 4.3 個案S3 47 4.4 個案S4 52 4.5 個案S5 57 4.6 個案S6 61 4.7 個案S7 63 第五章 討論 65 5.1 食物設計之動態能力 65 5.2 食物設計之機會辨識 70 5.3 食物設計之商業模式 71 第六章 結論與建議 81 第一節 結論 81 第二節 建議 83 第三節 研究限制 85 參考文獻 86 英文文獻 86 中文文獻 89 網路資料 91 附錄A 92 訪談大綱 92

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