研究生: |
胡冠屹 Kuan-Yi HU |
---|---|
論文名稱: |
價值創新策略之個案研究—以素食產業為例 A Review on Value Innovation Strategy—Case Study on Industrial of Vegetarian Food |
指導教授: |
梁瓊如
Chiung-Ju Liang |
口試委員: |
紀佳芬
Chia-Fen Chi 翁文彬 Wen-Pin Weng |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理研究所 Graduate Institute of Management |
論文出版年: | 2007 |
畢業學年度: | 95 |
語文別: | 中文 |
論文頁數: | 77 |
中文關鍵詞: | 價值創新策略 、市場 、消費者 、素食 |
外文關鍵詞: | Value innovation strategy, Market, Consumer, Vegetarian |
相關次數: | 點閱:248 下載:3 |
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本研究以個案研究法來探討因應日益競爭的市場,如何創新擴大食品市場?以價值創新策略為架構,素食產業為研究對象,素食如何運用創新策略來預測未來趨勢走向、在消費食品市場中以何種策略思考個案以應用創新(Application Innovation)、產品創新(Product Innovation)及行銷創新(Marketing Innovation),在市場處於過度競爭且眾多同質性高利潤低的情形下,從紅海中找出另一市場空間的藍海。以應用創新、產品創新、行銷創新來擴大s.t.p市場區隔(segmenting) — 一般消費者、醫院病患及心血管疾病者、特殊信仰國家使用者、特殊料理系列。
經由對個案公司的創新策略及執行過程的探討,本研究題提出下列研究結論:
1.面對全球化競爭市場及產能不足資源分配不均狀況下,企業如何尋找契機做為立足點。
2.由於激烈競爭市場及個案公司內部經營問題,開始思考如何因應尋找商機做出最佳策略。
3.創新策略在執行時內部資源不夠,創新效益恐造成風險。而創新對內部員工所造成衝突及外部資訊取得產生問題。
4.創新後主要效益為:擴大不同消費群、擁有國際市場訂單、積極開發中東特殊市場。
The objective of this research is to study how market innovation mechanism can possibly be used for market expansion purpose. Embed the value innovation strategy as basic structure to predict the market trend of vegetarian food industry and through implementation of Application Innovation ; Product Innovation ; Marketing Innovation to create a blue ocean market where the business activities are not competing against products with high homogeneity.
Through research of ABC Corp’s innovation strategy and implementation process, the following conclusions are reached;
1.Enterprise needs to identify its niche market and secure foothold to cope with keen competition business environment.
2.Accompanied by keen competition environment, internal business objective jointly trigged the consideration for reaffirming company’s best strategy.
3.Insufficient resources may possibly jeopardize the desirable benefit result from successful innovation. Innovation can also create culture choke for employee.
4.The proven benefit that contributed by Innovation activities are: Expansion on market segment; incremental orders from international trading market; significant achievement in Middle East market.
一、中文部份
1.陳嘉宏,「 2006 台灣保健食品產業概況分析」,台灣經濟研究院,2006年6月。
2.陳玉玲,「健康需求對日本食品產業之影響」,食品工業發展研究所,2006年12月。
3.陳玉玲、簡相堂「由新產品看食品產業新趨勢—健康概念產品」,食品工業發展研究所,2006年12月。
4.邱郁婷,「年輕素食者與非素食者血漿同半胱胺酸、維生素B6、維生素B12及葉酸的營養狀況及其相關性」,中山醫學大學營養科學研究所碩士論文,2002年。
5.王銘富,「各種營養素及食品對過敏性反應之影響研究」,行政院國家科學委員會保健食品研究開發計畫成果報告,1999年。
6.羅之綱,「生農環境科技產業的前景在哪裡?—以基因改造食品為例」,台大農化系新生家長座談會專題報告,2006年。
7.吳啟銘,「企業評價—個案實證分析」,智勝文化事業有限公司,2005年。
8.陳正沛譯(Brian E.Becker,Mark A. Huselid,Dave Ulrich 原著),「人力資源計分卡:人力資源、經營策略與績效目標的最佳結合」,臉譜出版,2004年。
9.陳正平等譯(Robert S.Kaplan and David P.Nortin原著),「策略地圖︰串聯組織策略從形成到徹底實施的動態管理工具」,臉譜出版,2004年。
二、英文部份
1.Adner, Ron (2006) ,”Match Your Innovation Strategy to Your Innovation Ecosystem”, Harvard Business Review,vol.84, No4,pp.98-107
2.Anthony, Scott D. ,Eyring, Matt & Gibson ,Lib (2006),” Mapping Your Innovation Strategy”, Harvard Business Review, vol.84, No5,pp.104-113
3.Andrew, James P. , Sirkin, Harold L. (2003),” Innovating for Cash”, Harvard Business Review,vol.81, No9,pp.76-83
4.Andrew Hargadon, Robert I. Sutton (2000), “Building an Innovation Factory”, Harvard Business Review on Innovation.
5.Eric Von Hippel, Stefan Thomke, Mary Sonnack (1999), “Creating Breakthroughs at 3M”, Harvard Business Review on Innovation
6.Fernando Suarez(2005),“The Half-Truth of First-Mover Advantage”, Harvard Business Review (April 2005)
7.Drucker, Peter (2002),”The Discipline of Innovation”,Harvard Business Review,vol.80, No8,pp.95-103
8.Gary Hamel (2006), “The Why, What, and How of Management Innovation”, Harvard Business Review (February 2006)
9.“Game Issue Report”,Korea IT Industry Promotion Agency(KIPA),Serial Number 21,March 2005
10.Govindarajan , Vijay , Trimble, Chris (2005),”Building Breakthrough Businesses Within Established Organizations” ,Harvard Business Review,vol.83, No5,pp.58-68
11.Geoffrey A.Moore(2004)“The old Innovation Stategy”, Harvard Business Review (August 2004)
12.Hammer, Michael (2004),”Deep Change: How Operational Innovation Can Transform Your Company” ,Harvard Business Review,vol.82, No3,pp.84-93
13.Kanter, Rosabeth Moss (2006),”Innovation: The Classic Traps “,Harvard Business Review,vol.84, No11,pp.72-83
14.Kim , W. Chan & Mauborgne, Renee (1999),“Creating New Market Space”,,Harvard Business Review,vol.77, No1,pp.83-93
15.Kim, W. Chan & Mauborgne, Rene (2000),“Knowing a Winning Business Idea When You See One”,Harvard Business Review,vol.77, No5,pp.129-138
16.Kim, W. Chan & Mauborgne, Rene (2004),Blue Ocean Strategy,Harvard Business Review Article,vol.82, No10,pp.76-84
17.Larry Huston, Nabil Sakkab (2006), “Connect and Develop: Inside Procter & Gamble's New Model for Innovation”, Harvard Business Review (March 2006)
18.Laurie , Donald L. , Dos, Yves L. & Sheer, Claude P. (2006),” Creating New Growth Platforms”, Harvard Business Review,vol.84, No5,pp.80-90.
19.Lencioni, Patrick M. (2002),”Make Your Values Mean Something” ,Harvard Business Review,vol.80, No7,pp.113-117
20.Magidson, Jason , Brandyberry, Gregg (2001),”Putting Customers in the "Wish Mode" ”, Harvard Business Review,vol.79, No8,pp.26-26
21.Moore, Geoffrey A. (2004);”Darwin and the Demon: Innovating Within Established Enterprises”, Harvard Business Review,vol.82, No7/8,pp.86-92
22.Narayandas, Das (2005),”Building Loyalty in Business Markets”, Harvard Business Review,vol.83, No9,pp.131-139
23.Philip Kotler (2003), A Frame Work for Marketing Management, Second Edition.
24.Quan, Daniel (2004),”Online Game Market in China Analysis & Prospect”,KIPA,October 2004
25.Roberts, Morgan (2005),”A Study of The Massively Mupltiplayer Online Business Model Within The Interactive Entertainment Industry”,San Francisco State University,December 2005
26.Robert F. Bruner, Joseph R. Perella (Foreword by)(2004), Applied Mergers and AcquisitionsPhilip
27.Selden , Larry , MacMillan, Ian C. (2006),”Manage Customer-Centric Innovation -- Systematically”,Harvard Business Review,vol.84, No4,pp.108-116
28.Thomke, Stefan , Hippel , Eric Von (2002),”Customers as Innovators: A New Way to Create Value”,Harvard Business Review,vol.80, No4,pp.74-81
29.W. Chan Kim, Renee Mauborgne (1997), “Value Innovation: The Strategic Logic of Hih Growth”, Harvard Business Review on Strategies for Growth.
30.Ulwick, Anthony W. (2002),” Turn Customer Input into Innovation”, Harvard Business Review,vol.80, No1,pp.91-97.
31.Wolpert, John D. (2002),”Breaking Out of the Innovation Box”,Harvard Business Review, vol.80, No8,pp.77-83
32.Zook ,Chris & Allen , James (2003),” Growth Outside the Core”, Harvard Business Review,vol.81, No12,pp.66-73
三、網站部份
1. http://www.innocentive.com/
2. http://www.ninesigma.com/
3. http://www.yet2.com/
4. http://www.yourencore.com/
5. http://www.thelongtail.com
6. 內政部戶政司, http://www.ris.gov.tw/
7. ITIS產業資訊服務網, http://www.itis.org.tw/
8. 中華佛教信息網,http://big5.fjnet.com/
9. 食品工業發展研究所,http://www.firdi.org.tw/
10.天恩食品,http://www.tenin.com.tw/
11.全廣食品,http://www.ckfood.com.tw
12.松珍生物科技股份有限公司,http://www.vegefarm.com.tw/
13.經濟部全球資訊網,http://www.moea.gov.tw/