全球環境正在迅速發生變化，氣候變遷已成為首要的政治議題，農業對於氣候變
遷的影響也越來越被重視。各國有機農業發展部門業已開始重視如何優化傳統農業經
營轉往有機農業發展，努力朝向「氣候中和」此對於全體人類極度重要、具急迫性 又
理想化的目標前進。
台灣有機農業發展多年但步伐相較歐美國家仍相當緩慢，民國107 年通過的有機
農業促進法可望讓有機農業輔導與管理的法政目標步上健全的定位與持續推動之基
礎。
近年有機農業面積雖已近兩萬公頃，超過全國耕地 1.37%，但消費市場仍舊未打
開，大眾對有機及友善耕作產品的接受程度，並未跟上農業轉型生產的步調，有機生
產則尚有技術面及經營管理面的問題，需要更多研發投入與創新方案。
本研究主角王明勇老師因為生命生轉捩點而進入有機產業努力耕耘
數十年，由於深切相信有機食物與生機飲食對於人類、對於環境有著極大
益處與正向影響力即使發展不易甚至遇到困難都堅持不放棄改善台灣有
機產業發展的職志。

The global environment is changing rapidly. Climate change has become a critical
political issue, and the impact of agriculture on climate change is becoming more and more
important. The organic agriculture development sectors of various countries have begun to
focus on optimizing the traditional agricultural operations and gradually transform them into
organic agriculture. These countries strive to move towards the goal of climate neutrality,
which is an extremely important, urgent, and idealized goal for all mankind.
Organic agriculture of Taiwan has been developing for many years yet is still very slow
compared with that of European and American countries. Hopefully, the organic regulations
adopted in 2018 are expected to not only stabilize the counseling and management of organic
agriculture but also build up the foundation of promoting organic agriculture. In recent years,
although the area of organic agriculture has reached nearly 20,000 hectares, which is more
than 1.37% of the national arable land, the organic retail market is still not popular among
consumers. The consumers’ recognition of organic farming products has not kept up with
the pace of agricultural transformation. On the other hand, organic production still has
technical and operational management problems, requiring more R&D investment and
innovative solutions.
The protagonist of organic farming, Mr. Wang Mingyong, has devoted himself to the
organic industry for decades because of the turning point of life. He deeply believes that
organic food and organic diet can benefit human health a lot and has a positive influence on
human beings and the environment. Even if it is not easy for him to advocate his ideal under
various obstacles, he insists on not giving up the career of improving the development of
Taiwan's organic industry. In order to deliver his organic faith: good for eaters, good for
producers, better for the environment, teacher Wang Mingyong establishes the Natura Rule
organic supermarket brand, trying to adhere to the core value of adapting of traditional
cuisine, improve the ecosystem transformation of organic agriculture, and combine
innovative thinking with cultural craftsmanship to recreate Taiwan's local organic new blue
ocean. The case adapts Harvard Case Study research method to discuss the following issues:
influence marketing, organizational dexterity, service-oriented logic, and business model
innovation. First, the research will dissect the relevancy of Mr. Wang's influence on the
development and marketing of organic concepts. Secondly, the research will investigate how
to make good use of organizational dexterity to adjust the plan that is most suitable for the
Taiwan market. Third, the research will focus on how service-oriented logic can narrow the
distance between organic goods and consumers. Finally, the research will discuss how to
create a new generation of vitality market blue ocean through business model innovation.

1. 王明勇老師個人著作六本 : 遇見生機、這樣排毒讓我不生病、王明勇的健康
廚房、這樣吃一定瘦、不能吃的秘密、好好吃救自己等
2. 王鐘和國立屏東科技大學農園生產系教授文章: 台灣有機農業的內涵與發展
願景
3. 2021 歐洲有機大會系列之一：農業在「氣候中和」裡所扮演的角色
4. 影響力行銷https://ttmarketing.1111.com.tw/knowledge/detail/123/
5. https://twfirst.com.tw/digital-marketing/digital-marketing-5a-structure/
6. 雙元性組織理論基礎 :
https://jom.management.org.tw/upload/alistfs7041706103652153839.pdf
7. 服務主導邏輯 : https://wiki.mbalib.com/zhtw/%
E6%9C%8D%E5%8A%A1%E4%B8%BB%E5%AF%BC%E9%80%BB%E8
%BE%91
8. 聯合國有續發展目標https://green.nttu.edu.tw/p/412-1048-10039.php?Lang=zhtw
9. 商業模式創新 https://wiki.mbalib.com/zhtw/%
E5%95%86%E4%B8%9A%E6%A8%A1%E5%BC%8F%E5%88%9B%E6%
96%B0