臺灣博碩士論文加值系統

　在台灣人口趨勢上，我國預估於2025年會邁入超高齡社會。而隨著人口結構日趨高齡化，三高、血脂等慢性疾病愈來愈多，消費者健康意識亦隨之提高，也加強國人對保健食品需求增加，各類機能性食品、營養補充品商機也更受業者重視，使得保健食品市場日益蓬勃。為了讓消費者吃得安心吃得健康，許多保健原料供應商將其保健原料賦予「品牌價值」，也就是供應商最關鍵的核心在於給予顧客品牌價值，這也是目前許多原料供應商業界人士的思維模式。
　　有鑑於此，本研究將以「商業模式創新」為理論基礎，探討「品牌價值」因素是否會影響保健食品的銷售績效。採用商業模式創新作為本研究理論基礎原因主要為，透過商業模式創新，可了解原料供應商之品牌價值創造基本邏輯的創新變化，以及品牌價值創構成要素的變化(Bocken et al., 2014)，並針對訪談結果提出發現與建議，作為保健食品設計開發的依據。 探討保健原料供應商可否藉由「品牌」，讓「一般保健原料」成為「保健品牌原料」，進而提升供應商保健產品的價值。
　　研究結果發現，保健原料供應商之商業模式創新因素，就是開發「保健品牌原料」。保健品牌原料的優勢，就是辨識度明確，藉著（1）國際知名製造商（2）具授權商標（3）主要成分規格含量明確（4）成分安全（5）具多項專利（6）有人體臨床實驗且專刊發表（7）有建議劑量（8）工廠具備國際認證等資料，亦讓保健食品開發客戶便於行銷訴求，做產品區隔；尤其目前在後疫情時代，線上活動增加，微商＆電商興起，此方式更亦讓消費者明確了解產品的優劣，而加大消費力道。

In terms of population trends in Taiwan, our country is expected to become a super-aged society in 2025.With the aging of the population structure, the chronic diseases such as the three hypers are increasing. Growing consumer awareness towards health and wellness drives the demand for health and wellness products. More and more business opportunities for various functional foods and nutritional supplements attract those suppliers and make the health food market flourish. To let consumers eat safe and healthy, many health-care raw materials suppliers grant their health-care raw materials the missions to create the brand values to their consumers. This mindset is very common in current raw materials industry.
In view of this, this research will use "business model innovation" as the theoretical basis to discuss whether the factor of "brand value" will affect the sales performance of health products. Through business model innovation, we can understand the basic logic of brand value created by raw material suppliers and the changes in the elements of brand value (Bocken et al., 2014). And the results of the interview will apply as the basis for the design and development of health food. This research is also to discuss whether health-care raw materials suppliers can use brand influence to upgrade “health-care brand raw materials” from “general health-care raw materials”, thereby enhancing the value of suppliers’ health-care products.
The results of the study found that the key to business model innovation for health care raw material suppliers is the development of "health care brand raw materials."
The advantage of health-care brand raw materials is that they are clearly distinguishable. With the features of (1) international renowned manufacturer (2) authorized trademarks (3) clear specifications and contents of main ingredients (4) safe ingredients (5) multiple patents (6) human body clinical trials and special publications (7) suggested dosages (8) international certified factory, those developing health food customers can focus their appeals to differentiate the products. Especially in the post-epidemic era, online activities are increasing and micro-business & E-commerce are booming. They can make consumers clearly understand the pros and cons of products and increase their purchase power.

謝 詞....................................................I
中文摘要.................................................II
ABSTRACT................................................III
目 錄...................................................IV
圖 次...................................................VI
表 次..................................................VII
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究問題 3
第三節　研究目的 3
第四節　研究流程 4
第二章　文獻探討 5
第一節　台灣保健原料概況 5
第二節　商業模式(Business Model) 10
第三節　商業模式創新(Business Model Innovation) 12
第三章　研究方法 16
第一節　研究架構 16
第二節　研究方法 18
第三節　研究對象介紹 21
第一節　研究方法設計 22
第四章　個案分析 27
第一節　資料分析 27
第二節　訪談內容分析 27
第三節　商業模式概念框架分析 28
第五章　結論與建議 34
第一節　研究結論 34
第二節　建議與後續研究 36
參考文獻 38
附錄一　Ａ生物科技股份有限公司 41
附錄二　Ｂ生物科技公司 44
附錄三　Ｃ股份有限公司 47
著作權聲明 49

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三、網路參考資料
Bevis(2016)STOCKFEEL,2016年11月24日。取自https://www.stockfeel.com.tw/步入3.0時代的保健食品通路