隨者消費者健康訴求意識抬頭，消費者更加重視對食品安全議題，逐漸重視 養生及健康的概念，促進台灣有機農業蓬勃發展。有機蔬果推崇天然、無化學農 藥且不造成人體負擔之農產品為目標，並尊崇大自然，以回歸原始生態之平衡。 台灣在有機農產品上具有龐大市場需求及未來發展潛能，本研究採用 4P 營銷理 論:產品(product)策略、通路(place)策略、訂價(price)策略、促銷(promotion) 策略，探討有機蔬果經營與管理模式。但有機蔬果商店經營正面臨發展困境，受 限於台灣氣候與零碎耕作面積、高投入成本、有機農產品認證辨識度低、商業競 爭及農民新型態銷售模式，因受限於重重困境的傳統有機蔬果商店正陷入發展瓶 頸，有機蔬果商店必須打破舊思維並積極轉型，化危機為無限商機。
有機蔬果商店唯有不斷轉型升級，調整銷售策略採取創新體驗，創造多元商機以因 應劇烈競爭市場，找出新契機才能從困境中生存。有機蔬果商店業者採取創新的經營模 式，舉辦健康體驗活動，提升消費者對商店的信賴度，創造未來永續的龐大商機，這種 體驗活動是一般純購物式的零售賣場無法取代的行銷策略。近年來，隨著勢不可擋的網 路科技崛起，有機蔬果店業者必須跟進網路創新，透過網路行銷提高有機蔬果產品之曝 光度，發展多元服務模式，打造更便利與智慧的消費環境，強化彼此信賴度、套牢消費 者的心且增強顧客黏著度，進一步提升有機蔬果商店之經營成效。

With the rising awareness of consumers' health appeals, consumers put more emphasis on food
safety issues, gradually pay attention to the concept of health, and promote the vigorous development of Taiwan's organic agriculture. Organic fruits and vegetables are aimed to agricultural products that are natural, chemically free of pesticides and do not cause human burden, and respect nature to return to the balance of the original ecology. Taiwan has huge market demand and future development potential in organic agricultural products. This study uses 4P marketing theory: product strategy, place strategy, price strategy, promotion strategy to explore organic fruit and vegetable operation and management mode. However, the operation of organic fruit and vegetable stores is facing development difficulties limited by Taiwan's climate and fragmented farming area, high input costs, low recognition of organic agricultural products certification, commercial competition and new-type sales models of farmers, due to traditional organic factors limited by many difficulties. Fruit and vegetable stores are falling into the bottleneck of development. Organic fruit and vegetable stores must break old thinking and actively transform, and turn crisis into unlimited business opportunities.
Organic fruit and vegetable stores can only continue to transform and upgrade, adjust sales strategies to adopt innovative experiences, create multiple business opportunities in order to compete fiercely in the market, and find new opportunities to survive from the predicament. Organic fruit and vegetable store operators adopt innovative business models, hold health experience activities, enhance consumers' trust in stores, and create huge business opportunities in the future. This kind of experience activities is a marketing strategy that cannot be replaced by general pure shopping retail stores. In recent years, with the unstoppable rise of Internet technology, organic vegetable and fruit store operators must follow up on online innovation, increase the exposure of organic fruits and vegetables through online marketing, develop a multi-service model, create a more convenient and intelligent consumer environment, keep reliance on each other, entangle the hearts of consumers and enhance customer adhesion, and further enhance the operational effectiveness of organic fruit and vegetable stor es.

摘要.................................................................................................................................I
誌謝.............................................................................................................................. III
目錄.............................................................................................................................. IV
表目錄.......................................................................................................................... VI
圖目錄......................................................................................................................... VII
第一章、緒論................................................................................................................ 1
第二章、文獻回顧........................................................................................................ 3
一、食品安全議題 ................................................................................................ 3
二、有機農業及產品之定義 ................................................................................ 3
第三章、台灣有機農產品之現況................................................................................ 6
第四章、有機蔬果經營管理........................................................................................ 9
第一節、4P 營銷理論........................................................................................... 9
一、產品策略 ................................................................................................ 9
二、通路策略 .............................................................................................. 10
三、定價策略 .............................................................................................. 11
四、促銷策略 .............................................................................................. 12
第二節、個案分析.............................................................................................. 12
一、公司理念 .............................................................................................. 12
二、營運模式 .............................................................................................. 13
三、營銷策略 .............................................................................................. 13
第五章、有機蔬果商店經營之困境.......................................................................... 14
第一節、經營困境 .............................................................................................. 14
一、台灣環境.............................................................................................. 14
(一)、氣候與耕地面積之不利條件................................................... 14
(二)、有機農產品之生產成本高....................................................... 14
(三)、有機農產品認證混亂............................................................... 15
二、商業競爭 .............................................................................................. 17
三、農民新型態銷售模式 .......................................................................... 17
第二節、未來展望.............................................................................................. 19
一、健康體驗活動 ...................................................................................... 19
二、網路行銷及管道 .................................................................................. 20
第六章、結論.............................................................................................................. 21
參考文獻...................................................................................................................... 22

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