| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 104 === Consumers need for Wen-Dan pomelo in Taiwan is linked with Mid -Autumn Festival. However the harvest season of Wen-Dan pomelo is not quite matched with Mid -Autumn Festival, which results in the Wen-Dan pomelo price fluctuations. The original source of Taiwan Wen-Dan pomelo are mainly from Tainan Madou Dist.; Hualien Ruisui, Yuli and Shoufeng Township; New Taipei Bali Dist.; Yunlin County Douliou; Yilan Dongshan and Sanxing Township,; and Miaoli Xihu Township. Among these original places, the production area and volume of Bali Dist. are ranked third so to reflect the status of Taiwan Wen-Dan Pomelo industry. Hence, the cultivation and sales model and business model of Bali Wen-Dan pomelo industry were chosen to be the study case.
Bali Dist., New Taipei City stands on the left bank of the Tamsui River mouth, which is in the Northern Taiwan, and on the west side of the Guanyin Mountain. It’s dry weather and exposed to the afternoon sun and offshore winds in summer. The place abounds with flavored and sweet Bali Wen-Dan pomelo due to the special geographic environment. Even without the halo effect from the legendarily historical background, the Bali Wen-Dan pomelo business still moves against the tide and experiencing growing sales. How are these happening? This paper will illustrate the strengths and weakness of Bali Wen-Dan pomelo has, and the opportunities and threats it faces by SWOT analysis for industry reference.
In order to discover the cultivation and sales model of Bali Wen-Dan pomelo, this study interviewed 9 Wen-Dan pomelo farmers with innovative cultivation and sales model according to the interview guidance designed by Osterwalder ＆ Pigneur (2010) and Ya-Hsin Peng & Chien-Hsien Yen (2015). The findings may be summarized in three types of business model, including production - direct marketing type, recreational experience - direct marketing type, and catering -direct marketing type. These business models used in conjunction with the four initiatives from Blue Ocean Strategy to modify current Bali Wen-Dan pomelo business model would be much more competitive.
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