目前台灣稻米市場已飽和，競爭激烈，近年來有更多人不以澱粉當主食，大大降低十米銷售，惟甚少針對產業資源整合及目標客層客製化經營模式，稻米市場經營亦應考慮消費者的需求提供客製化資源的整合及服務，讓消費者以更有效率的方式達成需求，目前經營業者亦少有著墨。本研究以SWOT分析及STP市場區隔分析，並結合Osterwalder & Pigneur (2010)所提出之商業經營模式，再以電子商務中的B2C、B2B、O2O為目標客層，分別建構具客制化觀點分析稻米業創新經營模式。研究發現，「B2C」目標客層著重於提供客製化創新經營元素，故經營策略應藉由業者專業團隊提供相對應資源為消費者規劃客制化的服務；「B2B」目標客層著重於提供客製化專項創新經營元素，故經營策略應提供有意願創新稻米產業的業者，提供完善的客制化的服務；「O2O」目標客層著重於提供單一消費者客製化服務資源重整創新經營元素，故經營策略應提供有食米需求者提供更方便的客制化食米服務。 At present, Taiwan’s rice market is saturated and the competition is fierce. In recent years, more people have not used starch as their staple food, which has greatly reduced the sales of ten rice. However, the integration of industrial resources and customized business models for target customers are rare, and rice market operations should also be considered. Consumers' needs provide customized resource integration and services, allowing consumers to meet their needs in a more efficient manner. At present, operators rarely have ink. This research uses SWOT analysis and STP market segmentation analysis, combined with the business operation model proposed by Osterwalder & Pigneur (2010), and then takes B2C, B2B, and O2O in e-commerce as the target customers to construct a customized perspective analysis. Innovative business model for the rice industry.The study found that the "B2C" target audience focuses on providing customized and innovative business elements. Therefore, the business strategy should rely on the professional team of the industry to provide corresponding resources to plan customized services for consumers; the "B2B" target audience focuses on providing customers Specialized and innovative business elements, so the business strategy should provide those who are willing to innovate the rice industry and provide comprehensive customized services; the "O2O" target audience focuses on providing a single consumer with customized service resources to reorganize and innovate business elements Therefore, the business strategy should provide more convenient and customized rice service for those who need rice.
