| Summary: | 碩士 === 國立臺灣大學 === 農業經濟學研究所 === 105 === Abstract
The product value of Taiwan''s ice market reached 2 billion in 2007 it reduced to 4 billion in 2015. The global warming makes this "hot business" continue to spread in the future. As early as the Japanese colonial period, ice technology has been introduced in Taiwan which is from the early ice, add sugar, add jam to the fruit and so on. With the economic conditions, production technology and health awareness, fresh fruit has replaced the traditional processing products. Because fresh fruits and vegetables are not easy to be preserved, fresh fruits and vegetables in the harvest will still be in the ripening (Ripening) and aging (Senescence Or Ageing) process, which will make the food quality worse, and even corrupt consumption. Therefore, to maintain the preservation of fresh fruits and vegetables, the relevant ripening and aging must be controlled.
In order to insist and ensure that the delicious mangos are sufficient for people to enjoy ice products in the entire year, MangoChaCha company maintains the quality of materials to provide consumers with stable quality of mango ingredients by IQF (Individually Quick Frozen) preservation technology. Because the frozen process makes the water freeze into ice, and these ice will destroy mango organization, the mango will damage, the greater the damage caused by the greater the ice; but if the faster freezing. Quick froze makes mango flavor and quality more preserved and complete. In addition, frozen mango can be placed in central frozen warehouses, which reduces the store face mango frozen by the use of refrigeration equipment, space and electricity. Because the frozen fruit can be quickly diced thawing, it can reduce the store staff operating time and to increase efficiency.
In the past, the study of mangoes in Taiwan was more focused on the application of related extracts and pest control, and less explored in terms of industrial competitiveness. Therefore, this study to MangoChaCha focuses on the application of rapid freezing technology and innovative business model of the case analysis. Including (A) diamond model analysis mango industry overall environment, (B) five force analysis, (C) value chain analysis and (D) SWOT analysis MangoChaCha status; and by analyzing the results of the development of competitive strategies, (A) development strategy (access, brand), (B) innovative application and R&D strategy and (C) international distribution strategy. This study also aims to propose the relevant recommendations and future research direction, as the direction of future development of Taiwan''s mango industry of reference.
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