台灣的有機市場近年來迅速發展，但綜觀市場上，不論是有機連鎖專賣店或是有機單體店，真正經營成功的卻在少數。因此本研究希望藉由探索市場上兩間經營有成的個案公司，歸納出成功有機通路業者應具備的行銷策略。 本研究採質化以及量化方法並行，以質化方式為主，量化為輔。從販售者的立場用過往文獻，找出關於A、B公司的STP以及行銷組合的資料，並作歸納；從消費者立場，做出研究假設來探討「產品涉入程度」與「購買意願」之間的關係。以下幾點是本研究的主要結果以及實務上提出對於未來想要進入有機產業的業者之建議： 1.明確的市場選擇和定位→業者須選擇要販售的有機產品類型是屬於一般日常用品或是偏向具有療效的產品。 2.「產品涉入程度」正向顯著影響「購買意願」→業者應加強教育消費者。 3.有機產品對於消費者的象徵價值偏低→業者應加強宣傳有機產品的象徵性。例如購買有機產品的消費者是愛護地球，有環保意念的消費者 4.一定的誤購可能性→業者對於店內販售的有機產品，針對驗證部分應該嚴格把關。 綜合上述的分析結果，希望能夠幫助市場上眾多經營有機產業不順利的業者或是未來想要進入有機產業的業者一個行銷策略的範例。 / The organic market in Taiwan has been quickly expanding. However, among all the organic chain stores and independent organic vendors, there are only few cases of success. The study attempts to conclude what marketing strategies should be adopted by successful organic vendors by examining the marketing strategies of two companies. The present study applies both qualitative and quantitative methods, but based primarily on qualitative method. From the vendor’ perspective,we explore the STP and marketing mix- 4ps of A、B company from earlier source. From the consumers’ perspective, the study sets up a hypothesis to explore the relationship between “product involvement”and “purchase intention”. Below(the following) are the results and suggestions to potential vendors in future: 1. Targeting and positioning→ company should distinguish general organic products from products with curative effect 2.“Product involvement”has significant positive effect on“purchase intention”→ company should educate consumers. 3. Organic products’ symbolic value is low to consumers → company should focus on promoting the symbolic meaning of purchasing organic product. Ex: consumers who purchase organic product are environment-conscious. 4. Awareness of unauthentic product → company should ensure that all products are certified. This study hopes to offer a marketing model to the less successful vendors and entrepreneurs who wish to enter the industry in future.

根據瑞士有機農業研究所的全球有機市場報告指出，2013年全球有機農業產值為630億美金，相較於2011年增長25%，由此可見有機產業蓬勃發展。過往國內有關有機產業的研究，大多偏向探討有機農業的發展、消費者行為調查、通路行銷策略，對於有機商店創新層面著墨很少。另一方面，以往服務創新相關研究有提到組織方式與知識管理對其產生的影響，但探討的產業仍限縮在一般服務業，未曾針對有機商店作探討。基於上述的缺口，本研究以「有機認知」、「組織特性」、「知識取得」等三大構面為主軸，選擇國內三家有機零售通路商店進行深入研究，探討三大構面對服務創新的影響。 本研究得到的結論如下： (1) 有機零售通路業者共同採取的服務創新是複合式經營餐飲、不定期的講座與活動、網路平台、App互動與購物。 (2) 有機零售通路業者發展服務創新，其有機產品認知包含健康產品的定義、與農友間公平貿易。前者是說明店內產品的選擇，後者是說明其公平採購行為，兩者對於有機零售商店都是新服務概念。 (3) 有機零售通路會同時透過正式化的組織方式與非正式化的提案制度來激發創新。當公司不具備組織創業家精神，新服務發展將難以達成。 (4) 有機零售通路業者發展服務創新時，在外部連結與知識取得上，會以開放式創新的概念積極向外獲取所需之技術知識與市場知識，尤其注重一線員工與顧客的互動與顧客意見。 最後，本研究提出實務建議與後續研究之建議。 / According to the statistics of Research Institute of Organic Agriculture (FiBL), global output value was 15 billion dollars in 2013 and 25% growth from 2011, which shows that organic industry is a booming industry. Most of the past researches related to organic industry are focused on the “development of organic farming”, “consumer behavior”, “marketing strategy” and very few studies are conducted on the organic store innovation. On the other hand, most of the former studies of service innovation, knowledge management, and organizing focus on general service industry. The past studies of the cases are almost general service industry. Due to the research gap, this study establishes a research framework with four major constructs: organic product awareness, organizing, external sourcing of knowledge and service innovation. I select three organic retail stores and aim to find the relationship among them. Four major preliminary conclusions obtained from this study are as follows: (1) The observation of organic retail stores jointly take these actions, such as combinative restaurant, occasional lectures/activities, network platform and App interacting with shopping. (2) As far as organic retail stores for service innovation is concerned, firm’s organic product awareness consists of the definition of health products and fair trade between farmers. Both of them are the new service concepts. (3) As far as organic retail stores for service innovation is concerned, the firm may use both formal and informal organization. If firms do not acquire entrepreneurship orientation, new service development would not be accomplished. (4) As far as organic retail stores for service innovation is concerned, the firm will actively acquire both of technical knowledge and market knowledge. Especially stores pay attention to the views of frontline staff and customer feedback. Finally, this study draws some recommendations for both practitioners and follow-up researchers.