| Abstract: | 隨著外食人口增加，在消費需求引領下，鮮食成為外食市場重要產品之一。加上1997 年農委會主導推動18℃恆溫米飯，使得18℃恆溫米飯製品逐漸崛起，成為鮮食商品的重要產品項目之一。台灣鮮食產業最大的優勢在於連鎖便利商店的密集性及強大的集團資源，使得供應鏈整合與市場運作的速度達到最大化。根據超商資料統計，統一超商自2010年開始提供座位區後，2012年的鮮食營業額高達235億元，鮮食業績逐年增加，統一超商已是全台最大的餐飲通路，鮮食商品營業額成長率約25%。隨著外食人口比例增加，鮮食商品在連鎖便利商店的營收佔比將會持續上升。
本研究以個案研究法，探討統一超商的鮮食商品供應鏈協同管理模式。在這整個龐大的鮮食供應鏈體系中，光是維持獲利並且持續擁有競爭優勢就已經非常困難，更何況是串起了產業供應鏈的前後端，如何妥善運用供應鏈協同管理及資訊科技，讓供應鏈管理的資訊透明化，準確的完成高可信度的銷售預測，創造出供應鏈最大的利潤，係為本研究分析的議題。
研究發現供應鏈管理的關鍵能力在於整合，亦即整合研發、生產、行銷等活動及夥伴關係。統一超商藉著集團的強大資源，與供應鏈成員共同協力分工，利用POS系統挖掘消費者需求，充分掌握上游原料來源及採購價格，再配合產品行銷策略，形成鮮食供應鏈的強力連結，達到快速開發、快速供貨及品質控管的效益。在資訊科技發展方面，統一超商亦投入相當多的資源，建置透明化的資訊交換平台，建立起各門巿、超商總部、物流中心、鮮食廠與供應商，在銷售、進貨、驗收、出貨、生產、製造、採購作業上的協同合作，避免人工及時間上的浪費，優化整體供應鏈的實務作業。
The popularity of out eating and the lead of the consumer demands, had made the fresh foods become the essential product in out eating market. In addition, the Council of Agriculture had successfully promoted “18℃ constant temperature rice” as one of the main fresh food products. Two biggest advantages of fresh foods industry to success in Taiwan market are wide coverage of chain convenience shops and powerful resource support from industry association. This maximized the integration of supply chain and also enhanced the performance of operation management.
According to statistics data of President Chain Store Corporation (PCSC), the sales of fresh foods grow annually after the allocation of seating in 2010. It had grown up to NT. 23.5 billion in 2012. PCSC became the largest food and beverage distributor in Taiwan with the growth rate of 25% for the sales of fresh food. In foreseeable future, the revenues ratio of fresh foods in chain convenience stores will progressively grow by the increasing out-dinning population.
This study used case study methodology to explore the collaborative management model for fresh foods supply chain that adopted in PCSC. Throughout this vast fresh foods supply chain system, maintained profitability and sustained competitive advantage had been very difficult. It had been difficult to maintain profitability and sustained competitive advantages throughout this vast fresh foods supply chain system, not to mention the front end and back end of the industry supply chain integration. The collaborative supply chain management and information technology, transparent management information, accurate sales forecasting and maximizing profit are the main topics of this study.
The study found the key competency of supply chain management is on integration, which means integrating the researches, developments, productions, marketing and partnerships. With its powerful resources, PCSC collaborated with its members of supply chain. It studied on the consumer behavior through the POS system to obtain a complete information of the supplier of sources and the pricing of raw materials. With the effective marketing strategy, it formed a strong collaboration of supply chain that enabled a rapid development, quality control and fast delivery. In the part of Information Technology, PCSC had invested considerable resources to build transparent information exchange platform to establish the effective collaboration between PCSC headquarters, stores, logistics center, fresh foods factory or suppliers, sales, stock replenishment, delivery acceptance, shipments, production, manufacture, and procurement. This is to avoid any wastage of labor and time and to optimize the performance of supply chain management. |
