素 PER NO MÀ創業企劃

Abstract

隨著全球素食市場的蓬勃發展，消費者的素食需求逐漸從傳統宗教信仰轉向健康、環保等多元面向。疫情促使食品零售業轉向網購模式，提供生鮮配送與多元選項的商機。因此，本企劃團隊決定開發一個專注於素食調理包與冷凍食品的電商平台 「素 PER NO MÀ」，並結合創新功能，將智慧蔬食生活的理念傳遞給消費者，打造一個讓素食愛好者交流分享的平台。

根據統計，臺灣素食人口占比約 13-14%，市場規模逐步擴大。為了掌握這一市場機會，我們分析了相同產業的競爭者，並運用 SWOT、4P 等工具構想經營與行銷策略，以確保我們的市場競爭力。平台主打 自有品牌與他牌素食商品，提供蛋奶素、全素等多種選擇，並搭配 AI料理助手、食譜專區、會員機制及社群行銷活動，提升消費者體驗與購買意願。此外，透過部落客推薦、餐廳合作打卡機制、節慶促銷 等方式提升品牌曝光度，並舉辦蔬食料理創意競賽，加強線上下的互動與參與度。

本研究認為，消費者對素食產品的關注不僅限於食品本身，更重視健康資訊、便利性與社群互動。透過行銷策略與創新服務，素 PER NO MÀ 能夠有效提升消費者對品牌的認同感，並增加市場滲透率。未來，我們將持續優化產品與服務，並開發 專屬App，提供個性化推薦與社群功能，以強化顧客黏著度，進一步推動素食市場的成長與發展。

As the global vegetarian market continues to flourish, consumer demand for vegetarian products has gradually shifted from traditional religious beliefs to diverse aspects such as health and environmental sustainability. The pandemic has accelerated the transformation of the food retail industry toward online shopping, creating opportunities for fresh food delivery and diverse product options. In response to this trend, our project team has decided to develop an e-commerce platform, "素 PER NO MÀ", specializing in vegetarian meal kits and frozen foods. By integrating innovative features, we aim to promote the concept of smart vegetarian living and create a platform where vegetarian enthusiasts can connect and share their experiences.

According to statistics, vegetarians make up approximately 13-14% of Taiwan’s population, and the market continues to expand. To seize this market opportunity, we analyzed competitors in the same industry and applied SWOT and 4P analysis to design our business and marketing strategies, ensuring a competitive edge. Our platform focuses on both private-label and third-party vegetarian products, offering a variety of options, including lacto-ovo vegetarian and vegan choices. Additionally, we incorporate features such as an AI cooking assistant, a recipe section, a membership system, and social media marketing activities to enhance the consumer experience and encourage purchasing. Furthermore, brand visibility is increased through influencer endorsements, restaurant collaboration check-in incentives, and seasonal promotions. To boost engagement, we will also host a Creative Vegetarian Cooking Competition, fostering online and offline interactions.

This study concludes that consumers' interest in vegetarian products extends beyond the food itself, as they also value health information, convenience, and community interaction. Through marketing strategies and innovative services, 素 PER NO MÀ can effectively enhance consumer brand recognition and increase market penetration. In the future, we will continue to optimize our products and services while developing an exclusive mobile app to offer personalized recommendations and community features. This will strengthen customer engagement and further drive the growth and development of the vegetarian market.