提倡環保之乾糧店—拾糧

Abstract

中文摘要 本研究旨在探討「拾糧」品牌的發展可行性，核心目的在於回應現代社會對健 康飲食與環保永續的需求，並透過建立社區型乾糧品牌，推廣自備容器購物、 減少包裝浪費，進而解決消費者在便利與永續之間的矛盾。 本研究主要透過個體環境與總體環境的分析，結合 SWOT 評估，來檢視乾糧店 在現行市場中的定位與優勢。過程中收集並整理產業發展趨勢、競爭者現況與 顧客行為，並輔以品牌形象設計、商標創意與供應鏈規劃，作為品牌經營模式 的依據。研究方法主要以文獻資料蒐集與比較分析為主，藉由案例研究與同類 型商店觀察，歸納出適合本土市場的操作模式。研究結果顯示，「拾糧」品牌在市場中具備三大優勢：首先是符合永續消費的環保理念，能回應消費者日益重視的社會責任；其次是強調社區經營與人際互動，能建立與大型量販或連鎖商店不同的溫度與黏著度；最後是健康、低添加的產品特色，能滿足特定消費族群如注重飲食控制、親子家庭與年輕上班族的需求。結論認為，若能結合社群媒體行銷、會員制度與循環容器機制，並持續優化顧客體驗，「拾糧」不僅能在地方市場中脫穎而出，更有機會成為推動循環經濟與社區永續發展的重要案例，應用範圍涵蓋住宅區、校園周邊以及健康消費群體。

Abstract This study aims to explore the development feasibility of the “拾糧 (Shiliang)”brand, with the core objective of addressing contemporary societal demands for healthy eating and environmental sustainability. By establishing a community-based dry goods brand, the project seeks to promote shopping with reusable containers, reduce packaging waste, and resolve the tension consumers face between convenience and sustainability. The research primarily adopts an analysis of both micro- and macro-environmental factors, combined with a SWOT evaluation, to examine the market positioning and competitive advantages of a dry goods store within the current industry context. Data were collected and synthesized regarding industry trends, competitor conditions, and consumer behavior, supplemented by brand identity design, trademark creativity, and supply chain planning,which together form the foundation for the proposed business model. The methodology relies mainly on literature review and comparative analysis, supported by case studies and field observations of similar stores, in order to summarize an operational model suitable for the local market. The findings indicate that the “Shiliang” brand possesses three major advantages. First, its alignment with sustainable consumption and environmental principles directly responds to the growing importance consumers place on social responsibility. Second, its focus on community engagement and interpersonal interaction provides a level of warmth and loyalty that differentiates it from large-scale supermarkets and chain stores. Third, its emphasis on healthy, low-additive products meets the needs of specific consumer segments, such as diet-conscious individuals, families with children, and young professionals. The conclusion suggests that, through the integration of social media marketing, membership systems, and container-circulation mechanisms, along with continuous enhancement of customer experience, “Shiliang” can not only stand out in local markets but also serve as a key case for promoting circular economy practices and sustainable community development. Potential applications extend to residential neighborhoods, campus surroundings, and health-oriented consumer groups.