食品安全問題是台灣近幾年最受消費者關心的議題之一。食品業者遭逢食安事件時，處理得宜可挽回消費者信心，讓企業獲得更好的發展；但相反地，處理失當，不只失去消費者信賴，更可能讓企業崩盤，甚至倒閉。因此，食安問題處理，是企業危機也可能是轉機，不再只是表象問題，更需深入具體探討。本研究依此邏輯，將企業食品安全與產品策略、商業生態系統、員工認知及媒體與網路傳播作關聯性探討。

本研究透過台灣三家知名公司，E公司、K公司及G公司，以個案研究法並採用半結構式訪談法，探討三家個案公司在食安危機管理的前(未雨綢繆期)、中(危機風暴期)、後(災後整治期)三階段，對食安與產品管理、食安與商業生態系統、食安制度與員工認知、企業食安政策與社會大眾四個構面，於各階段進行議題設定，並對高層主管進行訪談，期望從中了解知名個案公司在上述三階段四構面的做法。

訪談資料的分析結果發現個案公司已將食品安全作為最高經營戰略，進而牽動經營思維，從產品的量與質管理，供應商管理方式，員工管理，到社會大眾，每一個構面因企業規模與定位不同，而有不同，但有效作法，且環環相扣。歸納這些作法，提出理論與實務的建議。

The problems of food safety have been the most concernable issues in Taiwan in recent years. When they happened, it could be a potential growth opportunity or a disaster for companies, depending upon crisis management strategies. Food crises managements are not a one-dimension issue, rather involved with almost all aspects. Among them, we focus on four dimensions to investigate as follows, products management, business ecosystem, employees and the public.
The research is to explore the relative issues with three major food companies that survived the food safety crisis, using case study and semi-constructured interview method to discuss three stages of crisis management, including before, during and after crisis on these four aspects.
The results show that, according the market positioning and capabilities, each company has its own crisis management strategies in each of the four aspects. And they all work well.

目錄
第一章 緒論 1
第一節 研究背景及動機 1
第二節 研究目的與問題 8
第二章 文獻探討與產業介紹 9
第一節 危機管理相關文獻探討 9
第二節 台灣食品產業的概述 18
第三節 個案公司介紹 25
第三章 研究方法 27
第一節 研究架構 27
第二節 個案研究法與深度訪談法 28
第三節 研究對象與流程 32
第四節 訪談問題 34
第四章 食安與產品管理 35
第一節 研究背景 35
第二節 產品策略相關文獻 36
第三節 資料蒐集分析與討論 39
第四節 本章結論 50
第五章 食安與商業生態系統 54
第一節 研究背景 54
第二節 文獻探討 55
第三節 資料蒐集分析與討論 61
第四節 本章結論 76
第六章 食安制度與員工認知 81
第一節 研究背景 81
第二節 文獻探討 82
第三節 資料蒐集分析與討論 88
第四節 本章結論 106
第七章 企業食安政策與社會大眾 110
第一節 研究背景 110
第二節 文獻探討 112
第三節 資料蒐集分析與討論 118
第四節 本章結論 125
第八章 個案公司績效表現 130
第九章 結論與建議 133
第一節 結論 133
第二節 研究限制 151
第三節 後續研究建議 153

文獻參考 154
附錄一 訪談問題 168
附錄二 E公司訪談逐字稿(第一次) 170
附錄三 E公司訪談逐字稿(第二次) 178
附錄四 K公司訪談逐字稿(第一次) 191
附錄五 K公司訪談逐字稿(第二次) 215
附錄六 G公司訪談逐字稿(第一次) 224
附錄七 G公司訪談逐字稿(第二次) 233
附錄八 2014年9月至11月底的股價 236

圖目錄
圖 2- 1 Nunamaker危機管理流程圖 14
圖 2- 2 Fink四階段論 15
圖 2- 3 Mitroff五階段論 16
圖 2- 4食品相關產業鏈 19
圖 2- 5 2011-2014年台灣食品工業產占製造業產值之比率變遷 20
圖 3- 1危機管理三階段 28
圖 3- 2本研究層級分析 31
圖 4- 1 E公司2007年-2010年營收與利潤表 41
圖 4- 2營運概況-經營實績 45
圖 4- 3危機管理階段的產品策略 51
圖 5- 1商業生態系統 58
圖 5- 2 Porter價值鏈 59
圖 5- 3 E公司2007-2012年刪切品項數 62
圖 5- 4 E公司原物料家數 63
圖 5- 5 E公司供應商家數 63
圖 5- 6未雨綢繆期E公司之生態系統 63
圖 5- 7原料加工次數比較圖 64
圖 5- 8 E公司之溯源管理關係圖 66
圖 5- 9 災後防治期E公司之生態系統 67
圖 5- 10未雨綢繆期之生態系統 79
圖 5- 11 2011-2015年K公司原物料廠商數 71
圖 5- 12災後防治期之生態系統 72
圖 5- 13未雨綢繆期之生態系統 75
圖 5- 14災後防治期之生態系統 76
圖 5- 15危機管理階段的供應商風險管理策略 78
圖 6- 1E公司組織圖 90
圖 6- 2E公司食安危機處理流程圖 95
圖 6- 3E公司電腦開機畫面 96
圖 6- 4K公司組織圖 98
圖 6- 5G公司組織圖 103
圖 7- 1歷年台灣經常上網人口成長情況 112
圖 7- 2危機處理通報中心 119
圖 7- 4危機管理階段的危機反應策略 130
圖 8- 1 2014年9月至12月食品業股價表現圖 131
圖9- 1危機管理階段的產品策略 138
圖9- 2危機管理階段的供應商風險管理策略 141
圖9- 3 E公司之生態系統 144
圖9- 4 K公司之生態系統 144
圖9- 5 G公司之生態系統 145
圖9- 6危機管理階段的危機反應策略 152

表目錄
表 1- 1 2011-2015年台灣重大食安危機事件 3
表 2- 1危機的定義 9
表 2- 2危機類型 11
表 2- 3危機管理週期 13
表 2- 4 2014年台灣食品工業在製造業產值中的地位 20
表 2- 5 2014年台灣食品工業各子行業產值與成長率 21
表 2- 6 2010-2014年台灣加工食品市場需求與自給率 22
表 3- 1第一次受訪者相關資訊 32
表 3- 2第二次受訪者相關資訊 33
表 4- 1競爭策略 37
表 4- 2 Ansoff矩陣 38
表 4- 3 E公司早期產品策略走向 40
表 4- 4 E公司2007年-2012年產品品項數 40
表 4- 6 E公司危機發生前中後之產品策略 43
表 4- 7 K公司未雨綢繆期Ansoff產品策略 44
表 4- 8 K公司災後防治期Ansoff產品策略 46
表 4- 9 K公司危機發生前中後之產品策略 47
表 4- 10 G公司未雨綢繆期Ansoff產品策略 48
表 4- 11 G公司災後防治期Ansoff產品策略 49
表 4- 12 G公司危機發生前中後之產品策略 50
表 4- 13 三家個案公司在危機發生前中後之產品策略 53
表 5- 1 E公司2007-2015年原物料數 65
表 5- 2E公司2007-2015年廠商家數 65
表 5- 3 2011-2015年K公司原物料廠商數 71
表 5- 4供應商訪廠次數 71
表 5- 5三家個案公司於危機管理時期的角色與廠內變化 77
表 5- 6供應商遴選主要因素 78
表 5- 7三家個案公司至供應商訪廠之次數 80
表 6- 1揭弊獎勵制度 96
表 6- 2E公司個時期比較表 97
表 6- 3K公司各時期比較表 102
表 6- 4G公司三個時期比較表 106
表 6- 5三家個案公司規模之比較 107
表 6- 6個案公司制度比較表 107
表 6- 7三家個案公司於三個時期變化之比較表 108
表 7- 1E公司於三個時期的比較 121
表 7- 2K公司於三個時期的比較 123
表 7- 3G公司於三個時期的比較 125
表 7- 4個案公司面對社會大眾危機管理的策略比較 126
表 8- 1 2013年與2014年食品業營收及成長率 130
表 8- 2 2014年9月至12月食品業股價表現表 131
表 8- 3 2013年與2014年油品業營收及成長率 132
表 8- 4 2014-2015年個案公司毛利率成長 132
表9- 1三家個案公司在危機發生前中後之產品策略 137
表9- 2 E公司產品策略走向 139
表9- 3 K公司Ansoff產品策略 139
表9- 4 G公司Ansoff產品策略 139
表9- 5三家個案公司於危機管理時期的角色與廠內變化 142
表9- 6供應商遴選主要因素 142
表9- 7個案公司規模及危機通報比較表 149
表9- 8個案公司危機週期時的食安政策與反應策略比較表 151

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