本研究計畫探討以永續經營的商業模式在台灣推廣生酮飲食之可行性分析，讓國人認識生酮飲食，理性的選擇適合自己的飲食方式以促進健康。
本研究彙整在理論與臨床上生酮飲食對治療肥胖、逆轉糖尿病與預防心血管疾病等展現的卓越研究成果。國內成人過重及肥胖率高達45.4%，糖尿病人數比十年前增加54%，2017年心血管疾病致死人數超過癌症人數，如何透過生酮飲食解決肥胖，糖尿病與心血管疾病問題，推動的挑戰是大眾的營養學迷思、飲食文化衝擊與醫界的保守。
本計畫透過質性研究，歸納生酮飲食者的目的與感想，瞭解市場的需求，定義本商業計劃的目標市場與市場定位，再以競爭者分析與五力分析對企業競爭做了解。
以成立企業永續經營為前提，先以Business Canvas 構建整合服務的商業模式，再以SWOT與TOWS等工具進行策略研究分析。整合服務的經營策略底定後， 行銷策略以4C理論展開。本計畫根據以上策略，建構組織，財務分析依據實務上的成本預算與營銷預測，試算兩年內的營運成果與所需準備的投入資金，確認本計畫的可行性。

The study collected the significant works which have provided evidence of the therapeutic potential of KD in many pathological conditions, such as obesities, diabetes, cardiovascular disease risk factors, and neurological diseases. There are 45.4% of population in Taiwan suffering from overweight or obesity. Through ketogenic diet, people with obesity or diabetes can reverse their conditions. However, some preconceived ideas about KD contradicted with the conventional balanced diet and the rice-and-noodle-based dietary culture in Taiwan present major challenges of using KD as ways to healthier life or therapeutic tools.
Through exploring the posts of KD doers’ purpose and feedbacks on Facebook open groups, the market segmentation, target and position is firstly developed. Prior to SWOT and TOWS strategy analysis, the business plan applied the Business Canvas to build up the integrated service business model. With the strategies of the integrated service, the marketing strategy deployed through the 4C framework. Based on all above plans, the executive plan followed with the organization design and the information system. At the end, financial analysis is conducted through the capital inputs, operation expenses and sales hypotheses, the feasibility of the KD service plan is proven to be positive in the financial result of the 2 and half years operation.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 ix
表次 x
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 創業計畫發展架構 4
第二章 生酮飲食 5
第一節 生酮飲食的定義 5
第二節 生酮飲食相關的文獻探討 7
第三章 生酮飲食的發展與挑戰 15
第一節 美日瑞的生酮飲食發展 15
第二節 台灣生酮飲食的發展 19
第三節 大眾對生酮飲食的誤解 24
第四節 社會認知與飲食文化的挑戰 29
第四章 公司介紹 32
第一節 公司使命 32
第二節 公司願景 32
第三節 公司組織 32
第五章 市場分析 36
第一節 生酮飲食市場研究 36
第一項 研究方法 36
第二項 臉書內容做為市場分析的基礎 37
第三項 被研究者的屬性與特性 37
第四項 長短期生酮飲食者的疑問與回饋 40
第五項 生酮飲食實踐者的公開票選結果分析 43
第二節 市場區隔與定位 45
第一項 市場區隔 45
第二項 目標客群 46
第三項 市場定位 46
第三節 市場風險 47
第一項 來自潛在進入者的威脅 47
第二項 來自現有競爭者的威脅 47
第三項 來自消費者的議價能力 47
第四項 來自供應商的議價能力 48
第五項 來自替代品的威脅 48
第六章 商業模式 49
第一節 商業模式圖 49
第一項 目標客層 49
第二項 價值主張 49
第三項 通路 50
第四項 客戶關係 50
第五項 收益流 50
第六項 關鍵資源 50
第七項 關鍵活動 51
第八項 關鍵合作夥伴 51
第九項 成本結構 51
第二節 商業活動流程 52
第七章 策略分析 54
第一節 競爭者分析 54
第二節 SWOT分析 56
第三節 TOWS策略規劃 57
第八章 行銷策略 60
第一節 消費者需求 60
第二節 成本 63
第三節 便利性 64
第四節 溝通 64
第九章 財務分析 65
第一節 財務分析的資金投入與營運成本 65
第二節 預期發展 66
第三節 保守發展 68
第十章 結論與展望 70
第一節 結論 70
第二節 研究限制 72
第三節 研究展望 72
參考文獻 74
附錄 財務預估明細(預期發展與保守發展各表) 85

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