雞蛋與科技巧妙結合──寶奇生技永續農業藍圖之研究

Bio-key Biotechnology's Sustainable Agriculture Blueprint: Clever Combining Eggs with Technology

2017年，戴奧辛蛋事件和芬普尼蛋事件對全臺造成嚴重的雞蛋食安問題，再加上長期以來一直存在的缺蛋危機，促使寶奇生技公司投身於雞蛋產業，期望透過提升雞蛋品質，重新塑造整個產業形象。藉由本個案發現其運用大數據分析後，選擇進入紅殼機能蛋的藍海市場，開創了一個新的市場機會，透過取得專利的微生物技術，在雞隻飼料中添入微量元素，使寶奇生技的機能蛋中包含DHA和葉黃素等多種營養元素，更將此優勢與保健食品做連結，將雞蛋的行銷通路擴展到藥局去做販售。本個案利用價值鏈理論，以及成本效益與異業結盟觀點，探討寶奇雞舍管理上，採用像是降溫設備和感測模組等多項農業科技來協助雞舍數位轉型。同時亦採用OFOB（One Farmer, One Brand）的模式與蛋農合作，創立「好蛋大聯盟」和「咱兜ㄟ養雞場」的品牌，讓蛋農成為股東，並幫助他們擴大產品知名度，掙脫貧窮，落實企業永續經營，藉由本研究來闡述寶奇公司在數位轉型上所帶來的效益。

In 2017, the Dioxin and the Fipronil Egg Incident caused serious egg safety issues throughout Taiwan. Coupled with the long-standing egg shortage crisis, Bio-key Biotechnology Company devoted itself to the egg industry, hoping to reshape its overall image by improving egg quality. After fully utilizing extensive data analysis, this case entered the blue ocean market of red shell functional eggs, creating a new market opportunity. Using patented microbial technology to add trace elements to chicken feed, Bio-key Biotechnology’s functional eggs contain various nutrients such as DHA and lutein. This advantage is further linked to health foods, expanding the marketing channel of eggs to drug stores for sale. This case uses the value chain theory and the perspectives of cost-effectiveness and cross-industry alliances to explore the management of Bio-key chicken coop regarding chicken coop management. At the same time, Bio-key Biotechnology Company also adopts the model of OFOB (One Farmer, One Brand) to cooperate with egg farmers, establishing the brands of“Good Egg Alliance”and“Our Family Farm”, making egg farmers shareholders and helping them expand product awareness, break free from poverty, and implement sustainable business operations. This study illustrates the benefits brought by Bio-key Company's digital transformation.