冷鏈是指需要冷藏冷凍的食品、藥品、農產品等，從生產、貯藏運輸、銷售等過程中，各環節都必須處於規定的低溫環境下，以確保商品品質，並減少商品耗損的系統工程。大多數的農產品都具有不耐儲運、容易受損、易腐敗的特性，貯運過程的損耗會導致整體運輸效率降低，影響農民收益，也會降低消費者信任。
本研究的個案F公司，營運範疇之一為冷鏈系統設備進出口、銷售、租賃、規劃、安裝、維修服務等，目標客群包括農民、合作社及貿易商等。本研究旨在探討F公司的差異化策略，並從服務主導邏輯及利害關係人之角度，瞭解農產品冷鏈業者之價值主張及商業模式。
本研究發現，冷鏈倉儲系統應結合有利於合作夥伴的分潤機制，以達到價值共創的目標，而政府政策及疫情影響，也推升冷鏈物流的需求，尤其高單價、容易因季節造成供需失衡、外銷市場需求等產品，客製化冷鏈設備系統有助於平穩價格、避免斷鏈。

The cold chain is systematic engineering for food, medicine, agricultural products, etc. that need to be refrigerated and frozen during the process from producing, storing, transporting, to selling in which all links must be in a specified low-temperature environment to ensure product quality and reduce product loss. Most agricultural products are not resistant to storage and transportation, easily damaged, and corrupted. The loss in the storage and transportation process will reduce the overall transportation efficiency, affect farmers' income, and reduce consumer trust.
Company F of this case study is a start-up business. One of its business scopes is cold chain system equipment import and export, sales, leasing, design, installation, maintenance services, etc. Its target customers include farmers, cooperatives, and traders. This study aims to explore the differentiation strategy of start-up company F, to understand the value proposition and business model of the cold chain company of agricultural products from the perspective of service dominance logic and stakeholders.
We found that the cold chain warehousing system should be combined with a profit-sharing mechanism that is beneficial to partners to achieve the goal of value co-creation. Government policies and the Covid-19 epidemic have also boosted the demand for cold chain logistics, especially for those products with high unit prices, seasonal imbalances in supply and demand, and export demand. Customized cold chain equipment systems can help stabilize agricultural product prices and avoid chain breaking.

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