隨著飲食習慣、消費模式、食安問z題及冷凍保存技術進步，國人對於水產相關產品的認知逐漸改變，不再認為生鮮即是新鮮的觀念。消費習慣逐漸轉為快速便利為主，對於冷凍產品的需求也日益增加。其中，以冷凍水產品需求最高，但因冷鏈水產品特性有別於常溫、冷藏產品，商業與電商通路平台雖然繁多，但仍存在供應鏈系統整合與推廣的問題。本研究以冷凍產品結盟實體通路之實體與虛擬結合概念，在傳統餐廳導入冷凍水產品銷售，針對消費端設計異業結盟之虛實整合創新行銷模式。本研究以北部一家特色餐廳為應用對象，研究應用結果可供冷凍水產電商平台建構商業模式之參考。

As the progress of cryopreservation technology with eating habits, consumption patterns, and food safety, the cognition of aquaculture commodities for domestic consumers has been changed in terms of fresh concepts. As the consumption awareness tends to quick and convenient, the requirements on frozen products increase and the development of aquaculture products are the most of them. However, the current business model with channel operation is still inappropriate in which the marketing platform was unable to differentiate the storage requirement between frozen and usual commodities. As such although marketing channels in terms of business or platforms were quickly developed in recent years, problems existed in supply chain integration with promotion are still unsolved. In association with cryopreservation commodities, this article designs an integrated platform of creative marketing concept model on physical with virtual for the use of vending channel linking with physical customer ends. A traditional restaurant is implemented to demonstrate the virtual/physical platform and results obtained can be used to bolster the cryopreservation supply chain systems working effectiveness for frozen aquaculture products and similarities as well.