咖啡、茶葉與可可並稱為世界三大飲料。咖啡全球價值高達千億美元，僅次於石油，全球有15億以上人口飲用咖啡。從咖啡農生豆產區到終端消費者手上的一杯咖啡，需經歷一道漫長的產業鏈，這種農作物從農場咖啡樹的種植到終端咖啡飲品的消費在價格上有高達70倍的增值。
根據ICO國際咖啡組織亦統計顯示出2014年全球咖啡豆消費量超過一億五千萬袋，約九千公噸，平均一天喝掉20億杯咖啡，由此龐大的消費量可以看出咖啡廣受歡迎的程度，然而西方國家的消費量占了七成，但不能忽視的是中國改革開放之後，經濟飛速發展，人們生活水準不斷拉升，咖啡也漸被中國人群接受且逐漸流行，並迅速帶動了中國地區咖啡銷售量的迅速增加，而成為極大的消費潛在市場。
為能進一步瞭解在中國市場的咖啡事業成功經營模式，本研究O公司為個案，探討從2011年在上海從事精品咖啡的事業經營。透過商業模式之理論基礎，瞭解O公司如何成功的將咖啡文化與事業帶入以茶文化為主的中國市場，並能進一步獲取利潤。透過研究此個案公司立足於中國大陸咖啡產業的商業模式經驗，分析其能成功站在此浪頭的上的關鍵要素，因此發現有三點重要關鍵要素：經營關鍵夥伴、堅守價值主張、彈性目標客群，研究結果進一步可成為後續咖啡人進軍中國市場的借鏡。

Coffee, tea and cocoa are known as the most popular drinks in the world. The market of coffee is worth billions of dollars around the world, and the population who consume coffee is more than 1.5 billion. A cup of coffee takes a long journey from initial coffee growing to beverages in consumers’ hand, and the value of coffee increases at least 70 times during the process of production. Besides, International Coffee Organization (ICO) also revealed that the global coffee consumption in 2014 was around 9 thousand tons which is nearly 2 billion cups of coffee consumed per day. The enormous consumption shows the increasing popularity of coffee. Even though 70% of coffee is consumed in western countries, the market of China cannot be underestimated. With the rapid development of economy in China, Chinese people have started accepting the existence of coffee. Despite Chinese people are accustomed to having tea as daily beverage in the past time, the younger generation has brought coffee into daily life and considered coffee as a symbol of “hipster”, which made coffee become the mainstream of beverages as well. Hence, coffee has popular and its sales increased rapidly in China.
With the solid evidence of growing coffee market, it is important to understand the successful business model of starting coffee business in China. This study uses Company O as a case to investigate the profitable coffee business model in Shanghai and understand the approach to bring coffee culture into Chinese market. By interviewing the founder of O, Bill, we can realize the process of approaching Chinese coffee market and how to develop such foreign icon beverage, coffee, in China. The results of this study discovers three key elements of the business model, which are the management of key partners, consistency of value proposition, and flexibility of customer segments. This study can provide some insights for those coming new entries who want to invest in Chinese beverage market.

論文摘要 I
ABSTRACT II
誌謝 III
目錄 IV
圖目錄 V
表目錄 VI
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機與目的 2
1.3 研究流程 2
第二章 文獻回顧 4
2.1 咖啡的起源 4
2.2中國咖啡產業的崛起 7
2.3 商業模式之相關研究 16
第三章 研究方法 22
3.1個案研究法 22
3.2 資料蒐集 23
第四章 個案內容與論述 26
4.1個案公司介紹 26
4.2個案公司商業模式 31
第五章 結論與意涵 39
參考文獻 41

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