自咖啡飲品於歷史中出現，咖啡產業即歷久不衰，時至今日，已然是廣為世界各國所喜好的飲品。而各種型態的咖啡與相關製品不斷推陳出新、市場競爭激烈。然而「膠囊咖啡」此一新興型態之咖啡銷售，出現時間尚短，尤以亞洲地區之推廣度更不普及，市場上亦未見較具代表性之企業。故此次研究之主要目的，即深入了解當前膠囊咖啡產業景況，分析膠囊咖啡市場中現存競爭者之型態與商業模式，而後進一步分析以個案企業arissto之新興商業模式，是否適宜進入膠囊咖啡市場，以及如何於市場中運作。　
　
本研究採取個案研究法（case study），透過蒐集個案公司之第一手資料。並以五力分析、策略定位及關鍵成功因素等分析工具，確實以各面向深入探討個案企業背景，進而分析出銷售過程中的策略定位與關鍵成功因素。

本研究之主要研究結論顯示，當前台灣的膠囊咖啡市場未來發展性高，競爭者少，個案企業於此時間點進入市場，可搶得先機。且分析當前市場中之現存競爭者後可發現，個案企業採取之新興商業模式打破傳統守株待兔的消極營銷，以經銷商型態主動與消費者接觸，此一複製原個案企業水機銷售的商業模式，經過分析工具驗證，於膠囊咖啡市場之可行性亦高，且能達成企業與消費者雙贏之局面。

In the history of coffee drinks, the coffee industry already is widely favorite drinks in the world. The various patterns of coffee and related products innovation, competitive market. However, this emerging patterns of coffee sales, appeared a short time, especially in the promotion of the region is less popular, the market has not been more representative of the enterprise. Therefore, the main purpose of this study, namely in-depth understanding of the current situation capsule coffee industry, the coffee capsule market analysis of the patterns of existing competitors and business models, then further analyzed to cases companies Arissto of emerging business models, whether it is appropriate to enter the capsule coffee market, and how to operate in the market.
This study adopted case study, which gathers first-hand information on the case of the company. This study use five forces analysis, strategic positioning and key success factors analysis tool, indeed to each case for depth business background, and then analyze the sales process of strategic positioning and critical success factors.
The main findings of this study show that the current capsule coffee market of the future development of Taiwan's high, less competition, cases of enterprises to enter the market this time, you can seize the initiative. And analysis of the current market can be found in the existing competitors, emerging business models of enterprises to take the case to break the traditional passive attitude of passive marketing to distributors patterns initiative contact with consumers, this case a copy of the original enterprise water machine sales business model After analysis tool to verify the feasibility of the coffee market in the capsule is also high, and can reach a win-win situation for businesses and consumers.

論文審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目 錄 v
圖 次 vi
表 次 vii
第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 2
第三節　研究流程 3
第二章　文獻探討 4
第一節　五力分析 4
第二節　關鍵成功因素 7
第三節　策略定位 9
第三章　研究設計 14
第一節　研究方法 14
第二節　研究的進行方式 16
第四章　個案公司分析 18
第一節　產業介紹 18
第二節　競爭對手簡介 21
第三節　個案公司簡介 25
第四節　個案公司-五力分析 29
第五節　個案公司-策略定位 32
第六節　個案公司-關鍵成功因素 35
第五章　結論與建議 44
第一節　結論 44
第二節　建議 47
參考文獻 48
中文部份 48
英文部份 48

中文部份
方至民，2012，國際企業槪論 : 應用導向，新北市：前程文化。
方至民，2012，策略管理 : 建立企業永續競爭力，新北市：前程文化。

英文部份
Aaker, D. A., & Keller, K. L. 1990. Consumer evaluations of brand extensions. Journal of marketing, 54(1): 27-41.
Amit, R., & Zott, C. 2001. Value Creation In E-Business. Strategic Management Journal, 22(6/7): 493.
Barney, J. 1991. Firm Resources and Sustained Competitive Advantage. Journal of Management, 17(1): 99-120.
Daniel, D. R. 1961. Management Information Crisis. Harvard Business Review, 39(5): 111-121.
Gupta, S., & Kumar, V. 2013. Sustainability as corporate culture of a brand for superior performance. Journal of World Business, 48(3): 311-320.
Porter, M. E. (2011), Competitive advantage of nations: creating and sustaining superior performance. Simon and Schuster.