科技變革之下，數位轉型議題隨之崛起，自2000年至今數位轉型相關的探討迅速席捲全球，學者針對數位轉型的定義、進行方式、關鍵成功因素等進行多方的研究，但直至今日，數位轉型仍在多元的發展，研究方向也逐漸往如何進行的主題邁進。數位轉型促成企業巨幅轉變，其中文化、策略、架構、商業模式都受到衝擊，但針對數位轉型促進商業模式軸轉的議題卻較少探討。數位轉型影響企業的價值主張以及提供價值的方式，對於商業模式有重大的影響，過去文獻將數位轉型視為劇烈的商業模式變革，並強調新舊商業模式間的衝突化解，而本研究認為，企業能透過逐步推動數位轉型下的商業模式變革，進而形成融合新舊元素的新商業模式。因此本研究提出研究問題: 企業數位轉型如何促成商業模式軸轉?
為探討本研究問題，本文針對全家便利商店的案例，深入訪談其數位轉型的歷程，研究全家推動的數位轉型如何促成商業模式軸轉，根據全家三階段的轉型做分類，統整企業能以藉由數位轉型推動商業模式變的方式，透過優化自身弱點、引入外界資源及既有商業模式要素的運用，來達到數位轉型下的新舊商業模式的順利接軌，最終形成訂閱制及平台生態系的新興商業模式。
透過回答本研究的問題以及數位轉型研究發現，為正要進行數位轉型的企業提供更清晰的途徑，並且也更細化數位轉型中被影響的因素，提供未來學者研究的更多方向。

Under the wave of technological changes, the topic of digital transformation has emerged. However, to this day, digital transformation continues to develop in diverse ways, with research directions gradually progressing towards how to implement it. Digital transformation affects an enterprise's value proposition and the way it delivers value, having a significant impact on business models. Past literature viewed digital transformation as a drastic change in business models, this study, however, proposes that enterprises can gradually promote business model changes under digital transformation, ultimately forming new business models that integrate both new and old elements. Therefore, this study raises the research question: How does enterprise digital transformation facilitate business model pivoting?
To answer the research question, this study uses a qualitative single case study of FamilyMart to examine how businesses can leverage digital transformation to evolve their business models. This research analyzes FamilyMart's three-stage transformation process, focusing on optimizing weaknesses, integrating external resources, and adapting existing model elements. The research demonstrates how companies can transition from traditional to digital business models, ultimately developing subscription-based and platform ecosystem models. By answering this research question and presenting findings on digital transformation, this study provides clearer pathways for enterprises about to undergo digital transformation.

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