一家榮獲2015年52屆金馬獎指定伴手禮與晚宴甜點，2013、2014年蟬聯網路人氣賣家前100強、2013年台灣MVP經理人、2013年台灣中小企業社會責任獎。
「起士公爵乳酪蛋糕」，為何這家在2007年才成立的新創公司，在短短數年間，可在競爭激烈的烘焙業迅速贏得客戶信賴並獲此殊榮？故本研究的目的即是期望能夠探討商業模式各個環節之間的關係，進而了解這家企業擁有競爭優勢的關鍵成功因素為何。
本研究採用質性研究之「文獻分析法」及「訪談法」並以「起士公爵」為對象，試圖找出其面對一連串食安事件及大環境變動的衝擊下，如何發展獨特的商業模式並得以快速成長。最後，提出幾個論點，做為企業將來之參考依據。
研究結果發現如下：
1.在許多商品同質性很高且消費者選擇很多的情況下，其注重商品故事性，給予產品生命，創造出商品獨特性。
2.實際了解目前消費者習慣，利用社群行銷進行推廣。並透過大型活動宣傳的方式，增加商品曝光度。
3.在食品安全問題在消費者間逐漸發酵的環境下，使用嚴謹的製作過程，並賦予蛋糕專屬條碼，讓產品生產透明化，消費者更安心。
4.未來需加強人才養成,組織管理能力及財會資訊系統並提升資本額健全財務體質較易取得資金。

Cheese Duke has won several awards, which include being the designated souvenir of the 52nd Golden Horse Awards in 2015, Top 100 online seller in 2013 and 2014, Taiwan MVP manager in 2013 and Taiwan Corporate Social Responsibility Award in 2013.
Cheese Duke was founded in 2007. In a few short years, Cheese Duke has won the confidence of customers successfully in the competitive baking industry. The purpose of the thesis is to discuss the relationship among all dimensions of the business model in the baking industry, and further to find out the key success factors of Cheese Duke. In the thesis, we use individual interview to get related data, then using the data to do the analysis.
We employ documentary analysis and interviewing of qualitative research, and take Cheese Duke as the object of the thesis, in order to find out the reason why Cheese Duke can grew rapidly in a few short years, despite the several accidents of the food safety problem.
The main results in this thesis are as follows：
1.There are a lot of homogeneous products in the markets that provides consumers several choices. Under the situation, Cheese Duke pay attention to the storyline of its products, in order to develop a market segment.
2.After deeply understanding the current consumption habits, Cheese Duke not only use social marketing but join mega events aggressively, in order to promote its products.
3.Since food safety scandals become much more serious in Taiwan and consumers pay more attention to food safety issue, Cheese Duke carries out a full scale of quality control and give each product a bar code. Through the transparency of production, Cheese Duke clear consumers' mind of doubt.
4.Developing a skilled workforce is important to Cheese Duke. Besides, it should establish the financial information system and raise capital, in order to raising funds easily.

一、中文部分：
1.亞歷山大.奧斯瓦爾德(Alexander Osterwalder) &伊夫.比紐赫(Yves Pigneur)（2012），早安財經文化有限公司。
2.陳明苓（2007），烘焙業創新商業模式與經營之研究-以馬可先生麵包坊為例，國立成功大學企業管理學系專班碩士論文。
3.袁素貞（2009），現代烘焙業營運模式之探討-以S、M、C三公司為例，國立高雄大學高階經營管理碩士（EMBA）在職專班碩士論文。
4.劉文智（2006），如何打造企業營利模式，麥可國際出版有限公司，p.5、p.25-35。
5.吳萬益（2005），企業研究方法二版，華泰文化事業股份有限公司，p.216。
6.徐華強（2000），烘焙工業的回顧與瞻望（下）。烘焙工業，92，25-29。
7.黃鈺涵（2009），中小型烘焙業經營策略與績效之研究，銘傳大學管理研究所碩士論文。
8.經濟部2014食品產業年鑑。
9.ITIS 產品分析2015年第二季我國食品產業回顧與展望。
10.成功大學EMBA卓越人物專訪：起士公爵有限公司執行長王奕凱。

二、英文部分：
1.Afuah, A., & C. Tucci (2000) Internet business models and strategies: Text and cases (1st ed.), Mcgraw-Hill College: New York
2.Brantlinger, E. (1997) “Using ideology: Cases of nonrecognition of the politics of research and practice in special education,” Review of Educational Research, 67(4), 425-460
3.Dubosson-Torbay, M., A. Osterwalder, & Y. Pigneur (2002) “E-business model design, classification, and measurements,” Thunderbird International Business Review, 44(1), 5-23
4.Maxwell, J. A. (1996) Qualitative research design: An Interactive Approach (3rd ed.), Sage Publication, Inc.: New York
5.Marshall, C., & G. Rossman (2006) Designing qualitative research (4th ed.), Sage Publication, Inc.: New York
6.Osterwalder A., Y. Pigneur, & C. L. Tucci (2005) “Clarifying business models：origins, present, and future of the concept,” Communications of the Association for Information Systems, 16, 1-25
7.Osterwalder, A., & Y. Pigneur (2010) Business model generation: a handbook for visionaries, game changers, and challengers (1st ed.), John Wiley and Sons: Hoboken
8.Osterwalder, A. (2004) The business model ontology: a proposition in a design science approach, Thèse de doctorat : Université de Lausanne
9.Patton, M. Q. (2001) Qualitative research and evaluation methods (3rd ed.), SAGE Publications, Inc: New York
10.Weill P., & M. Vitale (2001) Place to space: migrating to eBusiness models (1st ed.), Harvard Business School Press: Boston
11.Yin, R. K. (1994) “Evaluation: A singular craft,” New Directions for Program Evaluation, 61, 71-84
12.Yin, R. K., P. G. Bateman, & G. B. Moore (1985) “Case studies and organizational innovation: strengthening the connection,” Science Communication, 6, 249-260
13.Zott, C., R. Amit, & L. Massa (2010) The business model: theoretical roots, recent developments, and future research, working paper, IESE Business School, University of Navarra

三、參考網站：
起士公爵官方網站
cheeseduke.com.tw‎
成功大學高階管理碩士在職專班(成大EMBA)網站
http://www.emba.ncku.edu.tw/main.php