隨著消費者網購習慣的普及，電商市場競爭日趨激烈。企業除了需創新，更應聚焦於商業模式的適用性與效果分析，以確保在不同市場情境中保持競爭優勢。本研究以小型品牌「等等茶葉」為例，採用質性個案研究法，運用商業模式帆布圖深入探討其策略模式、營運模式與獲利模式，並分析三者之間的相互關係，為決策制定提供依據。
研究結果顯示，「等等茶葉」透過強化價值主張、運用科技行銷以及拓展合作夥伴關係，可有效提升顧客滿意度與忠誠度。此外，平臺經濟在電商競爭中的作用尤為關鍵，資源整合與網絡效應成為中小型品牌突圍的核心策略。本研究不僅對「等等茶葉」的商業模式提出優化建議，也為其他電商品牌提供參考，助其應對市場挑戰。

With the widespread adoption of online shopping habits among consumers, the e-commerce market has become increasingly competitive. Businesses must not only innovate but also focus on analyzing the applicability and effectiveness of their business models to maintain a competitive edge in diverse market scenarios. This study uses the small brand "DengDeng Tea" as a case study, adopting a qualitative case research method and utilizing the Business Model Canvas to explore its strategic model, operational model, and profitability model. It further analyzes the interrelationships among these models to provide a basis for decision-making.
The findings indicate that "DengDeng Tea" can effectively enhance customer satisfaction and loyalty by strengthening its value proposition, leveraging technology-driven marketing, and expanding its network of partnerships. Moreover, platform economics play a critical role in e-commerce competition, with resource integration and network effects emerging as core strategies for small and medium-sized brands to break through. This study not only offers optimization recommendations for DengDeng Tea's business model but also provides insights for other e-commerce brands to address market challenges with precision.

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