台灣茶飲產業自1980年代發展以來，至今已歷經近40年的時間，相關的上下游產業發展也趨於成熟，其中此產業的特點在於上下游產業的配合相當緊密，以創造良好的客戶體驗。故本研究之目的便在於了解一間新創公司在進入此產業時，該如何有效地建立與維持其與上下游的組織間關係，進而逐步建構其商業模式。為此，本研究回顧了關係行銷與商業模式理論，並運用質性研究方法中的個案研究法，藉由初級資料與次級資料的蒐集與探討來針對個案公司如何與不同利害關係人建立與維持關係的過程進行分析。本研究發現包含： 首先，一間企業其商業模式中的價值主張將會隨著不同時間與不同的利害關係人而有所彈性調整；接著，針對與不同利害關係人的互動情形，將會有不同的關係行銷組合的運用。最後，本研究提出在實務運用的相關建議，以期本研究之發現能應用於其他產業。

In this study, a sealing machine brand in Tainan city was used as an example to discuss how it has successfully created the business model of new startups. To this end, this study reviews the literatures of relationship marketing and business model theory, and uses the case study in the qualitative research, through the collection and discussion of primary and secondary data to analyze how the case company establishes and maintains relationships with different stakeholders. The findings of this study as following:
Firstly, the value proposition of an enterprise's business model will be flexibly adjusted with different time and different stakeholders.
Secondly, there will be a different use of relational marketing mix for interaction with different stakeholders.
Finally, this study puts forward some practical suggestions, hoping that the findings of this study can be applied to other industries.

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夏沛群. (2017). 臺灣新式茶飲連鎖品牌發展之研究. (碩士), 國立高雄大學, 高雄市. Retrieved from https：//hdl.handle.net/11296/62rafv