數位技術的推成出新，企業在數位轉型上已是不得不面對的挑戰，這次COVID-19 疫情、中美貿易戰、加上決策者難以預料到的世界趨勢影響之下，我們可以清楚地看出尚未數位轉型企業的弱勢，及已導入數位轉型企業的競爭力，由此可知數位轉型的重要性是不可小觑。
手搖飲店的存續除了消費者的選擇外，還要面對同業的競爭壓力，如何藉由數位技術的發展，發展線上與線下互相帶動的新零售，進而提升其存在的價值，已成為手搖飲業者亟需思考的議題。回顧過去的文獻，有許多研究數位轉型及數位轉型影響之研究，但較少有研究針對手搖飲之數位轉型進行探討。本研究旨在探討手搖飲業如何透過數位轉型來找到新的營運模式，提供價值、創造營收，補充過去研究之不足。
本研究採用質性研究中的個案研究法進行研究，以手搖飲店數位轉型先驅者個案Ｄ公司為研究對象，藉由深入訪談，並輔以文獻進行分析，探索手搖飲業如何規劃數位轉型。
研究結果顯示，手搖飲業藉由數位科技：
一、 透過大數據了解客戶消費喜好，滿足消費者需求，創造價值。
二、 點數計劃及有溫度的消費體驗，有助於維持顧客關係且持續消費。
三、 推動訂閱制可讓公司獲取穩定的收益流。
四、 從原料端著手，透過構建生態系來共創價值。
五、 資訊系統、具數位能力的員工、社群營銷內容是必須的關鍵資源。
關鍵字：手搖飲、數位轉型、價值創造。

With the rise of new digital technologies, enterprises have to face challenges related to digital transformation. Under the influence of the Covid-19 pandemic, the Sino US trade war, and the unpredictable global trends among decision-makers, it can be seen that digital transformation has come to play a critical role in altering the competitiveness of modern enterprises. Thus, its importance cannot be underestimated.
The hand-held beverage industry is a good example that can be used to reveal the importance of digital transformation. The survival of hand-held beverage stores not only depends on the preferences of consumers, but also the differentiation of services among competitors. Determining how to develop new online and offline retail markets driven by each other through the development of digital technology as well as enhancing existing value, has become an urgent issue for hand-held beverage manufacturers. Reviewing the past literature, there have been many studies focusing on the general impact of digital transformation. However, to the best of authors knowledge, there are relatively few studies addressing issues related to importing digital transformation in the area of hand-held beverages. To close this gap in the existing literature, the purpose of this study is to explore how the hand-held beverage industry can find a new business model through digital transformation, which will in turn improve value and create new revenue streams.
In this thesis, we adopt a case study method as a form of qualitative research, and take the case D company, a pioneer in digital transformation among hand-held beverage stores, as the research object. Through in-depth interviews and a literature analysis, this work explores how the hand-held beverage industry plans to carry out digital transformation.
The results show that the hand-held beverage industry could gain the following advantages through importing digital technology:
1. Understanding customer consumption preferences through big data, in turn meeting consumer needs and creating value.
2. Creating firm customer relationships and retaining them via a point plan and a pleasant consumption experience.
3. Obtaining a stable revenue stream by promoting a subscription system.
4. Creating value through the construction of an ecosystem starting from the raw material side.
5. Information systems, digitally capable employees, and community marketing content are essential key resources.
Keywords: hand drink, digital transformation, value creation

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