| Summary: | 碩士 === 逢甲大學 === 電子商務碩士在職專班 === 103 === There is filled with high homogeneity of products and services in domestic hospitality industry, and in the face of consumer needs and preferences of products and services continue to change, in order to respond to rapidly changing consumption patterns, as well as the face of a highly competitive market, the domestic hospitality industry must create new business opportunities through innovation, which is to adopt a viable innovative business model. Therefore, this study explore the impact of the innovative business model on the brand value from the domestic take-out drink industry. This study uses direct interview methods, the results show that the mode of domestic take-out drink industry to enhance the brand value including (1) emphasis on the consumer experience of customers; (2) to grasp the business opportunities to take advantage of the development of the scale of business; (3) have a unique key resources so as to consolidate core competitiveness; (4) have a sound system composed of activities to enhance service efficiency; (5) smooth logistics, cash flow, business flow and information flow; (6) the establishment of good relations between members; (7) to promote oriental tea culture in the process to expand the business operations revenue sources; (8) not to pursue profit as the only goal. In conclusion, these results and suggestions provide opportunity for further research, giving the people who would like to own beverage businesses in the future, government and enterprises alike, guidance associations as reference.
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