| Summary: | 碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 107 === Beverage market in Taiwan has been growing every year and because of the scorching weather, you can see that almost everyone holds a handmade drink, walking on the street. Accordingly, living habits of Taiwanese people and the weather bear a strong correlation to the high concentration of beverage market. Drinking handmade beverages has been just as necessary as eating. What's more, people are in the habit of drinking beverages with meals and almost everyone holds one beverage when shopping. By surviving a series of food safety scandals, “Milkshop” has caught customers' attention so that it has to upgrade its service quality. Also, what raw materials are used is highly valued. This research is based on the document analysis and interviews so as to further understand the origin of Milkshop on the market. With the combination of entrepreneurship and STP analysis, Milkshop has created more diverse value. From the perspective of opportunity recognition, Milkshop has its own brand of farm fresh milk and realizes the importance of health requirements on the market. This research further explores the startup process of Milkshop .
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