金門，離台灣本島有210公里，身處於四面環海，總面積只有151.656平方公里，但在戶籍人口數上卻擁有十三萬九千二百七十三人 的一個小島。而在這樣的一個小島上，有一個企業不僅為金門創造了許多商機，同時也為當地創造了許多的工作機會，近年來更積極轉型，希望可以讓金門的民族品牌永流傳。

而為金門締造傳奇的企業就是「金門酒廠」。金門酒廠是一間擁有67年歷史的企業，更是養活金門許多家庭不可或缺的重要企業之一，然而因為世代交替，以及競爭產品日益增加等因素，致使金門酒廠銷售量下滑。為了因應這樣的情況，金門酒廠決定跨出第一步，利用高品質的高粱酒參與國際賽事，藉由屢獲佳績累積國際知名度，並藉以將商品銷往國際。同時，為了讓國內的年輕人可以更近一步的認識高粱酒，金門酒廠更是舉辦了快閃酒吧的活動，利用調酒的方式貼近年輕人，讓年輕人勇於嘗試高粱，也利用充滿質感的一系列調酒設計，讓許多女生紛紛在社群媒體打卡，創造不一樣廣告效益，也吸引更多人來嚐鮮。

本次的個案訪談對象為李增財董事長，不論在技術層面或是銷售方面都有菲常豐富的經歷，因此也被外界譽為是最了解金門酒廠的人，在金門酒廠的發展歷程中更扮演了不可或缺的重要角色。面對金門酒廠目前的銷售窘境，李增財董事長不僅在技術層面進行新的研發，同時更致力於開拓新的市場及新的消費族群，希望可以透過全方位的價值主張，不論喜怒哀樂、春夏秋冬，透過直飲、凍飲、調飲，讓更多人嘗試金門的高粱酒，也可以讓全世界的人認識金門酒廠這個品牌。
本研究以哈佛個案之研究方式進行，藉由個案的探討可以瞭解並學習到商業模式、競爭力分析、組織靈巧輕以及社群行銷等議題。了解一家歷史悠久的企業如何突破原本的傳統行銷框架，透過體驗行銷與社群媒體傳播的方式，讓大家認識不一樣的高梁酒，使高粱酒重新獲得顧客的親睞，逐步地重回並融入大家的生活。

關鍵字：世代交替、破框、商業模式、資源基礎理論、組織靈巧性、社群行銷

Kinmen is 210 kilometers away from Taiwan, which surrounded by the sea and the total area is only 151.656 square kilometers. However, the registered population has 139,273 people. On such as a small island, there is an enterprise that not only creates many business opportunities for Kinmen, but also creates many job opportunities for the local community. In recent years, it has been more actively transforming, hoping to let the national brand of Kinmen be passed on forever.

The company that created the legend for Kinmen is Kinmen Kaoliang Liquor Inc. Kinmen Kaoliang Liquor Inc is a company with 67 years of history. It’s not only one of an important company in Kinmen, but also support many Kinmen families. However, due to the alternation of generation and increasing competition, the sales of Kinmen Kaoliang Liquor Inc dropped. To react to this situation, Kinmen Kaoliang Liquor Inc decided to get one foot in the door, participate in international competitions with high-quality kaoliang, to gain international popularity through repeated success, and sell products internationally. At the same time, in order to let young people in demotic to get closer to Kaoliang, Kinmen Kaoliang Liquor Inc even hosted pop-up bar events, by approaching the young people with the bartending method, the young people starting to try Kaoliang. They also use a series of texture bartending designs to grab many girls to check in on social media, creating different advertising benefits and attracting more people to try distinguished from the past.

The target of this case interview is chairman Zeng-Cai, Li, who be called the most understand Kinmen Kaoliang Liquor Inc. and has played an indispensable and important role in the development of Kinmen Kaoliang Liquor Inc. Facing the current sales dilemma of Kaoliang Liquor Inc., Chairman Zeng-Cai, Li not only carried out new R & D on the technical level, but also devoted new markets and new consumer groups. Hopes more people can try Kinmen Kaoliang, also all over the world know the brand of Kinmen Kaoliang Liquor Inc.

This research is conducted in the Harvard case study mode. Through discussion of the case, students can understand and learn about Business Models, Resource-Based View, Ambidextrous Organization, and Social Media Marketing. Learn a historical company how to broke through the original traditional marketing framework, and let everyone know different Kinmen Kaoliang through experience marketing and social media communication methods, so that Kinmen Kaoliang can regain the favor of customers, and return to Everyone's life gradually.

Keywords: Alternation of generation、Breakthrough the traditional framework、Business Models、Resource-Based View、Ambidextrous Organization、Social Media Marketing

一.英文參考文獻
1.Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management,17(1), 99-120.
2.March,J.G.(1991).Exploration and exploitation in organizational learning. Organization science,2(1),71-87.
3.Alexander Osterwalder,（2010） Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, Wiley.
4.Gibson, C.B., and Birkinshaw J. (2004). The antecedents, consequences, and mediating role of organizational ambidexterity. Academy of Management Journal, 47, 209–226.
5.Duncan, R. B. (1976). The ambidextrous organization: Designing dual structures for innovation. In R. H. Kilmann, L. R. Pondy, & D. Slevin , The management of organization, vol. 1: 167–188.

二.中文參考文獻
1. 金門學概論 陳奇中著
2. 郭濬霆（2017）汪喵星球寵物經濟之創新商業模式
3. 金門酒廠 技術副總經理 張國原（2014）產業發展趨勢與科系關係
4. 何佳倚（2015）一顆陀螺的夢想-轉動甘樂文創社會影響力
5. 管理學個案-研究與分析 陳坤成
6. 金門酒廠實業股份有限公司-108年總體行銷、營運、管理專案報告

三.網路部分
1.https://www.kkl.com.tw/tc/index.aspx 金門酒廠官方網站
2.http://yehsliquor.blogspot.com/p/blog-page_4.html 金酒緣起-歷史及地點
3.https://www.kkl.com.tw/tc/about04.aspx 金酒製程
4.https://www.kkl.com.tw/tc/about02.aspx?cid=25&cchk=135B1C0F-5CF9-4C3E-B780-361EFC16C688組織團隊與業務職掌
5.https://www.p9.com.tw/Forum/ForumTopic.aspx?id=6400&page= 金門酒廠創始的由來
6.http://m.home.appledaily.com.tw/article/index/20180822/38104501/news/%E9%87%91%E9%96%80%E8%A8%AD%E7%B1%8D%E5%A5%BD%E5%BA%B7%E5%A4%9A%20%E6%A8%A1%E7%AF%84%E8%A1%97%E9%AB%94%E7%8F%BE%E3%80%8C%E4%B8%80%E9%82%8A%E4%B8%80%E5%9C%8B%E3%80%8D 金門設籍好康多 模範街體現「一邊一國」
7.https://www.kmdn.gov.tw/1117/1271/1274/38743?cprint=pt 胡璉與金門高粱酒
8.https://www.kmdn.gov.tw/1117/1271/1272/302036金門人口數即將突破14萬
9.https://kknews.cc/zh-tw/finance/mybglg.html 同樣是烈酒，伏特加賣遍全世界，白酒怎麼就不行？
10.https://www.ettoday.net/news/20171228/1081055.htm 金門酒廠「Big Bump Party」快閃體驗屋大膽嘗鮮
11.https://www.elle.com/tw/life/foodie/g28159466/it-s-me-bar/ ELLE
12.https://zeekmagazine.com/archives/71715 自己的酒自己調！金門酒廠打造DIY金酒吧、即日起限時7天體驗調酒樂
13.https://read01.com/jD2o5o.html金門高粱酒台灣占有率超80％，緣何未能飄香兩岸？
14.https://zh-tw.facebook.com/KKL.kin 金門酒廠facebook
15.https://zh.wikipedia.org/wiki/Wikipedia:%E9%A6%96%E9%A1%B5 維基百科
16.https://www.chinatimes.com/realtimenews/20140713002686-260408?chdtv 美作家筆下的金門高粱酒
17.https://www.nta.gov.tw/_admin/_upload/Announce/17285/file/2013~2019%E8%AA%8D%E8%AD%89%E9%85%92%E5%93%81%E5%8F%83%E5%8A%A0%E5%9C%8B%E9%9A%9B%E9%85%92%E9%A1%9E%E7%AB%B6%E8%B3%BD%E5%BE%97%E7%8D%8E%E6%83%85%E5%BD%A2.pdf 2013~2019年認證酒品參加國際酒類競賽得獎情形
18.https://topics.amcham.com.tw/2019/06/%E5%8F%B0%E7%81%A3%E8%B6%8A%E4%BE%86%E8%B6%8A%E5%A4%9A%E4%BA%BA%E9%96%8B%E5%A7%8B%E5%A5%BD%E5%A5%87%E5%93%81%E5%91%B3%E3%80%8C%E8%91%A1%E8%90%84%E9%85%92%E7%94%9F%E6%B4%BB%E3%80%8D/ 台灣越來越多人開始好奇品味「葡萄酒生活」
19.https://www.cheers.com.tw/article/article.action?id=5026219 體驗行銷的秘密
20.https://buzzorange.com/techorange/2013/03/12/what-is-business-model/ 商業模式是什麼？其實就是你生存的本事！
21.https://www.jianshu.com/p/bb510836d4de 商業模式，你畫了嗎？
22.https://tedxtaipei.com/articles/two_reasons_companies_fail_and_how_to_avoid_them/ 如何在「轉型創新」和「深化優勢」中找到平衡點？來自知名管理顧問的4個建議
23.https://kknews.cc/zh-tw/food/klo56yq.html 十大白蘭地常識
24.https://micro.sme.gov.tw/cht/index.php?act=article_share&code=view&ids=318 商業模式九宮格大哉問，三個常被問到的問題
25.https://christie99.pixnet.net/blog/post/69370303 資源基礎理論
26.https://jom.management.org.tw/upload/alistfs7041706103652153839.pdf
擺盪在技術的深耕與探索之間：雙元性組織
27.https://inboundmarketing.com.tw/snowball-effect/%E4%BB%80%E9%BA%BC%E6%98%AF%E7%A4%BE%E7%BE%A4%E8%A1%8C%E9%8A%B7/ 社群行銷成效不彰？開粉專之前先搞懂策略！
28.https://kknews.cc/zh-tw/agriculture/pe3z9ap.html都說高粱酒好，聽說很久，但是不清楚！究竟什麼是高粱酒！
29.https://kknews.cc/zh-tw/media/6999rm.html 什麼是網紅、什麼又是網紅經濟？
30.https://tw.weibo.com/xmkkl 金門酒廠廈門有限公司微博
31.https://www.kmdn.gov.tw/1117/1271/1274/39293雞頭魚尾傳說
32.https://www.instagram.com/kinmen_kaoliang_liquor/ 金門酒廠instagram
33.https://public.wmo.int/en world meteorogical organization
34.https://kknews.cc/zh-tw/food/6a5bb5q.html金酒世界大賽勇奪18金58度白金龍膺2019最佳白酒
35.https://kknews.cc/zh-tw/food/3lzn968.html 2018美國終極烈酒挑戰賽榜單揭曉 中國白酒榜上有名
36.https://www.cw.com.tw/article/article.action?id=5095626 金車從本土到打入國際:台灣威士忌得世界冠軍、咖啡賣到30國
37.https://www.youtube.com/channel/UCVSfZqEsobDh4jX9PyAW85w金門酒廠 Youtube
38.http://slides.com/tzu-shengwu/deck-9/fullscreen#/0/1 商業模式圖