Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/119891
|
| Title: | 新世代微型創業商業模式與生存樣態之研究
The Business Model and Survival Pattern of New Generation Micro Entrepreneurship in Handmade and Cultural Creative Industry |
| Authors: | 李釧如
Lee, Chuan-Ju |
| Contributors: | 溫肇東
Wen, Chao-Tung
李釧如
Lee, Chuan-Ju |
| Keywords: | 商業模式
生存樣態
非財務價值
手作產業
文創產業
微型創業
新世代
Business model
Survival pattern
Non-financial value
Micro entrepreneurship
Handmade
Cultural creative
New generation |
| Date: | 2018 |
| Issue Date: | 2018-09-03 15:49:30 (UTC+8) |
| Abstract: | 手作文創微型創業，因規模小與經濟產值低，過去商學院爬梳相對少，目前還未被產官學主流觀點辨識、支持、或投入重要資源。但此類型創業卻於台灣經濟停滯情境中發展，在前景不明，不確定性大，收入不穩下，仍吸引大量新世代投入創業。
本研究藉挑選不同型態與損益狀態的個案，以創業主訪談、田野觀察與次級資料收集等方式，進行個別研究與個案間比較研究，分析此類手作文創微型創業商業模式與生存樣態，創業主所獲得的非財務價值﹐比對典型企業之價值差異，以及品牌共鳴狀態﹐如何影響創業主對非財務價值認知。
本研究發現此類創業商業模式與生存樣態是以極低經營與生活成本﹐換取存活期至商業成功。採取多通路/平台複合經營(節流)﹐跨業態經營擁有多重收入(開源)，虛實兼營得到綜效，但實體真實體驗的價值傳遞成效是創價關鍵。創業主重視並透過創業滿足以下非財務價值：1.職人創作慾﹐代表個人特質與品質的作品、2從零到一﹐克服限制與突破自我的創新成就感、3.重新定義成功價值、4.客戶是創業主的知音﹐作品受認同創造體驗﹐能穩定獲得正向回饋、5.獨立自控﹐找回擁有生命與生活的自主權。品牌共鳴正向增益創業主非財務價值。因此，形成個人化、彈性﹑自主的工作型態﹐滿足新世代創業者的價值觀與想要的生活型態，有別於典型就業。
成長停滯轉型困難下，台灣文化精緻性與人文素養仍有底蘊，文創手創微型創業是新世代新機遇，經市場淬鍊朝專精職人邁進，以文化創價為經濟轉型與產業升級另闢蹊徑。
Due to small scale and economy output, there were little well-organized research about micro entrepreneurship in handmade and cultural creative industry in academia. The attention, incubation and investment resources put in this industry are also below average compared to other entrepreneurship in Taiwan. However, this industry still stands out in the gloomy economy and attracts lots of young entrepreneurs to start their own business in spite of the high uncertainty and risk.
The business model and survival pattern of this industry is the main purpose of this study. The methodology includes case study and comparison study. The cases varies in the types of the business and operating status. In-depth interview with the business owners, fieldwork, and secondary data collection are conducted.
Firstly, the research finds out that the business model and survival pattern is to capitalize efficient and economic internet platform and build a multiple income structure to minimize the operating cost and personal living cost, lower cash-flow risk before market success and breakeven. Secondly, while online and offline contact points both contribute benefits and create synergy, the face-to-face offline contact is the key successful factor in terms of value delivery validity.
In addition, the owners highly appreciate the non-financial values mentioned below: 1. Fulfillment of the creative desire, namely demonstrating identities through personal creation. 2. High self-esteem obtained when overcoming difficulties or limitation. 3. Redefining success 4.Clients play as owners’ intimate friends and provide positive feedback that boost their confidence. 5. The pursuit of one’s subjectivity and autonomy of life and career. In addition, the result of the study also shows a positive interaction between owner’s non-financial value gain and brand resonance. |
| Reference: | 中文參考文獻
1. Don Tapscott(2008)。N世代衝撞：網路新人類正在改變你的世界。羅耀宗、黃貝玲、蔡宏明譯(2009）。臺北市：美商麥格羅‧希爾。
2. Osterwalder & Pigneur(2010)。獲利世代。尤傳莉譯（2012）。台北：早安財經文化。
3. Pine & Gilmore(1999) 。體驗經濟時代。夏業良、魯煒譯 (2003) 。臺北：經濟新潮社。
4. Philip Kotler、Hermawan Kartajaya、Iwan Setiawan(2011) 。，行銷3.0：與消費者心靈共鳴。顏和正譯。台北：天下雜誌。
5. Philip G. Zimbardo、Richard J.Gerrig。心理學導論。游恆山編譯(1997)。台北：五南。
6. 李世暉(2014)。向航海王學願景領導力：100個關於冒險與夥伴的管理法則。台北：悦知文化出版社。
7. 李翠卿，「新鮮人，別作職場麻煩人物」，Career雜誌，4月號。
8. 程晏伶。「千禧世代接管世界」。天下雜誌644期
9. 陸小里，2006，男、女性餐飲業創業者人格特質、創業動機與創業成功之研究，國立高雄餐旅學院餐旅管理所碩士論文，高雄市。
10. 賽門．西奈克。年輕人為何很難管理，四個原來如此。天下雜誌617期。
中文網路資訊
1. SHUMBARBIE，2017/12/10波希米亞不止是一種風格，更是一種生活態度，檢自：https://www.harpersbazaar.com.hk/fashion/get-the-look/bohemian-style/(page)/2
2. 百度，游牧生活，2018/4/15，檢自：20https://baike.baidu.com/item/%E6%B8%B8%E7%89%A7%E7%94%9F%E6%B4%BB
3. 維基百科，波希米亞主義，2017/12/10，檢自：http：//zh.wikipedia.org/wiki。
英文參考文獻
1. Benjamin, G. and Philip, L., 1986, “A Behavioral Model of Entrepreneurial Supply”, Journal of Small Business Management, 45-53.
2. Cooper, A. C., & Arts, K.W. (1995). Determinations of satisfaction for entrepreneurs. Journal of Business Venturing, 10(6), 439-457.
3. Keller, K. (2001a). Building customer-based brand equity. (cover story). Marketing Management, 10(2), 14-19.
4. Keller, K. (2001b). Building customer-based brand equity: a blueprint for creating string brands. Marketing Science Institute
5. Maslow (1954). Maslow’s Hierarchy of Needs. Journal of Humanistic Psychology, 31 (1),114-135.
6. Pine &Gilmore. (1998) ,"Welcome to The Experience Economy "Harvard BusinessReview, Boston, 76 (4), 97-105.
7. Pine & Gilmore. (1999).The Experience Economy: work is theatre and every bussiness a stage, Bosti:Harvard Business School Press.
8. Ruhnka, J. C. and J. E.Young (1984), “A Venture Capital Model of the Development Process for New Ventures.” Journal of Business Venturing 2, NO.2, pp.167-184.
9. Szilagyi, A. D., 1981, Management and Performance, California: Guodyear Publishing Company Inc.
10. Venkatraman, N. and Ramanujam, V. (1986). “Measurement of Business Performance in Strategy Research: A Comparison of Approaches”, Academy of Management Review, 11(4), 801-814..
11. Venkatraman, S., 1997, “The Distinctive Domain of Entrepreneurship Research” in Katz, J.(eds), Advances in Entrepreneurship, Firm Emergence and Growth, Jai Press: Greenwich, CT, 119-138.
英文網路資訊
1. Bohemianism and couneer culture, Retrieved Dec.10th,2017，M.H.C, Mount Holylce College。from: http://www.mtholyoke.edu/courses/rschwart/hist255/bohem/index.html |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
103932086 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0103932086 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.EMBA.078.2018.F08 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 208601.pdf | 1610Kb | Adobe PDF2 | 651 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
