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Title: 臺灣文化創意產業創業成功關鍵因素之研究-以微型企業為例
A Study of Key Success Factors for Entrepreneurs of Cultural and Creative Industries in Taiwan-Take Micro-Enterprises As Example
Authors: 董澤平
Ze Ping Dong
Yung Yuan Yang
Yun Ming Yu 
Keywords: 微型企業
cultural and creativity industry
key success factor
Issue Date: 2011
Abstract:   臺灣的經濟在高度工業化之後,面對人力成本提高,鄰國強勢挑戰的威脅下,傳統製造業已逐漸失去優勢。除了往高科技的方向發展之外,勢必需要建立以深化知識基礎的經濟型態,而知識經濟中附加價值的最高類型,則是以創意設計為核心的文化美學生產領域,而近年來「文化創意產業」已成為台灣政府部門強力推動的重要政策之一。   在台灣文化創意產業的規模,大多數是以獨資或數人合夥的中小型企業為主,因此,本研究主要在探討文化創業產業範疇內微型企業創業成功的關鍵因素。藉由質性研究中的個案訪談法,與四家創業成功的微型文創團體創業者進行深度訪談,針對個案公司的創業歷程,分析其事業經營模式,進而比較歸納出創業成功的關鍵因素,作為未來想進入文化創意產業的後進之參考。   經研究後發現個案公司創業成功關鍵因素共分為六個構面:包括「創業機會」、「創業者與創業團隊」、「產品面」、「行銷面」、「顧客關係管理」及「網絡資源」。而本研究結論則歸納如下: (一)、認清創業理念與事業願景 (二)、產品創新獨特,形塑產品差異化 (三)、產品定位明確,發展利基市場 (四)、開發多元化的行銷管道,增加品牌能見度 (五)、強化與公部門和其他企業的關係,拓展社會網絡外部性 (六)、運用合適的媒介與消費者建立長期穩定關係
  Taiwan's economy after highly industrialization, enhances facing the labor costs, and challenge from the globalization. The traditional manufacture already gradually loses the superiority. Besides develops toward to the high technology industry, we will need to establish inevitably deepens the foundation of the economical knowledge. But in value added of the knowledge economy is the creativity design as core cultural esthetics realm of production. To improve competitive strength, Taiwan government listed cultural and creative industry into the plan in the recent years.   Most of the cultural and creative industries in Taiwan are owned by small or medium size of the partnership enterprises. Therefore, this study focuses on the key success factor context of micro-enterprise business within the cultural industry. The case include in qualitative research interviews and four successful micro-business companies. In the depth interviews, analyzes the cause of starting enterprise and business model. Then the comparison induces starts an undertaking the successful key aspect. For the people wants to enter the cultural creativity industry as the future reference of the later generations   The case study found that the key success factor can be divided into six dimensions: including "Business Opportunities", "Entrepreneur and Entrepreneurial Team", "Product", "Marketing", "Customer Relationship Management" and "Network Resources ". The conclusions of this study are summarized as follows: (1) To identify the cause of entrepreneurial ideas and vision. (2) A unique product innovation, product differentiation shape. (3) A clear product positioning, development of niche markets. (4) The development of a wide range of marketing channels and increase brand visibility. (5) Strengthening ties with the public sector and other corporate relations, expanding social network externality. (6) The use of appropriate media and consumers to establish long-term stable relationship.
Other Identifiers: GN0096603316
Appears in Collections:學位論文

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