臺灣博碩士論文加值系統

隨著經濟環境變遷，工作難找的情形之下，根據2012年104創業網調查顯示，有四成五的上班族想自行創業當老闆，也讓台灣正式進入微型創業時代。而最近熱門的話題即為創業加盟或小本生意創業，其特徵為小規模及低資產，故多數的微型企業規模不大，但在面對今日變動快速的環境裏，能夠保有靈活的應變能力，機動性高，經營彈性大等優點。創業有一定的風險，每年都有很多的新創事業，九成以上上班族認為成功的微型創業者應具備足夠的專業能力及良好溝通能力。但創業者往往缺乏相關資訊而貿然創業，沒有做好準備及對週遭環璄的分析，以致於經營不善。綜觀現今微型企業競爭激烈且目前產品的趨勢邁向新穎、創新、有特色及對服務創新的重視較受消費者喜愛，如何在眾多市場上強化競爭優勢並於創業後續存，其重要關鍵在於如何運用資源及提升競爭力。本研究將提出在微型企業中，使得如何讓自己的事業成功經營下去並提升經營績效。
本研究方向主要是以微型企業創業者如何因應多元環境的變化來強化自身的優勢，首先探討創新能力、創業能力、品牌形象等構面的相關文獻理論，再歸納並提出創新能力、創業能力、品牌形象三大構面的研究架構，並經由實體店面的管理者進行個案訪談，另針對微型企業經營成功的關鍵問題來進行跨個案分析，並對研究雛形及假設做適當的修正，以作為研究模型最後驗證與確認。
本研究挑選三家不同績效類型的廠商分別進行個案研究，透過個案訪談來了解創業者的創業歷程，分析結果發現微型創業者在選擇創業行業時，選擇與之前工作經歷相關，在人脈、專業知識技能對於創業過程中機會的辨識及創業資源整合能力、品牌形象、創新能力及社會網絡關係對日後創業經營績效有極大的影響。

According to the 2012 survey by 104 business network, and there have 45 percent of office workers want to start their own business. Therefore Taiwan formally entered the era of micro-entrepreneurs. Recently hot topic is to join affiliate or start a small business, and it characterized by small-scale and low assets, and that it can retain the ability to respond flexibly, high mobility, operating elasticity etc of majority micro-enterprises. Over 90 percent of office workers believe that the success of micro-entrepreneurs should possess adequate professional skills and good communication . How to strengthen the competitive advantage and continue to survive in the market of Micro enterprises, the important key is how to use resources and to enhance competitiveness. The study will be presented in micro-enterprises, that how to make the success in business and improve business performance.
This research direction mainly micro enterprise entrepreneurs how to respond to changes in the environment to strengthen the pluralistic own advantage. First discusses the relevant literature theory facet of innovation, entrepreneurship and brand image to summarized and presented research framework of the three facets for innovation, entrepreneurship with brand image. Through are physical store managers for case interviews, and another key issue for the business success of micro-enterprises to carry out cross-case analysis. Finally, as a model for verification and confirmation of Micro-Entrepreneurs.
In this study, the selection of three different performance types of vendors to case studies respectively. Through was case interviews to understand the entrepreneurial course. The results found that micro-entrepreneurs choices of Entrepreneurship sectors and they select relevant prior work experience in interpersonal relations, professional knowledge and skills to identification of opportunities and ability to integrate resources, brand image, innovation and social networking opportunities in the entrepreneurial on the future performance in entrepreneurship process.

中文摘要 I
ABSTRACT II
誌謝 IV
目錄 V
表目錄 VII
圖目錄 IX
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 2
第三節 研究範圍與對象 2
第四節 研究章節與流程 4
第一節 微型企業定義 6
第二節 創業活動 7
第三節 創新能力 19
第四節 創業能力 21
第五節 品牌形象 31
第六節 創業成功績效定義 35
第三章 研究方法 38
第一節 研究架構 38
第二節 各研究變數之操作性定義 39
第三節 研究設計 44
第四節 研究程序與步驟 48
第四章 個案描述 52
第五章 個案分析 63
第一節 創業機會構面影響 63
第二節 創業資源類型影響 67
第三節 創新能力構面影響 72
第四節 品牌形象構面 77
第五節 創業成功績效分析 80
第六章 結論與建議 89
第一節 研究結論 89
第二節 對台灣微型創業的研究建議 91
第三節 研究的限制 92
第四節 後續研究建議 93
參考文獻 94

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