本研究欲探討這些手工品牌創作者，如何從社經體制邊陲漸漸邁向社會主流？以及在這過程中，他們運用的行銷組合策略為何？希望開啟大家對手工品牌創作者的重視與提倡，並且對手工品牌創作者有更深入的認識與瞭解。 手工品牌創作者在邁入主流市場過程中，其共同發展的脈絡如下： 一、 手工品牌創作者透過品牌延伸的方式快速推出新產品，目標市場策略由單一利基市場進行擴散，最終以大眾市場為目標。並採取知覺價值定價法。 二、 手工品牌創作者在創意市集和寄售通路獲得早期接受者，但也面臨商業機制的挑戰。 三、 手工品牌創作者以「產品優異+顧客偏愛」的競爭優勢跨越市場的鴻溝。 四、 手工品牌創作者整合實體與虛擬通路，配合大眾媒體與人際溝通管道推廣品牌。 五、 與企業合作的異質性溝通直接影響手工品牌創作者邁向大眾市場。 最後本研究並指出，建構獨自的經營哲學，以及突破市場考驗，是手工品牌創作者邁向大眾市場的關鍵成功因素。經營哲學意指品牌的經營手法以及創作者推廣的努力程度；市場考驗意指品牌的相容性、相對優勢屬性，以及是否達到關鍵多數的接受者。

人脈理論相關的文獻,尤以 Granovetter(1973)提出非常優雅的「弱連結 (weak tie)」一詞最為經典,他的論文發現經由弱連結介紹新工作的成功率高於 強連結,同時提出弱連結相較於強連結(strong tie)更多元,因此弱連結對宏觀世 界的效益必大於強連結。而後 Rogers(2006)也在創新的擴散中提出弱連結應 該屬於異質性連結,強連結則屬於同質性的連結,異質性不容易連結卻對擴散的 影響更大。因此本研究的動機將以弱勢的創業家為研究對象,探討弱連結擴散的 動機與擴散方法,並回答研究問題弱連結的擴散效益為何? 本研究發現弱連結的脆弱並不全然是異質性不易溝通之故,因為弱連結與強連結最大的不同是強連結靠關係遠近產生連結,弱連結則是自願性的連結居多,因此創業家的創夢才是真正點燃連結的起源,此外弱連結的橋樑特質是喜好轉介稀有性消息,產生消息經濟的效益而達到更廣泛的連結,因此研究者認為弱連結應用於創新擴散將有三點效益,第一點是弱連結因為自發性動機與可被信任的第三方而提高傳遞意願,第二點是弱連結以泛泛之交居多,他們喜好轉介稀有性消息,因此提高傳送廣度,最後發現所謂的六度分隔除了代表差異性人脈將造成平 均為六的結果外,也代表著六個人脈圈,本研究因此發現第一度的人脈差異將影 響網際網路時代的小世界接受率。 而對於創業家以弱連結來進行創新擴散,研究者認為實務上建立異質性創業 團隊將有助於進入不同特質的弱連結樞紐區,此外創業家勇於發表創夢的想法, 其心態越開放也有助於凝聚弱連結,因此創業家可以藉由社群網站或部落格等媒 體建立自行發聲的管道,將有助於幫助創業家位於樞紐中心,強化擴散的能力。 研究者在回顧文獻後也發現,弱連結在開放式網絡下的橋樑特質與效益被後來學 者忽略,同時隨著網際網路興起帶來多元的媒體與開放式人際關係,研究者認為 將更有助於觀察弱連結對創新擴散的幫助,本研究觀察 Apps 產業裡 Bonnie’s Brunch 個案後,經由八位訪談者與半年的網路社群媒體追蹤的結果,發現弱連 結的橋樑功能是資訊的聚集處,也是連結的捷徑,因此擁有對的連結的確是很重要的事,但是弱連結卻未必時常擔任善意的陌生人,因此弱連結的連結困難在於弱連結的自願性動機,因此研究者在理論貢獻部分提出弱連結的力量來源為自願性的動機,這股隱性的力量唯有受到單純動機的點燃才能爆發出來,因此創業家成功的方程式還有一項無法被操控的弱連結影響力,唯有創業家經過長期的耕耘,持續提供資訊交換,才能與弱聯結維繫關係。 / Among the personal network theory related literatures, the elegant term “weak tie” proposed by Granovetter(1973) is the most classic theory. His thesis paper finding shows that the success rate of introducing new jobs through a weak tie is higher than that of a strong tie. Hence, he believes that as the macroscopic view of the world’s weak tie is more diverse than the strong tie, the benefits produced after creating the tie are definitely greater than the strong tie. Rogers (2006) later proposed in diffusion of innovation that the weak tie is the tie of heterogeneity, while the strong tie is the tie of homogeneity. Heterogeneity does not easily produce a tie, but it has a greater impact on diffusion. Therefore, the weak tie diffusion motivation and diffusion method were explored in this study, and the research problem, i.e., the diffusion benefits of the weak tie, was answered. It was found in this study that the vulnerability of the weak tie is not entirely due to the communication difficulty of heterogeneity, because the greatest difference between the weak tie and strong tie lies in the fact that strong ties produce ties depending on the distance of a relationship, while weak ties are generally voluntary ties. Hence, entre- preneurs’ building of dreams is the actual source that triggers ties. In addition, the weak tie bridge is characterized by a preference to prefer rare news, Newsonomics, and achieve more extensive links. Thus, the researcher believes that there are three benefits when the weak tie is applied in diffusion of innovation. First, the weak tie enhances the willingness to convey messages due to its own voluntary motivation and trustworthy third party. Second, weak ties are generally formed by acquaintances. They prefer to refer rare news, thus the broader conveyance. Lastly, it was found that the so-called six degrees not only represents differential personal networks that result in the outcome of six on average, but also represents six network circles. It was therefore found in this study that the first-degree personal network will affect the small world acceptance rate in the Internet age. As for entrepreneurs, they engaged in diffusion of innovation through weak ties. The researcher believes that, in practice, the establishment of the entrepreneurial team of homogeneity is conducive to entry into weak tie hubs of different characteristics. In addition, entrepreneurs had the courage to express their ideas about building dreams, and their open-mindedness also contributed to the gathering of weak ties. Hence, it is suggested that entrepreneurs establish channels to voice themselves through communi- ty networks, BLOG, and other medias, which will help them stay in the hub and strengthen their ability to diffuse. Through literature review, the researcher found that the bridging characteristics and benefits of the weak tie in the open-type network had been neglected by subsequent researchers. At the same time, the rise of the Internet has brought about a diversity of media and open-type interpersonal relationships, which is believed to be more helpful for weak ties to contribute to diffusion of innovation. Through observations made on the entrepreneurs of Bonnie’s Brunch in the App industry, the results of interviews with 8 individuals, and long-term tracking of Internet community media, it was found that the bridge of the weak tie is a gathering place of information and it is also a shortcut of ties. Therefore, having the right links is indeed important. However, the weak tie is not always willing to serve as the stranger that displays goodwill. The difficulty in linking weak ties therefore lies in the voluntary motivation of the weak tie. In the researcher’s theoretical contributions, it was mentioned that the source of the weak tie force is the voluntary motivation, and this implicit force can only explode after igniting pure mo- tive. Therefore, the successful equation still possesses the influence of the weak tie that cannot be manipulated. Only through long-term cultivation of entrepreneurs and con- tinuous provision of information exchanges to maintain the relationships with weak ties.

臍帶血幹細胞移植自1988年首次被應用在異體的臨床治療至今，在各國衍生出許多以「利他」為目的的公捐臍帶血庫，以及鼓吹「自存自用」的私人臍帶血銀行。類似的情況也在台灣發生，第一家私人公益臍帶血庫在1997年底成立，第一家私人臍帶血銀行在2000年8月成立。然而，有關臍帶血儲存在台灣的發展歷史，卻甚少被討論。本論文嘗試以「創新的擴散」的四大因素—創新、溝通管道、時間及社會體系，詮釋自費儲存臍帶血在台灣的擴散過程和實質的內涵。 藉由中國時報報系和聯合報系有關臍帶血儲存的相關報導，估算出台灣自費儲存臍帶血的接受率在時間軸上的變化，發現台灣自費儲存臍帶血的接受率從2000年到2004年快速地成長，2004年以後成長趨緩。另外，從資料蒐集、文獻整理，以及台灣最大的親子社群網站”Babyhome”(寶貝家庭親子網)中有關臍帶血儲存的相關議題討論，觀察到台灣社會體系中的主管機關、私人臍帶血銀行、醫界和學界、公捐血庫、媒體等各成員之間的互動，直接或間接地影響潛在接受者對自費儲存臍帶血的意願和認知。在創新和溝通管道的探討中，則利用初探性質的網路問卷調查，探索台灣的接受者對於自費儲存臍帶血的創新認知屬性和資訊來源的溝通管道，並歸納出台灣的接受者對於自費儲存臍帶血的主要認知為：相容於「保險」的概念，以及代表「心安」的相對優勢。 是否應該自費儲存臍帶血實為一爭議性的話題，本研究也透過以上的分析，探討自費儲存臍帶血在台灣擴散所造成的後果並提出相關建議，期望台灣社會體系能夠從自費儲存臍帶血的擴散中，獲得創新的最大的利益又不至於造成社會體系的瓦解。 / Since the first umbilical cord blood transplant was performed in 1988 for allogeneic transplantation, many cord blood banks came out in countries, including public cord blood banks for an altruistic purpose and private blood banks which claim to bank umbilical cord blood for autologous use. Similar cases happened in Taiwan, the first public cord blood bank run by a private organization was founded in the end of 1997, then the first private cord blood bank was founded in August 2000. The history about banking umbilical cord blood in Taiwan, however, is rarely discussed. Based on the four main elements of “Diffusion of Innovations”, innovation, communication channels, time and social system, this study attempts to interpret the diffusion and substantial content of banking umbilical cord blood for autologous use in Taiwan. I estimated the adoption rate of banking umbilical cord blood for autologous use in Taiwan in the course of time by searching news reports from the databases of China Times Inc. and United Daily News Group. The adoption rate grown rapidly from 2000 to 2004 and the growth became slowly after 2004. By data collection, the survey of literatures and searching the relevant topics about storing umbilical cord blood from BabyHome, the biggest social networking website for parent-child relationship in Taiwan, I also found that the interaction among authority body, private cord blood bank, medical professional bodies, public cord blood bank and media, which are the members of Taiwan social system would affect the cognition and willingness of potential adopters directly or indirectly. In addition, I used a pilot online- questionnaire to explore the characteristics of innovation and communication channels of banking umbilical cord blood in Taiwan, which concludes that, the main characteristics of innovation sensed by the adopter who banking umbilical cord blood in Taiwan are compatibility with the concept of insurance and the relative advantage of feeling at ease. To store or not to store umbilical cord blood in private cord blood bank is actually a controversial issue. Through the analysis described above, the consequence of banking umbilical cord blood diffused in Taiwan is studied. I also make some suggestions and hope that Taiwan social system could gain the maximum social benefit from the diffusion of banking umbilical cord blood, and would not collapse by it.