本研究旨在探討創業家成長歷程對其創業思維的影響及創業家如何將其生活風格透過「信念傳達」、「核心價值」、「產品創意」、「物件揀選」、「氛圍營造」、「成長進修」、「活動舉辦」與「網路社群」八個微型創業元素具體展現於所創事業中。
本論文以傳記型創業家為代表進行微型創業之研究。先由文獻、次級資料及報章雜誌中歸納傳記型創業家的特點與微型創業的元素，挑選三個研究個案從中分析其成長歷程和生活風格對其所創事業之關聯性與展現方式。選擇之研究個案為：於2012年2月被美國知名藝文娛樂網站Flavorwire選為全球最美20間書店中的好樣本事之「好樣集團」、讓人彷彿身處京都町屋風情的「衛屋茶事」及承襲百年歷史風華進而轉型的時尚農業商行「臺灣伍中行」。
研究問題經分析比較企業個案資料所得之結論如下：
壹、創業家的成長歷程如何影響其創業思維？
1. 「文化資本」的累積與深度為傳記型創業家是否能成功的關鍵因素。
2. 運用文化資本創業之過程：(1). 興趣成事業，增強對事物的觀察、理解與應用力；(2). 洞察市場需求，創意佳能將此需求以文化資本作發揮與呈現；(3). 據說故事的能力。
貳、創業家如何將生活風格透過微型創業元素展現於事業體？
1. 洞察生活風格，將價值、資源與物件等元素做拼湊，忠實傳遞生活風格。
2. 經活動舉辦與網路社群經營，傳遞企業理念與提供新風格部落形成平台。 / This is a study on how the life stories of a micro-entrepreneur can have influence on his business ideas, and how his lifestyle can translate to the micro-enterprise through ‘belief propagation,’ ‘core values,’ ‘product creativity,’ ‘product selection,’ ‘atmosphere creation,’ ‘continuing education,’ ‘event organization,’ and ‘social networking,’ which are the eight elements of micro-enterprise.
The study has the biographical entrepreneur as its model. Firstly, it summarizes the characteristics of biographical entrepreneurs and elements of micro-enterprise through reviewing literature, secondary materials and journalism. Secondly, three cases are selected as subjects for analyses. The three cases are: (1) VVG Something, one of the Flavorwire 2012 ‘the 20 most Beautiful Bookstore in the World’, (2) Sputnik Lab, a successful creator of ‘Machiya’ atmosphere, and (3) Taiwan Wu Chung Hang, a century-old trading company newly transformed to a food and agricultural product center ‘a-la-mode’.
Conclusions on the case study:
(1) How can life stories of a micro-entrepreneur influence his business ideas?
a. The amount of ‘cultural capital’ that a biographical entrepreneur owns is a crucial key to his success.
b. Turn cultural capital into business: (a) Turn interests into profits. Try to make as much observation, understanding and application as possible. (b) Find out the demand, satisfy such demand with creative ideas basing on your cultural capital. (c) Tell engaging stories.
(2) How can the lifestyle of a micro-entrepreneur translate to his micro-enterprise through the elements of enterprise?
a. Make thorough observations on lifestyle, and recreate and present it through concretizing values, resources and objects.
b. Apply ‘event organization’ and ‘social-networking’ properly so that the enterprise is not only a propagated belief but also a platform for forming new ideas.
Keywords: lifestyle, spatial atmosphere, biographical enterprise
| Identifer | oai:union.ndltd.org:CHENGCHI/G1003590131 |
| Creators | 劉思廷 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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