1. NCHU Institution Repository
  2. 管理學院
  3. 行銷學系所
Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23017
標題: 利用詮釋結構模型(ISM)建立系統化創業流程-以微型企業為例
Establish the Systemic Step-by-step Processes to Startups the Micro-business Entrepreneurs by Interpretive Structural Modeling
作者: 黃丹青
Huang, Dan-Ching
關鍵字: Hong-Jen Chiu;微型企業;Chih-Chien Wang;創業;灰關聯分析;關鍵成功因素;詮釋結構模型;系統化創業流程
出版社: 行銷學系所
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摘要: 
本研究旨在提出微型企業中之餐飲業加盟創業、餐飲業自行創業及文創產業於創業前期階段之創業流程與關鍵創業因素，藉以做為創業者於創業前期階段之參考。
本研究以文獻蒐集及訪談之方式彙整適用於微型企業中之餐飲業加盟創業、餐飲業自行創業及文創產業的創業因素，並透過email及實體發放問卷予曾有餐飲業加盟創業、餐飲業自行創業及文創產業創業經驗者填寫，共回收83份有效問卷，並以灰關聯分析萃取出上述各產業之關鍵創業因素，及利用詮釋結構模型分析出上述各產業於創業前期階段之創業流程。
研究結果顯示，餐飲業加盟創業的關鍵創業因素包含「市場區隔」、「價值定位」、「進入市場障礙分析及競爭者分析」、「選址」、「收入與成本結構」及「顧客互動」共6個。餐飲業自行創業之關鍵創業因素包含「市場區隔」、「專業人才需求」、「收入與成本結構」、「融資」及「顧客互動」共5個。文創產業之關鍵創業因素包含「市場區隔」、「價值定位」、「產品/服務品質管理機制建立」、「產品/服務創新」、「融資」及「顧客互動」共6個。表示上述各產業之關鍵創業因素並不完全相同，且本研究利用詮釋結構模型分析所繪出上述各產業於創業前期階段之創業流程亦不完全相同，故建議創業者於創業前期階段時應針對其所欲投入之產業進行研究調查，以做為實際創業參考之用。

The aim of this research is to establish systemic step-by-step processes and determine key successes factors to startups the micro-business entrepreneurs of three industries, includes “startups by chain of the catering industry”, “startups by sole proprietor/partnership of the catering industry”, and “culture and creative industry”.
This research generalized 17 startups factors which can apply to the micro-business of three industries as above by literature review and interviews with who had startups experience in these three industries. We collected 83 effective questionnaires by those who had startups experience in these three industries through questionnaires by email or interview survey.
Results of this research as below: 1. Key success factors of startups in “startups by chain of the catering industry” include (1) Market Segmentation, (2) The Value Position, (3) Enter Barriers in the Market Analysis and Competitor Analysis, (4) the Site Location, (5) Structure of Revenue and Cost, and (6) Customer Interaction. 2. Key success factors of startups in “startups by sole proprietor/partnership of the catering industry” include (1) Market Segmentation, (2) Need for Professionals, (3) Structure of Revenue and Cost, (4) Financing, and (5) Customer Interaction. 3. Key success factors of startups in “culture and creative industry” include (1) Market Segmentation, (2) The Value Position, (3) Product / Service Quality Management Mechanism Setup, (4) Product / Service Innovation, (5) Financing, and (6) Customer Interaction. In this result, we can find that key success factors will not be same exactly in different industries.
Moreover, the result of systemic step-by-step process of startups is different in those three industries by ISM. Therefore, entrepreneurs who want to startups need to survey its industry in pre-start-up stage.
URI: http://hdl.handle.net/11455/23017
其他識別: U0005-1406201214230900
Appears in Collections:行銷學系所

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