網路時代小眾市場營運模式之研究

隨著後網路時代的來臨，「小眾市場」逐漸興起，像是在消費市場中以共同喜好所形成的族群，以及在生產價值鏈中，專注於某一環節的獨特市場區隔。因此越來越多的企業願意進入以往不曾進入過的市場開疆闢土，無論是開創或是跨足既有的小眾市場。但小眾市場的市場規模或是消費特性皆與一般大眾市場不同，故企業所採行的策略與目標，也必須考量其所處的小眾市場特性、企業自身能力等。本研究首先介紹小眾市場的興起，並將其與利基市場做一個基本的分類，再以啟雲科技為研究對象，詳加探討如何以新興的3D列印產業，在3D立體公仔這一塊小眾市場當中經營與發展，研究理論以文獻當中的經營元件與競爭策略，結合訪談與收集而得資料做分析，期望研究結果能給處在小眾市場相關領域的企業或學術界一個參考，並幫助小眾市場的發展。關鍵字：小眾市場、3D列印、商業模式、經營模式、競爭策略

關鍵字

小眾市場； 3D列印；商業模式；營運模式；競爭策略

並列摘要

Niche markets spring up gradually in post-internet era, lots of company want to enter the niche markets or create a new niche market. For instance, people who have the same interest forming a group in consumption market, and focus on a part of value chain forming a unique market segmentation. But the market scale and consumption characteristics are different between Niche market and mass market. Thus, company should consider self-ability and these key elements when formulate strategies The study introduces the reason of Niche markets spring up, and reviewed the literature of business model components, competitive strategy. This research among Speed3D Company, Limited investigates how would a company operates in Niche markets of 3D printing and 3D printing dolls. The study collected data from interview, and analyze it with case study research method. The results have helped Niche markets develop and for reference to business and Academia. Keywords: Niche market, 3D printing, business model, competitive strategy.