- 學位論文
台灣玩具產業創業行為個案之研究
The Case Study of Entrepreneurial Behaviors of Toys Industry in Taiwan
摘要
70年代，台灣的經濟正值起飛，社會經濟環境一片榮景；此刻，卻因面臨全球金融風暴的考驗下，榮景不再；取而代之的是風暴後的巨大變動及危機的考驗。許多青年們也因此在創業動機上由「被動型」轉為「主動型」，希望透過創業來創造更多的成功機會。整體社會也開始出現創業相關的學術書籍，公家單位亦開始舉辦創業講座及創業貸款專案。綜論來看，創業時代已來臨，在相關單位的扶持下大大增加欲創業者的創業動機，進而達成創業的首要條件。 當自己的事業主人，圓自己的創業夢。因此，結合自己的專業與興趣開一間玩具店是本研究者從小的夢想，然而，創業絕非易事，創業過程總是許多隨之而來的困境。面對困境就需要有解決之道；這期間的創業行為，在於一開始的動機；創業前的優劣勢的分析，從欲創業者最適切的角度開啟這個創業夢。本研究以台灣玩具產業創業家為研究對象，需探討創業者的行為及創業過程，利用質性研究，藉由訪談法及收集相關資料並進行與不同的個案做深度訪談，之後再做統整及分析比較。並分別來探討創業家創業時的三個因素「創業動機」、「創業行為」、「創業過程」之間的關聯性，並加以分析與歸納出創業家歷程，進而提出命題，以供後續研究與實務應用的參考。 研究結果發現，玩具產業創業門檻雖低，其後續經營行銷才是一門學問。其中發現，若能同時進行網路與店面的經營行銷，將會相對提高總收入。原因有三：第一、店面經營的優勢，有直接面對客戶的溝通更能瞭解客戶的需求，也因有具體實物更能讓客戶明白商品的優缺點。第二、網路經營優勢，透過網路宣傳渲染力能快速增加，讓更多的玩家能接收到訊息，網路經營彈性空間大，引進國內外的玩具總類。第三、不論經營模式為何，新入行的玩具產業創業家在選擇此行業時，必須要有對玩具市場有一定的敏感度與基礎的經濟；此外，此行業庫存成本偏高，利潤回收較慢。總結而論，建議利用網路目標找到客戶群、將流行與實用結合及避免熱潮過後客源減少。最後，企業在成長的過程中，都會歷經許多問題與不同時期，使創業家都必頇先做好每一步的規劃與目標，讓企業有計劃性的經營下去。
並列摘要
Back in 1980s, Taiwan’s economy was thriving; but the prosperity has become a history after the global financial crisis. What we are facing now are tremendous changes and critical trials. Therefore, young people are forced to alter from passive situation to active situation; what they have in minds is to create successful opportunities by starting their own business. More and more entrepreneurial-related books and information are available in our society, moreover, governments started to hold lectures of founding a business and carry out loan projects. In brief, an entrepreneurial era has come; the primary condition has been reached by the increasing entrepreneurial motivation with the help of government and relevant units. Owning a toy store by integrating my specialty and interest is my dream. However, it is not an easy task;plights and dilemmas always come along with the entrepreneurial process, the ability of dealing with crisis is essential. The entrepreneurial behavior shall be based on initial motivation and SWOT analysis. This study targets on toy entrepreneurs in Taiwan, hence, the entrepreneurs’ entrepreneurial behavior and process shall be focused on. Through the qualitative research, multi-case study design, data collection of the case facts, and in-depth interviews, we will separately probe into the relevance of the three factors of entrepreneurs’ business venture which include Entrepreneurial Motivation, Entrepreneurial Behavior, and Entrepreneurial Processes.In addition, we analyze and induce the entrepreneurs’ processes and then assign the topics for the future research and the reference of practical application. This study found that the threshold of founding a toy store is relatively low, however, the follow-up of operating and marketing strategies matter the most. Revenues will be increased through the parallel marketing of both physical and virtual outlets. Reasons are stated as following: (a) Physical outlet offers not only a path for customers to know products more clearly, but also a communication platform between owners and customers. (b) The rendering power increases via online promotion, and the online management is flexible to accommodate comprehensive products. (c) New entrepreneurs shall have afinancial footing and the sensibilitytowards the toy industry because the inventory costs are relatively high with a slow profit recovery. To sum up, attracting customers via the Internet and stabilizing customer segments by incorporating practicability into prevalence is the best way. Industries experience assorted problems and phases during the expanding process;entrepreneurs shall make plans and goals in advance for a sustainable management.