創業精神、創業機會與零售業態創新：以燦坤3C連鎖店為例

A Study of Entrepreneurship, Opportunity, and Format Innovation in Retail: Tsann Kuen 3C

許英傑(Yin-Chiech Hsu) ； 黃慧玲(Hui-Ling Huang) ； 劉鳳冠(Feng-Kuan Liu)

《創業管理研究》 2卷1期 (2007/03) Pp. 165-196

https://doi.org/10.30132/JER.200703.0007

摘要

創業精神是指創造及指揮一個「組織」迎向創新，主要致力於在企業的經濟或社會潛能裡創造出重大且聚焦的變革。本研究主要藉由相關文獻探討，指出創業精神三項構面，創新性、承擔風險與預警性；以及影響業態創新六種創業機會，包括經濟變化、技術變化、生活型態變化、消費者行為變化、行銷變化與經營者角色變化，並進而探討當企業家擁有哪些特性下，一個新業態將如何被創新開發出來。本個案研究以燦坤3C自建零售通路之歷程為研究標的。研究結果發現，燦坤3C連鎖在國內零售服務業快速發展之下，之所以能夠脫穎而出，主要有以下原因。第一，吳燦坤董事長本身具備的創業精神，以及洞察各種造成創業契機的能力，導致燦坤3C歷經七次改造，並發展至今日的七代店。第二，在企業的不同發展時期，經常會出現不同型態的創業機會，經營者必須掌握創業機會，並搭配適當的策略，才能夠使創業精神發揮成效，創造出成功的新業態。第三，企業經營者除了對市場資訊要保持相當高的警覺性，以掌握創業機會之外，也必須實際進行改良行動，才能獲得成功的創新。

關鍵字

創業精神 ； 業態創新 ； 3C連鎖店

並列摘要

Entrepreneurship means to create and command one ＂organization＂ toward innovation, and devotes to creating that and focuses on the economic or social latent energy of enterprises. This study reviews relevant literature with entrepreneurship construct and points out three literary compositions surface of entrepreneurship-including innovativeness, risk-taking, and proactiveness-and six factors of enterprise opportunity which would influence the format innovation in retail, including economy changes, technology changes, life-style changes, consumer behavior changes, marketing changes, and manager role changes. Then we future probe into as which kind of entrepreneurs have under characteristics, a new retail format will be developed. This case study aims at the process of Tsann Kuen 3C building its own distribution channel. The results of our study suggest that three are three reasons for leading Tsann-Kuen 3C to success. First, it's the entrepreneurship and the competence to insight all kinds of opportunities that Mr. Tsann-Kuen owned to make the revolutions of Tsann Kuen 3C successfully and evolves into the seventh generation of Tsann Kuen 3C chain stores. Second, there are distinct opportunities exist in every different stage of enterprise's development process. Enterprisers have to grasp all opportunity and design appropriate strategy to let entrepreneurship display the best efficacy and build successful new retail format. Third, in addition to keeping high alertness to the information in connection with the market to grasp opportunities, enterprisers have to put the improvement into action to create successful innovations.

並列關鍵字

Entrepreneurship ； Format Innovation ； 3C Chain Store