微型創業之關鍵成功要素探討

EXPLOREING THE KEY SUCCESSFUL FACTORS OF MICRO ENTREPRENEURSHIP

成鋼(Kang Cheng)

指導教授 ： 林南宏

大同大學/經營設計學院/事業經營學系所/碩士(2010年)

摘要

世界上有許多人都想著要創業，創業對一般人而言，大多是一個夢想，想做但為現實考量而不做。很多人認為創業的風險太高，或由於經驗不足，或是顧慮到創業後所面臨的收入不穩定等因素，而遲遲無法讓自己踏出內心煎熬的第一步。因此，本研究找出過去學者對微型創業之研究，來探討微型創業之關鍵成功要素。
本研究以成功創業之微型創業的業者為樣本，以問卷的方式做為媒介，並以回收之問卷來計算各要素的權重來作排序。本研究發放之問卷共兩階段，第一階段問卷主要針對研究領域為創業之學者及創業顧問，共發出50份，有效問卷為13份，第二階段問卷針對創業成功之創業者，共發出300份，有效問卷為73份。
本研究以AHP法計算權重，找出影響微型創業的關鍵成功要素的重要性順序，結果發現，「創業者的人格特質」是首要影響微型創業的因素，其子因素的重要性分居前六名，顯示微型創業的成功與否和創業者的人格特質息息相關，而其中權重最高為「勤勉負責」，其次為「產品促銷策略」，而其中包含了「降價」，代表給予顧客立即性的利益對微型創業是相當重要的，而在「聯盟」、「人際網路投入策略」以及「服務品質」這三方面的權重值不相上下，其子因素各別為「異業互補合作－開創新經營模式及產品線」、「創造正面形象」、「服務可靠性」等等之要素，因此在經營微型創業時，這三項要素必頇同時考量。
從研究結果當中，本研究提出對於微型創業關鍵成功的建議，對創業者個人的建議為微型創業業者在創業時必頇積極培養良好的人格特質，對自身創業要有熱誠並且有責任感，並且具備組織領導能力；對微型創業經營時的建議則為(一.)選擇對的促銷方式；(二.)加強產品多樣性及競爭力；(三.)加強顧客及供應商的良好關係培養；(四.)提升服務品質
關鍵詞：微型創業、AHP、關鍵成功要素

關鍵字

微型創業 ； AHP ； 關鍵成功要素

並列摘要

There are a lot of people in the world want to start an enterprise and it is a dream to most people but they don’t do that for their reality considerations. Many people think that the risk of starting an enterprise is too high or due to the lack of experiences and the concern for the income after starting it, etc, therefore they are afraid of stepping out. The research finds out some scholars who have done some researches of micro- entrepreneurship.
This study takes the entrepreneurs who succeeded in their micro- start an enterprise for samples, and uses questionnaires to be a medium. They retrieve those questionnaires to count the proportion of every kind of factors and then to sort it. The provided study has two phases; the first phase mainly directs to the scholars and consultants who study in entrepreneurship. 50 questionnaires are sent out and effective questionnaires are 13. The second phase mainly directs to the entrepreneurs who succeeded in their entrepreneurships. There totally 300 questionnaires are sent out and effective questionnaires are 73.
The study uses ―Analytical Hierarchy Process (AHP)‖ to count the proportion and lists the sequence of factors which affects mini- enterprises’ success. The result goes out that ―the characters of entrepreneurs‖ is the main factor that affects micro-enterprise, and the importance of other related factors locates at first six. It shows that the success in micro- enterprises or not depends on the characteristics of entrepreneurs. And the highest proportion in the study is ―hardworking and responsible‖, the second one is ―marketing strategy to the product‖ which includes ―cutting prices‖, it means that it is important to give your customers an immediate profits. While the proportions are equal in ―unions,‖ ―the strategy to social relationship‖ and ―service quality,‖ the related factors are ―the cooperation and supplement of different industries—to found a new business model and the product line‖, ‖creating a optimistic image‖ and ―the reliability in service‖ and so on. Therefore to run a mini- enterprise you must consider the three factors.
From the result of the study, it brings out some advises for people who wants to start a successful micro-enterprise: the first step is that entrepreneurs must cultivate their personalities to be active, and then be enthusiastic and responsible to the enterprise they want to start, moreover, must have the ability of organization and leadership. On the other side, the advises to for entrepreneurs is that choosing the right way to promotion, making you products various and competitive, keeping a good relationship with you suppliers and costumers and last but not least, upgrading your service quality.
Keywords: Micro-Entrepreneurs, AHP, The Key of Successful Factors

並列關鍵字

The Key of Successful Factors ； AHP ； Micro-Entrepreneurs

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