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Title:	微型企業之策略行銷4C架構和商業模式分析-以「食色香料研究所」和「禾餘麥酒」為例 An Analysis of Micro Business based on 4C Framework of Strategic Marketing and Business Model Canvas: A Study of “Shise Spice Lab” and “Alechemist”
Authors:	黃孟凡 Tindal, Caley
Contributors:	巫立宇 Wu, Le-Yu 黃孟凡 Tindal, Caley
Keywords:	微型企業策略行銷4C架構商業模式食色香料研究所禾餘麥酒 Micro-business Micro-enterprise 4C Framework of Strategic Marketing Analysis Business Model Canvas Shise Spice Lab Alechemist
Date:	2020
Issue Date:	2020-03-02 11:39:05 (UTC+8)
Abstract:	微型創業(Micro-Business or Micro-Enterprise)之概念起源可追朔於1970年代時，各個發展中國家為了改善貧窮並協助弱勢群體而發展出的系列政策，鼓勵與輔助創業，進而製造出就業機會。由於微型創業的門檻低、可執行度高的特點，近年來吸引了許多人加入了微型創業的行列中，在臺灣更是呈現逐年增加的趨勢。但微型創業者卻容易因經營環境中的不同的變動因素(競爭力、經驗、資金等) 所影響，而無法達到永續經營的目標。有鑑於此，本論文研究試圖以個案研究法，透過深度訪談兩家微型企業個案公司「食色香料研究所」和「禾餘麥酒」並蒐集其企業相關資料後，輔以運用策略行銷4C架構(外顯單位效益成本、資訊搜尋成本、道德危機成本、專屬陷入成本)研究其增加或降低這四個成本的方法以及商業模式分析，希望能夠建立起兩家個案的連結，釐清出同異之處。將本研究裡的兩個個案加以比對之後發現，網路行銷是目前最便利也最適合微型創業者的行銷管道，而打造品牌正面形象和與增強品牌知名度應是企業最需看重與達成的目標。微型創業者若能以消費者的角度去思考，設計出更貼近消費者需求並能解決消費者問題的產品和服務，必能幫助創業者競爭力的提升，往永續經營發展。本研究於最後提出之建議希望能提供予其他微型創業家或對相同議題有興趣的研究人員作為未來之參考。 The concept of micro-business or micro-enterprise could be traced back to the 1970s, when developing countries developed a series of policies to improve poverty. They encouraged and supported starting new small businesses which created employment opportunities. Today, the low threshold of micro-businesses has attracted many people devoted to micro-business startups. There is even an annual growing trend in Taiwan. However, it is difficult for these businesses to achieve the goal of a sustainable operation due to different variables of the business environment (competitiveness, experience, capital, etc.). The aim of this thesis is to collect data from in-depth interviews of two micro-enterprises, “Shise Spice Lab” and “Alechemist”, using case study research methods. The information will then be analyzed with the 4C Framework of Strategic Marketing and Business Model Canvas analysis on how the four costs (the explicit unit benefit cost, information search cost, the moral hazard cost, and the asset specificity cost), are increased or decreased. The analysis will be the connection between the two companies and be used to clarify the similarities and differences. This study shows that the best suited marketing channel for new micro-enterprises is online marketing. The goal which companies must place the highest value to achieve is creating a positive image and increasing the brand awareness. If micro-enterprise founders can think from the consumer’s point of view, to design products and services that better meet consumers’ needs and are able to resolve consumer issues, then it would help improve their competitiveness, so that the business can move towards a sustainable operation.
Reference:	中文部分書籍王煦淳(譯) (2008)。微型創業絕對成功60招 (平野友朗)。台灣: 智富出版。(原著出版年：2006) 尤傳莉(譯) (2012)。獲利世代：自己動手，畫出你的商業模式 (Alexander Osterwalder & Yves Pigneur)。台灣: 早安財經。(原著出版年：2010) 巫立宇、邱志聖，(2015)。銷售與顧客關係管理。初版，台北市: 新陸書局。邱志聖，(2010)。策略行銷分析：架構與實務應用。四版，台北市: 智勝文化事業有限公司胡次熙(譯) (2018)。創業管理。四版 (Jack M. Kaplan & Anthony C. Warren)。台灣: 滄海圖書。(原著出版年：2013) 魯明德、陳秀美，(2017)。創業管理-微型創業與營運實務。新北市:全華圖書。博碩士學位論文張哲維(2016)，以平台策略探討農業電商發展-以友善耕作共同購買團平台為例，國立政治大學企業管理研究所(MBA學位學程)碩士學位論文。楊宗州(2018)，臺灣社群支持型農業的特性與困境，國立臺南大學經營與管理系科技管理碩士在職專班研究論文。賴爾柔、戴君玲(2009)，臺灣社群支持型農業的特性與困境，國立臺灣大學生物產業傳播暨發展系研究所研究論文。網際網路中華民國統計資訊網，主計總處統計專區工業及服務業普查，上網日期2019年12月07日，檢自：https://www.stat.gov.tw/np.asp?ctNode=540&mp=4 全國法規資料庫，所有條文，上網日期2019年12月05日，檢自：https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=J0140003 食色香料研究所官網，上網日期108年11月30日，檢自：http://www.alechemist.com.tw/ 禾餘麥酒官網，上網日期108年11月30日，檢自：http://www.alechemist.com.tw/ 簡單創臺灣創業平台，上網日期108年12月01日，檢自: https://ezstartup.cc/taiwan-startup.html 英文部分書籍： Osterwalder, A., Pigneur, Y., Bernarda, G., Smith, A., & Papadakos, T. (2014). Value proposition design. Hoboken, New Jersey: John Wiley & Sons, Inc. 網際網路 Definition of Small-Scale Enterprise, Retrieved December 16, 2019, from https://smallbusiness.chron.com/definition-smallscale-enterprise-17652.html Longitudinal Small Business Survey: SME employers (businesses with 1-249 employees) – UK, 2018, Retrieved December 12 2019, from https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/803645/LSBS_2018_employers.pdf Kokodoko, Michou. “Microenterprise Development in the U.S.: Past, Present and Future.” Federal Reserve Bank of Minneapolis, 1 May 2007, www.minneapolisfed.org/article/2007/microenterprise-development-in-the-us-past-present-and-future. Accessed 7 Dec. 2019. SMALL AND MEDIUM-SIZED ENTERPRISES (SMES), Retrieved December 16, 2019, from https://stats.oecd.org/glossary/detail.asp?ID=3123 SME Centre Update, Retrieved December 15 2019, from https://www.enterprisesg.gov.sg/media-centre/media-releases/2019/april/sme-centre-update
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 104363117
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0104363117
Data Type:	thesis
DOI:	10.6814/NCCU202000117
Appears in Collections:	[MBA Program] Theses

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