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    Title: 服務型新創成長歷程之探討-以島內散步為個案研究
    Exploring the Growth Journey of Service-Oriented Startups: A Case Study of Walk In Taiwan
    Authors: 李品怡
    Li, Pin-Yi
    Contributors: 鄭至甫
    JHENG,JHIH-FU
    李品怡
    Li, Pin-Yi
    Keywords: 服務型新創
    動態能力
    成長歷程
    Service Startup
    Dynamic Capability
    Growth Journey
    Date: 2024
    Issue Date: 2024-03-01 12:44:10 (UTC+8)
    Abstract: 近年來，新創企業和服務業因為技術創新、市場需求變化以及全球化趨勢的影響蓬勃發展。然而，成長並非一帆風順，而是伴隨著種種艱辛。新創企業往往面臨資金不足、人力不足等資源限制的挑戰。在這樣的環境下，企業需要巧妙運用有限的資源，制定有效的策略以實現可持續發展。同時，服務業的快速發展也帶來了市場競爭，使得企業必須具備卓越的經營能力，以在競爭激烈的市場中脫穎而出。
    過去文獻大多將企業成長討論分為初期創業家和後期組織兩階段，這之間的轉型是新創企業存活的關鍵，但現有文獻對過渡過程的描述相當有限。本研究選擇以個案研究法進行質性研究，以一服務導向的公司為對象。透過深入分析該公司，揭示新創企業的成長過程，探討在不同階段資源利用和能力發揮變化。
    本研究發現服務型新創企業在其初期階段展現了管理者的動態能力，將既有的人力資本和社會資本轉化為商業模式中的利益相關者並不斷調整並優化其業務模式，以滿足市場需求和客戶期望。隨著時間的推移，服務型新創企業必須具備良好的外部環境反應力和內部資源整合力，以應對市場的變化，定價方式和市場定位也會隨著客戶回饋和競爭環境的變化，它們也會逐步加強品牌建設，朝向專業化和規模化發展。
    本研究建議新創企業在初期發展階段，將企業品牌作為關鍵策略，以穩固市場地位。並積極投入品牌行銷和體驗活動，強化品牌形象，建立與消費者之間的連結。同時，也需要與合作夥伴建立信任關係，進一步擴大資源和市場影響力，在市場中建立穩健的基礎，促使企業在成長過程中更具韌性和可持續性。
    In recent years, startups and the service industry have flourished due to technological innovation, changing market demands, and globalization trends. However, growth is not without its challenges, as startups often face resource constraints such as insufficient funding and manpower. In such an environment, companies need to effectively utilize limited resources and devise strategies for sustainable development. Meanwhile, the rapid development of the service industry has intensified market competition, requiring businesses to possess exceptional managerial capabilities to stand out in the fiercely competitive market.
    Past literature has predominantly categorized enterprise growth discussions into two stages: early-stage entrepreneurship and later-stage organizational development. However, there is limited description of the transitional process between these stages in existing literature. This study employs a qualitative research approach using a case study methodology, focusing on a service-oriented company. Through an in-depth analysis of the company, it reveals the growth process of startups and explores variations in resource utilization and capability deployment at different stages.
    The study finds that service-oriented startups demonstrate dynamic managerial capabilities in their early stages by transforming existing human and social capital into stakeholders within their business models, continually adjusting and optimizing their business models to meet market demands and customer expectations. Over time, these startups must possess robust external environmental responsiveness and internal resource integration capabilities to adapt to market changes. Pricing strategies and market positioning also evolve with
    iii
    customer feedback and competitive environments. Moreover, they gradually strengthen brand building, moving towards specialization and scalability.
    The study suggests that startups should prioritize brand establishment as a key strategy in the early stages of development to solidify their market position. They should actively invest in brand marketing and experiential activities to enhance brand image and establish connections with consumers. Furthermore, it is essential to build trust relationships with partners to expand resources and market influence, laying a robust foundation for sustainable growth and resilience throughout the growth process.
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    Description: 碩士
    國立政治大學
    科技管理與智慧財產研究所
    110364207
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110364207
    Data Type: thesis
    Appears in Collections:[Graduate Institute of TIPM] Theses

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