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    Title: 台灣微型企業的創業機會與挑戰 —以樹葡萄酒品牌 J 為例
    Authors: 林俊甫
    Lin, Chun-Fu
    Contributors: 譚丹琪
    林俊甫
    Lin, Chun-Fu
    Keywords: 微型企業
    拼湊理論
    自助策略
    創業策略
    創業機會
    Date: 2025
    Issue Date: 2025-07-01 14:38:06 (UTC+8)
    Abstract: 本研究以台灣微型酒類品牌 J 為個案,探討在資源受限且競爭激烈的市場環境下,如何透過靈活的品牌經營策略、資源整合與創新行銷,成功創立並發展自有品牌。研究方法採用質性個案研究,透過深度訪談,以及次級資料分析,揭示個案公司在品牌創立初期所面臨的挑戰,以及個案公司如何利用拼湊(bricolage)與自助(bootstrapping)策略克服資源限制。研究結果顯示,個案公司 J 在有限資源的情況下,透過靈活應變、社會資本動員與產品創新,成功建立具有本土特色的品牌定位,並在市場中獲得競爭優勢。這些經驗不僅對其他微型企業具有重要的參考價值,也能為學術研究提供實證支持。
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    網際網路
    1.「2021國際酒類產品貿易推廣會」歲末登場 ,再創後疫情商機高峰!。(2021年,12月3日)。台北市進出口商業同業公會會務快訊,上網日期:2024年12月11日:https://www.ieatpe.org.tw/events/ViewEvent.aspx?no=111&utm_source=ieatFB&utm_medium=POST&utm_campaign=news&utm_term=GF&utm_content=no111
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    112351022
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0112351022
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

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