| 摘要: | 近年，台灣手工藝創意市場快速發展，創新作品不斷地被研發創作出來。因此，本研究旨在探討微型創業產品開發與商業模式建構，助益於有興趣投入手工藝產業者參考並促進手工藝產業優質化，對台灣文創產業有所貢獻。藉由個案研究，選擇五位手工藝創作者為研究對象，並且採取半結構式訪談，進行資料蒐集與分析。 研究結果顯示，微型創業的創意來源主要為：(1)個人與教學經驗；(2)日常生活與靈感；(3)閱讀；(4)節慶活動；(5)在地文化。微型創業產品開發的構想設計主要為：(1)觀察，(2)繪圖，(3)打樣，(4)標註。微型創業的商業模式建構，包含九個構成要素。(1)價值主張：以產品或技術具獨特性為產品的核心價值；(2)目標客群：客戶群對象非常寬廣，有學生、年輕人、上班族、家庭主婦、企業主管、送禮的人及政府單位等；(3)通路：以網路行銷通路為主；(4)顧客關係：提供課後服務及產品客製化來維持長期關係；(5)收益流：產品販售、材料銷售及教學收入；(6)關鍵資源：專業性及產品開發技術、人際關係、以及完備的器材與工具；(7)關鍵活動：舉辦展覽推廣、促銷、回饋、諮詢及售後服務；(8)關鍵合作夥伴：材料供應商和教學單位；(9)成本結構：材料費與進修費。
In recent years, Taiwan's craft creative market has developed rapidly, and innovative works have been continuously developed and created.Therefore, this research is mainly explores the development of micro-entrepreneurship products and the construction of business models. to help those interested in investing in the craft industry reference and promote the quality of the craft industry, to Taiwan's creative industries have contributed. Based on case studies, five crafts creators are selected as the research objects, and semi-structured interviews are adopted for data collection and analysis. The research results show that the main sources of creativity for micro-entrepreneurship are: (1)personal and teaching experience, (2)daily life and inspiration, (3)reading, (4)festivals, (5)local culture. The conceptual design of micro-entrepreneurship product development mainly includes: (1)observation, (2)drawing, (3)proofing, (4)labeling. The business model construction of micro-entrepreneurship includes nine components. (1)Value proposition: the uniqueness of the product or technology is the core value of the product; (2)Customer segments: The customer segment is very broad, including students, young people, office workers, housewives, business executives, and gift-giving people and government units; (3)Channels: mainly online marketing channels; (4)Customer relationships: Provide after-class services and product customization to maintain long-term relationships; (5)Revenue streams: product sales, material sales, and instructional fees; (6)Key resources: professionalism and product development technology, interpersonal relationships, and complete equipment and tools; (7)Key activities: holding exhibitions, promotions, feedback, consultation and after-sales service; (8)Key partners: material suppliers and teaching units; (9)Cost structure: material fees and training fees. |
