市場定位敘說創業家策略意圖矩陣之研究

Market Position with a Narrative Inquiry Exploring Entrepreneurs Strategy Intended Matrix

創業充滿了許多不確定風險，為了提高創業成功的機會，本研究主張創業家必須具備明確的市場定位，以補充創業行動與發掘市場機會後，對於新創事業生存理論不足的缺口。透過價值鏈管理的三性：共通性、差異性與互賴關係性，來說明市場定位的良窳，並藉由降低新創事業的供需彈性，進而提高顧客忠誠度與競爭障礙。最後，根據供需面市場定位所形成的創業家策略意圖矩陣，來說明新創事業的創業策略類型，提供創業家創業的參考以避免重蹈覆轍。本文改變傳統實證論的研究方法，採用敘說探究分析。針對馬可先生麵包坊、85度C咖啡蛋糕烘焙與松村燻之味等三家餐飲業創業過程做更多元、更豐富的剖析。歸納結果發現，馬可具備強的供需面市場定位，其管理績效意涵是擁有持續性競爭優勢與平均以上報酬水準，創業家策略意圖矩陣位於長青樹型企業。85度C與松村同樣具備中的需求面市場定位與強的供給面市場定位，其管理績效意涵是擁有持續性競爭優勢與平均以上報酬水準，落入矩陣中嶄露頭角型企業。由於85度C與松村的供需面市場定位不太一致，值得以上兩家餐飲業思考如何強化共通性、差異性以及互賴關係性，使具備長青樹型企業的特徵。

Entrepreneurship carries with it many uncertainties and risks. However, based on raising entrepreneurs’ successful opportunities, this research proposes, that entrepreneurs have to possess specific market position in order to complement in the wake of entrepreneurs’ creating new ventures move and discovering opportunities, to close the gap for the initial new venture. This research depends on three characteristics of value chain, namely, the commonality, the differentiation, and the interdependent relationships to explore the strength or weaknesses of market position. The elasticity of supply and demand will decrease, customers loyalty and competitive barrier will increase by boosting the three characteristics of value chain. Finally, an entrepreneur strategy intended matrix with market position of supply-demand dimension will be used to explain catagories of entrepreneurs strategy in a new venture so as to provide entrepreneur’ reference and avoid a failure entrepreneurial context.This research adopts a narrative inquiry analysis instead of the logic positivism approach for proposing deeper insights and impressive findings with three dining industries: Mr. Mark Bakery Co., Café 85 ﾟ C, and SongChun stewed and smoked food. Research induction discovered that Mr. Mark possessed a strong market position in supply-demand dimension, thus the management implication dominates sustained competitive advantage and above advantage return level. Therefore, it belongs to the evergreen enterprise in entrepreneur strategy intended matrix. Café 85 ﾟ C and SongChun possessed middle market positions in demand-side, and strong market position in supply-side, thus the management implication dominates sustained competitive advantage and above average return level. Therefore, it belongs to a budding enterprise of entrepreneur strategy intended matrix. Market position in supply-demand dimension have not been consistent in Café 85 ﾟ C and SongChun so they should think how do they reinforce it to create commonalities, cultivate differentiations with competitors, and build relationships with stakeholders for improving their products to achieve the goal of evergreen enterprise characteristics.