微型創業成功模式建構之研究──以烘焙業為例

Key Factors for Successful Micro Entrepreneurship: A Case Study of Baking Industry

近年來烘焙產業蓬勃發展及電子商務興起，帶動烘焙業的微型創業風潮，然而失敗案例不計其數。有鑒於此，本研究旨在深入探究微型烘焙創業店家是如何經營，以分析其成功因素與經營模式。本研究採質性研究深度訪談法進行六位微型烘培創業者之個案研究，彙整訪談資料分析烘焙業微型創業關鍵成功因素並建構商業模式畫布。本研究結果歸納微型創業烘焙業者成功之關鍵因素為通路、專業技術與產品研發、原物料的選擇以及顧客關係。本研究成果可做為烘焙業微型創業者發展創業經營模式之參考，建立經營策略以提升其創業競爭力。

With the rise of the entrepreneurship trend and E-commerce, more and more entrepreneurs start the business in the baking industry. However, few succeed and many failed. Thus, the study aims to analyze the successful key factors and construct the business model for micro-baking entrepreneurship. To gain the insight of how micro-baking entrepreneurs startup the business and operate their business successfully, the in-depth interview method of qualitative research was adopted. The total of six micro-baking entrepreneurs was interviewed to analyze successful factors for developing business model canvas. Four key successful factors, channel, professional skills and product development, key resources, and customer relationship, are confirmed in the study. The results of the study provide the feasible business model for micro-baking entrepreneurs to develop the business strategy for the enhancement of the competitive strengths.