台灣文化創意產業的創業精神與創業家－以吳傳治為例

Entrepreneurship and Entrepreneur of A Cultural Creative Industry Case in Taiwan－Case Chuan-Chih Wu

新樂園發展文化事業股份有限公司由吳傳治擔任董事長，以經營管理各種複合式場館為主要業務，在文化創意產業的類別中屬於生活創意產業，是體驗經驗的一種模式。彼得杜拉克論述創業精神(entrepreneurship)時，指出創業精神並非人格特質而是一種行為，至於創新則是創業精神的工具（Drucker,1984/2005），但企業與組織能夠展現創新的價值仍然深受領導人的影響，台灣的文化創意產業多屬中小企業性質，負責人具備相當重要性。本研究透過深度訪談的方式收集研究資料，訪談對象包括新樂園發展文化事業股份有限公司負責人吳傳治、吳傳治家人與相關工作人員，希望能從多種向度瞭解吳傳治的創業精神與他在商業模式上的創新和相關創意。對吳傳治的成長歷程進行分析後本研究發現，創業家吳傳治具有韌性、感性、熱情、創意、喜歡不斷突破的人格特質，而他的求學與工作經驗，則讓他具備了三種不同的專業能力，包括收藏、美術以及餐飲服務，這些多元化的能力對於他的創新非常重要，至於在創業策略上吳傳治則使用了創意性模仿與孤注一擲兩種策略，本研究綜合創業家性格、多元能力、創業策略及感動的展示空間經營策略，透過創業精神分析圖說明個案吳傳治的創業精神。

Mr. Chuan-Chih Wu is the chairman of Banana Humanistic Enterprise. The main business lines of the company are managing various museums which combine with dining services. The company represents a symbol of daily-life creativity in cultural creative industry. Peter F. Drucker describes entrepreneurship as a behavior instead of a personal characteristic. He also argues that innovation is a tool of entrepreneurship (Drucker, 1984/2005). However, whether an organization or an enterprise can be able to develop its own innovative value is critically depending on the leadership. Most Taiwanese companies in cultural creative industry are small or medium business. Therefore, leaders or administrators of the companies are extremely important in leading the companies moving forward to the next step in cultural creative industry. This study gathered data through in-depth interviews over three years. The interviewees include Wu, the family members of Wu, and staffs of the company. According to the analysis of the life experience on Wu, this study proposed a diagram for analyzing entrepreneur spirit to explain the process of creating a successful case of cultural industry.