中小企業發展自有品牌經營模式探討-以邑錡公司為例

Abstract

在科技技術飛躍性進步的時代背景下，如今現代商場上之市場服務反覆運算十分頻繁，許多傳統經營模式受到新經濟的挑戰，在時代洪流中「創業」、「創新」成了顯學，各大商業期刊上不乏創業成功案例分享和傳統企業力求新商業模式轉型的訪談回顧，描寫小型新創團隊如何利用有限的資源以小博大，大型傳統企業又是如何脫下過去沉重的包袱保有市場競爭力。 此篇論文即是透過邑錡公司之發展沿革回顧，分析其如何在有限的資源下求新求變，逆勢成長。雖大多事件描述已是完成式，已有明確之結果，但過去到現在都缺乏結構性之整理。而透過此篇論文重新檢視發展流程，並結合「資源拼貼理論」和「創新商業模式」相關理論系統性整理發展流程與市場動態，從中找尋通用的失敗與成功因數，加深對公司發未來藍圖之理解。 整篇論文架構可分為以下六個部分，在第一章簡介中會先概略介紹 過去和目前臺灣純設計產業的結構與面臨的問題，第二章、第三章則是整理相關之學術文獻與定義此篇研究之研究辦法，而第四章則透過個案描述的方式快速地走過邑錡的發展歷程，最後第五章、第六章則結合「資源拼貼理論」和「創新商業模式」之相關理論仔細分析邑錡在每個流程中所遇到的情況，並做質性上之總結，期望相關的特性分析結果，有助於邑錡未來之規劃與發展。

In the era of rapid progress in science and technology, the market service iterations have been very frequent. Many traditional business models have been challenged by the new startup economy. 'Entrepreneurship' and 'Innovation' become obvious studies nowadays. There are many successful entrepreneurial cases sharing in major business journals, which describe how new startup teams use limited resources to expand and compete with large companies. There are also many reviews of interviews with traditional enterprises striving for the transformation to new business models. These articles capture how the traditional enterprises get rid of the heavy burden of the past to maintain market competitiveness. This thesis reviews the development history of Brinno Incorporated, thereby analyzes how it seeks innovation and changes under limited resources and grows against the trend. Although most event descriptions are complete and have clear results, there has been a lack of structural arrangement in the past until now. Through this paper, we review the development process of the company, and systematically study the development process and market dynamics based on the theory of 'Resource Bricolage Theory' and 'Innovative Business Model'. Our study further finds the common failure and success factors, thus deepens the understanding of the blueprint for the company’s future. The structure of the whole paper can be divided into the following six parts. In Chapter 1, we briefly introduce the structure and problems of the domestic pure design industry in the past and present. Chapters 2 and 3 are about collating related academic documents and define the research method of this research. In Chapter 4, we quickly go through the development process of Brinno Incorporated, by the case description. Finally, Chapters 5 and 6 combine the theories of 'Resource Bricolage Theory' and 'Innovative Business Model' to carefully analyze the situation encountered by Brinno Incorporated in each step of development. All of the results of the relevant characteristic analysis are expected to be helpful for the future planning and development of Brinno Incorporated.