台灣伴手禮市場的創業機會與挑戰： 海邊走走個案研究

Abstract

創業是每個人都想做的事，但創業是極度不容易的，創業項目的選擇、時間與資源每個要素都緊緊相關。海邊走走於2014創業以來，經過兩岸觀光開放、台灣旅遊興盛以及社群媒體連結全球。 本論文以海邊走走（新創公司）做為主要研究探討對象，分析台灣伴手禮產業，競爭環境,與電子商務趨勢。最後總結海邊走走在創業中的成功要素，透過個案的觀察與分析，本論文會列舉歸納海邊走走在實務上的作法；並在最後探討電子商務未來的走向與契機。

Starting a business is something everyone wants to do, but starting a business is extremely difficult. When starting a new business, timing, resource, and people are critical to success. Since 2014, I have been running my bakery company, Hiwalk, by catching the opportunity of the major growth of Taiwan tourism industry and social media. This dissertation is based on the case of Hiwalk. The major research is focused on souvenir market, and e-commerce. In conclusion, we summarize the major success factors of Hiwalk’s best practice when starting up a bakery company in souvenir market. In terms of the rapid changes of internet, we also address the major trends of digital advertisement, social media and e-commerce in the end.