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題名 台灣微型企業的創業機會與挑戰 —以樹葡萄酒品牌 J 為例
作者 林俊甫
Lin, Chun-Fu
貢獻者 譚丹琪
林俊甫
Lin, Chun-Fu
關鍵詞 微型企業
拼湊理論
自助策略
創業策略
創業機會
日期 2025
上傳時間 1-Jul-2025 14:38:06 (UTC+8)
摘要 本研究以台灣微型酒類品牌 J 為個案，探討在資源受限且競爭激烈的市場環境下，如何透過靈活的品牌經營策略、資源整合與創新行銷，成功創立並發展自有品牌。研究方法採用質性個案研究，透過深度訪談，以及次級資料分析，揭示個案公司在品牌創立初期所面臨的挑戰，以及個案公司如何利用拼湊（bricolage）與自助（bootstrapping）策略克服資源限制。研究結果顯示，個案公司 J 在有限資源的情況下，透過靈活應變、社會資本動員與產品創新，成功建立具有本土特色的品牌定位，並在市場中獲得競爭優勢。這些經驗不僅對其他微型企業具有重要的參考價值，也能為學術研究提供實證支持。
參考文獻 中文部分 1.行政院主計總處（2013）。《100年工商及服務業普查報告 綜合報告》。行政院主計總處。 2.林宜潔（2019）。以世界的眼光出發，臺灣釀酒的成功之路－民間釀酒大獲國際肯定後，如何建立國際級形象？。豐年雜誌，69(2)，54-64。 3.柯朝斌（2011）。台灣啤酒市場概況暨進口啤酒選擇因素之研究。餐旅暨家政學刊，8(1)，1-19。 4.徐崴廷、姚村雄（2022）。台灣啤酒創意包裝之設計表現研究。載於國立雲林科技大學視覺傳達設計系（主編），2021ICWVCD視覺傳達設計國際研討會暨基礎造形論壇論文集（頁319-327）。國立雲林科技大學視覺傳達設計系。 5.宮崎正勝(2014)。你不可不知的酒的世界史(陳柏瑤譯)。新北市：遠足文化。（原著出版於 2007年） 6.許鈺屏（2017）。製酒學問入門　酒類百百款　製酒方式大不同。鄉間小路，43(1&2)，26-29。 7.葉玉菁（2014）。從品牌權益探討法國Bordeaux酒莊行銷策略〔碩士論文，國立中央大學〕。華藝線上圖書館。 8.經濟部（2024）。《中小微企業多元振興發展計畫》。經濟部。 9.經濟部中小及新創企業署（2024）。《113年中小企業白皮書》。經濟部中小及新創企業署。 10.經濟部中小企業處（2014年）。《2014年中小企業白皮書》。經濟部中小企業處。 11.羅超倫（2011）。品牌形象與品牌忠誠度對品牌延伸影響之研究-以金門酒廠實業股份有限公司為例〔碩士論文，長榮大學〕。華藝線上圖書館。 英文部分 1.Adomako, S., & Ahsan, M. (2022). Entrepreneurial passion and SMEs’ performance: Moderating effects of financial resource availability and resource flexibility. Journal of Business Research, 144, 122–135. 2.Baker, T., & Nelson, R. E. (2005). Creating something from nothing: Resource construction through entrepreneurial bricolage. Administrative Science Quarterly, 50(3), 329–366. 3.Basco, R., Calabrò, A., & Campopiano, G. (2019). Transgenerational entrepreneurship around the world: Implications for family business research and practice. Journal of Family Business Strategy, 10, 100249. 4.Bhide, A. (1992). Bootstrap finance: The art of start-ups. Harvard Business Review, 70(6), 109–117. 5.Chang, F. Y. M., Webster, C. M., Alam, M. A., & Chirico, F. (2024). Entrepreneurs’ network bricolage: Reconfiguring social ties for resource creation. Journal of Business Research, 185, 114931. 6.Ebben, J., & Johnson, A. (2006). Bootstrapping in small firms: An empirical analysis of change over time. Journal of Business Venturing, 21(6), 851–865. 7.Ekanem, I. (2005). ‘Bootstrapping’: The investment decision-making process in small firms. The British Accounting Review, 37(3), 299–318. 8.Figueiredo-González, M., Regueiro, J., Cancho-Grande, B., & Simal-Gándara, J. (2014). Garnacha Tintorera-based sweet wines: Detailed phenolic composition by HPLC/DAD–ESI/MS analysis. Food Chemistry, 143, 282–292. 9.Fisher, G. (2012). Effectuation, Causation, and Bricolage: A Behavioral Comparison of Emerging Theories in Entrepreneurship Research. Entrepreneurship Theory and Practice, 36(5), 1019–1051. 10.Granovetter, M. S. (1973). The strength of weak ties. American Journal of Sociology, 78(6), 1360–1380. 11.Grichnik, D., Brinckmann, J., Singh, L., & Manigart, S. (2014). Beyond environmental scarcity: Human and social capital as driving forces of bootstrapping activities. Journal of Business Venturing, 29(2), 310–326. 12.Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). 13.Jayawarna, D., Jones, O., & Marlow, S. (2015). The influence of gender upon social networks and bootstrapping behaviours. Scandinavian Journal of Management, 31(3), 316–329. 14.Kautonen, T., Halvorsen, C., Minniti, M., & Kibler, E. (2023). Transitions to entrepreneurship, self-realization, and prolonged working careers: Insights from the English Longitudinal Study of Ageing. Journal of Business Venturing Insights, 19, e00373. 15. Merriam, S. B., & Tisdell, E. J. (2016). Qualitative research: A guide to design and implementation (4th ed.). Jossey-Bass. 16.Miao, C., Rutherford, M. W., & Pollack, J. M. (2017). An exploratory meta-analysis of the nomological network of bootstrapping in SMEs. Journal of Business Venturing Insights, 8, 1–8. 17. Myers, S. C. (1977). Determinants of corporate borrowing. Journal of Financial Economics, 5(2), 147–175. 18.Oetzel, J. G., & Ting-Toomey, S. (2003). Face Concerns in Interpersonal Conflict: A Cross-Cultural Empirical Test of the Face Negotiation Theory. Communication Research, 30(6), 599–624. 19.Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. Simon & Schuster. 20.Reypens, C., Steyaert, C., & Dufays, F. (2021). Beyond bricolage: Early-stage technology venture resource mobilization in resource-scarce contexts. Journal of Business Venturing, 36(4), 106110. 21.Robinson, J., Harding, J., & Vouillamoz, J. (2012). Wine Grapes: A complete guide to 1,368 vine varieties, including their origins and flavours. Allen Lane. 22.Sarasvathy, S. D. (2001). Causation and effectuation: Toward a theoretical shift from economic inevitability to entrepreneurial contingency. Academy of Management Review, 26(2), 243–263. 23.Senyard, J., Baker, T., & Davidsson, P. (2009). Entrepreneurial bricolage: Towards systematic empirical testing. Frontiers of Entrepreneurship Research, 29(5), Article 5. 24. Trigeorgis, L. (1996). Real options: Managerial flexibility and strategy in resource allocation. MIT Press. 25.Trigeorgis, L., & Reuer, J. J. (2017). Real options theory in strategic management. Strategic Management Journal, 38(1), 42–63. 26.Winborg, J. (2009). Use of financial bootstrapping in new businesses: A question of last resort? Venture Capital, 11(1), 71–83. 27. Yin, R. K. (2018). Case study research and applications: Design and methods (6th ed.). SAGE Publications. 28.Yu, W., Zhu, F., Foo, M. D., & Wiklund, J. (2022). What does not kill you makes you stronger: Entrepreneurs’ childhood adversity, resilience, and career success. Journal of Business Research, 151, 40–55. 29.Zhang, Z., Zyphur, M. J., Narayanan, J., Arvey, R. D., Chaturvedi, S., Avolio, B. J., Lichtenstein, P., & Larsson, G. (2009). The genetic basis of entrepreneurship: Effects of gender and personality. Organizational Behavior and Human Decision Processes, 110(2), 93–107. 網際網路 1.「2021國際酒類產品貿易推廣會」歲末登場 ，再創後疫情商機高峰！。(2021年，12月3日)。台北市進出口商業同業公會會務快訊，上網日期：2024年12月11日：https://www.ieatpe.org.tw/events/ViewEvent.aspx?no=111&utm_source=ieatFB&utm_medium=POST&utm_campaign=news&utm_term=GF&utm_content=no111 2.全國法規資料庫，上網日期：2024年12月11日： https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=G0330011 3.林政緯（2023 年 9 月 11 日 ）。2023年台灣市場Top 10威士忌品牌排行榜【威士忌市場關鍵報告-4】。酒訊。上網日期：2024年12月11日：https://ch-9.net/article/cnlqf42DS9 4.財政部國庫署，上網日期：2025年5月12日： https://www.nta.gov.tw/BOTAAA 5.經濟部統計處，上網日期：2024年12月11日： https://www.moea.gov.tw/Mns/dos/home/Home.aspx 6.孫維揚（2023 年 5 月 2 日 ）。長在樹上的珠寶、水果界的新寵：樹葡萄果香四溢，越大顆越好吃，甜度UP UP!。上下游電子報。上網日期：2024年12月15日：https://www.newsmarket.com.tw/blog/185491/ 7.密碼台灣》台灣人愛啤酒 進口貨已超越台啤。(2023年，10月14日)。自由時報，上網日期：2024年12月11日： https://ec.ltn.com.tw/article/breakingnews/4453890 8.游昇俯（2021 年 7 月 8 日 ）。釀酒葡萄收購量大減 臺酒：市占萎縮但7月仍會持續收購。農傳媒。上網日期：2024年12月15日： https://www.agriharvest.tw/archives/62994 9.IWSR. (2024a, December 5). Nascent revival of on-trade a bright spot for beverage alcohol. Retrieved January 15 2025, from: https://www.theiwsr.com/nascent-revival-of-on-trade-a-bright-spot-for-beverage-alcohol/ 10.IWSR. (2024b, December 18). Growth of $4bn+ Expected from No-Alcohol Category By 2028. Retrieved January 15 2025, from: https://www.theiwsr.com/growth-of-4bn-expected-from-no-alcohol-category-by-2028/ 11.IWSR. (2024c, August 29).Millennials drive no-alcohol gains in the US. Retrieved January 15, 2025, from https://www.theiwsr.com/millennials-drive-no-alcohol-gains-in-the-us/ 12.IWSR. (2024d, August 15). Which markets are driving growth for the beverage alcohol industry? Retrieved January 15, 2025, from https://www.theiwsr.com/which-markets-are-driving-growth-for-the-beverage-alcohol-industry/ 13.Institute of Alcohol Studies. (2020). The alcohol industry: An overview. Retrieved March 24, 2025, from https://www.ias.org.uk/report/the-alcohol-industry-an-overview/ 14.Ipsos. (2023, June 29). Raising the bar: Alcohol consumption trends. Ipsos. Retrieved January 15, 2025, from https://www.ipsos.com/sites/default/files/ct/publication/documents/2023-07/Raising-The-Bar_%20Alcohol-Consumption-Trends_POV_0.pdf 15.Lévi-Strauss, C. (1966). The savage mind (J. Weightman & D. Weightman, Trans.). Retrieved March 24, 2025, from https://web.mit.edu/allanmc/www/levistrauss.pdf (Original work published 1962) 16.Minhas, A. (2024, January 19). Alcoholic beverage market size in India 2021-2027. Statista. Retrieved January 15, 2025, from https://www.statista.com/statistics/697927/market-size-of-alcohol-india/ 17.Morton, J. F. (1987). Jaboticaba. In Fruits of warm climates (pp. 245–248). Miami, FL: Julia F. Morton. Retrieved January 15, 2025, from https://www.hort.purdue.edu/newcrop/morton/jaboticabas.html 18.Produce Blue Book. (n.d.). Jaboticaba Market Summary. Retrieved January 15, 2025, from https://www.producebluebook.com/know-your-produce-commodity/jaboticaba/ 19.Scotch Whisky Association. (2022, February 10). Scotch Whisky Exports Over £6bn for First Time. Scotch Whisky Association. Retrieved December 11 2024, from: https://www.scotch-whisky.org.uk/newsroom/scotch-whisky-exports-2022/ 20.Specialty Produce. (n.d.). Jabuticaba. Retrieved January 15, 2025, from https://specialtyproduce.com/produce/Jabuticaba_12325.php 21.Statista. (2024a). Alcoholic Drinks - Worldwide | Statista Market Forecast. Retrieved January 14, 2025, from https://www.statista.com/outlook/cmo/alcoholic-drinks/worldwide 22.Statista. (2024b). Alcoholic Drinks - China | Statista Market Forecast. Retrieved January 15, 2025, from https://www.statista.com/outlook/cmo/alcoholic-drinks/china 23.Statista. (2024c). Alcoholic Drinks - South Africa | Statista Market Forecast. Retrieved January 15, 2025, from https://www.statista.com/outlook/cmo/alcoholic-drinks/south-africa 24.Statista. (2024d). Alcoholic Drinks - Brazil | Statista Market Forecast. Retrieved January 15, 2025, from https://www.statista.com/outlook/cmo/alcoholic-drinks/brazil 25.Statista. (2024e). Alcoholic Drinks - United States | Statista Market Forecast. Retrieved January 15, 2025, from https://www.statista.com/outlook/cmo/alcoholic-drinks/united-states 26.Statista. (2024f). Alcoholic Drinks - Europe | Statista Market Forecast. Retrieved January 15, 2025, from https://www.statista.com/outlook/cmo/alcoholic-drinks/europe 27.Wood, Z. (2024, October 6). Wine sellers campaign against looming alcohol duty plan. The Guardian. Retrieved January 15, 2025, from https://www.theguardian.com/business/2024/oct/06/wine-sellers-campaign-against-looming-alcohol-duty-plan
描述 碩士
國立政治大學
國際經營與貿易學系
112351022
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112351022
資料類型 thesis
dc.contributor.advisor 譚丹琪zh_TW
dc.contributor.author (Authors) 林俊甫zh_TW
dc.contributor.author (Authors) Lin, Chun-Fuen_US
dc.creator (作者) 林俊甫zh_TW
dc.creator (作者) Lin, Chun-Fuen_US
dc.date (日期) 2025en_US
dc.date.accessioned 1-Jul-2025 14:38:06 (UTC+8)-
dc.date.available 1-Jul-2025 14:38:06 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2025 14:38:06 (UTC+8)-
dc.identifier (Other Identifiers) G0112351022en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/157740-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 112351022zh_TW
dc.description.abstract (摘要) 本研究以台灣微型酒類品牌 J 為個案，探討在資源受限且競爭激烈的市場環境下，如何透過靈活的品牌經營策略、資源整合與創新行銷，成功創立並發展自有品牌。研究方法採用質性個案研究，透過深度訪談，以及次級資料分析，揭示個案公司在品牌創立初期所面臨的挑戰，以及個案公司如何利用拼湊（bricolage）與自助（bootstrapping）策略克服資源限制。研究結果顯示，個案公司 J 在有限資源的情況下，透過靈活應變、社會資本動員與產品創新，成功建立具有本土特色的品牌定位，並在市場中獲得競爭優勢。這些經驗不僅對其他微型企業具有重要的參考價值，也能為學術研究提供實證支持。zh_TW
dc.description.tableofcontents 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 2 第二章 文獻探討 2 第一節 微型企業與資源限制 2 第二節 拼湊（Bricolage）與自助（Bootstrapping）策略 4 第三節 社會資本與人脈資源的角色 8 第四節 創業者特質與心理動機 10 第五節 實際選擇權於企業的應用 10 第六節 小結 11 第三章 產業介紹 12 第一節 酒類產品定義 12 第二節 酒類產業的產業鏈 13 第三節 全球酒類產品市場 16 第四節 台灣酒類產品市場 21 第五節 樹葡萄酒的市場定位與發展潛力 26 第四章 個案公司資料 33 第一節 研究方法 33 第二節 企業介紹 34 第三節 販賣機飲料事業時期 36 第四節 菸酒飲料批發事業時期 37 第五節 公司合併時期 39 第六節 返鄉務農時期 39 第七節 自有品牌成立時期 40 第五章 個案分析 45 第一節 品牌創立與發展歷程 45 第二節 創業動機與個人背景 46 第三節 初期資源情境與拼湊策略 47 第四節 社會資本與人脈動員 49 第五節 品牌經營與策略彈性 50 第六章 結論 52 第一節 研究結論 52 第二節 研究限制與未來 53 第三節 管理意涵 54 參考文獻 56zh_TW
dc.format.extent 792064 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112351022en_US
dc.subject (關鍵詞) 微型企業zh_TW
dc.subject (關鍵詞) 拼湊理論zh_TW
dc.subject (關鍵詞) 自助策略zh_TW
dc.subject (關鍵詞) 創業策略zh_TW
dc.subject (關鍵詞) 創業機會zh_TW
dc.title (題名) 台灣微型企業的創業機會與挑戰 —以樹葡萄酒品牌 J 為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分 1.行政院主計總處（2013）。《100年工商及服務業普查報告 綜合報告》。行政院主計總處。 2.林宜潔（2019）。以世界的眼光出發，臺灣釀酒的成功之路－民間釀酒大獲國際肯定後，如何建立國際級形象？。豐年雜誌，69(2)，54-64。 3.柯朝斌（2011）。台灣啤酒市場概況暨進口啤酒選擇因素之研究。餐旅暨家政學刊，8(1)，1-19。 4.徐崴廷、姚村雄（2022）。台灣啤酒創意包裝之設計表現研究。載於國立雲林科技大學視覺傳達設計系（主編），2021ICWVCD視覺傳達設計國際研討會暨基礎造形論壇論文集（頁319-327）。國立雲林科技大學視覺傳達設計系。 5.宮崎正勝(2014)。你不可不知的酒的世界史(陳柏瑤譯)。新北市：遠足文化。（原著出版於 2007年） 6.許鈺屏（2017）。製酒學問入門　酒類百百款　製酒方式大不同。鄉間小路，43(1&2)，26-29。 7.葉玉菁（2014）。從品牌權益探討法國Bordeaux酒莊行銷策略〔碩士論文，國立中央大學〕。華藝線上圖書館。 8.經濟部（2024）。《中小微企業多元振興發展計畫》。經濟部。 9.經濟部中小及新創企業署（2024）。《113年中小企業白皮書》。經濟部中小及新創企業署。 10.經濟部中小企業處（2014年）。《2014年中小企業白皮書》。經濟部中小企業處。 11.羅超倫（2011）。品牌形象與品牌忠誠度對品牌延伸影響之研究-以金門酒廠實業股份有限公司為例〔碩士論文，長榮大學〕。華藝線上圖書館。 英文部分 1.Adomako, S., & Ahsan, M. (2022). Entrepreneurial passion and SMEs’ performance: Moderating effects of financial resource availability and resource flexibility. Journal of Business Research, 144, 122–135. 2.Baker, T., & Nelson, R. E. (2005). Creating something from nothing: Resource construction through entrepreneurial bricolage. Administrative Science Quarterly, 50(3), 329–366. 3.Basco, R., Calabrò, A., & Campopiano, G. (2019). Transgenerational entrepreneurship around the world: Implications for family business research and practice. Journal of Family Business Strategy, 10, 100249. 4.Bhide, A. (1992). Bootstrap finance: The art of start-ups. Harvard Business Review, 70(6), 109–117. 5.Chang, F. Y. M., Webster, C. M., Alam, M. A., & Chirico, F. (2024). Entrepreneurs’ network bricolage: Reconfiguring social ties for resource creation. Journal of Business Research, 185, 114931. 6.Ebben, J., & Johnson, A. (2006). Bootstrapping in small firms: An empirical analysis of change over time. Journal of Business Venturing, 21(6), 851–865. 7.Ekanem, I. (2005). ‘Bootstrapping’: The investment decision-making process in small firms. 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