| Summary: | 碩士 === 國立臺灣師範大學 === 美術學系在職進修碩士班 === 99 === Taiwan's economy after highly industrialization, enhances facing the labor costs, and challenge from the globalization. The traditional manufacture already gradually loses the superiority. Besides develops toward to the high technology industry, we will need to establish inevitably deepens the foundation of the economical knowledge. But in value added of the knowledge economy is the creativity design as core cultural esthetics realm of production. To improve competitive strength, Taiwan government listed cultural and creative industry into the plan in the recent years.
Most of the cultural and creative industries in Taiwan are owned by small or medium size of the partnership enterprises. Therefore, this study focuses on the key success factor context of micro-enterprise business within the cultural industry. The case include in qualitative research interviews and four successful micro-business companies. In the depth interviews, analyzes the cause of starting enterprise and business model. Then the comparison induces starts an undertaking the successful key aspect. For the people wants to enter the cultural creativity industry as the future reference of the later generations
The case study found that the key success factor can be divided into six dimensions: including "Business Opportunities", "Entrepreneur and Entrepreneurial Team", "Product", "Marketing", "Customer Relationship Management" and "Network Resources ". The conclusions of this study are summarized as follows:
(1) To identify the cause of entrepreneurial ideas and vision.
(2) A unique product innovation, product differentiation shape.
(3) A clear product positioning, development of niche markets.
(4) The development of a wide range of marketing channels and increase brand visibility.
(5) Strengthening ties with the public sector and other corporate relations, expanding social network externality.
(6) The use of appropriate media and consumers to establish long-term stable relationship.
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