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    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/110994


    Title: 女性在烘焙伴手禮的創業之道
    Authors: 馬木蘭
    Contributors: 休閒與遊憩管理學系碩士在職專班
    Keywords: 烘焙伴手禮、女性微型創業、女性創業、計畫行為理論、Baking Souvenir、Women Micro Entrepreneurship、Female Entrepreneur、Theory of Planned Behavior
    Date: 2018
    Issue Date: 2018-06-21 09:09:24 (UTC+8)
    Publisher: 亞洲大學
    Abstract: 本研究旨在探討女性在烘焙伴手禮的創業之道的歷程,釐清女性在烘焙伴手禮的微型創業經過與內涵及探究女性在烘焙伴手禮的微型創業成功之道。本研究採質性研究方法,經由對七位研究個案在開創微型烘焙伴手禮創業者,進行半結構的深度訪談以及訪談稿的敘事分析。本研究結論如下:
    一、「烘焙伴手禮」的一般創業環境,有內在環境:「手作推廣」、「技術改良」、「健康食材」、「口碑傳遞」與「品質管控」等;有外在環境:「資金挹注」、「材料設備」、「回饋利潤」、「行銷品牌」與「包裝設計」等。
    二、「烘焙伴手禮」的女性在創業者特質與條件,有動機:「主動學習」、「創業理念」、「興趣喜好」、「健康養生」與「節慶季節」等;有性格:「社交性」、「獨立性」、「洞察力」、「同理心」與「風險承擔」等;有天份:「抗壓性」、「樂觀性」、「自信性」、「情緒控制」與「夢想創造」等。
    三、「烘焙伴手禮」的女性從事創業之挑戰與調適,有創業挑戰:「毅力堅持」、「支持信任」、「價值扎根」、「優越成就」與「挑戰程度」等;有創業調適:「強壯體力」、「創意發揮」、「推動能力」與「自我調適」等。
    綜上結論,女性在烘焙伴手禮創業之道,是需肩負著內心毅力與體力支撐,從產業環境競爭力到心靈與體力的負荷,在在考驗著女性創業者的意志力。
    The objectives of this research are to investigate the course of entrepreneurship for women’s baking souvenir and to identify the connotation of micro-entrepreneurship in women’s baking souvenir business in order to explore the successful key factors for women micro entrepreneurship (WME). By employing qualitative method, the fieldwork has implemented 7 in-depth semi-structured interviews with 7 professional women in baking businesses. The research concludes:
    1.The internal and external business environments for the entrepreneurship of baking souvenir;
    2.The motive, traits, and talent of female entrepreneurs in the field of baking souvenir;
    3.The challenges and adaptation of female entrepreneurs to set up their own businesses.
    In summary, inner perseverance and physical support are two important key factors to underpin the course of entrepreneurship for women’s baking souvenir in a fierce and highly competitive market. All recommended factors in this research could test women’s willpower to initiate their own business.
    Appears in Collections:[Department of Leisure and Recreation Management] Theses & dissertations

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