本個案為創業家的實例，個案探討遊覽車客運業者乙泰通運的創業過程。遊覽車客運業是高成本、高風險、低利潤的行業，個案主角創業初期選擇薄利，但是穩定的學童、公司、工廠交通車，醫院、百貨公司接駁車及社區巴士固定車趟為主要營運項目，做為市場區隔，若另闢其他戰場，能否開創新局？另，遊覽車客運業為傳統產業與服務業，進入門檻低，競爭者眾之紅海，面臨嚴重的缺工問題，具有創業家精神的江總經理，如何因應？

本論文包含個案內容及教師手冊兩部份，透過本案例的探討，讓讀者了解遊覽車客運業的產業特殊性、創業家精神、中小企業在創業過程中，面對危機的處理方式；當調薪也無法阻止缺工問題時，產業該如何轉型。希望藉由本案例的陳述，提供給其他面臨類似狀況的公司決策者參考與啟發。

This is an individual instance of the entrepreneurs, the instance of the case discuss about the entrepreneurial process of the Tourist Bus Carrier Company —— Yi Tai. Tourist Bus Carrier is a high cost, high risk and low profit of the business. The entrepreneurs of this individual case chose small profits but stable projects such as, school、company and industry limousine, also hospital、shopping mall shuttle bus and the community bus cars as their main operating projects at the early stage of entrepreneurial process. As a market segment, if opened another battlefield, can they create a new agency? In addition, Tourist Bus Carrier is a traditional industry and service industry, which is easy to entry and has many competitors. Now, facing a serious lack of workers problem, how the manager Jiang who has entrepreneurial spirit to deal with it?

This thesis contains the content of the individual case and teacher manual two parts. According to the discussion of this case, it will let the readers understand the particularity of Tourist Bus Carrier industry and the spirit of entrepreneurial. The most important is, in the process of entrepreneurship of the small and medium-sized enterprises, when they are in face of crisis handling, how to deal with it, and how the industry transforms when even increasing of salary can not stop the lack of workers. Hope by this case presentation, it can provide the reference and inspiration to other companies’ decision makers who facing similar situations.

Hayes, R. H., Pisano, G. P., & Upton, D. M. (1996). “Strategic operations: Competing through capabilities”. New York: Free Press.
Hult, G., Tomas M., David J., & Ketchen Jr. (2001). Does marketive orientation matter? A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899-906.
Miller, D. & Friesen, P. H. (1983). Strategy-making and environment: The third link. Strategic Management Journal, 4(July), 221- 235.
林萬益(2013) 服務與技術的整合：資騰科技。台灣科技大學管理學系碩士在職專班碩士論文。
邱銘乾. (2008). 台灣企業創業家的人格特質, 創業家精神導向, 社會資本對創業績效之影響. 臺北大學企業管理學系學位論文, 1-120.
劉常勇 (2004) 創業管理的十二堂課。臺北市：天下雜誌出版公司。