新市場意指尚未出現競爭者的市場。營建產業面臨產業環境巨大的改變，在高度競爭的產業背景中，隨著世界貿易市場開放、法規改變等產業環境變動因素，開創新市場的商機不斷衝擊著營建產業。
Kim & Mauborgn(2005)指出過去開創新市場策略的研究，忽略了擬定策略的方式才是核心因素，以致於當企業經營走下坡或產業表現衰退時，無法印證同一企業超越市場績效的成就可以持續。Kim & Mauborgn為企業經理人具體呈現了開創新市場的策略方向與步驟，並明確指出六大途徑架構通向獲利的新市場(Kim & Mauborgn 2005, Blue Ocean Strategy)。
Kaplan & Norton (1992)提出以平衡計分卡(Balanced Scorecard, BSC)作為企業績效衡量系統，並以策略為中心發展出全方位的策略管理制度，說明BSC之指標可具體為企業導引現在及未來如何追求成功的策略步驟。
本研究以連續執業8至30年以上的營建企業負責人與資深專業技師等從業人員為對象，經由深度訪談，蒐集營建企業對產業環境變化的看法、發展趨勢、突破營運困境的策略與開創新市場構想。研究結果發現，我國營建產業因加入WTO、外國競爭者進入與營建法規限制改變等環境因素變動，出現新型態的業務商機時，企業學習與成長能力及流程創新改善能力越高，則企業在開創新市場時，有較佳的財務績效。

New marketplace intends the uncontested marketplace. Along with the impacts amid the growing competition in the construction industry, the opening up to world trade market and the alteration in legislation are raising more business opportunities of creating new marketplaces.
Kim & Mauborgn(2005) has challenged the former researches on the new market creation in which the researchers have overlooked the methodology of mapping out the strategy been the actual core of growing business. As the firm went on decline, or, as the industry exposed to recession, the firm consequently failed to continuously last its business success. Kim & Mauborgn lead the managers to find a systematic pattern for achieving high growth that any company could replicate with the six path framework.
Kaplan & Norton (1992) proposed the balanced scorecard(BSC) as the enterprise performance measurement model. By practical indexes laid out by BSC framework, enterprises can globally carry out the strategy management and concentrate on the strategy goal. BSC laying out the performance indexes has been proved to be the key move of the enterprises in approaching the success for the present and future in commercial market.
The research collects overall viewpoints ,by interviewing the over 8 to 30 years experienced construction enterprise superintendents and skilled professional technicians, of understanding the enterprises’ reaction to industrial transition, the strategy of sally-out of strait and market creation arts. The research discovers that as the new business opportunities come over from environmental varieties such as joining WTO, foreign competitor’s entering and the legislation altering. The higher of a firm’s learning and growth capability and the more internal process adaptation applying to new business of the firm remarkably delivers better financial performance on the firm’s new market creation.

中文部分
書籍、著作、期刊與中央政府統計與報告書
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國內研究所論文
1.吳明通(2003)。「企業導入平衡計分卡之績效研究—以帝強鋼鐵為例」。國立中山大學高階經營碩士論文。
2.張懷陸(2004)。「運用平衡計分卡建構國防醫療機構之經營策略執行體系--以某國軍醫院為例」。國立中山大學國際高階經營管理碩士論文論文。
3.陳玉瓊(2003)。「電子報新聞工作者勞動過程的研究：以中時電子報個案為例」。輔仁大學大眾傳播研究所碩士論文。
4.陳重安(2003)。「從營造業之現況探討「營造業法」（草案）之經營模式」。朝陽科技大學營建工程系碩士論文。
5.陳雪青(2003)。「以平衡計分卡觀點探討東森媒體科技公司績效評估之研究」。銘傳大學傳播管理研究所碩士論文。
6.羅瑞榮 (2004)。學校工程以統包與專業營建管理（ＰＣＭ）發包策略之研究。朝陽科技大學營建工程系碩士論文。

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