臺灣印刷業多屬內銷型產業，其中又多為中小型工廠型態；且大部份業者都專注在各自的生產活動領域，對創造附加價值與創新活動，往往無法有效發展。原本市場規模就不大，近年來產業發展停滯，且在網路發展興盛的衝擊下，造成整個產業產能過剩，稼動率下降，以致毛利率快速下滑，情況嚴峻。近年印刷產業除結合網路與資訊系統的合版印刷廠商而有明顯的發展與獲利外，其他無論大、中小傳統印刷相關企業，幾乎都是辛苦營運。本論文探討在此艱困情況下，小型新創公司如何規畫經營策略，從傳統集團的大印刷廠與低價強食市場的合版印刷廠夾擊，取得市場競爭地位。本論文採用教學個案方式撰寫，陳述白手起家的創業者，運用自己過往經驗經營管理，發揮創業家精神與推動新的營運模式，克服小企業缺乏資源的情況，繼而創造公司生存價值，以利現在與未來的發展策略。本論文包含個案內容及教師手冊兩部份，透過本論文讓讀者了解創業家精神、經營模式與策略管理等概念。

Taiwan's printing industry are mostly small or medium enterprises and domestic sales oriented. Also the majority of the dealers focus on their own manufacture fields and this is not profitable for innovation and additional value creating. The market is small and there is a standstill of industrial development accompany the impact of prosperous Internet, which caused a severe situation of overcapacity, availability decrease and rapid decline in gross margin. In recent years, only the combined printing companies which integrate Internet and information system had obtained significant development and profit. By contrast, other big or medium printing companies were struggling. This essay is discussing on how to design a business model for a small start-up to stand on the market under the compression of traditional group printing enterprises and combine printing companies which get order by lower price. This essay is written in the form of a teaching case and describes how an entrepreneur who starts from scratch manage company according to his own experience, brings entrepreneurship into full play and carry out new business model to overcome the lack of resource of small company, also creating the company’s value of being, so there is a profitable strategy for the development of now and the future. This essay includes individual cases and teacher's handbook so that readers can understand the concepts of entrepreneurship, business model and strategic management.

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