本文描述了一位2000 年剛退伍的年輕人，個案主角因為缺乏學經歷而對未來感到迷茫，幸運的是， 當時的他受到一位學長的青睞，機緣巧合下，進而招攬他並創立了一個專門負責學生班服、社服、系服和團體服的營業單位。這個新的部門以提供優質、時尚、個性化的服裝設計和服務為主要目標，滿足學生和社團客戶的需求。現今社會，學生和社團對於擁有自己獨特風格的服裝需求日益增加。學生希望在校園內外穿著能代表自己的班服，社團和團體則需要一致的團服來展現凝聚力。然而，許多傳統服裝供應商難以滿足這些需求，因此市場上存在巨大的商機。
個案中主角經歷了母公司倒閉、員工的背叛、商標侵權與少子化和疫情對公司營運的衝擊等傷害，但面對每一次傷害，個案主角都能運用創造力、冒險精神、堅韌性及突破重重挑戰。因應上述的四種情境，配合本個案研究中之教學指引中以創業家精神、實效理論、融資順位理論、SWOT 分析、品牌行銷(AIDMA)、與商業九宮格等理論來引導讀者對此個案的討論。

This article describes a young man who had just been discharged from military service in 2001. Due to a lack of education and work experience, the protagonist felt uncertain about his future. Fortunately, at that time, he was favored by a senior, who serendipitously recruited him and established a new department specializing in student uniforms, club outfits, department apparel, and group clothing. This new division aimed to provide high-quality, fashionable, and personalized clothing design and services to meet the demands of students and clubs. Nowadays, the demand for clothing that reflects one's unique style is increasingly growing among students and clubs. Students wish to wear class uniforms that represent themselves both inside and outside the campus, while clubs and groups need consistent group outfits to demonstrate unity. However, many traditional clothing suppliers find it difficult to meet these demands, hence a significant business opportunity exists in the market.
Throughout the case, the protagonist experiences several adversities, including the collapse of the parent company, betrayal by employees, trademark infringement, and the impact of a declining birth rate and the pandemic on company operations. Yet, with each setback, the protagonist manages to leverage creativity, a spirit of adventure, resilience, and overcome numerous challenges. In response to these four scenarios, along with the teaching guidance in this case study, discussions are guided by theories such as entrepreneurial spirit, effectuation theory, pecking order theory, SWOT analysis, brand marketing (AIDMA), and the business model canvas to engage the readers in the discussion.

一、參考文獻
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Sarasvathy, S. D. (2001). Causation and Effectuation: Toward a Theoretical Shift from Economic Inevitability to Entrepreneurial Contingency. The Academy of Management Review, 26(2), 243-263. doi:10.2307/259121
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陳佑寰. (2023). 品牌行銷法律課: 從商標布局,公平交易到消費者權益及個資保護, 律師教你安全行銷不觸法! : san min shu ju gu fen you xian gong si.
羅天一，郭錦駩. (2021). 企業長青術: 魔數1 到9.

二、網站資料
教育統計進階查詢. (n.d.). 教育部統計處.https://eds.moe.gov.tw/edust/webmain.aspx?sys=210&funid=edufld&clear=1
大專校院學生及畢業生人數預測分析報告. (n.d.). 產業人力供需資訊網.https://stats.moe.gov.tw/files/analysis/112_st_report.pdf