人人都想創業成功，然而一位創業家在創業前於工作職場的養成教育、工作態度、品格操守、學習取向及人格特質，將型塑其特有之創業家精神；乃至於其對未來事業經營的能力、面對風險的挑戰及抗壓力，以至於因應之經營策略，對於眾多的台灣中小企業而言，尤具值得深入探討之價值。本論文採取教學個案方式撰寫，內容為陳述一位中小型建商創業家在創業前的特殊經歷，及如何白手起家創立公司的過程，並在創業初期面對競爭激烈的市場，當所有的建商都迎合市場潮流且推出大樓的產品，但該創業家力排眾議運用差異化及藍海策略，並堅持專業理念創造出獨特且獲得區域市場肯定的高價值產品，奠定成功創業的基石。其間，本文將論述因為策略的選擇公司面臨更換代銷公司及營造廠的危機，與金融風暴的衝擊，如何處理危機並調整公司的經營策略。本論文包含個案本文與教學指引兩部份，內容為研究者之職場經歷與創業過程所累積的經驗整合而成，惟部分所陳述之情節與事件為虛擬，非指特定企業、組織及個人。本研究結論提供大多數中小企業創業家在職場及創業過程中所面臨到的狀況與抉擇。論文亦提出創業家應具備的人格特質、危機處理、以及在競爭的市場中可行之藍海策略。

Everyone wants to successful create own business but to build up a real successful entrepreneurship which must develop great working attitudes, honest personality and willing learning attitudes before start up own business. These characteristics are worth to study due to it will support entrepreneur overcome daily operation challenges and risks control to define correct strategies.
This study utilized Harvard case-writing method which illustrates a small and medium construction contractor entrepreneur suffered harsh conditions before create own business. The entrepreneur uses blue ocean strategy to build the difference marketing strategies which become the key success factor for enterprise. Meanwhile this study will present through risk management to conquer economic crisis impact and partner revolt issues.
There are two parts in this study which includes case description and teaching manual. This study is combined with career experiences, knowledge, and own business creating processes of researcher so it is a virtual case which did not project to any company or organization. The study is able to help small and medium entrepreneur judges how to implement entrepreneurship to reduce crisis impact, applying workable blue ocean strategy in dynamic market.

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