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Author: 陳明安
Ming-An Chen
Thesis Title: 中小型建商之藍海策略–常安建設創業歷程的故事
Blue Ocean Strategy of Chang An Construction Co.,Ltd
Advisor: 王孔政
Kung-Jeng Wang
Committee: 黃世禎
Sun-Jen Huang
陳俊男
Chun-Nan Chen
Degree: 碩士
Master
Department: 管理學院 - 管理研究所
Graduate Institute of Management
Thesis Publication Year: 2015
Graduation Academic Year: 104
Language: 中文
Pages: 54
Keywords (in Chinese): 創業家精神創業管理危機管理策略管理藍海策略
Keywords (in other languages): Crisis Management, Entrepreneurship, Entrepreneurship Management, Strategy Management, Blue Ocean Strategy
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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.

摘要 I ABSTRACT II 致謝 III 目錄 V 圖目錄 VII 表目錄 VIII 壹、個案本文 1 1.1、序幕 1 1.2、建築產業背景說明及個案公司描述 2 1.3、回首來時路 6 1.4、塞翁失馬焉知非福 8 1.5、寧缺勿濫 9 1.6、謀定而後動 11 1.7、篳路藍縷 11 1.8、匠心獨運 13 1.9、力挽狂瀾 16 1.10、苦盡甘來 17 1.11、趁勝追擊 18 1.12、未雨綢繆 19 貳、教學指引 21 2.1、個案總覽 21 2.2、教學目標與適用課程 22 2.3、學員課前準備 23 2.4、學員問題討論 23 2.5、個案背景 24 2.6、個案分析 25 2.7、教學建議 47 2.8、板書規劃 48 參考文獻 52 圖目錄 圖1 建築業帶動相關產業...........................................................................................2 圖2 房地產景氣循環...................................................................................................6 圖3 中央新村透天別墅.............................................................................................17 圖4 個案重要事件時間軸.........................................................................................26 圖5 中央新村案SWOT分析....................................................................................38 圖6 五力分析架構及影響因素.................................................................................39 圖7 中央新村案五力分析架構及影響因素.............................................................40 圖8 產業生命週期.....................................................................................................42 圖9 藍海策略四項行動架構.....................................................................................45 圖10常安建設中央新村案策略草圖.........................................................................45 圖11常安建設的策略草圖.........................................................................................46 圖12主板書規劃(板書一) .........................................................................................49 圖13次板一 (板書二) ...............................................................................................50 圖14次板二 (板書三) ...............................................................................................51 表目錄 表1 常安建設周全計劃表…………………………………………………………...5 表2 教學目標……………………………………………………………………….23 表3 創業家之定義………………………………………………………………….27 表4 創業家精神之定義…………………………………………………………….29 表5 創業家應具備之特質………………………………………………………….31 表6 危機的定義…………………………………………………………………….33 表7 危機的特質…………………………………………………………………….33 表8 危機管理六階段……………………………………………………………….35 表9 藍海策略與紅海策略的差異………………………………………………….44 表10課程時間配置規劃.............................................................................................47

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