在一個變動極大的時代，台灣屬於淺碟型市場經濟，容易被外在環境波動所影響下，如何隨時地以藍海策略創造差異化，以彈性的應變能力來面對市場環境的衝擊，對於台灣的中小企業而言是一大考驗，也是經常要面對的挑戰。本論文採用個案教學方式撰寫，描述一位中小企業主，一再的順應時代的變化與不景氣的衝擊，從手繪透視圖白手起家到轉型電腦動畫廣告影片製作，再跨界轉型步入全然陌生的科學傳播領域，如何建立事業的核心能力，帶領學習型團隊進行組織調整與再造，建立左右開弓的業務型態，不斷的以創新提升效率，藉著藍海策略尋找新商機開創新市場，擺脫陷入紅海競爭的心路歷程。內容為研究者經營事業三十多年來，歷經環境起伏變化下所採取的因應策略與過程，提供中小企業在創業過程中，面臨景氣衝擊或市場挑戰時，可作為參考與借鏡。

In an era of rapid change, Taiwan has a thin market in trade. This thin market, so-called narrow market can easily be influenced by external environment. Being able to produce differentiations with Blue Ocean Strategy at any time and building resilience facing market challenges are common and complex tasks for Taiwanese small and medium-sized enterprises (SMEs). Case teaching method utilized in this paper demonstrates an SME owner repeatedly conforms to economic recession over the years. The owner transforms the SME from perspective hand drawing to computer animation and commercial production to a whole new field - science communication. Over the past three decades, the SME has gone through its ups and downs in developing enterprise core abilities, leading the learning team in business process reengineering, establishing a successfully business operating system, innovating continuously, enhancing business efficiency and creating new market space with Blue Ocean Strategy. This particularly SME’s development in decision-making and strategies forming can be used as a reference for other SMEs, startups, and entrepreneurs in facing economic recessions or market challenges.

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