| 摘要: | 台灣花燈產業在交通部觀光局的規劃與推動，透過台灣燈會的舉辦已漸漸走向國際舞台，名列為全球最佳節慶活動。隨著社會經濟的繁榮發展，國民所得提高，文化觀光休閒旅遊成為現代人生活的一部分。尤其是「文創法」的實施，「創意生活產業」的推動，更希望透過文化、創意、產業與生活的整合，達到「文化產業化」及「產業文化化」的願景，以擴大文化創意產業產值，形塑國民生活的文化質感。 花燈園區創業構想，擬將花燈的藝術文化，透過創意生活產業的加值及可行的經營策略，轉化成經濟價值。藉由創業計劃書的撰寫，將創業「構思」文字化，把自己創業目的、事業型態、產銷方式及財務規劃等透過文字記錄下來，並進行可行性程度的檢測，以作為規劃未來創業成功的藍圖。 本研究擷取層級分析法（AHP）指標化的概念來發展檢視可行性程度的問卷，同時並借重相關領域業界專家之綜合判斷能力，在操作上則採用修正式德菲法，藉由專家意見調查與預測，檢測創業構想各個構面指標之可行性高低，並預測未來可能面臨之創業的挑戰，進行資料分析，以供調整創業計畫之參考依據。 研究結果發現，大多數專家對於「市佔策略開發構面」及「組織結構精進構面」可行性的認同度較高，而「財務風險控管構面」可行性認同程度較保守。可行性較高的前八項子構面主要聚焦於「產品」與「客戶」兩者，專家們認為此創業構想具有獨特性，只要妥善運用產品的特色，擬定行銷策略，創造與眾不同的差異化優勢，找出事業的核心價值，對於創業成功必然會有加分的效果。可行性程度較低的有四項，主要關注於「資金財務」部分。在創業尚不穩定的初期階段，資金是嚴峻的第一關，掌握不好很容易就影響事業的成敗。
The Taiwan Lantern Festival has gradually come to the international stage, and become one of the best festivals. Along with the flourishing development of social economy and the rise of national income, cultural tourism, recreation, and traveling have become a part of modern people’s lives. The idea of starting an undertaking in lantern parks is trying to transfer the art and culture into economic value through the industry of creative life and feasible business strategy. By composing an undertake planning book, write down the thoughts in words, and at the same time, record down the purpose, business model, way of producing and selling, and see if it can be done to prepare for the blue print to arrange the successful future. The research has the concept of standardizing by using the methods: Analytical Hierarchy Process (AHP), and develop questionnaires that view the feasibility, while simultaneously rely on the synthesized ability of the experts of certain spectrums. On the operating hand, we use Modified Delphi method, by the survey of the experts and the prediction to examine the feasibility of every levels and elements and try to predict possible challenges that lay in front, analyze the data, and provide a basis for adjusting the undertaking plan. After the research, we discovered that most of the experts have more identity of the feasibility of the market share strategic development and organization structure improvement, but lack of it of the financial risk control. The 8 sub elements having higher feasibility focus on the products and customers. The experts think the undertaking thought is unique and by using the characteristic of the product with a suitable selling strategy and create a distinctive differentiating advantage, while finding the core value of the business, there must be a positive influence of success. There are other 4 sub elements with lower feasibility that focus on the part of financial funds. At the starting unstable part of an undertaking, funds would be a difficult part, since it is easy to fail without proper control of the funds. |
