根據2022年中小企業白皮書顯示，臺灣中小企業對經濟貢獻顯著，佔總企業數的98.92%，提供80.37%的就業機會。但中小企業10年存活率僅約51%，顯示創業失敗率高於成功率。創業過程中，內部如財務、管理能力及外部如產業環境、地區文化等因素均影響其成功率。特別是，創業期行銷通路選擇，關鍵但鮮少被學術界探討。本研究旨在分析創業期行銷通路選擇的關鍵因素，提供創業者決策參考，以提升創業成功機會。透過個案研究了解創業期通路選擇及克服困難的過程。這不僅能幫助創業者少走冤枉路，減少社會資源浪費，也有助於提高市場就業率，進而推動台灣經濟發展。
本研究採用了專家訪談和資料歸納分析等方法，探討創業者在選擇行銷通路時的考慮因素。本研究歸納出通路多樣性、效率、觸及性、互動性和可靠性等關鍵構面，並以此為基礎，進行專家訪談。訪談對象為有創業經驗的中小企業業主或共同創辦人，採用半結構式訪談方式，以深入探討各構面。
研究顯示，選擇適當銷售通路為創業成功關鍵。以「W公司」為例，在資源限制下，其策略性通路選擇顯著提升品牌和市場覆蓋。訪談發現通路多樣性、效率、觸及性、互動性和可靠性對成功影響大。創業者需考量產品特性、市場需求、資源和戰略目標。研究指出通路效率關聯企業成本，良好管理提升服務降低成本；觸及性對市場擴張重要；互動性加強顧客體驗和關係，而可靠性影響品牌形象。這提供創業者行銷通路選擇的重要參考，助其做出明智決策。

Based on the 2022 Small and Medium Enterprises White Paper, small and medium businesses in Taiwan play an important role in the economy that were accounting for 98.92% of all businesses and offering 80.37% of job opportunities. However, the survival rate of these businesses was only 51% in the past ten years, indicating a higher failure rate in startup companies. In the entrepreneurial process, internal factors such as financial resources and management capabilities; and external factors such as industry environment, geographical location, and cultural aspects all influence the success rate. Especially the choice of marketing channels is particularly crucial but rarely discussed in academic journals.
The aim of this study is to analyze the key factors in marketing channel selection during the incubation stage through case studies. In addition, delve into channel selection and overcoming challenges during the startup phase. These aims to provide entrepreneurs with decision-making references to increase their success chances; reduce waste of social resources, enhance employment rates, and thus promote the development of the Taiwanese economy.

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