在現今社會中，時尚產物的多樣化提供消費者更多選擇性，同時也提升顧客的購買力。人們開始欣賞與追求能夠提升整體時尚造型的手作包。大量生產製造的趨勢下造成市場已過渡超載，消費者開始尋找能代表自己的品味、社會地位與經濟能力的個人時尚風格。少數的台灣設計師以客製化設計做為品牌策略來滿足消費者的不同需求，更從中找到商機並開發相關事業。透過微型工作坊的活動形式，設計師試圖從中了解顧客的需求，並整合定製出其客製化體驗策略。
本研究探討分主要為1.透過「Understanding the entrepreneur」 的架構來探討本研究的案例分析之背景故事、動機和個人特質。2.探討針對「Customer based on Brand Equity」來研究客製化體驗以工作坊觀之。3.提出以客製化體驗導向為發展策略。內容將會以主要資料(與企業家的深度訪談)與次級資料(現有的文獻、新聞、報章雜誌)分析之。透過這項研究，在創意產業之中可以創造一個全新的經營理念和機會的發掘。
在這項研究中所提出的概念模式，主要開發基於文獻的綜述和台灣微型手提包產業的現況。綜合考量到種種問題與複雜程度，因此只針對相關案例進行研究調查。另外，案例研究著重於開設工作室的創業者，並且提供小型工作坊以建立顧客的消費體驗。本研究透過質性研究方法應用，其動機為半結構性的深度訪談來進行問卷調查與分析。為打造自家品牌的創業公司，在過程中找出所面臨的挑戰與動機，還包括基於顧客的客製化體驗觀之。顧客參與小型工作坊之問卷調查結果，可評估如何有效創造出獨特的個性化工作坊設計。本論文的研究價值在於提供更深入的了解，給予新創業的設計師、企業家和實踐者的現行實踐方法。於這項研究的成果中，可從理念和模式架構來提供顧客與客製化體驗一項新的理論，並做為可根據顧客的需求來創造品牌的有效方式。

In modern society, customers have greater purchasing power and diversity of fashion products to choose from than ever before. Markets are overloaded with mass produced products, and some customers have started to search for individual fashions that can represent their own style, social interests, and economic position. Customized designs have become one of strategy for satisfying the multifaceted demands of less easily satisfied customers. In Taiwan, a number of designers have seen this demand as an opportunity to start their own businesses, or take their existing business in a new direction. Using micro-workshops as a customer experience strategy which integrates clients’ desire for personal, hands-on involvement with customized designs, designers have tried to meet customer needs.
In this study we examine this new trend by: (1) exploring the background stories, current conditions, motivations, and personal values of several entrepreneurs to enter the highly competitive fashion industry using Ray’s “Understanding the entrepreneur” model, (2) explore the customization experience strategy of designer startups in Micro-Workshop experience based on J. Nam’s “Customer based on Brand Equity” model, (3) and develop customization experience strategy-based development guidelines for start-up entrepreneurs in creating customer experience. Data will be collected from both primary sources (in-depth interviews with Taiwanese entrepreneurs) and secondary sources (articles, speeches, newspapers, and magazines). It is hoped that the findings in this research can create a new business concept and opportunity for the creative design industry.
To try to capture the complexity of this issue, three case studies have been conducted in this research. The case studies focus on entrepreneurs that have opened a studio and built customer experience by offering micro-workshops. A qualitative approach has been applied in this study. Data collection involved semi structured in-depth interviews with entrepreneurs to understand their motivation. One focus of the interviews is to learn about the challenges and opportunities that startups face in the process of building their brand, including exploring the strategies based on customization experience. A questionnaire survey was distributed to customers who joined the micro-workshop to evaluate how effectively the micro-workshop creates unique customized designs.
The value of this research is to provide a deeper insight to inform new designer start-ups, entrepreneurs, and practitioners of current practices. The outcome of this research could provide a new theory, idea and model of the customization experience framework that can be an effective tool for creating customization experiences based on customer needs.

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