|Abstract: ||近幾年來國內小資本創業投資風潮日趨盛行下，大家都為剩餘的資金找尋出路，自行創業或加盟創業，開一家店，做一個成功的小老闆，巳經成為許多人的夢想,。本研究透過個案實證研究方法, 探討創業者如何經由概念的形成，到動手實行展店創業的過程。本研究以籌設一家素食復合式餐飲咖啡店為對象，同時利用行銷組合7P做為其研究與衡量的方法, 得出研究結果如下:
1.「創業」的意義是創業者主動不斷尋求變化, 持續創造性的破壞, 使舊產業遭到淘汰, 同時讓新舊事物結合給于創新的一种行為。
3. 在價格的處理上, 由于餐飲業的訂單並無法充分提高以反映其成本, 所以必須時時檢討行銷與營運的成本與效率、檢討產品組合、內外部特色和提昇產品的附加價值並同時引進受歡迎高毛利的產品，以迎合消費者對於產品價格上的需求。
4. 在選擇通路時, 必須擬定出一套審慎的評估標準，通路是需要長時間經營的，很難一開始就賺錢，所以通路也必須不能只有單一出口 。
In recent years, Malaysia domestic small venture business increased popularly due to enhancement of investment, lots of people are finding solution for the excess funds, running the business by self-entrepreneur or join venture, establish a business, and become a successful small business owner. However, it had become everyone’s dream. The research aims to explore a real case study about the success formation of an entrepreneur, throughout the process from the conception to founding a real business. The study was targeting to set up a Complex Vegetarian Café, and using Marketing Mix 7P as the research and measurement methods, obtained the results are as follows:
1. "Entrepreneurship": Means that the entrepreneurs should take the initiative to seek changes continuously, creative destruction continuously, in order to eliminate the obsolete industrial, a behavior for Innovation will be performed while making combinations of old and new things.
2. Products must be adjusted or amended at any time, keep innovation and diversification, the consumers satisfactions will affected by the product items, packaging, flavoring and other conditional effects. The actual consumers’ behavior will be increased when meet consumers’ products satisfactions.
3. By handling in “Price”, the catering orders unable to reflect the cost adequately; therefore, we must review marketing & operation’s costs and efficiency in constantly, review of product portfolio and internal & external features, enhancement of product added value, and introduce the high profit margin products to meet the consumer’s price demand.
4. By selecting the “Place”, we must develop a set of prudent evaluation criteria; we need long time to operate it, difficult to earn money during early time, and we can’t solely having a single channel for all place.
5. Under the “Promotion”, practical operation reflect the real result, show that the consumer buying desire will be affected by different promotion and marketing publication especially in “Food & Drinks Testing and Highly Promoted By Staff”, reflect the most significant effect.
6. “People” plays an important role in service sector, especially in high staff turnover; therefore, we must provide a good staff training and development, enhance staff professional knowledge, self-efficacy and confidence, helps to develop the staff career plans, enhance staff towards organization's cohesion and sense of belonging.
7. Explore from the operation shows that the physical characterization may become the source of best service impression towards consumer; it can be representing tangibility for the company performance. Service can be transmitted by the environment, when the consumer interaction in the environment meet the sensory, the placement marketing will be thus formed.
8. Discovery from the design of service process, writing an entrepreneur manual shall meet the requirement of SOP, while manage the formal and informal control mechanism and variety of corporate culture’s explicit and tacit knowledge, taking both importance of documentation and personnel transferred, reflect the most significant effects in service process design.