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Aside from plenty of sightseeing attractions, Houli District of Taichung City is known for its saxophone industry. Having devoted to the saxophone industry for decades, Houli District had once created spectacular events in the field, yet went through global economic recession and the financial crisis with the changes of the times. The industry was facing a major challenge. Entrepreneurs who rode out the storm to stand still were mostly the ones who modified their business models to survive danger. These entrepreneurs are referred to in this study. Based on the profiles of the entrepreneurs, and by referring to literature and conducting individual interviews with SaxPlayHouse, this study conveys invisible yet influential profound meaning from the entrepreneurs – Entrepreneurship. Using SWOT analysis, Porter's five forces analysis, and 4P analysis as research methods, insights into the importance of an entrepreneur's existence and his/her influences on different generations were gained. The power to be conveyed by the "entrepreneurship", as opposed to the economy and the giants of enterprise analyzed and created through tangible financial resources, such invisible mental strength plays an even more important role in establishing the entrepreneurs’success. Through the research of the saxophone industry, this study aimed to investigate the practical experience from the businessmen so that readers could feel the great power in their entrepreneurship, which exists within the industry and brings in the inner power that leads the cultural and economic pulse. |