簡易檢索 / 詳目顯示
| 研究生： |
張文瑜 Chang, Wen-Yu |
|---|---|
| 論文名稱： |
甜蜜包裹商業企劃書 Business plan of SweetBox |
| 指導教授： |
張永明
Chang, David |
| 口試委員: |
張大為
Chang, David 劉助 Liu, James |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2019 |
| 畢業學年度： | 107 |
| 語文別： | 英文 |
| 論文頁數： | 41 |
| 中文關鍵詞： | 甜蜜包裹 、Care Box 、客製化禮品 、商業企劃 、電子商務 |
| 外文關鍵詞： | SweetBox, Care Box, Customized Gift, Business Plan, e-Commerce |
| DOI URL： | http://doi.org/10.6814/NCCU201900673 |
| 相關次數： | 點閱：262 下載：0 |
| 分享至: |
| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
無
SweetBox is a proposed new business operation with the aim of expanding the business of Patisserie Francis, a bakery shop specialized in making premium quality fusion pastries and sweets in Taipei. SweetBox provides an online service allowing people to buy and send a combination of pastries and sweets, made by Patisserie Francis, packed in a special box with personalized cover design and messages to show affection for the receivers. This idea comes from the Western concept of Care Box, which is to promote the idea of sharing your love and care with personalized sweet packages at anytime and not just for specific occasions and festive events according to Chinese traditions.
This study shows the derivation of the business plan for SweetBox, from the market review, the concept of Care Box, potential growth opportunities, resource requirements, business model, and financial analyses, as well as its future business prospects.
1. Introduction 1
1.1. Study Purpose 1
1.2. Thesis Structure 2
2. Background 3
2.1. Chinese Festival of Gift-Giving 3
2.2. Western Culture of Gift-Giving 5
2.3. Bakery and Pastry Market in Taiwan 6
3. Growth Analysis 8
3.1. Business Model 8
3.2. Ansoff Analysis 10
3.3. SWOT Analysis 13
4. SweetBox Company 15
4.1. Overview 15
4.2. Vision 15
4.3. Management and Organizational Chart 15
4.4. Personnel 16
5. Marketing Plan 17
5.1. Competitors Analysis 17
5.2. Product 18
5.3. Price 21
5.4. Place 25
5.5. Promotion 26
6. Business Model of SweetBox 29
6.1. Value Proposition 29
6.2. Customer Segments 31
6.3. Customer Relationship 32
6.4. Channels 33
6.5. Revenue Stream 33
6.6. Key Partners 33
6.7. Key Activities 34
6.8. Key Resources 35
6.9. Cost Structure 35
7. Financial Plan 37
7.1. Startup Expense (Forecast) 37
7.2. Revenue (Forecast) 38
7.3. Forecast of Financial Statement 39
8. Conclusions 40
9. References 41
[1] Sculty Hsiao. Focus Taiwan. “Food Safety: A timeline of Taiwan's food safety scare.” 24 Dec. 2014, Focus Taiwan-CAN English News.
[2] Taiwan News. Major changes to Taiwan workweek, October 31, 2017
https://www.taiwannews.com.tw/en/news/3286608
[3] “月餅30億商機 台業者賣萌各出奇招.”大紀元, 10 Aug. 2017
http://www.epochtimes.com/b5/17/8/10/n9516403.htm
[4] Quality of GDP statistics improving “China daily.
http://global.chinadaily.com.cn/a/201802/26/WS5a9350e5a3106e7dcc13dfae.html
[5] Care Package History: Inside the First Official CARE Package, May 11, 2016
https://time.com/4322199/first-care-package/
[6] “Bakery market in Taiwan.” Market research in Taiwan, September 25, 2015.
https://taiwanmarketresearch.com/2015/11/27/bakery-market-in-taiwan/
[7]中秋禮盒行銷，為何產品創意才是關鍵？” Ibuzz, Aug. 2018.
https://www.i-buzz.com.tw/industry/article_page/?id=MTgw&n=420c54e1246eb5da657e986ac9b8c829
[8] “2015年中秋糕餅類口碑大賞：香港「美心月餅」拔得頭籌！Ibuzz.
https://www.i-buzz.com.tw/topic/article_page/?id=MjE=&n=245d3a8d95ef4e5d3e7704ef57c715d3
此全文未授權公開