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研究生： 陳思潔
Chen, Jessica
論文名稱： 捷運劍潭站親子飯店商業計畫
Business plan for a family hotel in MRT Jiantan station
指導教授： 吳文傑
Wu, Jack
口試委員: 彭喜樞
Peng, Shi-Shu
鄭輝培
Cheng, Terry
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： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 47
中文關鍵詞： 家庭 、飯店 、捷運 、劍潭
外文關鍵詞： Family, Hotel, MRT, Jiantan
DOI URL： http://doi.org/10.6814/NCCU202000225
相關次數： 點閱：256  下載：0 
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    • MRT Jiantan Station is located in Shilin District in Taipei City. It is in the neighborhood of Taipei Children’s Amusement Park, National Taiwan Science Education Center, and Taipei Astronomical Museum. Every year there are approximately five million visitors in these three venues. In 2021, the Taipei Science and Art Park which combined with these three venues will hold its grand opening. It is expected to attract more visitors in this area.
    On the other hand, in the last few years many five-star hotels and boutique hotels have transformed to aim at family market. Parents are interested in experiencing children-oriented family trip. The three venues are rich in tourism resources, and it is suitable to arrange a two-day or three-day trip around this area. Therefore building a family hotel nearby could be a reasonable and profitable option.
    Taipei Rapid Transit Corporation (TRTC) cooperates with Taipei City’s TOD policy, and is currently seeking suitable business items for individual MRT station according to their traffic and commercial conditions. Hence, TRTC is the main proposal object of this business plan.
    Constructing a family hotel in MRT Jiantan Station will create regional economic effect and form a “family industry” in the area, like Disney Resort. The family hotel will launch ticket package with those three venues to make differences between other hotels.

    1. General Description 1
    1.1. Background 2
    1.2. Mission 2
    1.3. Goal and Objective 2
    1.4. Value 3
    1.5. Target Customer 3
    1.6. Product and Service 3
    1.7. Key Success Factor 3
    1.8. Business Model 4
    2. Market Overview 5
    2.1. MRT Jiantan Station Market Analysis 5
    2.1.1. Shilin Area Regeneration Plan 5
    2.1.2. MRT Jiantan Station Introduction 6
    2.1.3. Nearby Environment Introduction 7
    2.1.4. Hotels near MRT Jiantan Station 11
    2.2. Parent-child Industry 14
    2.2.1. Mother-and-child supplies 15
    2.2.2. Parent-child Course 17
    2.2.3. Parent-child Service 18
    2.2.4. Parent-child Amusement 20
    2.2.5. Family hotel 21
    3. Product and Service 27
    3.1. The structure of hotel 27
    3.1.1. Accommodation 28
    3.1.2. Food and Beverage Service 29
    3.1.3. Shopping 29
    3.1.4. Facilities 29
    3.1.5. Parking Lot 29
    3.2. The Services of Hotels 30
    3.3. The Outside Environment 30
    4. Marketing Plan 32
    4.1. Customer 32
    4.2. 4P 32
    4.2.1. Product 32
    4.2.2. Place 32
    4.2.3. Price 32
    4.2.4. Promotion 33
    4.3. SWOT Analysis 34
    4.4. Competition 35
    4.4.1. Family Hotels Comparison 35
    4.4.2. Comparison between Hotels near MRT Jiantan Station 36
    4.4.3. Summary 37
    5. Operation Plan 38
    5.1. Time 38
    5.2. Legal Environment 39
    5.2.1. Regulations Related to the Tourism 39
    5.2.2. Regulations Related to Construction in MRT station 40
    5.3. Personnel 41
    6. Financial Plan 42
    6.1. Basic Assumption 42
    6.2. NPV 43
    7. Reference 47

    Booking.com https://www.booking.com/index.zh-tw.html
    TripAdvisor https://www.tripadvisor.com.tw/?fid=9de501ac-215f-46fd-af76-1fc88c778135
    Taipei Rapid Transit Corporation https://www.metro.taipei/
    Department of Rapid Transit Systems, Taipei City Government https://english.dorts.gov.taipei/
    Taipei Performing Art Center https://oma.eu/projects/taipei-performing-arts-center
    Ministry of Education https://english.moe.gov.tw/mp-1.html
    National Housing and Urban Regeneration Center https://www.hurc.org.tw/
    Mamilove https://mamilove.com.tw/
    MOS Burger https://www.facebook.com/mosburger.tw/
    TRAVELER Luxe https://www.travelerluxe.com/article/desc/170000533
    kkday https://www.kkday.com/zh-tw
    Taiwan News https://www.taiwannews.com.tw/en/index
    Department of Land Administration, M.O.I. https://easymap.land.moi.gov.tw/
    Facebook Fan Page https://www.facebook.com/djanday

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