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研究生： 周少偉
Jitkusolrungrueng, Nitichai
論文名稱： U Shop大學商城
U Shop: Coffee and NCCU Gift shop
指導教授： 吳文傑
Wu, Jack
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： 2015
畢業學年度： 104
語文別： 中文
論文頁數： 91
中文關鍵詞： 大學商城
外文關鍵詞： U Shop
相關次數： 點閱：87  下載：23 
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    • Most universities have their own gift shop to represent the pride of the students who love university brand’s products. Some universities have created innovation gift shops with special features to differentiate themselves from ordinary traditional gift shops in order to promote their gifts and create university brand awareness. For example, Waseda University’s Co-Op stores that operates as the university’s gift shop is a combination between gift shop and coffee shop where Waseda students can come right in, order a cup of coffee and spend time to mingle with their peers. There is no doubt that when Waseda students are walking into the coffee shop, they will have a chance to see, and even be tempted to purchase, their university’s gifts and souvenirs.
    In Taiwan, we can say that National Cheng Chi University (NCCU) is one of the biggest and most famous universities in Taiwan. However, as of today NCCU gift shop is still operated under the name of Alumni service center, which is hardly capable of managing full operation to support sale and promotion of NCCU gifts and souvenirs. According to the survey conducted at NCCU, approximately 40 per cent of the sample group does not know where to buy gifts and souvenirs. Half of the group states that they are not planning go there. However, good news is that 80 per cent still wants to purchase NCCU gifts and souvenirs. All this information indicates that the demand for gifts and souvenirs is still high but NCCU still lacks a marketing initiative, clearly-identified sale channels and a suitable business model to support university gift shop.
    This new NCCU gift and coffee shop will beautifully offer a relaxing and serene space for both local and foreign NCCU students to do their studies, to meet with their friends or to exchange their worldviews, languages and cultures. This possible channel will also drive the number of students purchasing NCCU gifts and souvenirs. In addition, the new attraction will bring economic benefits to established stores. Creating a new sale channel and promoting products are primary keys to a successful business model, as it will guarantee long-term accomplishment of the NCCU gift shop and the sustainability of the model.

    1. Introduction: Coffee and Gift Shop Concept 7
    2. Taiwan’s University Gift Shop Creative Strategy 9
    3. Overview of NTU, NCCU and NTNU University Gift Shop 16
    3.1 NTU gift shop review 16
    3.2 NTNU gift shop review 17
    4. Comparing NCCU and NTNU Gift Shop 20
    4.1 General Information of the Selected Two Shops 20
    4.2 Monthly Data sheet of customer inflow between 2 universities 22
    5. Business Model Proposition 26
    t5.1 U Shop Concep 28
    5.2. Mission 28
    5.3. Keys to Success 28
    5.4. Objectives 29
    6. Company summary 30
    6.1 Company ownership 30
    6.2 Start-up Summery 30
    6.3. Start-up expense 33
    6.4. SWOT Analysis 36
    7. Market analysis summary 37
    7.1 Market segmentation and size 38
    7.2. Potential Customers summary 41
    7.3 Existing competitors 42
    7.4 Products and Price 43
    7.4.1 Coffee and Souvenir Product list 43
    7.5 Target market survey 47
    7.6 Target Market Segment Strategy 54
    8. Strategy and Implementation Summary 55
    8.1. Competitive Edge 55
    8.2. Marketing Strategy 55
    8.2.1. Positioning Statement 55
    8.2.2. Pricing Strategy 56
    8.2.3. Promotion Strategy 56
    8.2.4 Placing Strategy 57
    8.3. Sales Strategy 58
    8.4 Sales Forecast 59
    8.5 Milestone 61
    9. Management Summary 62
    9.1. Personnel Plan 63
    9.2 Role and respond 63
    10. Financial Plan 64
    10.1. Important Assumptions 64
    10.2. Break-even Analysis 65
    10.3. Projected Profit and Loss 65
    10.4. Projected Cash Flow 69
    10.5. IRR (Internal Rate of Return) 70
    11. Conclusion 71
    Reference 72
    Appendix 1: Financial Fact Sheet 73
    Appendix 2: Design 77
    Appendix 3: Survey 82
    1. Introduction: Coffee and Gift Shop Concept 7
    2. Taiwan’s University Gift Shop Creative Strategy 9
    3. Overview of NTU, NCCU and NTNU University Gift Shop 16
    3.1 NTU gift shop review 16
    3.2 NTNU gift shop review 17
    4. Comparing NCCU and NTNU Gift Shop 20
    4.1 General Information of the Selected Two Shops 20
    4.2 Monthly Data sheet of customer inflow between 2 universities 22
    5. Business Model Proposition 26
    t5.1 U Shop Concep 28
    5.2. Mission 28
    5.3. Keys to Success 28
    5.4. Objectives 29
    6. Company summary 30
    6.1 Company ownership 30
    6.2 Start-up Summery 30
    6.3. Start-up expense 33
    6.4. SWOT Analysis 36
    7. Market analysis summary 37
    7.1 Market segmentation and size 38
    7.2. Potential Customers summary 41
    7.3 Existing competitors 42
    7.4 Products and Price 43
    7.4.1 Coffee and Souvenir Product list 43
    7.5 Target market survey 47
    7.6 Target Market Segment Strategy 54
    8. Strategy and Implementation Summary 55
    8.1. Competitive Edge 55
    8.2. Marketing Strategy 55
    8.2.1. Positioning Statement 55
    8.2.2. Pricing Strategy 56
    8.2.3. Promotion Strategy 56
    8.2.4 Placing Strategy 57
    8.3. Sales Strategy 58
    8.4 Sales Forecast 59
    8.5 Milestone 61
    9. Management Summary 62
    9.1. Personnel Plan 63
    9.2 Role and respond 63
    10. Financial Plan 64
    10.1. Important Assumptions 64
    10.2. Break-even Analysis 65
    10.3. Projected Profit and Loss 65
    10.4. Projected Cash Flow 69
    10.5. IRR (Internal Rate of Return) 70
    11. Conclusion 71
    Reference 72
    Appendix 1: Financial Fact Sheet 73
    Appendix 2: Design 77
    Appendix 3: Survey 82

    1. 2015 Taiwan Tea, Coffee & Wine Expo. (n.d.). Retrieved May 26, 2015, from http://www.chanchao.com.tw/nov/market.asp
    2. Chengchi University Secretariat. (2015). Retrieved May 25, 2015, from http://secrt.nccu.edu.tw/english/index.htm
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    5. Prof. Y.S. Lin., Ph.D., “New Product Development Process (Lin System) PP17” Practical New Product Development and Marketing (2015 May 2-17) retrieved May 29, 2015.
    6. Takehiko, S. (2012, September 8). WASEDA University Co-op. Retrieved May 28, 2015, from https://www.wcoop.ne.jp/en/index.html
    7. Waseda Co-Op Store & Cafe. (2012). Retrieved May 28, 2015, from http://en.japantravel.com/photos/waseda-university
    8. Yado．美食．旅行: （台北） 找到好東西咖啡 Good Goods Cafe & Grocery‧Brunch - yam天空部落. (2015, April 25). Retrieved May 28, 2015, from http://blog.yam.com/yado/article/90078724
    9. 結合校園特色 大學自創紀念品. (2013, December 24). Retrieved May 19, 2015, from http://www.uonline.nccu.edu.tw/material/pdf_new/194_613_1FD90352436B4315B2EF9B53152F064A.pdf
    10. 國立臺灣師範大學圖書館 eShop. (2015). Retrieved May 25, 2015, from http://eshop.ntnu.edu.tw/
    11. 師大紀念品購物網新居落成. (2014, October 1). Retrieved May 28, 2015, from http://press.lib.ntnu.edu.tw/en/node/55
    12. 國立臺灣師範大學 紀念品. (2010, June 1). Retrieved May 28, 2015, from https://www.flickr.com/people/libpress5291/

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