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研究生： 佐藤峻
Sato, Leo
論文名稱： 設立提供東京旅遊資訊及導遊服務的網站
Exploring Tokyo Providing Comprehensive Information of Tokyo and Catering Individual Tourist
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： 103
語文別： 英文
論文頁數： 59
中文關鍵詞： 地方 、Toku 、導覽
外文關鍵詞： local, Toku, guide
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    • What if you had a local friend in Tokyo who is willing to take you to some local places? Your journey should become more unique than the others’. Toku envisions to satisfy botch travelers who want to experience ‘local’ way in Tokyo and local Tokyo people who wish to guide travelers to local places. Toku is a website in which users are able to see and obtain information of Tokyo local dining spots, shops and nightclubs. Toku also provides half-day and one-tour guide to further enrich traveler’s experience in Tokyo. The following are the missions Toku promises to its customers:

    1. Providing ‘local’ information of Tokyo to foreigners
    2. Connecting people who need a local guide with people who wish to guide foreigners in Tokyo
    3. Making local friends through the network of local guides
    4. Providing individual tourists with local knowledge and secrets

    1. Introduction: 1
    2. Executive summary 2
    2.1. Introduction 2
    2.2. The company 2
    2.3. Products and Services 2
    2.4. The Market 3
    2.5. Financial Figures 3
    2.6. Missions 4
    3. Vision, Mission, Strategies and etc. 5
    3.1. Vision: 5
    3.2. Mission: 5
    3.3. Objectives/ goals: 5
    3.4. Keys to success: 6
    3.5. Strengths, weaknesses, opportunities, and threats 6
    3.5.1. Strengths 6
    3.5.2. Weakness 6
    3.5.3. Opportunities 6
    3.5.4. Threats 7
    3.6. Strategies 7
    4. Products and services 8
    4.1. Dining: 8
    4.2. Shopping: 8
    4.3. Nightlife: 9
    4.4. Tour guides: 9
    4.4.1. GPS service 9
    4.5. Mandarin Service: 9
    5. Revenue Sources 10
    5.1. Websites: 10
    5.2. Website advertisement affiliate: 10
    5.3. Tour guide: 10
    5.4. Tour guide registration: 10
    5.5. Mandarin translation: 10
    6. Pricing 11
    6.1. Web Advertisement (charge from the supply side) 11
    6.2. Tour Service: 12
    6.2.1. Individual tourist’s pricing (A party of 1~2) 12
    6.2.2. Pricing for a party of 3~4 12
    6.2.3. Pricing for a party of 6 (the maximum number) 12
    6.3. Mandarin Service 13
    7. Future Growth Opportunities 14
    7.1. Online registrations. 14
    7.2. Smartphone applications 14
    8. Marketing Plan 15
    8.1. Market Analysis 15
    8.2. Competitions: 18
    8.3. Competitors’ profiles 18
    8.3.1. Individual bloggers: 18
    8.3.2. Online travel-related websites: 18
    8.3.3. Specialized websites: 19
    8.3.4. Tour Agents: there are many websites that are offering a tour guide in Tokyo. Some of them are even free. 20
    8.4. Market size, sales and share projections 22
    8.5. Customers’ Profile 25
    8.5.1. Why China, Taiwan and Hong Kong? 25
    8.5.2. Why target age between 20 and 40? 25
    8.5.3. Why target Taiwanese between age 20 and 40? 26
    8.6. Strategies for reaching the targeted sales level 27
    9. Operation plan 29
    9.1. Location: Tokyo (Nakano) 29
    10. Financial plan 30
    10.1. Income Statement and Projected Cashflow 30
    11. Conclusion 34
    12. Appendix 1 The Website 35
    13. Appendix 2 Details of Cost of Each Year 42
    14. Bibliography 49

    1. Mr. Kuronuma, Toru. "What Do Travelers Expect in Japan? Graphing Their Pattern and Tendency." BLOGOS. Act Zero, 22 Jan. 2015. Web. 09 May 2015. <http://blogos.com/article/104027/>
    2. Japan Tourism Agency. "A Survey on the Consumption of Foreign Travelers." (2013): n. pag. Statistic on Travelers in Japan. Ministry of Land, Infrastructure, Transport and Tourism. Web. 9 May 2015. <http://www.mlit.go.jp/common/001006488.pdf>
    3. Japan Tourism Agency. "A Survey on the Consumption of Foreign Travelers." (2013): n. pag. Statistic on Travelers in Japan. Ministry of Land, Infrastructure, Transport and Tourism. Web. 9 May 2015. <http://www.mlit.go.jp/common/001006488.pdf>
    4. Japan Tourism Agency. "A Survey on the Consumption of Foreign Travelers." (2013): n. pag. Statistic on Travelers in Japan. Ministry of Land, Infrastructure, Transport and Tourism. Web. 9 May 2015. <http://www.mlit.go.jp/common/001006488.pdf>
    5. Japan National Tourism Organization. "Marketing Data of Foreign Travelers Visiting Japan." Foreign Travelers' Tendency in Japan. Japan National Tourism Agency, n.d. Web. 09 May 2015. <http://www.jnto.go.jp/jpn/reference/tourism_data/visitor_trends/index.html>
    6. Japan National Tourism Organization. "Marketing Data of Foreign Travelers Visiting Japan." Basic Data of China. Japan National Tourism Agency, n.d. Web. 09 May 2015. <http://www.jnto.go.jp/jpn/reference/tourism_data/pdf/market_basic_china.pdf>
    7. Japan National Tourism Organization. "Marketing Data of Foreign Travelers Visiting Japan." Basic Data of Taiwan. Japan National Tourism Agency, n.d. Web. 09 May 2015. <http://www.jnto.go.jp/jpn/reference/tourism_data/pdf/market_basic_taiwan.pdf>
    8. Japan National Tourism Organization. "Marketing Data of Foreign Travelers Visiting Japan." Basic Data of Hong Kong. Japan National Tourism Agency, n.d. Web. 09 May 2015. <http://www.jnto.go.jp/jpn/reference/tourism_data/pdf/market_basic_hongkong.pdf>
    9. 1. Mr. Kuronuma, Toru. "What Do Travelers Expect in Japan? Graphing Their Pattern and Tendency." BLOGOS. Act Zero, 22 Jan. 2015. Web. 09 May 2015. <http://blogos.com/article/104027/>
    10."Immigration Statistics." Ministry of Justice: Statistics. Ministry of Justice, n.d. Web. 09 May 2015. <http://www.moj.go.jp/housei/toukei/toukei_ichiran_nyukan.html>

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