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研究生： 陳喬薇
Chen, Chiao-Wei
論文名稱： 亞洲咖啡品牌進入與擴展歐洲市場之商業計畫
A Business Plan for an Asian Lifestyle Café Concept in European Markets
指導教授： 徐愛恩
Tsui, Ai-An
口試委員: 朱琇妍
Chu, Shiou-Yen
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： 2026
畢業學年度： 114
語文別： 英文
論文頁數： 91
中文關鍵詞： 歐洲市場 、健康生活咖啡館 、多據點商業模式 、文化在地化策略 、訂閱制 、第三空間
外文關鍵詞： European Market, Wellness cafe, Multi-unit business model, Cultural adaptation strategy, Subscription, Third place
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    • 本論文提出一套以歐洲主要城市為目標市場的亞洲生活風格咖啡館商業計畫，回應當前咖啡消費頻率高、卻缺乏可長期融入日常生活之「第三空間」的市場落差。儘管市場競爭激烈，多數現有咖啡館仍聚焦於便利性、專業手作或高度投入的健康概念，難以支持穩定且重複的日常使用。本研究所提出之模式，以咖啡館為核心，結合精選零售與輕量化活動設計，降低消費決策負擔，培養習慣性造訪。透過市場調查與財務分析，研究結果顯示，此一以咖啡館為主導的生活風格生態系具備在歐洲市場實現商業可行性與擴展潛力。

    This thesis proposes a business plan for an Asian lifestyle café concept designed for major European cities, addressing the gap between high café usage and the lack of repeatable, lifestyle-aligned third places. While the market is saturated, existing cafés prioritize convenience, craft, or commitment-heavy wellness, limiting routine use. The proposed model integrates a focused café core with curated retail and light programming to reduce decision friction and support habitual engagement. Grounded in market research and financial analysis, the study demonstrates the commercial viability and scalability of a café-led lifestyle ecosystem in Europe.

    Executive Summary 4
    1. Business Description 6
    1.1 Vision & Mission 6
    1.2 Brand Identity & Unique Value Proposition 6
    1.3 Goals and Objectives 7
    1.4 Keys to Success 8
    1.5 Management and Organization 9
    1.6 Legal Structure 10
    1.7 Social Responsibility 11
    2. Market Assessment 12
    2.1 Industry Analysis 12
    2.2 Target Market Analysis 21
    2.3 Location Analysis 30
    3. Marketing and Sales Strategy 32
    3.1 Brand Strategy 32
    3.2 Products and Services 33
    3.3 Pricing Strategy 34
    3.4 Sales and Distribution Plan 36
    3.5 Promotional Strategy 38
    3.6 Budget Allocation 40
    4. Strategic Implementation 43
    4.1 Production 43
    4.2 Resource Needs 44
    4.3 Sourcing/Procurement Strategy 45
    4.4 Performance Standards 47
    5. Financial Plan 49
    5.1 Key assumptions 49
    5.2 Start-Up Investment & Funding Structure 52
    5.3 Financial Projections 56
    5.4 Financial Governance and Contingency 69
    References 73
    Appendix 76
    Appendix A: Survey Questionnaire 76
    Appendix B: Survey Response Analysis 84
    Appendix C: Cost Item Reference Suppliers 90

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