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研究生： 陳敏麟
Chen, Dante
論文名稱： 運動整合型民宿商業計劃
Sport-specialized Bed and Breakfast Business Plan
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： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 47
中文關鍵詞： 民宿 、商業計劃
外文關鍵詞： Bed and Breakfast, Business Plan
相關次數： 點閱：85  下載：25 
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    • Bed and Breakfast (B&B) business has becoming popular in recently years in Taiwan. There is growing number of B&B business. By 2013, there are total 4,223 registered B&B providing 16,904 rooms in Taiwan. It has become a 2 billion revenue business in Taiwan. (Tourism Bureau, M.O.T.C, Republic of China, 2013)
    This paper is aimed to analyze the market and give the owners suggestion for their plan to open a Bed and Breakfast business in Taitung. Given the relative competitiveness in this market, the owner is going to enter this market with some specialized characteristics to differentiate itself from its competitor.
    Unlike traditional B&B business, the business model extends the services to other sport-related activities, which generate other revenue to make the business more profitable and sustainable.
    Our study suggests that it is feasible to be profitable in 4 years with proper planning and execution accordingly.

    1. Executive Summary 1
    1.1. Mission 1
    1.2. Objectives 2
    1.3. Keys to Success 3
    2. Company Summary 5
    2.1. The Business Concept 5
    2.2. Company Ownership 7
    2.3. Company Location and Facilities 7
    3. Services 10
    3.1. Value Propositions 10
    3.2. Key Activities 11
    3.3. Future Services 13
    4. Market Analysis 15
    4.1. Market Trends 15
    4.1.1. Tourism in Taiwan 15
    4.1.2. Sport Industry Trend 16
    4.2. Customer Segmentation 18
    4.2.1. Semi-professional 18
    4.2.2. Local Young Athletes 19
    4.2.3. Casual Tourists 19
    4.3. Competitors 19
    5. Strategy and Implementation 22
    5.1. SWOT Analysis 22
    5.1.1. Strength 22
    5.1.2. Weakness 23
    5.1.3. Opportunities 24
    5.1.4. Thread 24
    5.2. Marketing Strategy 25
    5.2.1. Marketing Expenses 25
    5.2.2. Pricing Strategy 25
    5.2.3. Promotion Strategy 26
    5.3. Sales Strategy 28
    5.3.1. Sales Forecast 29
    5.4. Strategic Alliances 31
    5.5. Corporate Social Responsibilities 31
    6. Management Summary 33
    6.1. Organizational Structure 33
    6.2. Management Team 33
    6.3. Personnel Plan 35
    6.4. Training 36
    7. Financial Projection 38
    7.1. Twelve Month Profit and Loss Projection 38
    7.2. Projected Cash Flow 38
    7.3. Four year Profit Projection 38
    References 42
    Appendix 43
    Appendix 1: Tourist Attractions near Guanshan 43
    Appendix 2: Floor Plan 44
    Appendix 3: Summary of Key Activities 45
    Appendix 4: Map of Guanshan 46
    Appendix 5: Hotels and B&B in Guanshan 47

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