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研究生： 卡德瑞
Thierry E. Carré
論文名稱： 商業計劃書:針對在台外國人的顧客賦權應用程式
Business plan of a customer empowerment app for foreigners in Taiwan
指導教授： 尚孝純
Shang, Shari
口試委員: 陳明德
Chen, Min-De
周致遠
Chou, Chih-Yuan
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： 2022
畢業學年度： 110
語文別： 英文
論文頁數： 66
中文關鍵詞： 顧客賦權 、行動應用程式 、行動商務
外文關鍵詞： customer empowerment, mobile application, mobile commerce
DOI URL： http://doi.org/10.6814/NCCU202201151
相關次數： 點閱：212  下載：0 
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    • Empowering customer is one of the corollaries of the web and technologies exponential progress. However, language and cultural barriers can slacken off this empowerment for tourists, expats, or migrants before, during or after entering a commercial transaction in countries where the expression of communication is significantly different from theirs.
    Introducing àlakǎ the versatile and empathic customer empowerment app which vows to take the customers as they are and level them all up to the same wavelength. The 1.0 version of the application designed in Taiwan will focus on making the information about product and services — and the product and services themselves — as accessible for foreign customers than they’re for native by offering a set of features from the adaptable and functional virtuǎl lǎbel to the lǎwyering-up option, allowing customers to be equally empowered in any of the different stages of the buying process.

    Abstract ii
    (Executive Summary) ii
    I. Introduction 1
    1. 1 The powers within empowerment 1
    1.2 Strategies of customer empowerment 2
    1.3 The kink client-king theory 4
    1.4 Motivations 5
    1.5 Market Opportunities: the M-powerment 10
    1.5.1 Overview of the M-power 10
    1.5.2 At every step of the customer journey 11
    1.5.3 Taiwanese M-power 13
    1.6 Emphatic empathy: 14
    1.6.1 Empathy map 15
    II. Business overview 18
    2.1 The philosophy behind the 1.0 18
    2.2 Business Model Canvas 19
    2.2.1 - User segments 20
    2.2.2 The value proposition 20
    2.2.3 - Channels 21
    2.2.4 Customer relationships 22
    2.2.5 Revenue 22
    2.2.6 Key resources 22
    2.2.7 - Key activities 23
    2.2.8 - Key partners 23
    2.2.9- Cost structures 24
    2.3 Products and services 24
    2.3.1 From the C-user point of view 24
    2.3.2 Main technology: product recognition 26
    2.3.3 Key features 27
    2.3.3 What about the B-user? 34
    III. Operational plan 35
    3.1 Scheduling 35
    3.1.1. Fist weeks: 35
    3.1.2 Data collection / translated input 35
    3.1.3 What will come next? 38
    3.2 Programming 40
    IV. Sales and Marketing Plan 41
    4.1 Market research 41
    4.2 Competition 45
    4.3 Price segmentation and promotion 48
    4.4 SWOT analysis 49
    V. Management and Organization 50
    5.1 The case for horizontal management 50
    5.2 Staff and recruitment 54
    VI Financial Plan 55
    6.1 The revenue drivers 55
    6.2 The cost drivers 56
    6.3 Funding and use of funds 56
    VII Conclusion: perspective and scalability 58
    7.1 The wrapping-up 58
    7.2 The dream 58
    7.3: Scalability 59
    7.4 What could go wrong? 60
    References 62

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