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| 研究生： |
狄沙雅 Degraeve, Saskia |
|---|---|
| 論文名稱： |
在巴黎開設日本家居設計之概念店 Concept-Store of Japanese Design in Paris |
| 指導教授： |
白德傑
Brodowsky, Glen |
| 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： | 2016 |
| 畢業學年度： | 104 |
| 語文別： | 英文 |
| 論文頁數： | 46 |
| 中文關鍵詞： | 日本 、設計 、巴黎 、零售 、電子商務 |
| 外文關鍵詞： | Japan, Design, Paris, Retail, E-commerce |
| 相關次數： | 點閱：43 下載：9 |
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This business plan deals with the opening and management of a new store called Inspirations japonaises of Japanese home design in Paris. Inspirations japonaises will showcase Japanese crafted and designed furniture and home decoration accessories in a modern and trendy way, bringing together classic and digital tools. In fact, as internet is reshaping retail, this business plan gives a few ideas of how to use digital tools inside the physical store and what kind of touch points can be created between this store and its on-line platform… so to enhance the consumers experience and increase sales.
1. Introduction 1
2. Overview of the industry 2
2.1. The home furniture and home decoration industries in France 2
2.2. Japanese home design and crafts in France 5
2.3. Innovations in Retail 9
3. Analysis of the industry 13
3.1. General context: PESTL analysis 13
3.2. The structure of the industry: Porter five force model 16
3.3. SWOT analysis 18
4. Business strategy 21
4.1. General concept 21
4.2. Vision and name 21
4.3. Core values 22
4.4. Objectives 23
5. Marketing strategy 24
5.1. Segmentation, target and value proposition 24
5.2. Product 25
5.2.1. Introduction 25
5.2.2. Product mix and display 27
5.2.3. Enhancing the experience: Bringing Design to Life 30
5.2.4. Description of the e-store 32
5.3. Price 33
5.4. Place 34
5.5. Promotion 35
6. Management plan 37
6.1. Introduction: key activities and key resources 37
6.2. Management team 38
6.3. Legal structure 40
7. Financial projection 41
7.1. Initial investment 41
7.2. Funding of the initial investment 42
7.3. Expected expenses 42
7.4. Break even analysis 44
8. Reference 46
• Japanese Design: Art, Aesthetics & Culture, by Patricia J. Graham, Tuttle editions, 2014
• Detail, exceptional Japanese product design, by Adrew Davey, Laurence King publishing, 2003
• Reshaping retail, Why technology is transforming the industry and how to win the new consumer driver world, by Stefan Niemeier, Andrea Zocchi and Marco Catena, Wiley editions, 2013
• « Design, le Japon donne le ton », Les Echos, Série Limitée, http://www.lesechos.fr/week-end/high-tech-et-auto/design/021666535724-design-le-japon-donne-le-ton-1199825.php, Feburary 2016
• Presentation of the Japan Furniture association, http://www.jfa-kagu.jp/en_about.html
• “Home furnishings in Japan”, Euromonitor international http://www.euromonitor.com/home-furnishings-in-japan/report, May 2015
• Presentation of the key data on the furniture and decoration accessories industry in France by the Fédération française du négocede l’ameublement et de l’équipement de la maison, http://www.fnaem.fr/chiffres_cles.cfm
• “Inside the Made.com digital store in London”, Digital innovation, http://retail-innovation.com/inside-the-made-com-digital-store-in-london/
• “Online retailer Made.com opens physical showroom”, Dezeen magazine, http://www.dezeen.com/2012/09/24/online-retailer-made-com-launches-physical-showroom/, September 2012
• Maud Vincent, « Plus de 83% des Français fans de déco », emarketing.fr www.e-marketing.fr - "Décoration : plus de 83 % des Français fans de déco", June 2014
• Magali Picard, « E-commerce : les enseignes de meubles accélèrent sur le web », LSA, http://www.lsa-conso.fr/e-commerce-les-enseignes-de-meubles-accelerent-sur-le-web,229548, January 2016
