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| 研究生： |
貝彤寧 Barragan, Daniela |
|---|---|
| 論文名稱： |
台北市觀光巴士商業企劃 Taipei Hop-on Hop-off sightseeing tour |
| 指導教授： |
蔡政憲
Tsai, Jason |
| 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： | 2012 |
| 畢業學年度： | 100 |
| 語文別： | 英文 |
| 論文頁數： | 52 |
| 中文關鍵詞： | 台北市觀光巴士商業企劃 、台北市 、觀光巴士 、觀光 、巴士 |
| 外文關鍵詞： | Taipei Hop-on Hop-off Sightseeing Tour, Hop-on Hop-off Sightseeing Tour, Sightseeing Tour |
| 相關次數： | 點閱：159 下載：69 |
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| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
1. Executive Summary …………………………………………………….1
1.1 Objectives ………………………………………………………………................2
1.2 Mission Statement ………………………………………………………................2
1.3 Keys to Success …………………………………………………………………....2
1.4 Motivation ………………………………………………………………................3
2. Market Analysis ………………………………………………………...4
2.1 The Tourism Industry ……………………………………………………………..4
2.1.1 The tourism Industry in Taiwan …………………………………………………..5
2.1.2 Similar Services …………………………………………………………………...7
2.1.3 Trends and Future Growth ………………………………………………………...7
2.2 Business Opportunities ……………………………………………………………9
2.3 Target Market Segmentation Strategy ..………………………………………….10
2.4 Industry Current Participants in City Tours ……………………………………...12
2.4.1 Participants Distribution Patterns ………………………………………………..13
2.4.2 Main Competitors …..……………………………………………………………14
3. The Company ….……………………………………………………....16
3.1 Company Ownership ….…………………………………………………………17
3.2 Company Locations and Facilities ….…………………………………...............17
3.3 Hours of Operation ………………………………………………………………18
3.4 Start-Up Summary ……………………………………………………………….18
4. Service Description ……………………………………………………19
4.1 Competitive Comparison ………………………………………………...............20
4.2 Sales Literature …………………………………………………………………..21
4.3 Sourcing and Fulfillment ………………………………………………...............22
4.4 Technology ……………………………………………………………................23
4.5 Further Services ………………………………………………………………….24
5. Strategy Implementation and Summary ………………………….....24
5.1 Value Proposition ………………………………………………………………...25
5.2 Competitive Edge ………………………………………………………………...25
5.3 Marketing Strategy ……………………………………………………………….26
5.3.1 Positioning Statement ……………………………………………………………27
5.3.2 Pricing Strategy ………………………………………………………………….27
5.3.3 Promotion Strategy ………………………………………………………………29
5.4 Sales and Distribution Strategy ………………………………………………….30
5.4.1 Sales Forecast …………………………………………………………................31
5.5 Strategic Alliances ……………………………………………………………….32
6. Management Summary ……………………………………………….34
6.1 Organizational Structure …………………………………………….…………...34
6.2 Management Team ……………………………………………………………….34
6.3 Personnel Plan (Chart)…………………………………………………................36
7. Financial Plan .………………………………………………………...36
7.1 Break - Even Analysis …………………………………………………...............37
7.2 Projected Profit and Loss ………………………………………………………..38
7.3 Projected Balance Sheet …………………………………………………………39
7.4 Projected Cash Flows …………………………………………………................40
Appendixes ……………………………………………………...................41
References …………………………………………………………………50
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