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研究生： 路易
Gicquel, Louis Maximilien André
論文名稱： 美味傳統 : 在台北介紹肉湯風味餐飲與流行法國美食
Savoring Tradition: Introducing Bouillon-inspired Dining and Popular French Cuisine in Taipei
指導教授： 劉秀明
Liu, Sandra
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： 2024
畢業學年度： 112
語文別： 英文
論文頁數： 78
中文關鍵詞： 法國美食 、商業計劃 、文化沉浸 、市場分析 、台北餐飲
外文關鍵詞： French Cuisine, Business Plan, Cultural Immersion, Market Analysis, Taipei Dining
相關次數： 點閱：29  下載：6 
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    • 本論文提出了一個全面的商業計劃，旨在介紹一家在台北提供傳統法式肉湯風格餐飲的餐廳“Bouillon Gicquel”，旨在提供正宗且實惠的法式美食體驗。它探討了選擇台北開展這項計畫的戰略動機，並強調了這座城市的文化開放性和經濟潛力。透過廣泛的市場分析，本文確定了適合重視體驗式餐飲的城市人口的重要機會。所提出的價值主張是在不影響真實性或品質的情況下，透過提供法國美食來實現法國美食的民主化。餐廳的獨特賣點包括地理位置優越、採用當地食材精心製作的菜單以及讓人想起巴黎肉湯的充滿活力的用餐氛圍。此商業模式旨在支持可持續和盈利的運營，同時培養與當地社區的深厚聯繫。這家餐廳不僅旨在填補台北競爭激烈的餐廳格局中的一個利基市場，而且還為餐飲文化沉浸樹立了新標竿。

    This thesis presents a comprehensive business plan for introducing "Bouillon Gicquel," a restaurant that offers traditional French bouillon-style dining in Taipei, aimed at providing an authentic and affordable French culinary experience. It explores the strategic motivations behind choosing Taipei for this venture, emphasizing the city's cultural openness and economic potential. Through extensive market analysis, the thesis identifies a significant opportunity to fit to an urban population that values experiential dining. The proposed value proposition is to democratize French cuisine by making it accessible without compromising on authenticity or quality. The restaurant's unique selling points include a strategic location, a carefully crafted menu using local ingredients, and a vibrant dining atmosphere reminiscent of Parisian bouillons. The business model is designed to support a sustainable and profitable operation while fostering a deep connection with the local community. This restaurant not only aims to fill a niche market in Taipei’s competitive restaurant landscape but also to establish a new benchmark for cultural immersion in dining.

    List of Figures and Tables vii
    1. Business Idea and Motivation 1
    1.1. Definition: “Bouillon” 2
    1.2. Company Overview 4
    1.3. Location 5
    1.4. Value Proposition: Bringing Paris to Taipei 7
    1.5. Vision, Mission, and Values 7
    2. Products, Services and Support 9
    2.1. The Venue: A True French Experience 9
    2.2. Menu: Small Choice, Quality Products and Rotations 11
    2.2.1. Starters & Salads 13
    2.2.2. Mains 14
    2.2.3. Cheeses 15
    2.2.4. Deserts 16
    2.2.5. Drink 16
    2.3. Wine & Cheese Events: Discovering Extraordinary French Culture 19
    2.4. The Social Perspective: Creating A New Experience 20
    3. Business Model Analysis: Business Model Canva 22
    3.1. Key Partnerships 23
    3.2. Key Activities 23
    3.3. Key Resources 24
    3.4. Value Proposition 25
    3.5. Customer Relationships 26
    3.6. Channels 27
    4. Market Analysis 29
    4.1. Taiwan & Taipei Demographics 29
    4.2. Customer Profile: Analyzing Our Potential Customer Base 32
    4.3. Restaurant Industry in Taipei 34
    4.4. Competitors Analysis in Taipei: French Restaurants Landscape in Taipei 36
    5. Marketing Plan & Sales 44
    5.1. SWOT Analysis: A Niche but Promising Spot 44
    5.2. PESTEL Analysis 46
    5.3. Five Forces Model 49
    5.4. Uniqueness: Developing a Competitive Advantage 50
    6. Positioning & Strategy 51
    6.1. Customer Empathy Map 52
    6.2. Targeting 53
    6.3. Positioning 53
    6.3.1. Perceptual Brand Mapping 53
    6.3.2. Positioning Statement 55
    6.3.3. Value proposition 56
    6.4. Marketing Mix: 4Ps 57
    6.4.1. Product: An Authentic Experience 58
    6.4.2. Place 59
    6.4.3. Promotion: Educating on affordable French cuisine 60
    6.4.4. Price: Creating New Values 61
    6.5. Process: Porter’s Value Chain 62
    7. Organizational Structure, Management & Legal Requirements 65
    7.1. Organizational Structure 65
    7.2. Management & Functions 65
    8. Business Plan: Analyzing The Main Financial Statements 67
    8.1. Estimated Start-Up Costs 67
    8.2. Project Loan Reimbursement Scheme 68
    8.3. Projected Revenue 68
    8.3.1. Assumptions 68
    8.3.2. Projected Yearly Revenue 69
    8.4. Projected Operating Expenses 69
    8.4.1. Assumptions 69
    8.4.2. Project Yearly Operating Expenses 70
    8.5. P&L Overview 71
    8.6. Cash-Flow Statements 72
    8.7. Balance Sheet Overview 73
    9. Medium & Long-Term Vision: Developing Main Venue & Expanding 74
    9.1. Reaching Financial Break-Even and Improving Every Aspect 74
    9.2. Expanding In East Asia 75
    Reference 77

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