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研究生： 夏燕婷
Emma Jeanne TOURRE
論文名稱： 茶之旅：將台灣茶文化引入法國里昂的商業計劃
Journey of Tea: A Business Plan for Introducing Taiwanese Tea Culture to Lyon in France
指導教授： 林知伸
Lin, 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： 2024
畢業學年度： 112
語文別： 英文
論文頁數： 55
中文關鍵詞： 茶舘 、法國 、商業計劃 、文化體驗
外文關鍵詞： Tea House, France, Business Plan, Cultural Experience
相關次數： 點閱：219  下載：14 
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    • 該商業計劃引入了台北茶館的概念，這是一家台灣茶館，在法國里昂提供正宗的台灣茶體驗。這項研究評估了這座以烹飪好奇心而聞名的城市中傳統茶館的生存能力。
    調查結果表明，法國全民對亞洲文化的興趣日益濃厚，對優質正宗美食體驗的需求也日益增長。台北劇院定位為優質目的地，提供傳統台灣茶，並充當台灣和法國之間的文化橋樑。此商業模式強調永續性、文化真實性以及透過研討會和活動提供的教育體驗。

    This business plan introduces the concept of Théière de Taipei, a Taiwanese tea house that offers authentic Taiwanese tea experience in Lyon, France. This study evaluates the viability of a traditional tea house in a city renowned for its culinary curiosity.
    The findings reveal a growing interest among the French population towards Asian cultures and an increasing demand for premium and authentic culinary experiences. Théière de Taipei is positioned to be a premium destination, offering traditional Taiwanese tea, and acting as a cultural bridge between Taiwan and France. The business model emphasizes sustainability, cultural authenticity, and educational experiences through workshops and events.

    1. Executive Summary: Business Idea and Motivation 1
    1.1. Definition of a Taiwanese tea house 2
    1.2. Company Overview & Objectives 2
    1.3. Mission, Vision, and Values 4
    2. Products and Services 5
    2.1. The Venue: A glimpse of Taiwan 5
    2.2. The Tea House Activities 7
    2.2.1. Teas 8
    2.2.2. Snacks & Desserts 11
    2.3. Workshops: Discovering Tea Ceremony and Taiwanese Culture 13
    2.4. Weighted Tea and Other Merchandises 14
    3. Business Model Canvas 16
    3.1. Key Partners 17
    3.2. Key Activities 18
    3.3. Key Resources 19
    3.4. Value Proposition 20
    3.5. Customer Relations 21
    3.6. Channels 22
    4. Market Analysis 23
    4.1. France & Lyon 23
    4.2. Tea industry in France 24
    4.3. Competitor Analysis in Lyon 26
    5. Marketing and Sales Plan 29
    5.1. SWOT Analysis 29
    5.2. PESTLE Analysis 31
    5.3. Porter Five Forces Model 34
    5.4. Our Competitive Advantage 35
    6. Strategy and Positioning 37
    6.1. Customer Empathy Map 37
    6.2. Targeting 37
    6.3. Positioning 39
    6.4. Marketing Mix 41
    6.4.1. Product 41
    6.4.2. Place 41
    6.4.3. Price 42
    6.4.4. Promotion 43
    7. Management and Organization Structure 45
    7.1. Porters Value Chain of Théière de Taipei 45
    7.2. Hierarchy and Functions 45
    8. Financial Plan 46
    8.1. Start-Up Costs 46
    8.2. Revenue Forecast 46
    8.3. Expenses Forecast 48
    8.4. P&L Overview 49
    8.5. Cash-Flow Statement 50
    9. Long Term Vision 51
    Reference 53

    1. Curnonsky, and Marcel E. Grancher. “Lyon, Capitale Mondiale De La Gastronomie”. 1935.
    2. Wikipedia contributors. "Lyon." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 11 Apr. 2024. Web. 23 Apr. 2024.
    3. Wikipedia contributors. "Economy of France." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 22 Apr. 2024. Web. 25 Apr. 2024.
    4. Euromonitor: Passport “Lyon in France”. Euromonitor International, July 2023. https://www.euromonitor.com/lyon-in-france/report.
    5. Statista. “Tea: Market Data and Analysis | Statista.” Statista, www-statista-com.em-lyon.idm.oclc.org/study/48824/tea-market-data-and-analysis.
    6. "Tea - France." Statista, Statista Inc., https://www-statista-com.em-lyon.idm.oclc.org/outlook/cmo/hot-drinks/tea/france.
    7. Xerfi. “Le Marché Du Thé Et Du Café : Étude, Tendances, Classements.” 2023 Xerfi, www.xerfi.com/presentationetude/le-marche-du-the-et-du-cafe_IAA25.
    8. Schofield, By Hugh. “France’s Silent Tea Revolution.” BBC News, 19 Apr. 2014, www.bbc.com/news/magazine-26962095.
    9. From the company website: https://wistariaparis.com/.
    10. From company website, https://www.palaisdesthes.com/fr/.
    11. From company website, https://www.dammann.fr/fr/.
    12. From company website, http://www.cha-yuan.com/.
    13. From company website, https://www.bernachon.com/.
    14. From the company Facebook page, https://www.facebook.com/chacunsatasse/.
    15. From the company Instagram page, https://www.instagram.com/maokong.lyon/.
    16. Brandvoice. “Actuali-thés : Où En Est Le Marché Du Thé ?” Forbes France, 21 Feb. 2021, www.forbes.fr/lifestyle/actuali-thes-ou-en-est-le-marche-du-the/.
    17. Euromonitor: Passport “PEST Analysis: France”. Euromonitor International, 06 Jun 2023. https://www.euromonitor.com/pest-analysis-france/report
    18. Labour Costs in France in 2020: 38.7 Euros per Hour Worked - Insee Focus - 283. www.insee.fr/en/statistiques/6693361.
    19. Wang, Jing. “Imagined Communities and Republican Recognition: The Asian Diaspora in France.” Revue EuropéEnne Des Migrations Internationales/Revue Européenne Des Migrations Internationales, vol. 37, no. 3–4, May 2022, https://doi.org/10.4000/remi.24134.
    20. “Consumers Seek Healthier Beverage Alternatives to Alcohol.” Foodengineeringmag, 19 Mar. 2024, www.foodengineeringmag.com/articles/101969-consumers-seek-healthier-beverage-alternatives-to-alcohol.
    21. Jayasinghe, Sadeeka Layomi, and Lalit Kumar. “Potential Impact of the Current and Future Climate on the Yield, Quality, and Climate Suitability for Tea [Camellia Sinensis (L.) O. Kuntze]: A Systematic Review.” Agronomy, vol. 11, no. 4, Mar. 2021, p. 619. https://doi.org/10.3390/agronomy11040619.
    22. Legrand, Thomas, et Laure Watrin. Les 100 mots des bobos. Presses Universitaires de France, 2018
    23. Renaud. “Renaud - Les Bobos (Clip Officiel).” YouTube, 6 Mar. 2009, www.youtube.com/watch?v=LZzR7-apnKA.
    24. Euromonitor: Passport “Consumer Types in France”. Euromonitor International, 05 July 2023. https://www.euromonitor.com/consumer-types-in-france/report
    25. RELAXNEWS. (2019, February 2). Les Français sont très attirés par l’Asie. Le Progrès. https://www.leprogres.fr/lifestyle/2019/02/02/les-francais-sont-tres-attires-par-l-asie
    26. Hakem, Tewfik, et al. “D’Hokusai Aux Mangas, Pourquoi La France Aime Tant La Culture Japonaise ?” France Culture, 30 Apr. 2023, www.radiofrance.fr/franceculture/podcasts/affinites-culturelles/d-hokusai-aux-mangas- pourquoi-la-france-aime-tant-la-culture-japonaise-1083859.
    27. Yu, Shuenn-Der. “Authenticity, Terroir, and Invention of Tradition: French Wine Versus Taiwanese Tea.” Airiti Library 華藝線上圖書館, Oct. 2015, https://doi.org/10.6641/PICCFC.14.2015.06.

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