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研究生： 陳宜君
Chen, Jennifer
論文名稱： Triangle Flowers商業計畫書
Business plan of Triangle Flowers
指導教授： 尚孝純
Shang, Shari
口試委員: 蘇威傑
Su, Wei-Chieh
陳麗宇
Chen, Li-Yu
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： 2019
畢業學年度： 107
語文別： 英文
論文頁數： 53
中文關鍵詞： 電子商務 、花店 、鮮花遞送
外文關鍵詞： E-commerce, Flower Shop, Flower delivery
DOI URL： http://doi.org/10.6814/NCCU201900716
相關次數： 點閱：237  下載：0 
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    • Taiwan's flower market is stepping on to a stage of transformation. The traditional flower channels in Taiwan are the auction market, large and medium-sized wholesalers, and tens of thousands of flower shops and market retail systems. Basically, compared with advanced countries, like America and Japan, there are limited types of channels in Taiwan, and the main business of flower shops mainly focuses on special floral design for events such as weddings, and the institutional market of business and government offices. The average price of flowers in retail is generally considered too high to be accepted on a basis of daily purchase.
    It is obvious that the consumption channels and patterns of Taiwan’s flowers industry must be improved. Only by the means of changing the traditional flower marketing and retail channel to stimulate the potential demand of the market, a win-win situation between producers and consumers can be achieved, and this is what Triangle Flowers is committed to.
    Triangle Flowers will position itself as a daily flower provider to meet the floral needs of people in their everyday lives, and being committed to offering flower delivery services at a considerably cheaper rate than individual purchases. Our mission is to create happiness everywhere flower blooms, and bring flowers to everyone’s life.

    1. Introduction 1
    1.1. Taiwanese Floriculture Industry 2
    1.2. Reasons For Floral 3
    1.2.1. Brighten Up a Room and the Mood 3
    1.2.2. Boost Productivity and Satisfaction in the Workplace 4
    1.2.3. Symbolize Beliefs in World Religions 4
    1.2.4. Clean the Air 4
    1.3. Existing Channels in Taiwan 5
    2. Market Overview 8
    2.1. Market Analysis 8
    2.2. Market Opportunity 8
    2.2.1. Online Purchasing Up 8
    2.2.2. Non-Festival Markets Arising 9
    2.3. Opportunities 9
    3. Triangle Flowers 11
    3.1. Flower Subscription 13
    3.1.1. The Maxi Plan 14
    3.1.2. The Midi Plan 14
    3.1.3. The Mini Plan 14
    3.2. Seasonal Collection of bouquets 15
    4. Marketing 16
    4.1. STP Analysis 17
    4.1.1. Segmentation 17
    4.1.2. Targeting 22
    4.1.3. Positioning 23
    5. Operations 24
    5.1. Business Structure 24
    5.2. Business Activities of Main Department 25
    5.2.1. Administration – Chief Florist (CEO): 25
    5.2.2. Client Service 25
    5.2.3. Sales and Marketing 25
    5.2.4. Operations 26
    5.2.5. Information Technology 26
    5.2.6. Finance 27
    5.3. Operational Process 28
    6. SWOT Analysis 29
    6.1. Strengths 29
    6.2. Opportunity 29
    6.3. Weakness 30
    6.4. Threats 30
    7. Competitive Analysis 31
    7.1. Porter Five Forces Analysis 31
    7.1.1. Rivalry among the Existing Players 31
    7.1.2. Threat of New Entrants 32
    7.1.3. Bargaining Power of Suppliers 33
    7.1.4. Bargaining Power of Buyers 34
    7.1.5. Threat from Substitute Products 35
    7.2. Competitor Analysis 35
    8. Business Partners 40
    8.1. Wholesalers 40
    8.2. IT Vendor 40
    8.3. Payment Provider 40
    8.4. Logistics 42
    9. Financials 44
    9.1. Startup Cost 44
    9.2. Sales Forecast 45
    9.3. Operating Expenses, Cost of Goods Sold and Working Capital 45
    9.3.1. Operating Expenses 46
    9.3.2. Cost of Goods Sold 47
    9.3.3. Working Capital 48
    9.4. Net Present Value 49
    10. Conclusion 51
    Reference 52

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