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研究生： 陳俊豪
Chen, Chun-Hao
論文名稱： 商業計劃書:世界上第一艘社會企業郵輪
The World’s First Cruise Ship in Social Enterprise
指導教授： 吳文傑
Wu, Jack
口試委員: 鄭輝培
Cheng, Hui-Pei
彭喜樞
Peng, Shi-shu
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： 2023
畢業學年度： 111
語文別： 英文
論文頁數： 53
中文關鍵詞： 遊輪 、社會企業 、旅遊 、區塊鏈
外文關鍵詞： Cruise ship
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    • As the world population reached to 8 billion, many challenges are ahead of us. The common people suffer the problem of natural disaster, climate change effect and the wars between countries. This business plan analyzes the traditional cruise ship business to adopt on social enterprise model. The cruise line giants such as The Carnival, Royal Caribbean, and The Norwegian could establish a social cruise division to develop a People Cruise. The People Cruise to be a place that gathers all type of organizations, groups and individual to support the people whom in need of help. And by leveraging the Web3 blockchain technology to accelerate the community building in the People Cruise’s ecosystems. The People Cruise could be the first crypto-friendly cruise ship in the world. With the benefits of NFT and metaverse, the cruise ship could operate in both online and offline to reach the maximum growth. People Cruise is the pioneer of Donate and Leisure model. Similar to people who purchase TOMS shoe or purchase a Patagonia’s T-shirt, people would also purchase a People Cruise’s ticket for a meaning. A cruise that is for the people, by the people.

    TABLE OF CONTENTS

    1. Executive Summary 1
    2. Company Analysis 4
    2.1 General Company Description 4
    2.2 Key Aspects of the Business 5
    2.3 Product and Services 6
    2.3.1 Conference / Charitable events 6
    2.3.2 Learning Sites for School and Institutions 7
    2.3.3 Entertainment 8
    2.3.4 Hotel service 8
    2.3.5 A new way of onboarding 9
    2.3.6 Metaverse Space 10
    2.4 Conclusion 11
    3. Market Overview and Industry Analysis 12
    3.1 The Cruise Industry and Market Overview 12
    3.1.1 A Brief History 12
    3.1.2 Three Big players in the industry 13
    3.1.3 Cruise Industry Demographics 15
    3.2 Social Enterprise Industry Overview 18
    3.2.1 A Brief History 18
    3.2.2 Some Well-Known Social Enterprise 20
    3.2.3 Controversy of social enterprise and solution 21
    4. Marketing Plan 22
    4.1 Facts about the future cruise industry 22
    4.2 Product and Service from customer’s point of view 25
    4.3 B2C and B2B Demographics 27
    4.3.1 B2C - Business to Customers Demographics 27
    4.3.2 B2B- Business to Business Demographics 27
    4.4 Competition 28
    4.5 SWOT Analysis 29
    4.6 Focus on Niche Market 31
    4.7 Marketing Strategy - 4Ps 31
    4.7.1 Product 31
    4.7.2 Pricing Strategy 31
    4.7.3 Proposed Location 32
    4.7.4 Promotion 32
    4.8 Marketing Promotions 33
    4.8.1 B2B Marketing Promotion 33
    4.8.2 B2C Marketing Promotion 35
    4.8.3 Promotional Budget 36
    4.8.4 Distribution Channels 37
    4.9 Sales Forecast 37
    5. Operational Plan 39
    5.1 Providing the Cruise Service 39
    5.2 Location 40
    5.3 Legal Environment 41
    5.4 Personnel 41
    5.5 Inventory and Suppliers 43
    5.6 Management and Organization 43
    6. Financial Plan 45
    7. Conclusion 49
    8. Reference 50

    List of Figures and Table
    Figure 1: Worldwide Cruise Passengers Carried from 1990 to 2020 13
    Figure 2: Cruise Industry Competitors – Three Big Player
    16
    Figure 3: World’s Average Cruise Passenger by the Age Group
    17
    Figure 4: Revenue Projection to 2026 in Cruise Industry 22
    Figure 5: Passenger Demand Projection to 2026 in Cruise Industry 23
    Figure 6: Global Comparison of Demands to 2026 in Cruise Industry 23

    Table 1: Cruise Industry Competitors -Three Big Player 15
    Table 2: Leading Ocean Cruise Destinations Worldwide 2021
    17
    Table 3: U.S. Cruise Market Demographics 18
    Table 4: Cruise Ship Cost in the Market 24
    Table 5: U.S. Cruise Market Demographics 27
    Table 6: The Cruise Line Company Details in 2021 29
    Table 7: People Cruise Ltd Pricing Strategy 31
    Table 8: People Cruise Ltd Sales Forecast of one month 38
    Table 9: Average Salary of Cruise Ship Jobs in Overview 42
    Table 10: Cost Analysis to Operate a Cruise ship 45
    Table 11: Profit Analysis to operate a Cruise Ship in One Month 46

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