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研究生： 江幸蓉
Chiang, Hsing-Jung
論文名稱： 商業企劃書：台北複合式服飾咖啡廳
Business Plan for a Clothing Store Combined with a Coffee Shop in Taipei
指導教授： 吳文傑
Wu, Wen-Chieh
口試委員: 陳妍蒨
Chen, Yen-Chien
鄭輝培
Cheng, Hui-Pei
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： 63
中文關鍵詞： 服飾 、時尚 、流行 、穿搭 、咖啡
外文關鍵詞： Clothing, Fashion, Trendy, Outfit, Coffee
相關次數： 點閱：43  下載：0 
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    • 作為一個喜歡瀏覽服裝和探索咖啡廳的人，這份台北複合式服飾咖啡廳的商業企劃書旨在向台北的顧客推廣美麗的服飾和悠閒享受咖啡的生活。台北是一個現代大都市，時尚愛好者眾多，擁有繁忙現代和濃厚時尚的氛圍。

    這間複合式服飾咖啡廳希望不僅能提供優質的咖啡，讓忙碌的人們享受美好的咖啡時光，還會為台北喜愛簡約經典服裝風格的年輕學生和女性上班族提供多種時尚服裝。此外，該店將優先聘請具有良好時尚品味和咖啡知識的員工，以提升顧客體驗。

    該商業企劃書以三年為期，專注於核心商業價值、銷售與市場營銷以及財務，通過業務表現來展現。

    As a person who enjoys browsing the latest clothing trends and exploring coffee, this Business Plan for a Clothing Store with Coffee in Taipei was created with the desire to promote beauty and a relaxed lifestyle to the customers in Taipei, a modern cosmopolitan and concentrated fashion center with a busy contemporary vibe and many fashion lovers.

    The store is expected to not only serve good quality coffee, allowing busy people to take a good coffee break, but also offer a wide variety of chic clothes for young students and office ladies in Taipei who love a simple, classic clothing style. Additionally, the store will prioritize hiring staff who possess a good sense of style and coffee knowledge to elevate client journey.

    The business plan is based on a three-year period, focusing on core business values, sales and marketing, and finance as demonstrated through business performance.

    1. Executive Summary 6
    1.1. Business Overview 6
    1.2. Customer Focus 6
    1.3. Product Offering and Pricing 7
    1.4. Success Factors 7
    1.5. Financial Highlights 7
    2. Market Insights and Analysis 8
    2.1. Market Insights 8
    2.1.1. Clothing Retail Industry 8
    2.1.2. Coffee Retail Industry 9
    2.2. Porter's Five Forces Analysis 11
    2.2.1. Threats of Rivalry 11
    2.2.2. Threat of New Entrants 12
    2.2.3. Supplier Power 12
    2.2.4. Buyer Power 13
    2.2.5. Threats of Substitutes 14
    3. Business Plan for a Clothing Store Combined with a Coffee Shop in Taipei 16
    3.1. Overview of a Clothing Store Combined with a Coffee Shop 16
    3.1.1. Above C: thing 16
    3.1.2. Customer Segmentation 19
    3.1.3. Expected Location 21
    3.2. Store Logo and Essential Items 24
    3.2.1. Logo 24
    3.2.2. Essential Items 25
    3.3. Supply Chain Management 27
    3.3.1. Input Acquisition 27
    3.3.2. Processing 32
    3.3.3. Output 34
    4. Sales and Marketing 36
    4.1. Sales 36
    4.1.1. Products 37
    4.1.2. Pricing 40
    4.2. Marketing 41
    4.2.1. SWOT Analysis 41
    4.2.2. Marketing Initiative 43
    5. Finance 50
    5.1. Costs and Expenses 50
    5.1.1. Capital expenditure 50
    5.1.2. Direct Costs 53
    5.1.3. Indirect Costs (or, Operating Expenses) 54
    5.2. Prospect of Financial Position in Three Years 56
    6. Conclusion 60
    Reference 61

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