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| 研究生： |
小賢 Laura Wimmer |
|---|---|
| 論文名稱： |
Coco Bing/餅 : 亞洲街頭飲食文化在法國里昂的引入與傳播 Coco Bing/餅: Bringing Asian Street Food Culture in Lyon, France |
| 指導教授： |
徐愛恩
Tsui, Stephanie |
| 口試委員: |
張景宏
Chang, Ching-Hung 詹凌菁 Chan, Ling-Ching |
| 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： | 2026 |
| 畢業學年度： | 114 |
| 語文別： | 英文 |
| 論文頁數： | 55 |
| 外文關鍵詞： | Cuisine, Street Food, France, Business Plan, Chinese Food |
| 相關次數： | 點閱：81 下載：0 |
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This thesis presents a business plan for Coco Bing/餅, a project of street food based in Lyon, bringing a taste of Chinese food in France. Throughout a deep analysis and understanding of the French market, we will be able to evaluate if the demand there could cross the offer, to build a thriving business, in accordance with values of authenticity, sharing, and love of good food.
1. Executive Summary: Business Idea and Motivation 1
1.1. Definition: Street food concept 3
1.2. Company overview 4
1.3. Location 5
1.4. Missions, Visions and Values 6
2. Products and Services 8
2.1. The Venue: 8
2.2. Menu: a wide range of tastes with one product 10
2.2.1. Meat-based Bings 10
2.2.2. Veggie Bings 11
2.2.3. Premium Bings (available halal on demand) 11
2.3. Merchandising 13
3. Business Model Canvas 14
3.1. Key Partnerships 14
3.2. Key Activities 15
3.3. Key Resources 16
3.4. Value Proposition 17
3.5. Customer relationships 18
3.6. Channels 18
4. Market analysis 20
4.1. France and Lyon 20
4.2. Asian cuisine market in France 20
4.3. Competitor analysis 21
5. Marketing & Sales Plan 25
5.1. SWOT Analysis 25
5.2. PESTEL Analysis 27
5.3. Porter Five Forces Model 33
5.4. Coco Bing’s competitive advantage 33
6. Strategy and Positioning 35
6.1. Targeting 35
6.2. Positioning 36
6.3. Marketing Mix 36
6.3.1. Product 36
6.3.2. Place 37
6.3.3. Price 38
6.3.4. Promotion 38
7. Organizational Structure, Management and Legal Requirements 40
7.1. Organizational structure 40
7.2. Management 40
8. Financial highlights 42
8.1. Start-up Summary 42
8.2. Project Loan Reimbursement Scheme 43
8.3. Revenues and Expenses forecast 44
8.3.1. Revenue Assumptions 44
8.3.2. Revenue Forecast 45
8.3.3. Expense Assumptions 46
8.3.4. Expenses Forecast 47
8.4. P&L Overview 49
8.5. Cash Flow Statement 49
9. Long Term Vision and Expansion 50
9.1. Expansion 50
9.1.1. Delivery 50
9.1.2. In France 50
9.1.3. Abroad 51
9.2. Evolution of the offer 52
Reference 53
1. EBSCO Website: Street food | Research Starters | EBSCO Research
2. Michelin Guide Website: From Stalls to Stars: Street Food’s Mark on Asia’s Cuisine
3. Alliance Française Lyon Website: https://www.aflyon.org/vivre-a-lyon/lyon-capitale-mondiale-de-la-gastronomie/#:~:text=Lyon%20est%20avant%20tout%20r%C3%A9put%C3%A9e,restaurants%20%C3%A9toil%C3%A9s%20Michelin%20%C3%A0%20Lyon.
4. Xerfi: "Les Nouveaux Défis De La Restauration A L'Horizon 2030", 06/2025: Le marché de la restauration commerciale : étude, stratégies, classements
5. Statista Study: "Economy Of France": France - Statistics & Facts | Statista
6. Statista Study: "Lyon": Lyon - statistics & facts | Statista
7. Les Echos Etudes: "Le Marché Des Cuisines Du Monde", 04/2025: Agroalimentaire | etudes
8. Harris interactive: "Les Français Et La Cuisine Asiatique": PowerPoint Presentation
9. From Lyon Street Food Festival Website: Lyon Street Food Festival | 10e édition | 11 au 14 Juin 2026
10. Xerfi: "Le Marché Des Cuisines Du Monde (Worldfood)", 03/2024: Le marché des produits exotiques et ethniques : étude, stratégies, classements
11. Statista Study: "Food Trends In France": Food trends in France - statistics & facts | Statista
12. Index Presse Business, LSA: "Le Halal A Retrouvé Le Chemin De La Croissance", 02/2025: Index Presse - Description
13. Insee Website: Accueil - Insee - Institut national de la statistique et des études économiques
14. B&E Partners: Loyers de la rue de la République à Lyon 2ème, 04/2022: B&E Partners | Étude de marché Lyon 2e | Rue de la République
15. Banque De France Website: Financement des entreprises - 2025-11 | Banque de France
16. RetailSonar Website: Les flux piétons : Voici les 10 rues commerçantes les plus fréquentées de France d'après les données des smartphones
17. Géoptis Website: Flux piétons : mieux choisir ses emplacements en franchise
18. Xerfi: "Les Stratégies RSE Dans Le Secteur De La Restauration", 01/2024: Les stratégies RSE dans le secteur de la restauration : étude, stratégies, classements
19. Xerfi: "Le Marché Du Snacking A L'Horizon 2030", 06/2025: Le marché du snacking : étude, stratégies, classements
20. Observatoire des Territoires Website: https://www.observatoire-des-territoires.gouv.fr/
21. France Travail Website: https://pro.francetravail.fr/accueil/estimer-cout-salarie
22. Statista Survey: " Frequency Of Consumption Of Asian Cuisine In France 2019": Asian cuisine: consumption frequency France 2019| Statista
23. Statista Survey: "Purchase Criteria For Food In France As Of June 2025": Purchase criteria for food in France 2025| Statista
24. Statista Survey: "Do You Enjoy The Following Types Of International Cuisine?": Favorite types of cuisine in France 2019| Statista
25. Statista Survey: "French People Criteria For Selecting A Restaurant Or A Place To Order Takeout Food Or Online Delivery In 2020": Criteria for selecting a restaurant for take-out food or online delivery France| Statista
26. Statista Survey: "Leading Brand Loyalty Drivers Among Consumers In France In 3rd Quarter 2023": Top loyalty drivers in France| Statista
27. Statista Survey: "France: Gross domestic product (GDP) per capita in current prices from 1987 to 2030": France - Gross domestic product (GDP) per capita 2030| Statista
28. Statista Survey: "France: Inflation rate from 1987 to 2030": France: inflation rate 1987-2030| Statista
29. Statista Survey: "Evolution of the purchasing power in France from 2007 to 2024": Purchasing power in France 2024| Statista
30. Les Echos Etudes: "Le Marché Et Les Perspectives Des Produits Halal En France", 05/2011: Agroalimentaire | etudes
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