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| 研究生： |
陳昱宇 Chen, Yu-Yu |
|---|---|
| 論文名稱： |
商業計畫: 盆栽品牌公司 Business Plan of Bonsai Brand Company |
| 指導教授： |
傅浚映
Fu, Jyun-Ying |
| 口試委員: |
蘇威傑
楊宗翰 |
| 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： | 2025 |
| 畢業學年度： | 113 |
| 語文別： | 英文 |
| 論文頁數： | 70 |
| 中文關鍵詞： | 盆栽品牌 、手工工藝 、真柏 、盆景服務 、美學盆景生活風格 、絲雕 、舍利幹 |
| 外文關鍵詞： | Bonsai brand, Artisanal craftsmanship, JUNIPERUS CHINESIS, Premium bonsai service, Aesthetic bonsai lifestyle, Silk carving, Relics |
| 相關次數： | 點閱：44 下載：0 |
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盆景產業深植於文化遺產和藝術表現，為能夠有效融合傳統手工藝與現代商業實踐的企業提供了獨特的機會。本商業計劃探討「蒼翠盆景」品牌的建立，該品牌致力於提供高品質、匠心獨具的手工藝盆景樹，搭配個人化的客戶體驗，以及對美學生活方式的承諾。
「蒼翠盆景」致力於滿足多樣化市場的需求，利用台灣優質盆景樹種，如黑松、真柏和羅漢松，並強調工藝技術、定製、售後服務和教育資源，將其打造為一流的盆景愛好者之目的地。我們的目標是推廣美學盆景生活方式，透過盆栽藝術與大自然建立連結，並建立一個包容的盆景愛好者社群，分享經驗和對藝術的欣賞。本商業計劃概述了策略方向、產業分析、營運計劃和財務規劃，以確保盆景品牌的成功創立與發展。
The bonsai industry, deeply rooted in cultural heritage and artistic expression, offers unique opportunities for businesses that can effectively blend traditional craftsmanship with modern business practices. This business plan explores the establishment of Cang Cuei Bonsai, a brand dedicated to offering high-quality, artisanal bonsai trees, personalized customer experiences, and a commitment to aesthetic lifestyle.
Cang Cuei Bonsai aims to cater to a diverse market, by leveraging Taiwanese premium bonsai species such as Pinus, Juniperus chinensis, and Podocarpus macrophyllus and by emphasizing artisanal craftsmanship, customization, after-sales services, and educational resources, to establish itself as a premier destination for bonsai enthusiasts. Our goal is to cultivate an aesthetic bonsai lifestyle, building a connection to the present moment with nature, and to foster an inclusive community of bonsai enthusiasts, sharing experiences and appreciation for the art. This business plan outlines the strategic approach, industry analysis, operation plan, and financial plan to ensure the successful launch and growth of bonsai brand.
1. Executive Summary 1
2. Company Overview 2
2.1. Vision 2
2.2. Mission 2
2.3. Core Value 2
2.4. Company Name 3
2.5. Company Ownership 3
2.6. Company Location 3
2.7. The Concept of Brand Logo 3
2.8. Company Goal 4
2.8.1. Short-term Goal 4
2.8.2. Mid-term Goal 5
2.8.3. Long-term Goal 6
3. External Environment Analysis 8
3.1. External Environment Conduct 8
3.2. PESTLE Analysis 8
3.2.1. Political 9
3.2.2. Economic 9
3.2.3. Social 10
3.2.4. Technological 10
3.2.5. Legal 11
3.2.5. Environmental 11
4. Industry Analysis 14
4.1. Industry Overview 14
4.1. Porter’s Five Force 14
4.2.1. Risk of Entry 15
4.2.2. Rivalry Among Existing Competitors 16
4.2.3. Bargaining Power of Suppliers 16
4.2.4. Bargaining Power of Buyers 17
4.2.5. Threat of Substitutes 17
4..2.6. Complementors 18
5. Competitor Analysis 18
5.1. Overview of Competitors 19
5.2. Strategic Group Analysis 19
5.2.1. Horticultural Bonsai 20
5.2.2. Fine Bonsai 21
6. SWOT Analysis 24
6.1. Strength 24
6.2. Weakness 29
6.3. Opportunity 29
6.4. Threat 31
7. Marketing Plan 33
7.1. STP Model 33
7.1.1. Segmentation 33
7.1.2. Targeting 36
7.1.3. Positioning 38
7.2. Marketing Mix Strategies 39
7.2.1. Product 39
7.2.2. Price 44
7.2.3. Place 45
7.2.4. Promotion 46
8. Operation Plan 49
8.1. Value Proposition 49
8.2. Key Partner 50
8.3. Key Activities 51
8.4. Key Resources 53
8.5. Customer Segments 54
8.6. Customer Relationships 55
8.7. Channel 55
8.8. Cost Structure 56
8.9. Revenue Stream 57
9. Financial Plan 60
9.1. The Cost of Business Plan 60
9.2. Income Statement 62
9.2.1. Revenue 62
9.2.2. Cost of Sales 63
9.2.3. Operation Expense 64
9.3. Cash Flow 67
10. Reference 68
Book
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Pessey, C., & Samson, R. (n.d.). Bonsai basics: A step-by-step guide to growing, training, and general care.
Prescott, D. (n.d.). The bonsai handbook.
Rothaermel, F. T. (2021). Strategic management: Concepts (5th ed.). McGraw Hill.
Taiwan Bonsai Association. (n.d.). The 21st Member Works Exhibition. Bonsai Association of Taiwan Tianwei Highway Garden Bonsai.
Tomlinson, H. (n.d.). The complete book of bonsai: A practical guide to its art and cultivation.
Dupuich, J. (n.d.). The little book of bonsai: An easy guide to caring for your bonsai tree.
National Bonsai Association of Taiwan. (n.d.). Top 100 famous bonsai garden list.
Website
Allied Market Research. (n.d.). Bonsai market outlook. https://www.alliedmarketresearch.com/bonsai-market
Bonsai4Me. (n.d.). https://bonsai4me.com/
Bonsai Empire. (n.d.). https://www.bonsaiempire.com/
Bonsai Outlet. (n.d.). https://www.bonsaioutlet.com/
Bonsai Site. (n.d.). https://www.bonsaisite.com/
Bonsai Societies of Florida. (n.d.). https://bonsai-bsf.com/
Bonsai Tonight. (n.d.). https://bonsaitonight.com/
Chineatimes. (n.d.). https://www.chinatimes.com/realtimenews/20200901000874-260410?chdtv
Evergreen Gardenworks. (n.d.). http://www.evergreengardenworks.com/
Focus New. (2022, February 7). https://focus.586.com.tw/2022/02/07/p196049/
Grand View Research. (n.d.). Bonsai market size, share & trends analysis report. https://www.grandviewresearch.com/industry-analysis/bonsai-market
Kaizen Bonsai. (n.d.). https://www.kaizenbonsai.com/
WeHouse Media. (n.d.). https://focus.586.com.tw/2022/02/07/p196049/
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