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研究生： 施靜茹
Shi, Jing-Ru
論文名稱： 商業計畫 – 賦能家庭主婦: 個人成長與心理健康倡議
Business Plan – Empowering Housewives: A Personal Growth & Mental Health Initiative
指導教授： 史蘭亭
Alicia Say
口試委員: 吳文傑
鄭輝培
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： 114
語文別： 英文
論文頁數： 84
中文關鍵詞： 家庭主婦 、心理健康 、個人成長 、冥想 、自愛
外文關鍵詞： housewives, mental health, personal growth, meditation, self-love
相關次數： 點閱：21  下載：0 
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    • 「根據世界衛生組織之統計資料，2021 年全球約有七分之一的人口正經歷不同程度的精神健康障礙，且女性在焦慮與憂鬱等心理健康問題上的盛行率顯著高於男性。相較於其他女性族群，家庭主婦面臨更高的心理健康風險。其主要原因在於，她們長期承擔多重家庭與照顧責任，卻未獲得相應的經濟報酬與社會認可，並經常處於經濟不安全的情境之中。然而，家庭主婦的心理健康與整體福祉，對於家庭運作、社會穩定以及整體社會福祉具有關鍵性的影響。

    基於上述背景，本商業計畫提出「Breathe & Bloom」作為一項社會企業方案，聚焦於一個具有高度發展潛力且符合當前市場趨勢的利基族群——臺灣 30 至 45 歲之中高收入家庭主婦。本計畫以理解其心理困境與社會處境為出發點，並肯定其在家庭與社會中的隱形價值，進而設計一套具針對性之介入方案。該方案旨在協助參與者培養自我關懷（self-compassion）、提升自我效能與自我認同，並支持其探索具意義之生命第二階段。

    在營運層面上，Breathe & Bloom 採取訂閱制之商業模式，並以扁平化組織結構作為管理設計，以提升組織彈性與決策效率。本計畫書將系統性說明企業之組織架構、商業模式設計、線上課程與線下活動內容、行銷策略、角色與職責分工、財務預測，以及潛在風險與因應策略。此外，企業將透過持續測試與迭代修正的方式，動態回應市場需求與使用者回饋，以確保營運模式之可行性與永續性。最終目標在於，透過兼顧社會影響與經濟永續，促進女性心理健康，並建構一個使女性得以被看見、被肯定與被賦權的社會環境。」

    WHO data show that about one in seven people worldwide had a mental disorder in 2021, with women more vulnerable than men to anxiety and depression. Housewives are especially at risk: as they shoulder multiple family duties without pay or societal recognition and often face economic insecurity. Yet their wellbeing is vital to society’s health and happiness.

    This business plan introduces Breathe & Bloom, a social enterprise targeting a highly promising niche aligned with market trends: middle- to high- income housewives aged 30-45 in Taiwan. We understand their challenges and recognize their value. This tailor-made program is designed to help participants cultivate self-love, enhance confidence and embark on a meaningful “second life”. Breathe & Bloom operates on a subscription-based business model and embraces a flat management structure. The plan details the company’s organizational structure, business model, offerings of online courses and offline activities, marketing strategies, role responsibilities, financial projections and risk mitigation. The enterprise remains flexible and adaptive to market needs through testing and iterative improvements. By ensuring the sustainability of the company, we aim to create a world where women feel seen, valued and empowered.

    1. Executive Summary 1
    2. Introduction 3
    2.1. Introduction 3
    2.2. Personal Motivation 5
    3. Literature Review 7
    3.1. Women Mental Health in Global Context 7
    3.2. Housewives’ Mental Health in Global Context 10
    3.3. Housewives’ Mental Health in Taiwan 13
    4. Company Description 15
    4.1. Company Name 15
    4.2. Company Logo 15
    4.3. Company Vision 16
    4.4. Company Mission 16
    4.5. Core Values 16
    5. Industry Analysis 17
    5.1. Global Wellness Industry Overview 17
    5.1.1. Global Personal Growth Industry Analysis 18
    5.1.2. Comparison of Key Players in the Global Market 19
    5.2. Taiwanese Mental Health Industry Overview 24
    5.2.1. Taiwanese Personal Growth Industry Analysis 24
    5.2.2. Comparison of Key Players in the Taiwan Market 25
    5.3. Taiwan PEST Analysis 30
    6. Value Proposition Canvas 32
    6.1. Customer Profile 32
    6.1.1. Customer Jobs 33
    6.1.2. Customer Pains 34
    6.1.3. Customer Gains 35
    6.2. Value Map 36
    6.2.1. Products & Services 36
    6.2.2. Pain Relievers 38
    6.2.3. Key Partners 39
    7. Business Model Canvas 40
    7.1. Customer Segments 40
    7.2. Value Propositions 41
    7.3. Channels 42
    7.4. Customer Relationships 43
    7.5. Revenue Streams 44
    7.6. Key Resources 46
    7.7. Key Activities 47
    7.8. Key Partners 48
    7.9. Cost Structure 48
    7.10. Environmental Impact 48
    7.11. Societal Impact 49
    8. Marketing & Sales Strategy 50
    8.1. Marketing Objectives 50
    8.2. SWOT Analysis 52
    8.3. The STP Marketing Model 55
    8.3.1. Segmentation 55
    8.3.2. Targeting 56
    8.3.3. Positioning 56
    9. Operational Plan 57
    9.1. Operational Activities 57
    9.1.1. Production Development 57
    9.1.2. Content Marketing 57
    9.1.3. Marketing & Sales 58
    9.1.4. Technical Maintenance 58
    9.1.5. Customer Support 59
    9.1.6. Financial Management 59
    9.1.7. Quality Assurance 60
    9.1.8. Staff Training & Development 60
    9.2. Operational Milestones 61
    9.3. Key Performance Indicators 62
    10. Management and Organization 63
    10.1. Company Ownership 63
    10.2. Organizational Structure 63
    10.3. Key Roles and Responsibilities 64
    11. Financial Plan 68
    11.1. Estimated Start-Up Investment 68
    11.2. Three Scenarios of Revenue Forecast 70
    11.2.1. Best-Case Scenario 70
    11.2.2. Worst-Case Scenario 71
    11.2.3. Base Scenario 72
    11.3. Income Statement Forecast 73
    11.4. Cash Flow Projection 74
    11.5. Balance Sheet Forecast 75
    12. Risk Assessment & Mitigation 76
    12.1. Marketing and Demand Risks 76
    12.2. Operational and Production Risks 76
    12.3. Financial Risks 77
    12.4. Technical and Cybersecurity Risks 77
    12.5. Human Resources Risks 77
    13. Conclusion 78
    14. References 79

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