| dc.contributor.advisor | 高端訓 | zh_TW |
| dc.contributor.advisor | Koh, Simon | en_US |
| dc.contributor.author (Authors) | 戴宏泰 | zh_TW |
| dc.contributor.author (Authors) | Hung, Ta Thai | en_US |
| dc.creator (作者) | 戴宏泰 | zh_TW |
| dc.creator (作者) | Hung, Ta Thai | en_US |
| dc.date (日期) | 2018 | en_US |
| dc.date.accessioned | 13-Jul-2018 15:17:34 (UTC+8) | - |
| dc.date.available | 13-Jul-2018 15:17:34 (UTC+8) | - |
| dc.date.issued (上傳時間) | 13-Jul-2018 15:17:34 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0104933049 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/118648 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 104933049 | zh_TW |
| dc.description.abstract (摘要) | Over past five years, I have been talking to many people, observing, reading and going to real site about Ling Zhi mushroom. I was astounded by how just simply drinking Ling Zhi daily after some months could help to improve people’s health, not in term of physic, but also their spirit; even some of symptom of chronic diseases such as: back pain, high blood pressure, fatigue… gone. I also realized that not many people are drinking Ling Zhi although lot of them know its benefits. I wondered why and overtime I had the answer: no authentic and trustworthy brand yet in the market, so consumers are lost in the sea of un-branded or low profile brand; even consumer wants to buy, it is not easy to find a near-by store. Going further, I identify that the potential market size is really big, but current penetration is very low, leave a tremendous opportunity for the new venture in this market.So I decided to create this venture, the business that satisfy customer’s needs for Ling Zhi mushroom. I would like to build a well-known, trustworthy and authentic brand with good quality, but at the same time offer the affordable price and accessibility for mass consumers. My purpose does not stop here, for higher aim, that Ling Zhi mushroom brings more impact to society by fostering a healthier community, reducing the cost of medical care, and at the same time, helping people in remote area having decent job that they can afford their spouse, children a better living environment and education. | en_US |
| dc.description.tableofcontents | 1. Executive Summary 12. Thesis’s Objectives 23. Market Overview and Competitor Analysis 33.1. Ling Zhi Market Overview in Vietnam 33.2. Competitor analysis 44. Customer, Market and Product Analysis 64.1. Consumer Behavior Analysis 64.2. Targeted Consumers. 74.3. Market Potential Analysis 94.4. Product Analysis 114.4.1. Introduction of Ling Zhi 114.4.2. The Health Benefit of Ling Zhi 144.4.3. Advantage of Cultivating Ling Zhi in Vietnam 175. SWOT Analysis 196. Business Strategy and Financial Plan 216.1. Choosing The Strategy. 216.2. Product Strategy. 246.3. Cost-Benefit Analysis and Financial Projection. 267. Branding and Marketing 367.1. Vision and Mission 367.2. Brand Logo, Slogan and Statement. 377.3. Brand Association and Launching Marketing. 388. Future Development 40Reference 41 | zh_TW |
| dc.format.extent | 2431913 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0104933049 | en_US |
| dc.subject (關鍵詞) | 靈芝 | zh_TW |
| dc.subject (關鍵詞) | 赤芝 | zh_TW |
| dc.subject (關鍵詞) | 商業計畫 | zh_TW |
| dc.subject (關鍵詞) | 蘑菇 | zh_TW |
| dc.subject (關鍵詞) | Ling Zhi | en_US |
| dc.subject (關鍵詞) | Ganoderma lucidum | en_US |
| dc.subject (關鍵詞) | Business plan | en_US |
| dc.subject (關鍵詞) | Mushroom | en_US |
| dc.title (題名) | 越南靈芝蘑菇的商業計畫 | zh_TW |
| dc.title (題名) | Business plan for ling zhi mushroom in Vietnam | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Yun Cao, Sheng-Hua Wu, Yu-Cheng Dai (2012). "Species clarification of the prize medicinal Ganoderma mushroom "Lingzhi"". Fungal Diversity. doi:10.1007/s13225-012-0178-5.Reishi Essence LLC (2006). What is Ling Zhi. Retrieved from: https://www.lingzhiessence.com/what-is-Ling Zhi.Iris F. F. Benzie and Sissi Wachtel-Galor (2011). Herbal Medicine: Biomolecular and Clinical Aspects. 2nd edition. Boca Raton (FL): CRC Press/Taylor & Francis. Retrieved from: https://www.ncbi.nlm.nih.gov/books/NBK92757/.Nguoi Lao Dong (2017). Hoa mắt với thị trường nấm linh chi. Retrieved from: http://giadinh.net.vn/thi-truong/hoa-mat-voi-thi-truong-nam-linh-chi-20170901112724401.htm.Doanh Nhan Saigon (2018). Tầng lớp trung lưu: Nấc thang mới của nền kinh tế Việt Nam. Retrieved from: https://doanhnhansaigon.vn/goc-nha-quan-tri/tang-lop-trung-luu-nac-thang-moi-cua-nen-kinh-te-viet-nam-1085046.html.Amcham Vietnam (2016). Vietnam’s middle class set to double by 2020: BCG. Retrieved from: http://www.amchamvietnam.com/vietnams-middle-class-set-to-double-by-2020-bcg/.Ha Nam (2017). Đề xuất đưa nấm Linh chi vào danh mục sản phẩm quốc gia. Retrieved from http://kinhtevadubao.vn/chi-tiet/222-9126-de-xuat-dua-nam-linh-chi-vao-danh-muc-san-pham-quoc-gia.html.Linh Chi Nong Lam (2018). Danh sách đại lý. Retrieved from: http://linhchinonglam.com/tin-tuc/107/danh-sach-chuoi-cua-hang-medicare.html.General Statistic (2018). Statistical data from General Statistics Office of Vietnam. Retrieved from: http://www.gso.gov.vn.World Bank (2017). Employment in Agriculture. Retrieved from: https://data.worldbank.org/indicator/SL.AGR.EMPL.ZS.Porter, M. E. (1980). Competitive strategy: techniques for analyzing industries and competitors. New York: Free Press.Wright, P., Pringle, C. D. and Kroll, M. J. (1992). Strategic Management: text and cases. Boston: Allyn and Bacon.Malta Business School (2014). Hybrid Competitive Strategies. Retrieved from: http://mbs.edu.mt/hybrid-competitive-strategies/.VTV8 (2017). Linh chi đỏ trên gỗ quế. Retrieved from: http://vtv.vn/video/mien-trung-xanh-trong-nam-linh-chi-do-tren-gia-the-go-que-247060.htm.ANTV (2017). Quá trình phù phép nấm linh chi giả. Retrieved from: http://www.antv.gov.vn/tin-tuc/xa-hoi/qua-trinh-phu-phep-nam-linh-chi-gia-211329.html.Danh Hong Dinh, et al (2016). Dự Án Chương trình Nông thôn miền núi tại Krong Ana. With the permission from the author to translate and cite any information from the project report.Danh Hong Dinh, et al (2016). Báo cáo thử nghiệm đề tài sở KHCN tại Krong Ana. With the permission from the author to translate and cite any information from the project report.Simon Koh (2012). WOW！多品牌成就王品. 遠流. | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/THE.NCCU.IMBA.024.2018.F08 | - |
