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題名 豆豆冰沙：泰國世代相傳的豆乳甜品
Doudou Bingsha: Soybean-based Dessert for Every Generation in Thailand作者 黃玉蓮
Patjaroenrungruang, Benjaporn貢獻者 張大為
Chang, David
黃玉蓮
Benjaporn Patjaroenrungruang關鍵詞 黃豆
豆漿
甜點
健康
泰國
Soybean
Soymilk
Desserts
Healthy
Thailand日期 2022 上傳時間 1-七月-2022 16:17:58 (UTC+8) 摘要 Thailand has experienced two significant changes in recent years: rising health consciousness and the emergence of an aging society. This trend presents Doudou Bingsha with the opportunity to enter the dessert business and establish a soybean-based dessert shop in Bangkok. Soybean has long been a staple in Thai cooking. It is well-known as a nutrient-dense food that benefits people of all ages, from children to the elderly. The business plans to offer healthy desserts made from soybeans to delight consumers while promoting a healthier lifestyle. This thesis starts with a discussion about the business structure using the business model canvas, followed by the viability of the business opportunity by examining the business`s internal and external elements. The findings of a SWOT and Porter`s Five Forces analysis and an evaluation of the business plan`s projected five-year financial revenue reveal that this is a viable business prospect worth investing in. 參考文獻 ABCD Centre. (2021). Lessons from One of the Most Aged ASEAN Member States. ERIA Reserch Project Report 2021, No. 06a, 4. https://doi.org/10.1525/9780520328495 AFSIS Secretarait. (2020). Asean Food Security Information System Asean Agricultural Commodity Outlook Asean Agricultural Commodity Outlook Asean. Agricultural Commodity Outlook (ACO) Report, No. 25(25), 57. http://www.aptfsis.org Anchalee Kongrut. (2014). Got soy milk? Bangkok Post. https://www.bangkokpost.com/life/social-and-lifestyle/433736/got-soy-milk ANG BAO. (n.d.). ANG BAO: The new dessert parlor at ICONSIAM. Iconsiam. https://iconsiam.com/en/dining/ang-bao-open Arwooth Na Lampang. (1983). SOYBEAN PRODUCTION IN THAILAND. Japan International Reserch Center for Agricultural Sciences, 17, 37–43. Atli Arnarson. (2019). Soybeans 101: Nutrition Facts and Health Effects. Healthline. https://www.healthline.com/nutrition/foods/soybeans#vitamins-and-minerals Beautycosmet. (2021). เครื่องหมายรับรองสินค้า ตรารับรองคุณภาพสินค้าที่ต้องรู้. Beautycosmet. https://www.beautycosmet.com/cream-factory/product-certification-mark-and-product-quality-certification-mark-that-must-be-known/ Centre, A.-K. (2021). Plant-based food industry Booming in Thailand [출처] Plant-based food industry Booming in Thailand|작성자 akcsns. ASEAN-Korea Centre. https://blog.naver.com/PostView.naver?blogId=akcsns&logNo=222409629102&redirect=Dlog&widgetTypeCall=true&directAccess=false Chengsimei1958. (n.d.). chengsimei1958. Chengsimei1958. https://www.chengsimei1958s.com/เมนู/ CMC. (2021). QQ DESSERT. บริษัท เจ้าพระยามหานคร จำกัด (มหาชน). https://cmc.co.th/privilege/archives/982#:~:text=สาขา Central World Earlyme. (2021). นมถั่วเหลืองกับผู้สูงอายุ. Earlyme. https://www.earlyme.co.th/content/4496/นมถั่วเหลืองกับผู้สูงอายุ Eua-pun. (2021). ‘เช็งซิมอี๊’ น้ำแข็งไสเพื่อสุขภาพ...หวานมากว่า 60 ปี. Bangkokbiznews. https://www.bangkokbiznews.com/lifestyle/950804 GlobalData. (2021). Thailand plant-based meat substitutes market to grow at 9.2% CAGR through 2025. GlobalData. https://www.globaldata.com/thailand-plant-based-meat-substitutes-market-grow-9-2-cagr-2025-forecasts-globaldata/ Healthline. (n.d.). Why does eating healthy matter? Healthline. https://www.healthline.com/nutrition/how-to-eat-healthy-guide#importance J. Degenhard. (2021). Forecast of the number of Instagram users in Thailand from 2017 to 2025. Statista. https://www.statista.com/forecasts/1138778/instagram-users-in-thailand Jitpleecheep, P. (2022). Nestle choses Thailand to debut new soy drink. Bangkokpost. https://www.bangkokpost.com/business/2260411/nestle-choses-thailand-to-debut-new-soy-drink Manakitsomboon, H. (2021). Forecasted market value of health food in Thailand in 2020 and 2025. Statista. https://www.statista.com/statistics/1245994/thailand-health-foods-market-value/ Matichon. (2017). ฉลองครบ 1 ปี กับแบรนด์คาเฟ่ขนมหวานจากไต้หวัน คิวคิว ดิเสิร์ท (QQ Dessert). Matichon. https://www.matichon.co.th/publicize/news_764363 Meet Fresh. (n.d.). Meet Fresh. Meet Fresh. http://www.meetfresh.com.tw/en/about Montri Sriwong. (2021). ทำไมแฟรนไชส์ ถิงถิง บิงซู ถึงดัง ขยายเร็ว! Thaismescenter. http://www.thaismescenter.com Muangtum, N. (2021). รายงานสถิติ Thailand Digital Stat 2021 จาก We Are Social. Everydaymarketing. https://www.everydaymarketing.co/knowledge/thailand-digital-stat-2021-we-are-social/ Ningning. (2021). รีวิว น้ำตาลมะพร้าว ยี่ห้อไหนดี อร่อย หวานกลมกล่อม ปี 2021. Bestreview.Asia. https://bestreview.asia/best-coconut-sugar/ NSO. (2021). Number and Percentag Population From Registration Record by Age Group (Child Age, Working Age, Old Age) Sex Region and province Year : 2012 - 2021. NSTDA. (n.d.). TISI Certification | มาตรฐานอุตสาหกรรม (มอก). Electrical and Electronic Products Testing Center(PTEC). http://www.ptec.or.th/Service/certification_tisi_en.html Office of Agricultural Economics. (2018). The Study of Soybean Supply Chain in Chiang Mai Thailand. The Study of Soybean Supply Chain in Chiang Mai Thailand, 19. Papadopoulos, A. (2019). Ranked: The World’s 50 Best Cities For Street Food-Obsessed Travellers, 2019. Ceoworld. https://ceoworld.biz/2019/09/30/ranked-the-worlds-50-best-cities-for-street-food-obsessed-travellers-2019/ Poomontre, J., & Setthawong, P. (2016). An Updated Prediction System for the TMRS Standardized Socio-Economic Status (SES) Classification of Bangkok and Metropolitan Subjects. The 1th International Conference on Information Technology, 376, pp 885–894. ProCon.org. (2020). Lactose Intolerance by Country. ProCon.Org. https://milk.procon.org/lactose-intolerance-by-country/ Pwc. (2022). Thailand Corporate - Taxes on corporate income. Taxsummaries. https://taxsummaries.pwc.com/thailand/corporate/taxes-on-corporate-income Reach to teach recruiting. (n.d.). Weather in Thailand. Reach to Teach Recruiting. https://www.reachtoteachrecruiting.com/guides/thailand/weather-in-thailand Registration Office Department of the Interior, M. of the I. (2019). Provinces of Thailand. Wikipedia. https://en.wikipedia.org/wiki/Provinces_of_Thailand Royal Thai Government Gazette. (2019). ค่าจ้างขั้นต่ำในประเทศไทย. Wikipedia. https://th.wikipedia.org/wiki/ค่าจ้างขั้นต่ำในประเทศไทย Sagar Khillar. (2019). Difference Between Facebook and Instagram. Differencebetween. http://www.differencebetween.net/technology/internet/difference-between-facebook-and-instagram/ Sirikeratikul, S. (2020). Thailand Online Food Delivery Market. Thailand Online Food Delivery Market, 1–9. chrome-extension://gphandlahdpffmccakmbngmbjnjiiahp/https://apps.fas.usda.gov/newgainapi/api/Report/DownloadReportByFileName?fileName=Thailand Online Food Delivery Market_Bangkok_Thailand_05-28-2020 Smart Thai Biz. (n.d.). คู่มือให้คำปรึกษา SMEs. คู่มือให้คำปรึกษา SMEs. Stadiumonebkk. (n.d.). Stadium One - The Sports Society. Stadiumone. https://stadiumone.net/about-us/ Statista Research Department. (2021). Number of Facebook users in Thailand from 2017 to 2020 with a forecast through 2026. Statista. https://www.statista.com/statistics/490467/number-of-thailand-facebook-users/ Stephan Audiger. (n.d.). Phuket Vegetarian Festival. Hotels. https://www.hotels.com/go/thailand/phuket-vegetarian-festival TAROTO. (n.d.). TAROTO Dessert ร้านขนมหวานไต้หวัน เพื่อสุขภาพ. TAROTO. https://www.tarotodessert.com/ Thoopkrajae, V. (2021). The food, nutrition and wellness trends that are in for 2022. Thaipbsworld. https://www.thaipbsworld.com/the-food-nutrition-and-wellness-trends-that-are-in-for-2022/ Travelonline. (n.d.). Thailand Weather & Climate. Travelonline. https://www.travelonline.com/thailand/weather Troesch, B., Biesalski, H. K., Bos, R., Buskens, E., Calder, P. C., Saris, W. H. M., Spieldenner, J., Verkade, H. J., Weber, P., & Eggersdorfer, M. (2015). Increased intake of foods with high nutrient density can help to break the intergenerational cycle of malnutrition and obesity. Nutrients, 7(7), 6016–6037. https://doi.org/10.3390/nu7075266 United Nations. (2019). World Population Ageing 2019. In United Nations, Department of Economic and Social Affairs, Population Division. http://link.springer.com/chapter/10.1007/978-94-007-5204-7_6 Venkataramana, R. (2000). Street foods. Wikipedia. https://en.wikipedia.org/wiki/Street_food Wasana Klunprasert. (2019). “สามย่านมิตรทาวน์”เปิดบริการเต็มรูปแบบ คาดปีแรกรับรู้รายได้จากธุรกิจให้เช่า800ล้านบาท. Prop2morrow. https://www.prop2morrow.com/2019/09/20/“สามย่านมิตรทาวน์”เปิดบริการเต็มรูปแบบ-คาดปีแรกรับรู้รายได้จากธุรกิจให้เช่า800ล้านบาท/#:~:text=3.โซนรีเทล “ศูนย์การค้าสาม,1%2C500 บาท%2Fตารางเมตร%2Fเดือน Wikipedia. (n.d.). Thai Chinese. Wikipedia. https://en.wikipedia.org/wiki/Thai_Chinese หมูหวานชวนชิม. (2021). ‘อั่งเปา’ (ANG BAO) โรงเตี๊ยม ‘ขนมหวานจากไต้หวัน.’ Bangkokbiznews. https://www.bangkokbiznews.com/lifestyle/932942 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
109933047資料來源 http://thesis.lib.nccu.edu.tw/record/#G0109933047 資料類型 thesis dc.contributor.advisor 張大為 zh_TW dc.contributor.advisor Chang, David en_US dc.contributor.author (作者) 黃玉蓮 zh_TW dc.contributor.author (作者) Benjaporn Patjaroenrungruang en_US dc.creator (作者) 黃玉蓮 zh_TW dc.creator (作者) Patjaroenrungruang, Benjaporn en_US dc.date (日期) 2022 en_US dc.date.accessioned 1-七月-2022 16:17:58 (UTC+8) - dc.date.available 1-七月-2022 16:17:58 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2022 16:17:58 (UTC+8) - dc.identifier (其他 識別碼) G0109933047 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/140643 - 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) 109933047 zh_TW dc.description.abstract (摘要) Thailand has experienced two significant changes in recent years: rising health consciousness and the emergence of an aging society. This trend presents Doudou Bingsha with the opportunity to enter the dessert business and establish a soybean-based dessert shop in Bangkok. Soybean has long been a staple in Thai cooking. It is well-known as a nutrient-dense food that benefits people of all ages, from children to the elderly. The business plans to offer healthy desserts made from soybeans to delight consumers while promoting a healthier lifestyle. This thesis starts with a discussion about the business structure using the business model canvas, followed by the viability of the business opportunity by examining the business`s internal and external elements. The findings of a SWOT and Porter`s Five Forces analysis and an evaluation of the business plan`s projected five-year financial revenue reveal that this is a viable business prospect worth investing in. en_US dc.description.tableofcontents 1. Executive Summary 1 2. Introduction and Company Background 3 2.1 Company Overview 3 2.1.1 Name and Logo of the Business 4 2.1.2 Mission 4 2.1.3 Vision 4 2.1.4 Goal of Business 4 2.2 Key to Success 5 2.2.1 Soybeans as a Plant-Based Nutrition 5 2.2.2 Stay Healthy, Low Sugar 5 2.2.3 Aging Society 5 2.2.4 Taiwanese Style Dessert 5 2.3 Products overview 6 2.3.1 Soy Milk Beverages 6 2.3.2 Soy Milk Desserts 6 2.4 Business Model Canvas 8 2.4.1 Customer Segments 8 2.4.2 Value Propositions 9 2.4.3 Channels 9 2.4.4 Customer Relationship 11 2.4.5 Key Partners 11 2.4.6 Key Activities 12 2.4.7 Key Resources 13 2.4.8 Cost Structure 13 2.4.9 Revenue Streams 14 3. Industry Analysis 15 3.1 Market Situation 15 3.1.1 Thai Lifestyle with Dessert and Beverage 15 3.1.2 Soybeans Industry and The Growth of Soybeans Trend in Thailand 16 3.1.3 The Growth of Health Conscious and Plant-Based Trend 17 3.1.4 The Emergence of The Aging Society 18 3.2 Existing Business in Thailand 19 3.2.1 Street Food Level 20 3.2.2 Non-street Food Level 22 3.3 SWOT Analysis 24 3.3.1 Strengths 24 3.3.2 Weaknesses 24 3.3.3 Opportunities 24 3.3.4 Threats 25 3.4 Porter`s Five Forces 25 3.4.1 Bargaining Power of Suppliers 25 3.4.2 Bargaining Power of Buyers 25 3.4.3 Threats of New Entrants 26 3.4.4 Threats of Substitutes 26 3.4.5 Competition of Existing Competitors in The Industry 26 4. Marketing Research 28 4.1 The Objective of Research 28 4.2 The Scope of Research 28 4.3 The Result of Research 28 5. Marketing Plan 34 5.1 STP Model 34 5.1.1 Segmentation 34 5.1.2 Targeting 34 5.1.3 Positioning 35 5.2 Marketing Mix Strategies 36 5.2.1 Product 36 5.2.2 Price 37 5.2.3 Place 38 5.2.4 Promotion 42 6. Operational Plan 45 6.1 Store Design and Decoration 45 6.2 Supplier Selection 46 6.3 Production 49 6.4 Operational Processes 49 6.5 Inventory Management 50 6.6 Law and Regulations 51 7. Organizational Management Team 52 7.1 Organizational Structure 52 7.2 Roles and Responsibilities 52 7.2.1 Founder/CEO/CFO 52 7.2.2 Marketing Manager 53 7.2.4 Kitchen Manager 53 7.2.5 Store Manager 54 7.2.6 Assistant Store Manager 54 7.2.7 Waiter/Waitress (part-time, paid hourly) 55 7.3 Compensation and Benefits 55 7.4 Training 55 8. Financial Plan 57 8.1 Assumptions 57 8.1.1 Capital Investment 57 8.1.2 Revenue 58 8.1.3 Cost of Goods Sold 59 8.1.4 Operating Expenses 60 8.2 Forecasted Income Statement 62 8.3 Financial Decision 62 8.3.1 Income Statement 62 9. Future Expansion Plan 64 9.1 Vending Machine in the MRT and BTS Stations 64 9.2 Expanding the Business as a Franchise 64 9.3 Extending the Product Line and Variety of New Products 64 9.4 Being the Local Farmers` Distribution Bridge 65 10. Conclusion 66 Reference 67 Appendix 70 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0109933047 en_US dc.subject (關鍵詞) 黃豆 zh_TW dc.subject (關鍵詞) 豆漿 zh_TW dc.subject (關鍵詞) 甜點 zh_TW dc.subject (關鍵詞) 健康 zh_TW dc.subject (關鍵詞) 泰國 zh_TW dc.subject (關鍵詞) Soybean en_US dc.subject (關鍵詞) Soymilk en_US dc.subject (關鍵詞) Desserts en_US dc.subject (關鍵詞) Healthy en_US dc.subject (關鍵詞) Thailand en_US dc.title (題名) 豆豆冰沙：泰國世代相傳的豆乳甜品 zh_TW dc.title (題名) Doudou Bingsha: Soybean-based Dessert for Every Generation in Thailand en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) ABCD Centre. (2021). Lessons from One of the Most Aged ASEAN Member States. ERIA Reserch Project Report 2021, No. 06a, 4. https://doi.org/10.1525/9780520328495 AFSIS Secretarait. (2020). Asean Food Security Information System Asean Agricultural Commodity Outlook Asean Agricultural Commodity Outlook Asean. Agricultural Commodity Outlook (ACO) Report, No. 25(25), 57. http://www.aptfsis.org Anchalee Kongrut. (2014). Got soy milk? Bangkok Post. https://www.bangkokpost.com/life/social-and-lifestyle/433736/got-soy-milk ANG BAO. (n.d.). ANG BAO: The new dessert parlor at ICONSIAM. Iconsiam. https://iconsiam.com/en/dining/ang-bao-open Arwooth Na Lampang. (1983). SOYBEAN PRODUCTION IN THAILAND. Japan International Reserch Center for Agricultural Sciences, 17, 37–43. Atli Arnarson. (2019). Soybeans 101: Nutrition Facts and Health Effects. Healthline. https://www.healthline.com/nutrition/foods/soybeans#vitamins-and-minerals Beautycosmet. (2021). เครื่องหมายรับรองสินค้า ตรารับรองคุณภาพสินค้าที่ต้องรู้. Beautycosmet. https://www.beautycosmet.com/cream-factory/product-certification-mark-and-product-quality-certification-mark-that-must-be-known/ Centre, A.-K. (2021). Plant-based food industry Booming in Thailand [출처] Plant-based food industry Booming in Thailand|작성자 akcsns. ASEAN-Korea Centre. https://blog.naver.com/PostView.naver?blogId=akcsns&logNo=222409629102&redirect=Dlog&widgetTypeCall=true&directAccess=false Chengsimei1958. (n.d.). chengsimei1958. Chengsimei1958. https://www.chengsimei1958s.com/เมนู/ CMC. (2021). QQ DESSERT. บริษัท เจ้าพระยามหานคร จำกัด (มหาชน). https://cmc.co.th/privilege/archives/982#:~:text=สาขา Central World Earlyme. (2021). นมถั่วเหลืองกับผู้สูงอายุ. Earlyme. https://www.earlyme.co.th/content/4496/นมถั่วเหลืองกับผู้สูงอายุ Eua-pun. (2021). ‘เช็งซิมอี๊’ น้ำแข็งไสเพื่อสุขภาพ...หวานมากว่า 60 ปี. Bangkokbiznews. https://www.bangkokbiznews.com/lifestyle/950804 GlobalData. (2021). Thailand plant-based meat substitutes market to grow at 9.2% CAGR through 2025. GlobalData. https://www.globaldata.com/thailand-plant-based-meat-substitutes-market-grow-9-2-cagr-2025-forecasts-globaldata/ Healthline. (n.d.). Why does eating healthy matter? Healthline. https://www.healthline.com/nutrition/how-to-eat-healthy-guide#importance J. Degenhard. (2021). Forecast of the number of Instagram users in Thailand from 2017 to 2025. Statista. https://www.statista.com/forecasts/1138778/instagram-users-in-thailand Jitpleecheep, P. (2022). Nestle choses Thailand to debut new soy drink. Bangkokpost. https://www.bangkokpost.com/business/2260411/nestle-choses-thailand-to-debut-new-soy-drink Manakitsomboon, H. (2021). Forecasted market value of health food in Thailand in 2020 and 2025. Statista. https://www.statista.com/statistics/1245994/thailand-health-foods-market-value/ Matichon. (2017). ฉลองครบ 1 ปี กับแบรนด์คาเฟ่ขนมหวานจากไต้หวัน คิวคิว ดิเสิร์ท (QQ Dessert). Matichon. https://www.matichon.co.th/publicize/news_764363 Meet Fresh. (n.d.). Meet Fresh. Meet Fresh. http://www.meetfresh.com.tw/en/about Montri Sriwong. (2021). ทำไมแฟรนไชส์ ถิงถิง บิงซู ถึงดัง ขยายเร็ว! Thaismescenter. http://www.thaismescenter.com Muangtum, N. (2021). รายงานสถิติ Thailand Digital Stat 2021 จาก We Are Social. Everydaymarketing. https://www.everydaymarketing.co/knowledge/thailand-digital-stat-2021-we-are-social/ Ningning. (2021). รีวิว น้ำตาลมะพร้าว ยี่ห้อไหนดี อร่อย หวานกลมกล่อม ปี 2021. Bestreview.Asia. https://bestreview.asia/best-coconut-sugar/ NSO. (2021). Number and Percentag Population From Registration Record by Age Group (Child Age, Working Age, Old Age) Sex Region and province Year : 2012 - 2021. NSTDA. (n.d.). TISI Certification | มาตรฐานอุตสาหกรรม (มอก). Electrical and Electronic Products Testing Center(PTEC). http://www.ptec.or.th/Service/certification_tisi_en.html Office of Agricultural Economics. (2018). The Study of Soybean Supply Chain in Chiang Mai Thailand. The Study of Soybean Supply Chain in Chiang Mai Thailand, 19. Papadopoulos, A. (2019). Ranked: The World’s 50 Best Cities For Street Food-Obsessed Travellers, 2019. Ceoworld. https://ceoworld.biz/2019/09/30/ranked-the-worlds-50-best-cities-for-street-food-obsessed-travellers-2019/ Poomontre, J., & Setthawong, P. (2016). An Updated Prediction System for the TMRS Standardized Socio-Economic Status (SES) Classification of Bangkok and Metropolitan Subjects. The 1th International Conference on Information Technology, 376, pp 885–894. ProCon.org. (2020). Lactose Intolerance by Country. ProCon.Org. https://milk.procon.org/lactose-intolerance-by-country/ Pwc. (2022). Thailand Corporate - Taxes on corporate income. Taxsummaries. https://taxsummaries.pwc.com/thailand/corporate/taxes-on-corporate-income Reach to teach recruiting. (n.d.). Weather in Thailand. Reach to Teach Recruiting. https://www.reachtoteachrecruiting.com/guides/thailand/weather-in-thailand Registration Office Department of the Interior, M. of the I. (2019). Provinces of Thailand. 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