| dc.contributor.advisor | 徐愛恩 | zh_TW |
| dc.contributor.advisor | Stephanie Tsui | en_US |
| dc.contributor.author (Authors) | 北雁 | zh_TW |
| dc.contributor.author (Authors) | Semenova Elizaveta | en_US |
| dc.creator (作者) | 北雁 | zh_TW |
| dc.creator (作者) | Elizaveta, Semenova | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 1-Feb-2024 11:47:55 (UTC+8) | - |
| dc.date.available | 1-Feb-2024 11:47:55 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Feb-2024 11:47:55 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0110933041 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/149670 | - |
| 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) | 110933041 | zh_TW |
| dc.description.abstract (摘要) | Vanlav，這家以“一心一意”為經營理念著稱的糖果連鎖店，自2019年由Bek及其兄弟創辦以來，在俄羅斯已經樹立了顯著的存在。Vanlav總部位於馬哈奇卡拉，截至2023年12月，已在俄羅斯8個主要城市擴展至16家門店，每月驚人的營業額達到55萬美元。這家連鎖店以其糖果和咖啡店獨特融合的體驗而聞名，現正處於關鍵時刻，即將在莫斯科開設新店並計劃國際擴張。
2024年，Vanlav著手戰略性演變，專注於數位化和電子商務。此舉涉及開發一個強大的數位部門和一個先進的電子商務平台，並提供全天候送貨服務。這種轉型預計將大幅提升Vanlav的業務，其中一個關鍵績效指標（KPI）目標是每月在線訂單增量增加5%，從目前平均的55,000訂單開始計算。
作為Vanlav的產品營銷經理和業務開發經理，作者在這一轉型中發揮了關鍵作用。責任包括組建一支技術熟練的開發人員和設計師團隊，並簽署所有戰略協議，以實現電子商務的願景。
即將推出的電子商務平台有望成為糖果市場的重要競爭優勢，提升顧客參與度和服務交付。這個商業計劃將提出Vanlav數位轉型的戰略舉措，詳細說明電子商務平台的發展階段，並描述旨在將Vanlav推向糖果行業增長新時代的運營模型。 | zh_TW |
| dc.description.abstract (摘要) | Vanlav, the confectionery chain renowned for its ethos of "One Love," has marked a significant presence in Russia since its inception in 2019 by Bek and his brothers. Headquartered in Makhachkala, Vanlav has expanded to 16 stores across 8 major Russian cities by December 2023, boasting a remarkable monthly turnover of 550,000 US dollars. The chain, known for its unique blend of a confectionery and coffee shop experience, now stands at a pivotal juncture with the imminent launch of a Moscow store and plans for international expansion.
In 2024, Vanlav embarks on a strategic evolution, focusing on digitalization and e-commerce. This initiative involves the development of a robust digital department and a state-of-the-art e-commerce platform, complete with a 24/7 delivery service. This transformation is expected to substantially boost Vanlav's business, with a key performance indicator (KPI) targeting an incremental increase in online orders by 5% monthly, starting from an average of 55,000 orders currently.
The role of the author, as Vanlav's Product Marketing Manager and Business Developer Manager, has been pivotal in this transformation. The responsibility encompassed assembling a skilled team of developers and designers, and signing all strategic agreements to bring the e-commerce vision to life.
The upcoming e-commerce platform is poised to become a significant competitive edge in the confectionery market, enhancing customer engagement and service delivery. This business plan will set forth the strategic initiatives for Vanlav's digital transition, detailing the developmental stages of the e-commerce platform and describing the operational model intended to catapult Vanlav into a new era of confectionery industry growth. | en_US |
| dc.description.tableofcontents | 1. Introduction 7
1.1. The Rationale for Transitioning to E-commerce 8
2. Company Overview 9
2.1. Mission Statement 10
2.2. Vision Statement 11
2.3. Core values 11
2.4. Company Goals 11
2.5. Company Objectives 12
2.6. Keys to Success 12
2.7. Legal Form of Ownership 12
2.7.1. Digital Business Ownership 13
3. Products and Services Overview 13
3.1. Desserts quotes 14
3.2. Offline stores 15
3.3. Desserts and Cakes Online Delivery 15
3.4. Non-dessert production 15
3.5. Franchising 17
4. Business Model Canvas 18
4.1. Customer Segments 18
4.2. Customer Relationships 19
4.3. Channels 20
4.4. Revenue Streams 20
4.5. Key Activities 21
4.6. Key Resources 22
4.7. Key Partners 23
4.8. Cost Structure 24
4.9. Value Proposition 25
5. Industry Analysis 26
5.1 Economic Conditions 27
5.2. Demographics 28
5.3. Business regulations in Russia 29
5.4. Porter’s Five Forces Model 30
6. Market Overview 32
6.1. Demand 32
6.2. Competition 32
6.3. Target Market 33
6.4. SWOT Analysis 33
6.4.1. Strengths 33
6.4.2. Weaknesses 34
6.4.3. Opportunities 35
6.4.4. Threats 36
6.4.5. SWOT Strategies 37
7. Marketing Plan 38
7.1. STP Model (Segmentation, Targeting, and Positioning) 38
7.2. Marketing Strategy 42
7.2.1. Product Strategy 42
7.2.2. Price Strategy 43
7.2.3. Place Strategy 44
7.2.4. Promotion 44
8. Operational Plan and Road Map 46
8.1. Pre-launch Stage 47
8.2. Launch Stage 50
8.3. Post-Launch Stage 51
9. Management Team and Operation 51
9.1. Organizational Structure 52
9.2. Roles and Responsibilities 52
9.3. Compensation and Benefits 53
10. Financial Statements 55
10.1. Costs in 2024 55
10.2. Income Statement 55
10.3. Break-Even Analysis 56
11. Conclusion 58
12. Reference 60 | zh_TW |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0110933041 | en_US |
| dc.subject (關鍵詞) | 數位轉型 | zh_TW |
| dc.subject (關鍵詞) | 電子商務 | zh_TW |
| dc.subject (關鍵詞) | 糖果連鎖店 | zh_TW |
| dc.subject (關鍵詞) | 加盟發展 | zh_TW |
| dc.subject (關鍵詞) | 營運效率 | zh_TW |
| dc.subject (關鍵詞) | digital transformation | en_US |
| dc.subject (關鍵詞) | e-commerce | en_US |
| dc.subject (關鍵詞) | confectionary chain | en_US |
| dc.subject (關鍵詞) | franchise development | en_US |
| dc.subject (關鍵詞) | operational efficiency | en_US |
| dc.title (題名) | 甜點連鎖店的策略演變: 從實體店面到電子商務的轉型導航 | zh_TW |
| dc.title (題名) | Strategic Evolution of Confectionery Chain: Navigating the Transition from Brick-and-Mortar to E-Commerce | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 1. Statista. (n.d.). Food market in Russia - statistics & facts. Statista. Retrieved January 5, 2024, from https://www.statista.com/topics/7961/food-market-in-russia/#topicOverview
2. Statista. (n.d.). Confectionery - Russia. Statista. Retrieved January 5, 2024, from https://www.statista.com/outlook/cmo/food/confectionery-snacks/confectionery/russia
3. The World Bank. (n.d.). The World Bank in Russia. The World Bank. Retrieved January 5, 2024, from https://www.worldbank.org/en/country/russia
4. Federal Tax Service of Russia. (n.d.). News. Federal Tax Service. Retrieved January 5, 2024, from https://www.nalog.gov.ru/rn77/news/tax_doc_news/11940977/
5. Bloomberg. (2023, December 8). Russia November Inflation Hit Central Bank's Worst-Case Forecast. Bloomberg.com. Retrieved January 5, 2024, from https://www.bloomberg.com/news/articles/2023-12-08/russia-november-inflation-hit-central-bank-s-worst-case-forecast
6. Kotler, P., Kartajaya, H. (2016). Marketing 4.0: Moving from Traditional to Digital. | zh_TW |
