| dc.contributor.advisor | 吳文傑 | zh_TW |
| dc.contributor.advisor | Jack Wu | en_US |
| dc.contributor.author (作者) | 肅仁 | zh_TW |
| dc.contributor.author (作者) | Suren | en_US |
| dc.creator (作者) | 肅仁 | zh_TW |
| dc.creator (作者) | Suren | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 1-七月-2024 12:16:28 (UTC+8) | - |
| dc.date.available | 1-七月-2024 12:16:28 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-七月-2024 12:16:28 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0111933042 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/151982 | - |
| 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) | 111933042 | zh_TW |
| dc.description.abstract (摘要) | The tourism industry in Mongolia has witnessed remarkable growth, positioning Ulaanbaatar as a pivotal hub for international travelers. This business plan presents the establishment of Yurt INN, a hostel to cater to the diverse needs of budget travelers, young professionals, and students visiting or residing in Ulaanbaatar. Recognizing the city's booming tourism sector and the shortage of affordable, clean, and comfortable accommodations, Yurt INN aims to bridge this gap by offering a unique blend of accommodation options, including capsule beds, private rooms, and co-living spaces.
The business plan outlines a comprehensive marketing strategy, targeting international budget travelers through online travel agencies (OTAs) and social media platforms for local visitors and co-livers. Additionally, it presents a detailed operational plan, financial analysis, and management structure to ensure efficient operations and long-term sustainability. By leveraging the growing demand for affordable and culturally enriching accommodations, Yurt INN aims to establish itself as a benchmark in the Mongolian hospitality industry, setting new standards for co-living experiences and fostering a vibrant community of travelers and locals alike. | en_US |
| dc.description.tableofcontents | TABLE OF CONTENT
1 Executive Summary 1
2 Business Description 1
2.1 Name and logo of the business 1
2.2 Mission 2
2.3 Vision 3
2.4 Goal of the Business Objectives 3
2.5 Key to Success 4
2.5.1 Lack of Affordable and Clean Hostels During Peak Season 4
2.5.2 Location 5
2.5.3 Engaging Community and Experience 6
2.5.4 Online Presence and Reputation 6
2.6 Company Ownership and Legal Representation 7
3 Business Model Canvas. 8
3.1 Customer Segments 8
3.2 Value Proposition 9
3.3 Channels 10
3.4 Customer Relationships 10
3.5 Key Activities 11
3.6 Key Partners 11
3.7 Key Resources 12
3.8 Cost Structure 13
3.9 Revenue Streams 13
4 Industry Analysis 14
4.1 Mongolian Economic Condition 14
4.2 Tourism Industry Overview 15
4.3 Real Estate Rent Industry Overview 16
4.4 Growth Trends- Tourism 17
4.5 Growth Trends- Real Estate Rent 18
4.6 Porter Five forces 18
4.6.1 Threat of New Entrants 19
4.6.2 Bargaining Power of Buyers 20
4.6.3 Bargaining power of suppliers 20
4.6.4 Threat of Substitutes 20
4.6.5 Competitive Rivalry 21
5 Market Analysis 22
5.1 Target Market Segmentation 22
5.1.1 International Budget Travellers 22
5.1.2 Domestic Young Adults and Students 22
5.1.3 Young Professionals 23
5.2 Competitive Landscape 23
5.2.1 Hostels and Guesthouses 23
5.2.2 Hotels 24
5.2.3 Short-term rentals 25
6 Product and Services 27
6.1 Accommodation Options 27
6.1.1 Capsule Beds. 27
6.1.2 Private Rooms 29
6.1.3 Tour Offerings 30
6.2 Unique Selling Proposition 31
6.2.1 Cultural Integration 31
6.2.2 Hybrid Accommodation Options 31
6.2.3 Community and Networking Hub 32
6.2.4 Strategic Location 32
7 Marketing Plan 33
7.1 STP Model 33
7.1.1 Segmentation 33
7.1.2 Targeting 34
7.1.3 Positioning 36
7.2 Marketing Mix 37
7.2.1 Product 37
7.2.2 Price 37
7.2.3 Place 38
7.2.4 Promotion 38
8 Operational plan 40
8.1 Overview 40
8.2 Guest Experience Management 40
8.3 Facility and Staff Management 41
8.4 Financial and Strategic Direction 41
9 Management team 43
9.1 Roles and Responsibilities 43
9.1.1 Founder/CEO/CFO 43
9.1.2 Front Office Attendant 44
9.1.3 Housekeeper 44
10 Financial Analysis 46
10.1.1 Capital investment 46
10.1.2 Scenario 1: Long-term lease 46
10.1.3 Scenario 2: Buying property with initial down payment 47
10.2 Revenue 49
10.3 Income Statement 49
10.4 Net Present Value Analysis 50
10.5 Break-even analysis 52
11 Reference: 53 | zh_TW |
| dc.format.extent | 2344479 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0111933042 | en_US |
| dc.subject (關鍵詞) | 蒙古 | zh_TW |
| dc.subject (關鍵詞) | Hostel | en_US |
| dc.subject (關鍵詞) | Co-living | en_US |
| dc.subject (關鍵詞) | Backpackers | en_US |
| dc.subject (關鍵詞) | Affordable | en_US |
| dc.subject (關鍵詞) | Accommodation | en_US |
| dc.subject (關鍵詞) | Ulaanbaatar Tourism | en_US |
| dc.title (題名) | Yurt INN：在蒙古烏蘭巴托連結平價住宿與社區生活 | zh_TW |
| dc.title (題名) | Yurt INN: Bridging Affordable Hospitality and Community Living in Ulaanbaatar, Mongolia | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | 1. Kataria, V. (2024, March 17). Strategy- Article -2 Five Forces Model - Hospitality Industry. https://www.linkedin.com/pulse/strategy-article-2-five-forces-model-hospitality-industry-vikas-rnacc/
2. Biesiada, J. (2023, July 27). Expedia group online bookers use OTAs. TW. https://www.travelweekly.com/Travel-News/Travel-Technology/Expedia-group-online-bookers-use-OTAs
3. Twin, A. (2024, February 19). Value Proposition: How to Write It With Examples. Investopedia. https://www.investopedia.com/terms/v/valueproposition.asp
4. International Federation of Red Cross And Red Crescent Societies. (2024, May 19). ReliefWeb. https://reliefweb.int/organization/ifrc
5. World Bank: Air Transport and Sector Coordination Issues Among the Top Obstacles for Mongolia’s Tourism Sector. (2022, March 23). World Bank. https://www.worldbank.org/en/news/press-release/2022/03/17/world-bank-air-transport-and-sector-coordination-issues-among-the-top-obstacles-for-mongolia-s-tourism-sector#:~:text=Tourism%20is%20an%20important%20contributor,2020%20due%20to%20COVID%2D19.
6. 2023 Wrap: Tourism. (n.d.). https://insidemongolia.mn/post/wFNWIxqlD5h
7. Бүх судалгаанууд. (n.d.). https://tz.mn/mn/services/category/0
8. Maximizing Revenue and Reach : The Importance of OTA Platforms for Hotels and How Retvens Can Help! (2023, March 18). https://www.linkedin.com/pulse/maximizing-revenue-reach-importance-ota-platforms-hotels/
9. Kataria, V. (2024, March 17). Strategy- Article -2 Five Forces Model - Hospitality Industry. https://www.linkedin.com/pulse/strategy-article-2-five-forces-model-hospitality-industry-vikas-rnacc/
10. Biesiada, J. (2023, July 27). Expedia group online bookers use OTAs. TW. https://www.travelweekly.com/Travel-News/Travel-Technology/Expedia-group-online-bookers-use-OTAs
11. Twin, A. (2024, February 19). Value Proposition: How to Write It With Examples. Investopedia. https://www.investopedia.com/terms/v/valueproposition.asp
12. International Federation of Red Cross And Red Crescent Societies. (2024, May 19). ReliefWeb. https://reliefweb.int/organization/ifrc
13. World Bank: Air Transport and Sector Coordination Issues Among the Top Obstacles for Mongolia’s Tourism Sector. (2022, March 23). World Bank. https://www.worldbank.org/en/news/press-release/2022/03/17/world-bank-air-transport-and-sector-coordination-issues-among-the-top-obstacles-for-mongolia-s-tourism-sector#:~:text=Tourism%20is%20an%20important%20contributor,2020%20due%20to%20COVID%2D19.
14. 2023 Wrap: Tourism. (n.d.). https://insidemongolia.mn/post/wFNWIxqlD5h
15. Бүх судалгаанууд. (n.d.). https://tz.mn/mn/services/category/0
16. Maximizing Revenue and Reach : The Importance of OTA Platforms for Hotels and How Retvens Can Help! (2023, March 18). https://www.linkedin.com/pulse/maximizing-revenue-reach-importance-ota-platforms-hotels/ | zh_TW |
