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題名 茶之旅：將台灣茶文化引入法國里昂的商業計劃
Journey of Tea: A Business Plan for Introducing Taiwanese Tea Culture to Lyon in France
作者 夏燕婷
TOURRE, Emma Jeanne
貢獻者 林知伸
Lin, Jason
夏燕婷
Emma Jeanne TOURRE
關鍵詞 茶舘
法國
商業計劃
文化體驗
Tea House
France
Business Plan
Cultural Experience
日期 2024
上傳時間 5-Aug-2024 13:47:57 (UTC+8)
摘要 該商業計劃引入了台北茶館的概念，這是一家台灣茶館，在法國里昂提供正宗的台灣茶體驗。這項研究評估了這座以烹飪好奇心而聞名的城市中傳統茶館的生存能力。 調查結果表明，法國全民對亞洲文化的興趣日益濃厚，對優質正宗美食體驗的需求也日益增長。台北劇院定位為優質目的地，提供傳統台灣茶，並充當台灣和法國之間的文化橋樑。此商業模式強調永續性、文化真實性以及透過研討會和活動提供的教育體驗。
This business plan introduces the concept of Théière de Taipei, a Taiwanese tea house that offers authentic Taiwanese tea experience in Lyon, France. This study evaluates the viability of a traditional tea house in a city renowned for its culinary curiosity. The findings reveal a growing interest among the French population towards Asian cultures and an increasing demand for premium and authentic culinary experiences. Théière de Taipei is positioned to be a premium destination, offering traditional Taiwanese tea, and acting as a cultural bridge between Taiwan and France. The business model emphasizes sustainability, cultural authenticity, and educational experiences through workshops and events.
參考文獻 1. Curnonsky, and Marcel E. Grancher. “Lyon, Capitale Mondiale De La Gastronomie”. 1935. 2. Wikipedia contributors. "Lyon." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 11 Apr. 2024. Web. 23 Apr. 2024. 3. Wikipedia contributors. "Economy of France." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 22 Apr. 2024. Web. 25 Apr. 2024. 4. Euromonitor: Passport “Lyon in France”. Euromonitor International, July 2023. https://www.euromonitor.com/lyon-in-france/report. 5. Statista. “Tea: Market Data and Analysis | Statista.” Statista, www-statista-com.em-lyon.idm.oclc.org/study/48824/tea-market-data-and-analysis. 6. "Tea - France." Statista, Statista Inc., https://www-statista-com.em-lyon.idm.oclc.org/outlook/cmo/hot-drinks/tea/france. 7. Xerfi. “Le Marché Du Thé Et Du Café : Étude, Tendances, Classements.” 2023 Xerfi, www.xerfi.com/presentationetude/le-marche-du-the-et-du-cafe_IAA25. 8. Schofield, By Hugh. “France’s Silent Tea Revolution.” BBC News, 19 Apr. 2014, www.bbc.com/news/magazine-26962095. 9. From the company website: https://wistariaparis.com/. 10. From company website, https://www.palaisdesthes.com/fr/. 11. From company website, https://www.dammann.fr/fr/. 12. From company website, http://www.cha-yuan.com/. 13. From company website, https://www.bernachon.com/. 14. From the company Facebook page, https://www.facebook.com/chacunsatasse/. 15. From the company Instagram page, https://www.instagram.com/maokong.lyon/. 16. Brandvoice. “Actuali-thés : Où En Est Le Marché Du Thé ?” Forbes France, 21 Feb. 2021, www.forbes.fr/lifestyle/actuali-thes-ou-en-est-le-marche-du-the/. 17. Euromonitor: Passport “PEST Analysis: France”. Euromonitor International, 06 Jun 2023. https://www.euromonitor.com/pest-analysis-france/report 18. Labour Costs in France in 2020: 38.7 Euros per Hour Worked - Insee Focus - 283. www.insee.fr/en/statistiques/6693361. 19. Wang, Jing. “Imagined Communities and Republican Recognition: The Asian Diaspora in France.” Revue EuropéEnne Des Migrations Internationales/Revue Européenne Des Migrations Internationales, vol. 37, no. 3–4, May 2022, https://doi.org/10.4000/remi.24134. 20. “Consumers Seek Healthier Beverage Alternatives to Alcohol.” Foodengineeringmag, 19 Mar. 2024, www.foodengineeringmag.com/articles/101969-consumers-seek-healthier-beverage-alternatives-to-alcohol. 21. Jayasinghe, Sadeeka Layomi, and Lalit Kumar. “Potential Impact of the Current and Future Climate on the Yield, Quality, and Climate Suitability for Tea [Camellia Sinensis (L.) O. Kuntze]: A Systematic Review.” Agronomy, vol. 11, no. 4, Mar. 2021, p. 619. https://doi.org/10.3390/agronomy11040619. 22. Legrand, Thomas, et Laure Watrin. Les 100 mots des bobos. Presses Universitaires de France, 2018 23. Renaud. “Renaud - Les Bobos (Clip Officiel).” YouTube, 6 Mar. 2009, www.youtube.com/watch?v=LZzR7-apnKA. 24. Euromonitor: Passport “Consumer Types in France”. Euromonitor International, 05 July 2023. https://www.euromonitor.com/consumer-types-in-france/report 25. RELAXNEWS. (2019, February 2). Les Français sont très attirés par l’Asie. Le Progrès. https://www.leprogres.fr/lifestyle/2019/02/02/les-francais-sont-tres-attires-par-l-asie 26. Hakem, Tewfik, et al. “D’Hokusai Aux Mangas, Pourquoi La France Aime Tant La Culture Japonaise ?” France Culture, 30 Apr. 2023, www.radiofrance.fr/franceculture/podcasts/affinites-culturelles/d-hokusai-aux-mangas- pourquoi-la-france-aime-tant-la-culture-japonaise-1083859. 27. Yu, Shuenn-Der. “Authenticity, Terroir, and Invention of Tradition: French Wine Versus Taiwanese Tea.” Airiti Library 華藝線上圖書館, Oct. 2015, https://doi.org/10.6641/PICCFC.14.2015.06.
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)
112933056
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0112933056
資料類型 thesis
dc.contributor.advisor 林知伸zh_TW
dc.contributor.advisor Lin, Jasonen_US
dc.contributor.author (Authors) 夏燕婷zh_TW
dc.contributor.author (Authors) Emma Jeanne TOURREen_US
dc.creator (作者) 夏燕婷zh_TW
dc.creator (作者) TOURRE, Emma Jeanneen_US
dc.date (日期) 2024en_US
dc.date.accessioned 5-Aug-2024 13:47:57 (UTC+8)-
dc.date.available 5-Aug-2024 13:47:57 (UTC+8)-
dc.date.issued (上傳時間) 5-Aug-2024 13:47:57 (UTC+8)-
dc.identifier (Other Identifiers) G0112933056en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/152757-
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) 112933056zh_TW
dc.description.abstract (摘要) 該商業計劃引入了台北茶館的概念，這是一家台灣茶館，在法國里昂提供正宗的台灣茶體驗。這項研究評估了這座以烹飪好奇心而聞名的城市中傳統茶館的生存能力。 調查結果表明，法國全民對亞洲文化的興趣日益濃厚，對優質正宗美食體驗的需求也日益增長。台北劇院定位為優質目的地，提供傳統台灣茶，並充當台灣和法國之間的文化橋樑。此商業模式強調永續性、文化真實性以及透過研討會和活動提供的教育體驗。zh_TW
dc.description.abstract (摘要) This business plan introduces the concept of Théière de Taipei, a Taiwanese tea house that offers authentic Taiwanese tea experience in Lyon, France. This study evaluates the viability of a traditional tea house in a city renowned for its culinary curiosity. The findings reveal a growing interest among the French population towards Asian cultures and an increasing demand for premium and authentic culinary experiences. Théière de Taipei is positioned to be a premium destination, offering traditional Taiwanese tea, and acting as a cultural bridge between Taiwan and France. The business model emphasizes sustainability, cultural authenticity, and educational experiences through workshops and events.en_US
dc.description.tableofcontents 1. Executive Summary: Business Idea and Motivation 1 1.1. Definition of a Taiwanese tea house 2 1.2. Company Overview & Objectives 2 1.3. Mission, Vision, and Values 4 2. Products and Services 5 2.1. The Venue: A glimpse of Taiwan 5 2.2. The Tea House Activities 7 2.2.1. Teas 8 2.2.2. Snacks & Desserts 11 2.3. Workshops: Discovering Tea Ceremony and Taiwanese Culture 13 2.4. Weighted Tea and Other Merchandises 14 3. Business Model Canvas 16 3.1. Key Partners 17 3.2. Key Activities 18 3.3. Key Resources 19 3.4. Value Proposition 20 3.5. Customer Relations 21 3.6. Channels 22 4. Market Analysis 23 4.1. France & Lyon 23 4.2. Tea industry in France 24 4.3. Competitor Analysis in Lyon 26 5. Marketing and Sales Plan 29 5.1. SWOT Analysis 29 5.2. PESTLE Analysis 31 5.3. Porter Five Forces Model 34 5.4. Our Competitive Advantage 35 6. Strategy and Positioning 37 6.1. Customer Empathy Map 37 6.2. Targeting 37 6.3. Positioning 39 6.4. Marketing Mix 41 6.4.1. Product 41 6.4.2. Place 41 6.4.3. Price 42 6.4.4. Promotion 43 7. Management and Organization Structure 45 7.1. Porters Value Chain of Théière de Taipei 45 7.2. Hierarchy and Functions 45 8. Financial Plan 46 8.1. Start-Up Costs 46 8.2. Revenue Forecast 46 8.3. Expenses Forecast 48 8.4. P&L Overview 49 8.5. Cash-Flow Statement 50 9. Long Term Vision 51 Reference 53zh_TW
dc.format.extent 3373179 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0112933056en_US
dc.subject (關鍵詞) 茶舘zh_TW
dc.subject (關鍵詞) 法國zh_TW
dc.subject (關鍵詞) 商業計劃zh_TW
dc.subject (關鍵詞) 文化體驗zh_TW
dc.subject (關鍵詞) Tea Houseen_US
dc.subject (關鍵詞) Franceen_US
dc.subject (關鍵詞) Business Planen_US
dc.subject (關鍵詞) Cultural Experienceen_US
dc.title (題名) 茶之旅：將台灣茶文化引入法國里昂的商業計劃zh_TW
dc.title (題名) Journey of Tea: A Business Plan for Introducing Taiwanese Tea Culture to Lyon in Franceen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 1. Curnonsky, and Marcel E. Grancher. “Lyon, Capitale Mondiale De La Gastronomie”. 1935. 2. Wikipedia contributors. "Lyon." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 11 Apr. 2024. Web. 23 Apr. 2024. 3. Wikipedia contributors. "Economy of France." Wikipedia, The Free Encyclopedia. Wikipedia, The Free Encyclopedia, 22 Apr. 2024. Web. 25 Apr. 2024. 4. Euromonitor: Passport “Lyon in France”. Euromonitor International, July 2023. https://www.euromonitor.com/lyon-in-france/report. 5. Statista. “Tea: Market Data and Analysis | Statista.” Statista, www-statista-com.em-lyon.idm.oclc.org/study/48824/tea-market-data-and-analysis. 6. "Tea - France." Statista, Statista Inc., https://www-statista-com.em-lyon.idm.oclc.org/outlook/cmo/hot-drinks/tea/france. 7. Xerfi. “Le Marché Du Thé Et Du Café : Étude, Tendances, Classements.” 2023 Xerfi, www.xerfi.com/presentationetude/le-marche-du-the-et-du-cafe_IAA25. 8. Schofield, By Hugh. “France’s Silent Tea Revolution.” BBC News, 19 Apr. 2014, www.bbc.com/news/magazine-26962095. 9. From the company website: https://wistariaparis.com/. 10. From company website, https://www.palaisdesthes.com/fr/. 11. From company website, https://www.dammann.fr/fr/. 12. From company website, http://www.cha-yuan.com/. 13. From company website, https://www.bernachon.com/. 14. From the company Facebook page, https://www.facebook.com/chacunsatasse/. 15. From the company Instagram page, https://www.instagram.com/maokong.lyon/. 16. Brandvoice. “Actuali-thés : Où En Est Le Marché Du Thé ?” Forbes France, 21 Feb. 2021, www.forbes.fr/lifestyle/actuali-thes-ou-en-est-le-marche-du-the/. 17. Euromonitor: Passport “PEST Analysis: France”. Euromonitor International, 06 Jun 2023. https://www.euromonitor.com/pest-analysis-france/report 18. Labour Costs in France in 2020: 38.7 Euros per Hour Worked - Insee Focus - 283. www.insee.fr/en/statistiques/6693361. 19. Wang, Jing. “Imagined Communities and Republican Recognition: The Asian Diaspora in France.” Revue EuropéEnne Des Migrations Internationales/Revue Européenne Des Migrations Internationales, vol. 37, no. 3–4, May 2022, https://doi.org/10.4000/remi.24134. 20. “Consumers Seek Healthier Beverage Alternatives to Alcohol.” Foodengineeringmag, 19 Mar. 2024, www.foodengineeringmag.com/articles/101969-consumers-seek-healthier-beverage-alternatives-to-alcohol. 21. Jayasinghe, Sadeeka Layomi, and Lalit Kumar. “Potential Impact of the Current and Future Climate on the Yield, Quality, and Climate Suitability for Tea [Camellia Sinensis (L.) O. Kuntze]: A Systematic Review.” Agronomy, vol. 11, no. 4, Mar. 2021, p. 619. https://doi.org/10.3390/agronomy11040619. 22. Legrand, Thomas, et Laure Watrin. Les 100 mots des bobos. Presses Universitaires de France, 2018 23. Renaud. “Renaud - Les Bobos (Clip Officiel).” YouTube, 6 Mar. 2009, www.youtube.com/watch?v=LZzR7-apnKA. 24. Euromonitor: Passport “Consumer Types in France”. Euromonitor International, 05 July 2023. https://www.euromonitor.com/consumer-types-in-france/report 25. RELAXNEWS. (2019, February 2). Les Français sont très attirés par l’Asie. Le Progrès. https://www.leprogres.fr/lifestyle/2019/02/02/les-francais-sont-tres-attires-par-l-asie 26. Hakem, Tewfik, et al. “D’Hokusai Aux Mangas, Pourquoi La France Aime Tant La Culture Japonaise ?” France Culture, 30 Apr. 2023, www.radiofrance.fr/franceculture/podcasts/affinites-culturelles/d-hokusai-aux-mangas- pourquoi-la-france-aime-tant-la-culture-japonaise-1083859. 27. Yu, Shuenn-Der. “Authenticity, Terroir, and Invention of Tradition: French Wine Versus Taiwanese Tea.” Airiti Library 華藝線上圖書館, Oct. 2015, https://doi.org/10.6641/PICCFC.14.2015.06.zh_TW